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

7 min read

Boost Your Sales with E-commerce Marketing Analytics

By Scott Desgrosseilliers on Mar 5, 2025, 10:12:16 AM

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

By Scott Desgrosseilliers on Feb 17, 2025, 6:47:49 PM

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

6 min read

Boost Sales with Smart Facebook Prospecting Campaigns

By Scott Desgrosseilliers on Jan 20, 2025, 1:37:16 PM

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

By Scott Desgrosseilliers on Jan 8, 2025, 10:09:32 AM

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)

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