How do you measure Top-of-Funnel (TOF) performance?

TOF success must be measured using New Customer ROAS and Multi-Touch Attribution rather than Last-Click or platform ROAS. Traditional metrics fail TOF because they ignore the "7-Day Trap" and allow algorithms to secretly reallocate budget into retargeting, creating a "Recoil Effect" that stalls long-term growth.

Why is ROAS often misleading?

Standard platform ROAS is often inflated by 20–50% because it blends new customer acquisition with repeat buyers and view-through "vibes". This creates a Performance Trap where ad dashboards show high returns while company revenue remains stagnant. To fix this, you must shift to True New-Customer ROAS based on first-party, click-based data.

How do you lower nCAC on Meta?

The fastest way to lower New Customer Acquisition Cost (nCAC) is to fix Optimization Pollution by feeding Meta a "New Customer Purchase" signal rather than a general purchase event. By using Signal Architecture to filter out repeat buyers from the optimization loop, brands typically see an $18-35\%$ reduction in nCAC because the algorithm stops "drifting" toward existing customers.

What is the Growth Ceiling Trap? The Growth Ceiling Trap is a revenue plateau occurring when Meta’s algorithm optimizes for low-cost "vibes" (retargeting and repeat buyers) rather than true new customer acquisition. This creates an "Attribution Illusion" where platform ROAS looks high, but actual business growth remains flat because top-of-funnel prospecting is starved of budget.

Why do Meta algorithms waste ad budget?

Meta’s algorithm is incentivized to find the "easiest win," which often means serving ads to existing customers rather than finding new ones. This creates a "Retargeting Loop" where up to 40% of your budget is wasted on customers you already own, inflating platform ROAS while your actual New Customer Acquisition Cost (nCAC) continues to rise.

What is the cost of bad marketing attribution?

The primary cost of bad attribution is profit-drain caused by scaling the wrong campaigns and misallocating budget to "dead zones". This occurs when brands rely on a Revenue Illusion—inflated platform data that masks high retargeting loops and starved top-of-funnel (TOF) growth. Quantifying this internal expense is the first step toward building a true Attribution Operating System.

What is the Retargeting Trap?

The Retargeting Trap is a marketing failure where brands unknowingly dedicate their budget to re-acquiring existing customers rather than finding new ones. This leads to a "Treacherous Paradox": platform ROAS appears high (6x–10x), but actual new customer growth remains flat. By using FunnelVision to audit retargeting loops, brands like SweetLegs have generated more revenue on 50% less spend.

How does the Wicked Reports update improve marketing ROI?

The latest Wicked Reports updates replace "Revenue Illusions" with a high-speed Attribution Operating System. Key features like 5 Forces AI and Advanced Signal for Meta CAPI automate the "Scale / Chill / Kill" decision framework, while localized time zones and nightly caching for FunnelVision ensure global teams can make budget decisions based on "Proof," not "Vibes".

What is the Direct Conversion Black Hole?

The Direct Conversion Black Hole is an attribution failure where platforms like GA4 or Shopify attribute 30-40% of sales to the "Direct" channel, masking the original marketing clicks. This happens when a customer's journey begins with a paid ad but ends with a direct URL entry days later. Wicked Reports fixes this by linking Top-of-Funnel (TOF) clicks to final conversions, typically reducing "Direct" revenue reports to under 10%.