Pinterest is one of the most misjudged channels in ecommerce advertising, and the reason is timing. Pinterest users are often in the research and inspiration phase, saving ideas and planning purchases they will make weeks or months later. That makes Pinterest a powerful demand-creation channel, and it also makes it one of the easiest channels to undervalue, because the sale it started often closes much later through another touch. If you judge Pinterest on last-click or a short platform window, you will almost certainly underrate it. Here is how to track the real ROI of your Pinterest ads.

Topics: Wicked Reports Marketing Attribution Pinterest Ads ROI buying cycle pinterest

4 min read

iOS 26 and Tracking : What Marketers Need to Know

By Scott Desgrosseilliers on Oct 7, 2025, 10:45:24 AM

iOS 26 and Tracking Parameters: What Performance Marketers Need to Know

Every new iOS release sets off the same alarm across the performance marketing community, and iOS 26 is no exception. For marketers, agencies, and analysts, the fear is always the same: will my tracking break, and will I lose visibility into what is actually driving results? Here is what iOS 26 changes, who it affects, and why it matters more for the ad platforms than it might for you.

THE GOOD NEWS FIRST
If you use Wicked Reports, iOS 26 does not break your attribution. Our tracking methodology is built on first-party, server-side data rather than the fragile URL identifiers Apple keeps targeting, so it remains intact. The ad platforms are a different story, and understanding why is the key to adapting well.

Topics: Wicked Reports Apple Privacy First-Party Data iOS 26 Tracking Parameters Marketing Attribution

7 min read

Stop Wasting Your Marketing Budget: Master Attribution

By Scott Desgrosseilliers on Apr 25, 2025, 8:54:04 PM

Stop Wasting Your Marketing Budget: How to Master Marketing Attribution

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

5 min read

Wicked Reports vs Elevar vs Blotout : How They Compare

By Scott Desgrosseilliers on Mar 5, 2025, 6:09:11 PM

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

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

5 min read

Meta Automatic Campaign Adjustments : Should You Worry?

By Scott Desgrosseilliers on Nov 8, 2024, 6:23:21 PM

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.

Topics: Wicked Reports Marketing Attribution Meta Advantage+ meta ads automation campaign optimization

5 min read

BFCM Attribution Strategy : What the Data Actually Shows

By Scott Desgrosseilliers on Oct 12, 2023, 12:51:45 PM

How to Win Black Friday and Cyber Monday With Attribution Data

Most brands walk into Black Friday and Cyber Monday and repeat last year's plan on instinct. The ones who win do something different: they reverse-engineer what actually drove sales the previous BFCM, then build this year's plan on that evidence instead of guesswork. If you have measurement and attribution data from last Q4, it is the most valuable asset you have going into this one. Here is what the data consistently shows about how BFCM sales really happen, and how to act on it.

Topics: Wicked Reports Marketing Attribution bcfm strategy black friday cyber monday

5 min read

Find Hidden ROAS : Custom Attribution in Wicked Reports

By Andy Nadler on Jul 21, 2022, 11:41:01 AM

How to Find Hidden ROAS With Custom Attribution

Here is a frustration every serious advertiser knows. Meta says your campaign drove 40 sales. Google claims a big chunk of the same sales. Your real revenue does not match either one. So which platform is lying? The honest answer is all of them, a little, because each one counts every sale it touched as its own, blind to everything that happened on the other channels. Wicked Reports exists to cut through that and show you the true, reconciled picture. But there is a diagnostic inside Wicked that helps you understand exactly where the gap comes from, and it is worth knowing about. We call it finding your hidden ROAS.

Topics: Wicked Reports Marketing Attribution marketing ROI Cross-Channel Attribution last click attribution Hidden ROAS

4 min read

Find Missed Ad Opportunities : Campaigns With Delayed Revenue

By Andy Nadler on Jun 27, 2022, 1:52:26 PM

How to Find Missed Ad Opportunities Hiding in Delayed Revenue

Every media buyer has done it. You launch a campaign, watch it for a few days, and it is not hitting the numbers you wanted. So you cut it and move on to the next one. Fast decision, imperfect information, next. But here is the question almost nobody goes back and asks: what happened to the customers that campaign already touched? Because some of the campaigns you killed were not failures. They were slow. And the revenue showed up after you had already pulled the plug. That is a missed opportunity, and most brands never even know it happened.

Topics: Wicked Reports Marketing Attribution Ad Campaign Optimization Inactive Campaigns Revenue Media Buyer Strategy

6 min read

Predict Your Customers' Buying Cycle : When They'll Buy

By Scott Desgrosseilliers on Apr 29, 2022, 10:45:50 AM

HOW TO PREDICT YOUR CUSTOMERS' BUYING CYCLE: THE TIMING DATA THAT TELLS YOU WHEN TO SPEND

Most marketers obsess over which ad drove a sale. Far fewer ask a question that's just as valuable - how long does it take? The gap between a customer's first click and their purchase — their buying cycle — is one of the most useful and most ignored numbers in ecommerce. Get a handle on it and you stop killing campaigns too early, stop misjudging ROI and start timing your spend to how your customers actually buy. Here's how buying-cycle prediction works and what to do with it.

Topics: Wicked Reports Marketing Attribution Sales Velocity time to purchase buying cycle

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