Did you know you can find hidden ROAS by customizing your last click attribution to use different customer journey clicks?
Many times, valuable Ad clicks get lost in the sea of clicks a contact may make. This means that at first glance your ROI and ROAS may look lower than you hoped.
This is because all clicks (no matter how important they may be) can’t be attributed to a sale. As a marketer, you know that even though a click isn’t getting attributed to a sale, that doesn’t mean it isn’t contributing to sales and impacting the purchase decision.
A common scenario is an Ad click which drives a contact to your sales page but doesn’t initially motivate them to purchase something. Then a retargeting ad or email closes the sale. From a traditional Last Click perspective, that initial ad click didn’t help drive the sale…but how can anyone say that it didn’t have an impact? Maybe it did and if they never clicked that ad, maybe they never would have clicked the next one and bought?
So, we created a way for you to discover the hidden ROAS within your marketing. When looking at Last Click attribution in the ROI Reports, you are able to ignore “Non-Paid” clicks (Or simply ignore all other clicks) and find out if that ad would be getting credit for a sale if not for some clicks that came after it.
This allows you to treat your Wicked Reports data a bit more like Facebook or Google does. Those platforms don’t care if a lead clicked a Facebook Ad and then a Google Ad. Both are taking credit for the sale because they are unaware of what’s happening on the other platform.
Ignoring “All Other” clicks allows you to treat every click as if it were the only click ever made by the contact. With that in mind and if it were the ONLY click the contact made, would it be given last click attribution credit…and therefore show additional ROI and ROAS that it might not otherwise have shown.
This will help reduce the gap between what Wicked Reports shows and the conversions shown in the specific marketing platforms.
Find Hidden ROAS
FAQ
What is "Hidden ROAS" in the context of Wicked Reports?
Hidden ROAS refers to the additional Return on Ad Spend that an ad campaign may deserve credit for, but doesn't receive in a traditional last-click model due to subsequent "unimportant" clicks (like non-paid traffic, direct traffic, or other platform clicks) "stealing" the final attribution credit. The Wicked Reports custom attribution feature allows you to recover this value by telling the system to ignore specific low-value clicks.
How does Wicked Reports help find this Hidden ROAS?
Wicked Reports allows marketers to customize their Last Click Attribution model directly within the ROI Reports. By enabling the option to ignore specific click types, such as "Non-Paid" clicks or "All Other" clicks, you can force the platform to treat an original ad click as the last paid click. This action closes the gap between the conversion data reported by individual ad platforms (like Facebook or Google) and your centralized CRM/attribution data, revealing the ad's true contribution.
Why is customizing last click attribution important for marketers?
Customizing the attribution model is crucial because it gives marketers a clearer, more accurate view of how specific ad campaigns or ad platforms are performing in isolation. When you reduce the attribution gap between Wicked Reports and your native ad platform dashboards, you can better justify and optimize your budget allocations, ensuring that every dollar spent is properly credited for its influence on the customer journey.
Need to get set up with Wicked Reports? Talk to one of our marketing attribution experts!
