Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
5 min read
Is New Customer Growth Killing Your Profit? LTV : nCAC
-Aug-17-2026-07-58-14-4536-AM.png)
Is New Customer Growth Killing Your Profit?
New customers feel like winning. The dashboard climbs, orders roll in, and it looks like growth. But here is the uncomfortable question most brands never ask: is all that new-customer growth actually making you money, or is it quietly costing you more than it brings in? Growth and profit are not the same thing, and confusing them is how brands scale their way into trouble. This is about the number that tells you which one you actually have.
Topics: Wicked Reports Attribution Health LTV:NCAC Ratio New Customer Acquisition Cost (NCAC) Google Analytics 4 vs. Attribution Tools
7 min read
Stop Wasting Your Marketing Budget: Master Attribution
-Aug-19-2026-10-08-51-6618-AM.png)
Stop Wasting Your Marketing Budget: How to Master Marketing Attribution
You have probably heard the old line: "Half my marketing is wasted, I just don't know which half." It was born in the age of newspaper and catalog ads, and you would think all our digital tools would have killed it off by now. Yes and no. The data is far richer, but most marketers still cannot say with confidence which of their efforts actually drive sales. Getting attribution right is still hard. The good news is that it comes down to four connected areas, and if you master all four, you stop guessing at which half is wasted and start knowing. Stumble on even one and the whole picture falls apart. The four are tracking, attribution, analysis, and action.
Topics: Wicked Reports attribution windows Attribution Health multi-touch attribution Marketing Attribution marketing ROI measurement
5 min read
Meta Conversion Attribution : Time of Click vs Time of Sale
-4.png)
How to Optimize ROI With Meta Conversion Attribution
Ever felt confused when your Meta ad spend does not line up with the sales you are actually seeing? You are not alone. It is one of the most common sources of frustration in paid social, and a lot of it comes down to one thing most marketers never think about: when Meta counts a conversion. Understanding that, and specifically the difference between time of click and time of sale, is the key to reading your Meta performance accurately. Here is how it works and how to use it.
Topics: Wicked Reports Attribution Health multi-touch attribution time of click vs time of sale digital marketing attribution models
5 min read
Wicked Reports vs Elevar vs Blotout : How They Compare
-Aug-13-2026-07-29-54-5880-AM.png)
Wicked Reports vs Elevar vs Blotout: A High-Level Comparison
People weighing up attribution and tracking tools often ask whether they should use Wicked Reports, Blotout, or Elevar. It is a fair question, and the honest answer is that the three are not really the same kind of tool. Blotout and Elevar sit closer to each other as tracking-infrastructure options, while Wicked Reports does something different and can work alongside either one. Here is a high-level, practical comparison of what each does best.
A note before the details : tracking tools evolve quickly, and the descriptions below reflect how each competitor publicly positioned itself as of writing. For anything decision-critical, check each vendor's current documentation, since their features change. Our aim here is to explain the categories these tools fall into, not to freeze a moving target.
Topics: Wicked Reports Attribution Health multi-touch attribution First-Party Data Marketing Attribution
7 min read
Boost Your Sales with E-commerce Marketing Analytics
-Aug-11-2026-08-14-40-4464-AM.png)
BOOST YOUR SALES WITH ECOMMERCE MARKETING ANALYTICS: MEASURE THE RIGHT METRIC FOR EACH CAMPAIGN
Running an ecommerce business means juggling products, site, and campaigns, and eventually every decision comes down to the data. But most ecommerce marketing analytics lead you astray in two specific ways: they judge every campaign by the same metric, and they trust each platform's self-reported numbers. Fix both, and your analytics start telling you the truth. Here is how to choose the right metric for each campaign and measure it against real revenue.
Topics: Wicked Reports attribution windows Attribution Health multi-touch attribution Marketing Automation Data-Driven Decisions
6 min read
Boost ROI with Google Analytics Attribution & Key Event Insights
-Aug-11-2026-07-54-24-6731-AM.png)
GA4 ATTRIBUTION AND KEY EVENTS IN 2026 : HOW TO USE THEM TO DECIDE WHERE TO SPEND
Every ad campaign eventually forces the same decision. Do you pour more budget into it, or kill it? Get that call right consistently and you scale profitably. Get it wrong and you either starve a winner or keep feeding a loser. Google Analytics 4 gives you attribution reports and Key Events that can help you make that call, if you know how to read them and where they stop being trustworthy. Here is how to use GA4 attribution and Key Events to guide spend decisions, and where you still need to look beyond GA4 to avoid an expensive mistake.
Topics: Wicked Reports attribution windows Attribution Health multi-touch attribution Marketing Attribution Meta Ads Manager
4 min read
Solving Meta Algorithm Problems : A Diagnostic Guide
Solving Meta Algorithm Problems: Symptoms, Causes, and Fixes
If you run Meta ads, you know the frustration: the campaign looks fine on one metric and falls apart on another, and it is never quite clear why. Most of the time these are not random glitches. They are predictable symptoms of how Meta's algorithm optimizes, and once you can recognize them, you can diagnose and fix them. Here is a practical guide to the most common Meta algorithm problems, why they happen, and what to do about each.
Topics: Wicked Reports Attribution Health multi-touch attribution Ad Performance Issues Meta Ads Algorithm Paid Social Media
6 min read
Boost Sales with Smart Facebook Prospecting Campaigns
-Aug-10-2026-09-17-10-7628-AM.png)
BOOST SALES WITH SMART FACEBOOK PROSPECTING CAMPAIGNS
Facebook prospecting campaigns offer a massive potential audience. But are your campaigns truly reaching new customers, or are you just retargeting the same warm leads under a prospecting label? This is how to tell the difference, see what Facebook's reporting hides, and get your prospecting ads actually finding cold traffic.
For years marketers have hit the same wall. They launch Facebook prospecting campaigns, see decent in-app ROAS, and assume all is well, while their real new customer acquisition cost, or nCAC, quietly climbs through the roof.
Topics: attribution windows Attribution Health multi-touch attribution Facebook Ads Strategy Lead Generation
5 min read
Average Order Value Is Lying to You : Why You Need to Measure New-Customer AOV
-Aug-10-2026-09-35-56-5286-AM.png)
AVERAGE ORDER VALUE IS LYING TO YOU : WHY YOU NEED TO MEASURE NEW-CUSTOMER AOV
Average order value is one of the most-chased metrics in ecommerce, and one of the most misleading when you look at it blended. A rising AOV feels like progress. But a single blended AOV number hides the one distinction that actually matters for growth: are your high-value orders coming from new customers, or from existing customers who were always going to buy? Until you separate those two, you are optimizing in the dark. Here is why new-customer AOV is the number to watch, and how to raise it.
Topics: Wicked Reports attribution windows Attribution Health multi-touch attribution customer lifetime value (CLV)
5 min read
Email Marketing Benchmarks : Why Open Rate Lies
-1.png)
EMAIL MARKETING BENCHMARKS ARE LYING TO YOU : WHAT ACTUALLY MATTERS IN 2026
Every year, a dozen platforms publish the same email benchmark report - here's the average open rate, here's the average click rate, here's how you stack up. Marketers screenshot the numbers, compare their open rate to the industry average and feel good or bad accordingly.
Here's the uncomfortable truth for 2026. Your open rate is one of the least trustworthy numbers in your entire marketing stack and building strategy around it is a great way to optimize something that doesn't move revenue. Let me explain why — and what to measure instead.