4 min read
Infinite Lookback : Why 7-Day Cookies Kill Ecommerce Growth
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Infinite Lookback : Why a 7-Day Cookie Is Killing Your Ecommerce Growth
When you look at your marketing attribution dashboard, do you feel a surge of confidence or a chill of doubt?
If you rely on the industry-standard 7-day cookie for tracking, that doubt is justified. You might be celebrating short-term wins while the true drivers of your growth, the clicks that started the entire customer journey, fly completely under the radar.
At Wicked Reports we built our solution around infinite lookback for exactly this reason.
Topics: Wicked Reports customer journey Marketing Attribution E-commerce Attribution 7-Day Cookie Eternal Tracking
5 min read
Leads Take Time to Buy : Why Your Measurement Window Matters
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Leads Take Time to Buy: Measure Over the Full Journey, Not the First Week
Two marketers run the same kind of campaign. One checks response every week, sees soft early numbers, and cancels what turns out to be his most profitable campaign. The other sticks with an offer whose leads take longer to convert, and it becomes a top performer. The only difference between them is that one understood how long his leads actually take to buy, and the other did not. That single piece of knowledge, your real time-to-convert, quietly determines whether you scale your winners or kill them by accident.