Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
5 min read
Leads Take Time to Buy : Why Your Measurement Window Matters
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Leads Take Time to Buy: Measure Over the Full Journey, Not the First Week
Two marketers run the same kind of campaign. One checks response every week, sees soft early numbers, and cancels what turns out to be his most profitable campaign. The other sticks with an offer whose leads take longer to convert, and it becomes a top performer. The only difference between them is that one understood how long his leads actually take to buy, and the other did not. That single piece of knowledge, your real time-to-convert, quietly determines whether you scale your winners or kill them by accident.
Topics: Wicked Reports customer journey multi-touch attribution last click attribution leads take time to buy time to purchase
4 min read
Cohort Analysis : Track Long-Term Revenue, LTV & Break-Even
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COHORT ANALYSIS: HOW TO TRACK LONG-TERM REVENUE, LTV, AND DAYS TO BREAK EVEN
Here's a question most ecommerce brands can't answer accurately: how much money will the customers you acquire this month spend with you over the next year — and which of your campaigns brought in the ones worth the most? If you can't answer that, you're allocating budget blind. Cohort analysis is how you answer it.
Topics: Wicked Reports cohort analysis customer lifetime value marketing ROI break-even point
6 min read
E-learning Marketing ROI : Track Course Sales
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E-LEARNING MARKETING ROI IN 2026: HOW TO TRACK COURSE SALES AND LEADS THAT ACTUALLY CONVERT
Selling online courses and digital education is one of the hardest things to measure well. Buyers research for weeks. They sign up for a free webinar, download a lead magnet, sit on your email list, watch three more videos and finally buy the course a month later. By the time they purchase, the ad that first brought them in is long forgotten by every ad platform tracking it. If you are running paid traffic to sell courses and judging it on last-click ROAS you are almost certainly misreading what works. Here is how to track e-learning marketing ROI properly.
Topics: Wicked Reports Marketing Attribution marketing ROI e-learning online courses
5 min read
Shopify Attribution : Track Real Revenue by Source
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SHOPIFY ATTRIBUTION : HOW TO CONNECT YOUR SHOPIFY REVENUE TO THE MARKETING THAT DROVE IT
Shopify tells you what sold. What it cannot tell you, on its own, is which ad, email, or campaign actually created each customer, or which of your marketing is bringing in buyers worth keeping. Shopify sees the order. It does not see the weeks-long, multi-channel journey that led to it. If you are running paid traffic into a Shopify store and judging performance on what the ad platforms report, you are almost certainly misreading which marketing works. Here is how to connect your real Shopify revenue to the marketing that drove it.
Topics: Wicked Reports Shopify marketing ROI Ecommerce Attribution Shopify Attribution
6 min read
Podcast Attribution : How to Track Podcast Ad Sales
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PODCAST ATTRIBUTION : HOW TO TRACK THE SALES YOUR PODCAST ADS ACTUALLY DRIVE
Podcast advertising works. US podcast ad revenue is now above four billion dollars, and studies put podcast long-term ROAS around 4.9x, well ahead of the roughly 3.7x average across media. The problem is not whether podcast ads drive sales. It is proving which ones do. Podcast is the hardest major channel to attribute, because a listener cannot click an ad mid-episode. They hear you on a morning commute, think about it for two days, then buy after a search later in the week, on a different device, through a path that looks nothing like the podcast that started it. Here is how to actually track the sales your podcast ads drive.
Topics: Wicked Reports podcast attribution multi-touch attribution podcast promo code tracking podcast advertising
5 min read
How to Retarget Email Leads with Google Ads
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HOW TO RETARGET YOUR EMAIL LEADS WITH GOOGLE ADS (AND PROVE WHICH RETARGETING ACTUALLY PAYS)
Your email list is one of the most valuable audiences you own, and you can put it to work in Google Ads by retargeting those exact people as they browse YouTube, Gmail, Search and the web. It is called Customer Match, and it is far more powerful than it was a few years ago. But retargeting your list is only half the job. The other half, the half most advertisers skip, is proving which of that retargeting actually drove incremental sales rather than taking credit for purchases those customers were going to make anyway. Here is how to do both.
Topics: Wicked Reports multi-touch attribution google ads retargeting email remarketing customer match
5 min read
Mailchimp Attribution : Track Real Email ROI
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MAILCHIMP ATTRIBUTION : HOW TO TRACK THE REAL EMAIL ROI MAILCHIMP CANNOT SHOW YOU
Mailchimp tells you who opened your email and who clicked. What it cannot tell you is the only thing that actually matters which is how much revenue each email campaign truly drove across the full customer journey. If you are judging your email program on opens and clicks you are measuring activity not money. Here is why Mailchimp reporting falls short on its own and how to track the real ROI of your email marketing.
Topics: MailChimp Wicked Reports Marketing Attribution email attribution email marketing roi
6 min read
Target YouTube Ads by Search History
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HOW TO TARGET HIGH-INTENT YOUTUBE AUDIENCES BY SEARCH HISTORY IN 2026 (AND PROVE WHICH ONES ACTUALLY PAY OFF)
Most YouTube advertising is a spray of impressions at people who never asked to see you. There is a sharper way. Google lets you show your video ads specifically to people who have recently searched for the things you sell, which is about the highest-intent YouTube audience you can build. But targeting the right people is only half the job. The other half, the half most advertisers skip, is proving which of those audiences actually turned into profitable customers rather than just cheap views. Here is how to do both.
Topics: Wicked Reports Marketing Attribution Custom Segments YouTube Ads Video Ad Attribution search intent targeting
6 min read
How to Track YouTube Ads & Measure Real ROI
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HOW TO TRACK YOUTUBE ADS AND MEASURE REAL ROI FROM VIDEO
The oldest problem in advertising still bites hardest on YouTube. As the saying goes, half your ad budget is wasted and you just do not know which half. Video makes that worse, because a YouTube ad so often does its work early — someone watches on their phone during a commute, forgets about it, then searches your brand three days later on a laptop and buys. Last-click attribution gives YouTube zero credit for that sale. If you are judging YouTube on what Google Ads reports, you are almost certainly underrating it. Here is how to track YouTube ads properly and measure their real ROI.
Topics: Wicked Reports conversion tracking marketing ROI YouTube Ads Video Ad Attribution
4 min read
GDPR, CCPA & Attribution : Measuring in a Privacy-First World
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Marketing Attribution in a Privacy-First World: GDPR, CCPA, and What Comes Next
Privacy regulation is no longer a one-time deadline you scramble to meet. Since GDPR arrived in 2018, it has been joined by CCPA, LGPD, and a steady stream of new global privacy laws, and more are coming. For marketers, the uncomfortable truth is that every one of these regulations chips away at the third-party tracking most attribution has quietly depended on. That sounds like a threat. For brands measuring the right way, it is actually an advantage. Here is why.