Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
4 min read
Why 7-Day Attribution is Killing Your 2026 New Customer Acquisition
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Why 7-Day Attribution is Killing Your 2026 New Customer Acquisition
Short attribution windows undercount top-of-funnel success and train marketers to cut profitable long-term campaigns. To scale in 2026, brands must measure "Delayed Profit" using cohort lifetime value.
Topics: Wicked Reports performance marketing Top of Funnel Attribution Modeling Marketing Data Customer Consideration Cycle
5 min read
Why View-Through Conversions Are Dangerous for Your Ad Budget
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Why View-Through Conversions Are Dangerous for Your Ad Budget
It’s a bold statement, but if you’ve ever seen your in-platform ROAS skyrocket while your bank balance stays flat, you know it’s the truth. At Wicked Reports, we see it all the time: platforms using view-throughs to manufacture confidence where there is none.
Topics: Wicked Reports view-through conversions First-Party Data marketing ROI Ad Platform Transparency Click-Based Attribution
5 min read
Diagnosing Rising nCAC: Why Your Offer Might Not Be the Problem
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Diagnosing Rising nCAC: Why Your Offer Might Not Be the Problem
When your paid media costs start creeping up, the natural reaction is to panic. Most founders and agencies immediately start "thrashing"—changing the offer, the landing page, the product bundles, and the creative.
Topics: Wicked Reports Marketing Attribution New Customer Acquisition Cost (NCAC) ad spend optimization Top of Funnel Data Accuracy
5 min read
Meta Advantage+ Isn’t Broken, But Your Reward Signal Is
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Meta Advantage+ Isn’t Broken, But Your "Reward Signal" Is
Many eCommerce founders feel like Meta Advantage+ is a "black box" that works for a while and then suddenly hits a wall. You see the purchases coming in, but your new customer growth has flatlined.
Topics: Wicked Reports New Customer Acquisition Cost (NCAC) Meta Advantage+ eCommerce Scaling Ad Signal Architecture Retargeting Trap
5 min read
Setting the Intention : How the 5 Forces Automates Your Marketing Decisions
SETTING THE INTENTION : HOW THE 5 FORCES AUTOMATES YOUR MARKETING DECISIONS
For years, getting a real edge in ecommerce meant having the best data scientists or the most elaborate spreadsheets. You mined dashboards by hand, hunting for the signal in the noise. But manual data mining is slow, and in paid advertising, slow is expensive. The answer is not to hand your decisions to a black-box algorithm that guesses. It is to automate them with a system that computes the answer from your real data and shows you the math. That distinction, deterministic not generative, is the whole point.
Topics: Wicked Reports nCAC Marketing Automation AI in Marketing 5 Forces Methodology Ad Scaling Strategy
4 min read
Repairing the Data Loop : Unlock Meta's Real Performance
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Repairing the Data Loop: How to Unlock Meta's Real Performance
For years, Meta was the gold standard for customer acquisition. Then iOS privacy changes landed, and a lot of advertisers feel like the magic disappeared. Here is the reframe that matters: the algorithm did not lose its power, it lost its sight. Meta's AI is still extraordinary at finding customers. It just cannot see which ones actually bought anymore, so it optimizes toward the wrong signals. To get brilliant performance back, you do not need a new hack. You need to repair your data loop.
Topics: Wicked Reports Attribution Health Customer Acquisition Cost (CAC) vs NCAC Meta Ads E-commerce Strategy
4 min read
The ROAS Trap: Why Efficient Ads Are Killing Your eCommerce Growth
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Meta Advantage+ Isn't Broken, But Your Reward Signal Is
You’ve seen the screenshots. A 5x, 8x, maybe even a 10x ROAS inside the Meta Ads Manager. On paper, you’re winning. But when you look at your bank account or your total business revenue, the needle isn't moving.
Topics: Wicked Reports Marketing Attribution New Customer Acquisition Cost (NCAC) Meta Ads eCommerce Strategy
3 min read
Why nCAC is the Only Metric That Matters for Your Growth Budget
Why nCAC is the Only Metric That Matters for Your Growth Budget
In the early days of digital advertising, platform ROAS was a reliable enough indicator of success. Today, between privacy changes and aggressive platform "credit-claiming," ROAS has become a vanity metric.
Topics: Wicked Reports nCAC ecommerce growth marketing strategy Customer Acquisition roi vs roas
4 min read
The North Star Strategy: Proving Agency Impact via Attribution
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The North Star Strategy: How Agencies Prove Impact with Customer Level Attribution
In the competitive landscape of digital marketing, agencies are often judged by metrics they can’t fully control. Platform ROAS is increasingly unreliable, and "blended" metrics often hide the truth about where growth is actually coming from.
Topics: Wicked Reports New Customer Acquisition Cost (NCAC) marketing ROI digital marketing agency customer level attribution client retention
4 min read
High Meta ROAS but Flat Revenue? Here's Why
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Why Your Meta ROAS Is High but Your Revenue Is Flat
Every week, marketing teams celebrate winning campaigns in Meta Ads Manager. And every week, a few days later, the CFO asks the question that deflates the room: if the ads are doing so well, why has total revenue not moved? That gap between a great-looking dashboard and flat actual revenue is one of the most common and most expensive problems in DTC. It happens because Meta's definition of success is not the same as yours.