Why Wicked?

Optimize Ad Spend

Confidently scale winner and cut losers based on ROI and LTV.

Connect Lead Gen to High LTV

Reverse engineer customer acquisition.

Reliable Conversion Data

Honest conversions lead to increased revenue.

Marketing Attribution Expertise

$2 billion in ad spend, $5 billion in attributed revenue

Customer and Subscription Lifetime Value

Detect repeat and subscription customers and attribute to marketing spend

Who We Help

Ecommerce

Marketing attribution to increase Ecommerce ROI

Subscription

Find lead sources that create subscription customers.

Information & Course

Connect marketing that leads to info & course sales.

Multi-Channel Marketers

Evaluate ROI and LTV of all channels.

Testimonials

See what others are saying about Wicked Reports!

Features

ROI and LTV Reporting

Channel, campaign, ad, and targeting ROI, LTV, and CAC.

Wicked Optimization Playbooks

Turn data into profitable action with precise analysis steps and advice

Integrations

One-click integrations with marketing, sales, and ad systems.

Predictive, Cohort, and Data Mining

Customer lifetime value and behavior analysis.

Channel, Campaign, and Ad Optimization

High level insights and granular optimization actions.

Attribution Models That Work

Attribution that factors customer lifetime value, subscriptions, and lead gen.

Wicked Smartz Time Savers

Intuitive filtering and sorting that delivers answers.

Wicked Reports Vs.

Conversion Quality over Quantity

Wicked detects and attributes conversions that scale revenue.

Wicked Reports vs Tracking Pixels

Wicked Reports vs Oribi, Attribution.io, and tracking pixels.

Wicked Reports vs HubSpot Attribution

Advantages over HubSpot for multi-channel ecom marketers.

Wicked Reports vs Facebook pixel

Multi-channel lifetime value attribution vs Facebook pixel issues

Wicked Reports vs Google Analytics pixel

Multi-channel lifetime value attribution vs Google pixel issues

Wicked Reports vs. Dashboard Reporting

Wicked Reports vs Domo, Grow, Google Data Studio, TapClicks, NinjaCat, AdStage, and others

Scott Desgrosseilliers

Scott Desgrosseilliers


Recent posts by Scott Desgrosseilliers

5 min read

Gclids, Gbraids Wbraids - what is going on?

By Scott Desgrosseilliers on May 4, 2021 4:12:54 PM

Most Google advertisers understand that Google click IDs (known as GCLIDs) can help power Google Ad smart bidding campaigns when they are captured and uploaded back to Google.

However, GCLIDs have recently started “disappearing” in some cases, and/or being replaced by GBRAIDs and WBRAIDs in certain instances. Why is this happening?

It all comes down to changes Google has made in the wake of Apple’s iOS14.5 software update.

In summary, if a click is coming from an iOS device, and the user has opted out of tracking, you will see either a GBRAID or WBRAID, depending on criteria you can read about below.

If your Google Ad click is coming from a NON-iOS device, you will still see GCLIDs and be able to optimize them as normal.

Here are all of Google’s resources on this change: https://support.google.com/google-ads/answer/10417364

Bidding considerations for impacted campaigns
Campaigns using Smart Bidding will continue to set bids based on the most accurate measurement available. However, we recommend that you prepare for the above changes by closely monitoring the performance and delivery of all campaigns serving on iOS traffic and, if necessary, make adjustments to budgets and Smart Bidding CPA or ROAS targets to help you achieve your goals. For example: If you would like to increase spend, you can raise CPA targets or lower ROAS targets as needed.

Overview
When Apple’s ATT policies take effect, we will no longer send the Google click identifier (GCLID) for ads on iOS 14 traffic coming from impacted Google apps. This new ATT compliant parameter, known as “wbraid”,replaces gclid on most iOS surfaces. Advertisers should ensure that the destination websites in their advertising campaigns can receive an additional passed URL parameter and that any web attribution systems they may have can support this parameter, when needed. On non-iOS surfaces, “gclid” will continue to serve as the primary mechanism by which we attribute conversions. Please note that search is not affected by this change, and will continue to use gclid.

Q: What should my advertiser do to ensure they are prepared?
A: As a best practice, we recommend the advertiser implement One Google Tag (OGT) (gTag.js and/or Google Tag Manager).
In addition, a small percentage of advertisers may need to ensure their site is able to accept arbitrary URL parameters by following the directions here -> https://support.google.com/google-ads/answer/1033981

Q: How does this new parameter work?
A: Similar to GCLID, this new parameter is dropped in a 1st party cookie set by A Google Tag (including gTag.js, gtm.js, and analytics.js linked to an ads account) when a user lands on a page after clicking on an ad. This parameter helps attribute conversions back to ad campaigns but does not uniquely identify the user.

Q: Why is this new parameter ATT compliant but gclid is not?
A: This new parameter uses techniques that ensure it cannot be tied back to any one individual user. wbraid uses aggregation techniques to ensure ATT compliance. We are exploring additional techniques like deidentification, in line with Apple’s ATT policies.

Q: What is the visible impact of this change?
A: This is a backend change that advertisers will not see in the Google Ads UI (front-end). The new parameter will be dropped in a 1st party cookie by default and this parameter will be used to pass conversions to your Google measurement solutions in an ATT compliant manner. As always, advertisers can opt out of 1st party measurement all together which will disable use of GCLID as well as this new parameter. Advertisers may see this new parameter present in some URLs that originate on iOS traffic

Q: What is the difference between the “gbraid” and “wbraid” parameters?
A: Both parameters function similarly, in that they are added to the URL (in place of historical identifiers) to measure when the ATT prompt is not accepted. Both parameters also use aggregation techniques to attribute conversions. However, notable differences exist as well:

  Gbraid Wbraid
Where is it used? App measurement (deep linked campaigns) Web measurement
What campaign types? Search/Shopping YouTube/Display/Discovery
Example? Web→ App. Joe clicks on a web ad for shoes, which takes him to a popular shoe app. In the app, Joe purchases a pair of shoes
App → Web. An ad for shoes runs in the YouTube app. Joe clicks on the ad and it takes him to the shoe brand’s website. On the site Joe purchases a pair of shoes
Reporting Granularity No change to reporting granularity No change to reporting granularity
Topics: WBRAIDS GBRAIDS Google Ads GCLID
1 min read

Wicked New feature: Advanced Clicks Api

By Scott Desgrosseilliers on Mar 3, 2021 11:51:06 AM

Wicked Reports is designed to follow users across devices by tracking clicks, leads, email opens, purchases, and other user action.

Topics: New features clicks Outbound API
1 min read

Wicked Improvement: Emailed Reporting

By Scott Desgrosseilliers on Feb 24, 2021 9:20:23 AM

You've been asking for it, and we listened!

Get daily, weekly or monthly reports customized for your most important campaigns in an easy to review email format.

Just follow the step-by-step instructions in the video below to see how you can get insight into your account quickly and regularly without having to dig too deep into the Wicked Dashboard.

69e605669b81429486b11b2ba2eb6baf
Topics: setup Tools and Tips Wicked Reports Setup ready-made reports client report product reports FAQs wicked reports data
1 min read

Wicked Improvements We Can't Wait To Share

By Scott Desgrosseilliers on Feb 15, 2021 10:26:01 AM

Wicked Reports is growing! We are working our tails off to provide the best possible marketing attribution data and ROI for our customers. Watch the video below to find out how we're doing it!

Feb8_2021_Update
Topics: New features broadcast email Tools and Tips ready-made reports wicked reports data
1 min read

Wicked Improvement: Google Audience Tracking

By Scott Desgrosseilliers on Feb 3, 2021 9:57:00 AM

Wicked Reports is excited to announce a change to Google Ads tracking inside our dashboard!

google audience ltv and roi
Topics: AdWords Google Ad Manager return on investment wicked reports data
1 min read

Outbound API with Wicked Reports

By Scott Desgrosseilliers on Oct 19, 2020 7:24:22 AM

One of the features that our clients have been asking for is the ability to export data for additional analysis in Google Data Studios, spreadsheets, or other BI tools.

You asked, and we listened.

Announcing the newest feature of Wicked Reports - complete data flexibility using an outbound API for easy export of clicks, leads and orders..
Want to see how Wicked attributed all your orders? Done!
Want to see all of the clicks for your leads? Piece of cake!
Want to see all of your leads and how they are attributed? No problem!

If you are a data nerd or you just like to see your data in a certain way... you can now export all the data from your marketing channels that Wicked Reports makes available in one place... to wherever you want.

Your data. Accessible. Useable. Practical.

If you're already a Wicked Reports client, you can check out the Outbound API endpoints at https://docs.wickedreports.com/.

Topics: Outbound API
1 min read

Wicked Reports Voted a Top 30 App By hubspot users

By Scott Desgrosseilliers on Aug 10, 2020 1:19:10 PM

Wicked Reports is thrilled to receive the honor of being voted a HubSpot Top 30 App by their customers!

Wicked Reports and HubSpot partner together to provide all your marketing on one platform and a practical metrics dashboard to track your sales and marketing effectiveness.

This means you can stop wasting money on ads, focus your advertising spend on channels that actually work, and not miss any data or revenue that you might otherwise overlook.  

The HubSpot App Marketplace features third-party tools from all around the world that HubSpot customers can integrate into their business to help them succeed and grow.

The Wicked Reports App brings clients ultimate clarity and detailed customer journey data, ensuring that you have accurate marketing data to make the best decisions possible. 

With over 500 apps on HubSpot Marketplace, this is a huge milestone for Wicked Reports as it shows HubSpot clients recognize our passion for tracking sales with precision, and the value of our service.

We continue to give you accurate attribution, so you can optimize your spending accordingly and get full access to your customers’ journey from their first click to their last. 

This award has given us confidence that we are providing what is needed for businesses advertising online to not only succeed, but thrive!

Topics: Wicked Reports HubSpot
11 min read

Marketing Attribution in 2020: Measure ROI/LTV Across Platforms

By Scott Desgrosseilliers on Jun 1, 2020 9:19:02 AM

Marketing attribution is the art of identifying those channels, campaigns, and individual ads that contributed to a single conversion.

1 min read

Wicked releases new mission control report with help from our partners at Google

By Scott Desgrosseilliers on May 27, 2020 1:42:29 PM

Today Wicked Reports announced the beta release of an entirely re-imagined Mission Control report suite to help ecommerce, subscription, and info course marketers optimize ad spend and increase ROI more easily.

Topics: New Feature Announcement marketing attribution ROI
15 min read

How to Track the ROI of Your Digital Marketing

By Scott Desgrosseilliers on May 15, 2020 9:48:00 AM

A review of over 60 different marketing studies has shown that more than 40% of advertising spend is completely wasted.

Topics: ROI customer lifetime value LTV