4 min read
The ROAS Trap: Why Efficient Ads Are Killing Your eCommerce Growth
You’ve seen the screenshots. A 5x, 8x, maybe even a 10x ROAS inside the Meta Ads Manager. On paper, you’re winning. But when you look at your bank account or your total business revenue, the needle isn't moving.
Topics: Wicked Reports Marketing Attribution New Customer Acquisition Cost (NCAC) ad spend optimization Meta Ads Facebook Ads ROAS eCommerce Strategy
2 min read
The North Star Strategy: Proving Agency Impact via Attribution
The North Star Strategy: How Agencies Prove Impact with Customer Level Attribution
In the competitive landscape of digital marketing, agencies are often judged by metrics they can’t fully control. Platform ROAS is increasingly unreliable, and "blended" metrics often hide the truth about where growth is actually coming from.
Topics: Wicked Reports New Customer Acquisition Cost (NCAC) marketing ROI digital marketing agency customer level attribution client retention
4 min read
The Most Important Metric in Your Business (and Why You Aren’t Tracking it Correctly)
Topics: Wicked Reports customer lifetime value New Customer Acquisition Cost (nCAC) Data New Customer Acquisition Cost (NCAC) nLTV nCAC Payback LTV Payback profitable scaling
4 min read
The 3 Mistakes Killing Your Top-of-Funnel Performance - A Wicked Reports Deep Dive
How do you measure Top-of-Funnel (TOF) performance?
TOF success must be measured using New Customer ROAS and Multi-Touch Attribution rather than Last-Click or platform ROAS. Traditional metrics fail TOF because they ignore the "7-Day Trap" and allow algorithms to secretly reallocate budget into retargeting, creating a "Recoil Effect" that stalls long-term growth.
Topics: Wicked Reports New Customer Acquisition Cost (NCAC) Top of Funnel Ad Platform ROAS marketing budget waste scaling ecommerce TOF attribution attribution mistakes last-click ROAS
4 min read
The Growth Ceiling Trap: Why Meta Rewards the Wrong Campaigns and How to Fix the Bias
What is the Growth Ceiling Trap? The Growth Ceiling Trap is a revenue plateau occurring when Meta’s algorithm optimizes for low-cost "vibes" (retargeting and repeat buyers) rather than true new customer acquisition. This creates an "Attribution Illusion" where platform ROAS looks high, but actual business growth remains flat because top-of-funnel prospecting is starved of budget.
Topics: Wicked Reports Advanced Signal New Customer Acquisition Cost (NCAC) Ad Platform ROAS Meta Bias Growth Ceiling Retargeting Waste
4 min read
The Retargeting Trap: More New Customers on Half the Spend
What is the Retargeting Trap?
The Retargeting Trap is a marketing failure where brands unknowingly dedicate their budget to re-acquiring existing customers rather than finding new ones. This leads to a "Treacherous Paradox": platform ROAS appears high (6x–10x), but actual new customer growth remains flat. By using FunnelVision to audit retargeting loops, brands like SweetLegs have generated more revenue on 50% less spend.
Topics: Wicked Reports funnelVision Marketing Attribution New Customer Acquisition Cost (NCAC) e-commerce growth One Core Media SweetLegs retargeting loop
12 min read
Is New Customer Growth Killing Profit? How to Master nCAC
Is New Customer Growth Killing Your Profit? A Guide to Mastering nCAC
Getting new customers is exciting, right? It feels like growth. But are those new customers actually helping your bottom line, or are the new customer acquisition costs eating into profits? Figuring out your real new customer acquisition cost is essential because it tells you exactly how much your organization spends to bring in each brand new buyer. Without this number, you're basically flying blind with your marketing budget and overall business strategy.