Wicked Reports Blog

Marketing Attribution Insights

Scott Desgrosseilliers

Scott Desgrosseilliers

Recent posts by Scott Desgrosseilliers

3 min read

FunnelVision Release - Wicked Reports Product Update

By Scott Desgrosseilliers on Feb 17, 2023 11:43:11 AM

Our Revolutionary report for full funnel visibility


3 min read

Microsoft Ads Integration with Wicked Reports

By Scott Desgrosseilliers on Jun 24, 2022 11:35:13 AM

You asked, we built it! 

Microsoft Ads just got more wicked

Microsoft ads just got more Wicked with a 1 minute integration process that delivers accurate cost, ROI, and attribution down to the ad and keyword level for all Microsoft ads.

Watch my demo from an ecommerce brand using Microsoft Ads - Wicked Reports shows attributed ROI of 365% on just one keyword campaign...and there's a lot more to see! Hit Play 👇

2 min read

Product Update: Any Click Search Filter Option

By Scott Desgrosseilliers on Mar 18, 2022 4:14:53 PM

Any Click Search is a new filter option in Wicked Reports' Customer LTV reporting. 

5 min read

Tracking and Optimizing SMS Conversions

By Scott Desgrosseilliers on Mar 18, 2022 3:09:20 PM

Every ecom brand would love a 10% lift in revenue. This is achievable if you put the same thought and effort into your SMS campaigns as you do with your paid media and email campaigns.

2 min read

will ios15 updates affect wicked reports' tracking?

By Scott Desgrosseilliers on Nov 3, 2021 12:14:11 PM

You may have heard about the new update coming to iOS15.

Are you wondering how iOS15 will affect advertisers using Wicked Reports?

The short answer: It doesn't.

Keep reading for the long answer.

Topics: Email ROI Facebook ROI email performance Facebook ads FAQs GDPR ios
1 min read

Product Update: Customizable Columns

By Scott Desgrosseilliers on Aug 20, 2021 2:49:58 PM

Your unique business requires a thousand daily unique decisions. And, when you're using Wicked Reports to make your marketing decisions (like scaling, killing, or chilling ad spend), you've got a ton of data at your fingertips. Now, there is a way to customize how you see your data arranged.

Topics: product updates
1 min read

New wicked feature: first click sales velocity

By Scott Desgrosseilliers on Jun 6, 2021 12:23:00 PM

Do you run a marketing funnel that does not involve an email opt-in step?

Topics: Predictive Behaviors report New features value over time sales cycle Sales Velocity Report
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.

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
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.

HubSpot Video
Topics: setup Tools and Tips Wicked Reports Setup ready-made reports client report product reports FAQs wicked reports data
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