New in Wicked Reports 2.0 : More credit for the ads that start the journey, not just the ones that finish it.
Here's a pattern I see in almost every account doing $50K+/month across multiple channels.
The money goes into Meta video, TikTok, YouTube, influencers. The sales show up as Direct, branded search, email, or Amazon. The channels doing the introducing don't get enough credit. The channels doing the closing look like heroes.
So budgets drift toward the closers, new customer growth stalls, and nobody can explain why, because every report says ROAS is fine.
We just shipped six things that attack this problem from different angles. Here's what's new, what each one fixes, and how to turn it on.
The problem: TikTok Shop is exploding, and until now Wicked was blind to it. If your buyers purchased inside TikTok Shop instead of your store, your TikTok numbers were understating what the channel actually does.
What's new: Wicked now attributes TikTok Shop performance automatically, from ads and from the platform shop itself. You get complete TikTok performance across both your eCommerce store and TikTok Shop, including GMV Max campaigns, which only exist for TikTok Shop ads.
How to enable it: Nothing to do. It's live for all integrated accounts, and we pulled in the past 30 days of TikTok Shop history so you're not starting from zero.
*[Visual TBD: before/after TikTok channel row if available]*
The problem: Your social ads plant the idea. The customer comes back later through branded search, organic, or Amazon. Last click hands the credit to the channel that got flattered by the final search, and the video that started everything shows nothing. You already know this is wrong, because when you pause those campaigns, revenue drops.
What's new: Halo Modeling adds transparent credit redistribution to your Attribution Report. Channels that collect undeserved last-click credit, like Direct and branded search, give a share back. The channels that create demand get it, weighted by spend and view influence. New Halo columns (Halo Sales, Halo Revenue, Halo ROAS, Halo nCAC) sit beside your click attribution. They never replace it.
Why this is different: we're the first attribution company to show the model and let you change it. No black box. And unlike black-box approaches, Halo is zero sum. Total attributed revenue never exceeds actual revenue. For Meta to get more credit, that credit has to come from somewhere, and you can see exactly where.
How to use it: pick the preset that matches your situation (Social Driving Branded Search and Organic Lift, Heavy Influencer + UGC Video, Video Creative, CTV Impact, or Social Driving Amazon Revenue), click it, save. The payoff step is adjusting budgets: re-rank your channels and campaigns on Halo ROAS and Halo nCAC next to their click numbers. Building your own model is also available, and I wrote a separate deep dive on exactly how the levers work. [LINK: Halo deep-dive blog]
How to enable it: Halo is in alpha. Contact support and we'll turn it on with you.
The problem: New campaigns get killed before they've had a chance to convert. A cold-traffic campaign launches, two weeks pass, the ROAS looks weak, and the budget gets pulled. Not because the ads failed, but because nobody could prove how long a new customer actually takes.
What's new: the Pulse report now shows Customer Conversion Timing: the real distribution of how long it takes your new visitors to become New Customers, based on your last 365 days. Average conversion lag, the full curve from same-day to 180+ days, and what share of your buyers convert inside each window.
Why it matters: this is the evidence that keeps TOF budgets alive. In the account above, 82.7% of new customers convert within 7 days, but 8.9% take more than 30 days. If a meaningful share of your buyers take weeks, a 7-day verdict on a cold campaign is premature by definition. Now that's a chart you can put in front of whoever controls the budget, not an argument you have to win on vibes.
How to enable it: nothing to do. It's live in Pulse.
The problem: Analyst answers the most common attribution questions, and usage has been strong through both Analyst and our MCP. But your weekly reporting isn't common. It's yours. Specific format, specific metrics, specific comparisons, asked the same way every week.
What's new: you can now create your own questions in Analyst, with your exact instructions and formatting preferences, and save them to your account. Your weekly new customer acquisition report, your TOF deep dive, whatever you ask repeatedly, becomes a one-click answer available to everyone on the account.
What's coming: this quarter we're automating delivery, so your saved analyses arrive by email and Slack on your schedule. Set the question once, get the answer every Monday without opening anything.
How to enable it: open Analyst in Wicked Reports, click Create Question.
The problem: the MCP has been answering from FunnelVision views. Great for funnel questions, but if what you wanted was Predicted Future or a day-by-day or week-by-week breakdown, the MCP wasn't pulling from the report built for that.
What's new: the MCP can now access the Attribution Report directly. Predicted Future numbers and day-by-day or week-by-week breakdowns become one question instead of a workaround.
How to use it: tell the MCP "use the attribution report." If you don't, it keeps defaulting to FunnelVision. And it remembers which report you prefer, so you only have to say it once.
How to enable it: nothing to install. Just say it in your next session.
What's new: 5 Forces AI has moved into the Wicked Reports 2.0 workspace, living alongside Pulse, the Attribution Report, and Analyst instead of in the legacy interface.
Why it matters: the recommendations now sit next to the data they come from. One click on Run 5 Forces Analysis and every reviewed campaign lands in a zone (Scale, Chill, Kill, or Observing) with the ad spend attached, so you see the dollar impact of acting, not just a list of suggestions. Campaign-level insights are grouped by channel and tagged by intention, like Acquire New Customers.
How to find it: it's in the left nav of 2.0 under 5 Forces Analysis. Click Run 5 Forces Analysis and go.
What's next
Three things on the bench for this quarter: Slack and email delivery of Analyst, customer persona enrichment, and creative briefs generated from your attribution data plus those personas. More on each as they ship.
Everything above runs on verified first-party, click-level data tied to real orders. That's the difference between a model you can interrogate and a dashboard you have to take on faith.
See any of these working in about two minutes.
And it's backed by the 3x guarantee: three times your subscription in logged, verified budget decisions within 90 days, or Wicked is free until it happens.
Six features that give more credit to the ads that start the customer journey: TikTok Shop Attribution, Halo Modeling, Conversion Timing, Custom Analysis, MCP Attribution Report access and 5 Forces AI in the 2.0 left nav.
No. It’s live automatically for all integrated accounts, including GMV Max campaigns.
No. Halo is zero sum: total attributed revenue never exceeds actual revenue. Credit moves between channels, and Halo columns sit beside your click attribution instead of replacing it.
How do I turn on Halo Modeling?
Halo is in alpha. Contact support and the team will turn it on with you.