Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
5 min read
Why GA4 Fails at Conversion Tracking & How to Fix Your Attribution
Why Google Analytics 4 Fails at Tracking Conversions (and What to Do Instead)
The marketing world is obsessed with data, but are we measuring what matters? Google Analytics 4 (GA4) promises enhanced tracking and deeper insights, but several Google Analytics 4 flaws could sabotage your marketing efforts. These flaws revolve around misleading data on conversions, data accuracy, and customer journeys.
Topics: attribution windows Attribution Health multi-touch attribution GA4 Conversion Tracking GA4 Alternatives google analytics flaws Marketing Attribution Customer Journey Tracking
5 min read
Meta Automatic Campaign Adjustments: Should You Be Worried?
Meta Automatic Campaign Adjustments: Should You Be Worried?
Meta quietly rolled out a new feature for ad campaigns – and frankly, it’s causing a bit of a stir in the digital marketing world. You may have already heard whispers of “Meta automatic campaign adjustments.”
I’m here to pull back the curtain on what they are, why they might not be as magical as Meta wants you to think, and how these automatic adjustments could potentially harm your campaigns. Let’s face it – running marketing campaigns in today’s landscape is about as straightforward as navigating a maze blindfolded. Between setting budgets, targeting audiences, and crafting compelling ad copy, you’ve got a lot on your plate. That's precisely why Meta’s shiny, new feature – promising to handle the heavy lifting of optimizing your ads with automatic campaign adjustments – can sound oh-so-tempting. But, before you hand over the reins to Meta’s algorithm, it’s crucial to understand both the potential benefits and pitfalls.
Topics: attribution windows Attribution Health multi-touch attribution Meta Automation Meta Ads Automatic Campaign Adjustments Ad Campaign Optimization
7 min read
Exploring Attribution Modeling Types for Better ROI
Every savvy digital marketer wants to know one thing: what’s working?
Topics: attribution windows Attribution Health multi-touch attribution ad spend optimization time decay model U-shaped attribution W-shaped attribution marketing ROI
3 min read
Boost ROI with Google Analytics Attribution & Key Event Insights
The skill in which Meta (Facebook & Instagram) takes credit for a sale is astounding.
Topics: Facebook attribution windows Facebook conversions multi-touch attribution Marketing Attribution Facebook Ads ROAS Top of Funnel Strategy
4 min read
How to Use MER as a North Star Metric to Scale Revenue
How to Use MER as a North Star Metric for Profitable Ad Scaling
Update Note: In an era where iOS updates and cookie depreciation have caused massive signal loss for marketers, relying solely on platform-specific ROAS is dangerous. This is why shifting to MER (Marketing Efficiency Ratio) is the most reliable North Star Metric for 2025 and beyond.
Not enough marketing teams spend the time to get aligned with the boss on a north star metric and it wreaks havoc and causes stress...and nobody wants that!
Topics: Wicked Reports Data Driven Strategy Wicked Scott Framework ROAS vs MER Marketing Efficiency Ratio
4 min read
Is ROAS Dead? The Truth About Modern Marketing Success
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The Rumors of ROAS' Demise Have Been Greatly Exaggerated
It's clickbait that works - marketers screaming from the mountaintops "ROAS is DEAD!".
Topics: Facebook Wicked Reports Facebook conversions Jedi Strategies Marketing Attribution Return on Ad Spend Top of Funnel Ad Platform ROAS
4 min read
Meta Removes Detailed Targeting Exclusions from Ad Campaigns
Topics: Facebook Wicked Reports Facebook conversions Facebook ads Facebook pixels Ad Operations
5 min read
2023 Attribution Insights
Wicked Reports attributed $4.4 billion in revenue in 2023. Here’s the breakdown:
5 min read
2023 Ad Spend Insights
As we close the chapter on 2023, a look back at the spending trends of Q4 2023 vs Q4 2022.
2 min read
Mission Control: Q2 2024 ROI & Tracking Updates
Introducing the Enhanced Mission Control: Smarter ROI Tracking and Customer Journey Insights
Prepare to be wowed by our latest updates released in Q2 2024– a suite of new features and changes designed to elevate your experience: