Every marketer I know has a report they rebuild constantly. Same channels, same metrics, same comparison to last week, reassembled by hand every Monday morning.
And when AI tools promise to fix this, they usually make it worse. You wire an LLM to your platform data, it answers fluently from numbers that grade their own homework, and now you have a fast version of the wrong answer.
We built Analyst to solve the first half of this: real questions, answered from your verified Wicked Reports account data through our MCP server. Usage has been strong, both through Analyst and through the MCP directly. But Analyst launched with the most commonly asked questions, and your weekly reporting isn't common. It's yours.
Custom Analysis closes that gap. You can now write your own questions, save them to your account, and get your exact analysis back in one click.
Analyst is a library of pre-built questions inside Wicked Reports, organized by what you're trying to do: Scale Profitably, Cut Waste, Find Winners, Channel Interactions, Grow LTV, Stakeholder Communication, and Agency. Click a question, and it's answered from your account's verified first-party data.
That last part is the whole point. Analyst isn't a chatbot guessing from platform exports. Every answer is computed deterministically from your attribution data first, then explained. Deterministic before generative, so the AI can't hallucinate your budget.
Click "Create Question" in Analyst and you get three fields:
1. Question prompt.
The question itself. This is what shows on the card and what gets asked. Example: "Generate a weekly report on new paid new customer acquisition."
The specifics of what you want back. This is where your format lives: "It should list the channel, spend, new customer %, new customers, nCAC, and nAOV for the last 7 days. And compare the performance to the previous week."
Standing instructions sent to the Analyst alongside your question but not shown on the card. This is where your permanent filters go: "Only show channels that have spend > $0."
Save it, and it appears under the Custom category for everyone on your account. Star it and it sits in your favorites next to the built-ins.
The split between description and background context is doing real work.
The description defines the deliverable: which metrics, which window, which comparison. The background context defines your standing rules: filters, exclusions, formatting preferences that apply every single time.
Separate them well and your saved question behaves like a report template, not a one-off chat. Ask it this week, next week, or three months from now, and the structure holds.
Some patterns I'd steal:
Channel, spend, new customer %, nCAC, nAOV, last 7 days vs the previous week. This is the example in the screenshots, and it's the one most accounts should build first.
Your top-of-funnel campaigns on first click, with new customers and nCAC, compared over time. The standing answer to "why are we still funding cold traffic."
A plain-English summary of where last month's spend went and what it produced, in the format your boss or client actually reads.
If you run multiple accounts, save each client's preferred reporting structure once and stop translating by hand.
The test for whether a question belongs in Custom Analysis: have you asked it more than twice? Then save it.
One team, one set of numbers
Custom questions are account-wide. That sounds like a small detail, but it kills a real problem: two people asking the same question slightly differently and walking into Monday's meeting with different numbers.
When the weekly report is a saved question, everyone clicks the same card and reads from the same verified data. The argument about whose pull is right just ends.
This quarter we're automating delivery. Your saved analyses will arrive by email and Slack on your schedule: the weekly report every Monday, the TOF deep dive on the first of the month, without anyone opening anything.
Set your questions up now and the automation lands on top of work you've already done.
Nothing to enable. Open Analyst in Wicked Reports, click Create Question, and build your first one. Start with the report you rebuilt most recently.
Not in Wicked yet? Watch Analyst answer real questions from verified data.