Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
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.
Topics: Email Marketing Wicked Reports revenue per recipient email attribution email benchmarks
5 min read
Why GA4 Fails at Conversion Tracking & How to Fix It
-1.png)
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?
-1.png)
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.