Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
5 min read
Why GA4 Fails at Conversion Tracking & How to Fix It
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Why GA4 Fails at Conversion Tracking (and What to Do Instead)
The marketing world is obsessed with data — but are we measuring what matters? Google Analytics 4 promises enhanced tracking and deeper insight, yet several of its structural flaws can quietly sabotage your marketing with misleading conversion data, distorted audience metrics and a customer journey it can't fully see. This isn't about bashing Google. It's about knowing where GA4 misleads you, so you don't allocate budget on flawed numbers. Let's walk through the biggest flaws — and what to do instead.
Topics: Google Analytics Wicked Reports conversion tracking GA4 Alternatives GA4
5 min read
Meta Automatic Campaign Adjustments : Should You Worry?
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META AUTOMATIC CAMPAIGN ADJUSTMENTS IN 2026 : SHOULD YOU BE WORRIED?
Meta now adjusts your campaigns for you, automatically, whether you asked it to or not. As of late 2025 Advantage+ is the default for new campaigns, and in early 2026 Meta merged manual and Advantage+ into a single interface where AI optimization of audience, placements, budget, and creative is simply on unless you dig in to turn pieces off. For a lot of advertisers this feels alarming, the platform is making changes to your ads, your targeting, and your spend without asking. So should you be worried? The honest answer is nuanced, do not panic about the automation itself, but be very worried about who is keeping score of whether it works.
Topics: Wicked Reports Marketing Attribution Meta Advantage+ meta ads automation campaign optimization
5 min read
Attribution Modeling Types Explained : 2026 Guide
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ATTRIBUTION MODELING TYPES EXPLAINED : A 2026 GUIDE TO CHOOSING THE RIGHT ONE
Every marketer wants the answer to one question - what's actually working? It's easy to spread budget across channels and hope. The hard part — the part that separates brands that scale from brands that guess — is knowing how each touch actually contributes to winning a customer. That's what attribution modeling is for.
Attribution models move you past surface metrics to show which marketing activities influence which parts of the customer journey. Used well, they replace guesswork with data you can allocate budget on. Used badly — or trusted blindly from a single ad platform — they can point you confidently in exactly the wrong direction. This guide covers the main model types, when each fits, and the catch that undermines all of them if you're not careful.
Topics: Wicked Reports Attribution Health multi-touch attribution ad spend optimization marketing ROI
6 min read
How to Use MER as a North Star Metric to Scale Revenue
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How to Use MER as a North Star Metric for Profitable Ad Scaling
Update Note: In an era where iOS privacy changes and increasingly unreliable platform tracking have caused massive signal loss for marketers, relying solely on platform-specific ROAS is dangerous. This is why MER (Marketing Efficiency Ratio) has become one of the most reliable North Star metrics for 2026 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 Marketing Efficiency Ratio North Star Metric ad budget scaling
5 min read
Is ROAS Dead? Why the Rumors Are Greatly Exaggerated
The Rumors of ROAS' Demise Have Been Greatly Exaggerated
It's clickbait that works - marketers screaming from the mountaintops "ROAS is DEAD!".
Topics: Wicked Reports roas multi-touch attribution Ad Platform ROAS marketing measurement
6 min read
Meta Removed Detailed Targeting Exclusions : The 2026 Fix
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META KILLED DETAILED TARGETING EXCLUSIONS — HERE'S HOW TO KEEP YOUR TOP-OF-FUNNEL ACTUALLY COLD IN 2026
If you run top-of-funnel prospecting on Meta, one quiet change has been steadily breaking the thing that makes TOF work: your ability to keep warm audiences out of it. Detailed targeting exclusions are gone, and as of early 2026 Meta has finished enforcing it. Here's exactly what changed, why it's a problem for prospecting, and the setup that fixes it.
Topics: Facebook Wicked Reports Facebook conversions Facebook ads Facebook pixels Ad Operations TOF Prospecting
5 min read
FunnelVision : See Which Funnel Stages Waste Ad Spend
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FUNNELVISION : SEE WHICH FUNNEL STAGES ACTUALLY DRIVE SALES AND CUT WASTED AD SPEND
Most ecommerce brands can tell you their overall ROAS. Far fewer can tell you which stage of their funnel is quietly burning money. That gap is where ad budget goes to die. FunnelVision is the Wicked Reports report built to close it by showing you the full customer journey stage by stage so you can see exactly where spend is working and where it is wasted. Here is what it does and why it matters.
Topics: Wicked Reports funnelVision ad spend optimization marketing ROI full funnel attribution
2 min read
getting prepped: BLACK FRIDAY CYBER MONDAY
🌟 Unlock Your BFCM Potential with Scott's Insights! 🌟
5 min read
Apple Link Tracking Protection & Attribution guide
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APPLE'S LINK TRACKING PROTECTION IN 2026: WHAT IT ACTUALLY DID TO ATTRIBUTION (AND WHAT TO DO NOW)
Short version - Apple has spent the last few years quietly stripping the tracking parameters that marketers rely on to know which ads work. It started with iOS 17 in 2023 and iOS 26 escalated it. If your tracking depends on click IDs, a growing share of your Safari and Apple traffic is now going dark but UTMs survive and there are concrete ways to keep your attribution accurate. Here's the real state of play and what to do about it.
Topics: Email Marketing Automatic Link Builder Facebook conversions UTM value UTM UTM values Attribution Health WBRAIDS GCLID
7 min read
How to Choose Attribution Software : 2026 Buyer's Guide
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HOW TO CHOOSE MARKETING ATTRIBUTION SOFTWARE IN 2026: THE BUYER'S GUIDE
If you're evaluating attribution tools, you've probably noticed they all claim the same thing - accurate, multi-touch, full-funnel measurement. They can't all be right and the differences that matter aren't the ones on the feature-comparison grids. This is a practitioner's guide to the questions that actually separate a tool that will change how you spend from one that just gives you a prettier version of the numbers you already can't trust.