Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
7 min read
How to Scale Facebook Ads for Ecommerce in 2026 : 7 Tips
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HOW TO SCALE FACEBOOK ADS FOR ECOMMERCE IN 2026: 7 TIPS (AND THE ONE THING TO FIX FIRST)
Scaling Facebook ads is where most ecommerce brands either break through or blow up their budget. Push too hard and you reset the learning phase and spike your costs. Push too timidly and you leave growth on the table. And in 2026, with median CPMs up sharply and Meta's automation running more of the account than ever, the margin for error is thinner. Here are seven tips that actually work now — but first, the one thing you have to fix before you scale a single dollar.
Topics: Wicked Reports Facebook ads Meta Ads eCommerce Advertising Ad Scaling Strategy
6 min read
How to Use Ecommerce LTV to Optimize Cold Traffic
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HOW TO USE ECOMMERCE LTV TO OPTIMIZE COLD TRAFFIC AD SPEND
Customer lifetime value is the most underused metric in ecommerce — and that's exactly why it's an edge. Most brands optimize their cold-traffic ads for the cheapest possible click, lead or first purchase. The brands that win optimize for something their competitors aren't even measuring - which cold traffic turns into high-value, repeat customers. This is how you do that.
Topics: Wicked Reports cohort analysis customer lifetime value (CLV) Cold Traffic Attribution ecommerce metrics
5 min read
What Is a Good Ecommerce CAC? Benchmarks & Truth
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WHAT IS A GOOD ECOMMERCE CAC? (AND WHY YOUR PLATFORM'S CAC IS FICTION)
Every ecommerce operator wants a number - "what's a good customer acquisition cost?" Here's the honest answer up front — in 2026, the broad ecommerce average runs about $68–$84 to acquire a customer but that average is nearly useless on its own because CAC ranges from around $23 for pet brands to $377+ for electronics. And it's climbed 40–60% since 2023, so whatever you paid two years ago, you're paying materially more now.
But the benchmark isn't the real problem. The real problem is that the CAC number most brands are looking at is wrong before they even compare it to anything — because it comes from an ad platform that can't actually measure it. Let's fix both.
Topics: Wicked Reports customer lifetime value cac ecommerce metrics LTV to CAC
5 min read
Digital Marketing Metrics That Actually Matter and How To Use Them
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Digital Marketing Metrics That Actually Matter in 2026 (and How to Use Them)
Most brands drown in metrics and starve for insight. The dashboards are full, but the number that would actually change a decision is either missing or wrong. This is a working guide to the handful of marketing KPIs that move the needle for an ecommerce brand - CPL, CAC, ROAS, ROI,and the one most of your competitors ignore, LTV - plus the reason every one of them is only as good as the data underneath it.
Topics: Wicked Reports marketing metrics LTV roas customer lifetime value (LTV) Ecommerce Attribution
5 min read
What is a Good ROAS for Ecommerce? Benchmarks & ROI Tracking
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WHAT IS A GOOD ROAS FOR ECOMMERCE IN 2026? THE HONEST ANSWER (AND WHY THE NUMBER LIES)
Everyone wants a single number - what's a good ROAS? Here's the honest answer up front — the commonly quoted benchmark is 3:1 to 4:1, but the actual 2026 ecommerce average has slid to around 2.87:1, and the median is closer to 2:1. That means roughly half of all ecommerce brands are running below a 2:1 return. So if you're benchmarking against "4:1," you're comparing yourself to a number most stores never hit.
But the bigger problem isn't the benchmark. It's that ROAS itself — the way most brands measure it — is being quietly mis-reported by the very platforms you're using to calculate it. Let's fix both.
Topics: ad metrics Wicked Reports Facebook ROI marketing metrics return on investment customer lifetime value roas eCommerce ROAS ROAS vs ROI
4 min read
What Is a Good Cost Per Lead (CPL)? The Honest Answer
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COST PER LEAD (CPL): WHY IT MATTERS, AND WHY IT MATTERS LESS THAN YOU THINK
If you run paid ads, you track CPL. Every media buyer does. It's the metric that feels like it tells you whether your advertising is working. Here's the contrarian truth. CPL is one of the easiest metrics to measure and one of the easiest to be misled by. Let's cover what it is, how to calculate it and then why chasing a lower CPL is quietly costing some brands their profitability.
Topics: cost per lead Wicked Reports marketing metrics customer lifetime value (CLV) Lead Generation
6 min read
Predict Your Customers' Buying Cycle : When They'll Buy
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HOW TO PREDICT YOUR CUSTOMERS' BUYING CYCLE: THE TIMING DATA THAT TELLS YOU WHEN TO SPEND
Most marketers obsess over which ad drove a sale. Far fewer ask a question that's just as valuable - how long does it take? The gap between a customer's first click and their purchase — their buying cycle — is one of the most useful and most ignored numbers in ecommerce. Get a handle on it and you stop killing campaigns too early, stop misjudging ROI and start timing your spend to how your customers actually buy. Here's how buying-cycle prediction works and what to do with it.
Topics: Wicked Reports Marketing Attribution Sales Velocity time to purchase buying cycle
7 min read
How to Optimize Ad Campaigns : 3 Things That Move ROI
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HOW TO OPTIMIZE YOUR AD CAMPAIGNS : THE 3 THINGS THAT ACTUALLY MOVE ROI
There is no shortage of advice on optimizing ad campaigns, and most of it is noise about bidding tweaks and creative hacks. After tracking billions of dollars in ad spend, we have found that campaign optimization really comes down to three things, and none of them are tricks. They are about measuring the right way so you make the right calls. Here they are.
Topics: Wicked Reports customer lifetime value (CLV) Cross-Channel Attribution Ad Optimization buying cycle
6 min read
Why Did My Ad Get Clicks But No Attributed Sales?
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WHY DID MY AD NOT GET CREDIT FOR THE SALE? UNDERSTANDING CLICKS THAT DON'T CONVERT ON PAPER
Here is a scenario that drives marketers up the wall. You can see people clicking your Facebook ad. You know those clicks are happening. And yet your attribution tool shows that ad getting little or no credit for sales. So what gives? Is the tracking broken, or is something else going on? Usually it is something else, and understanding it is the difference between confidently killing a dud and accidentally killing a winner. Here is why a clicked ad might not get sale credit, and how to check what really happened.
Topics: Wicked Reports multi-touch attribution Ad Attribution facebook ad roi click attribution
6 min read
How to Track SMS Conversions for Real ROI
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HOW TO TRACK AND OPTIMIZE SMS CONVERSIONS FOR REAL ROI
SMS has quietly become one of the highest-engagement channels in ecommerce. Open rates dwarf email and a well-timed text can drive a sale in minutes. But that immediacy hides a measurement problem. Most brands can see how many people clicked an SMS link and almost none can tell you what that channel is truly worth once you account for the full customer journey. If you are scaling SMS on click counts or your SMS platform's own numbers you are probably misreading its real contribution. Here is how to track and optimize SMS conversions properly.