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.

TOF: The Lifeblood of Sustainable Growth

Top-of-funnel (TOF) is where you introduce your brand to new, high-potential customers. Yet, even sophisticated brands accidentally sabotage these efforts. If your top-line revenue has stalled or your New Customer CAC (nCAC) is rising, the answers are hidden in these three mistakes.

Mistake #1: The "Silent Budget Killer" (Retargeting Reallocation)

Meta’s Advantage+ Shopping Campaigns (ASC) are designed to maximize conversions. Without a clear Signal Architecture, the algorithm takes the path of least resistance: it moves TOF budget into retargeting known prospects.

• The Red Flag: Your platform ROAS looks good, but your "New Customer" count is flat.

• The Wicked Fix: Use a Retargeting Audit to ensure your prospecting budget is actually reaching people who have never heard of you.

Mistake #2: Using Last-Click Metrics for First-Click Goals

You cannot judge a TOF campaign using metrics designed for the bottom of the funnel.

1. Last-Click Underrating: This gives 100% credit to the final touchpoint. Since TOF ads start the journey, they look unprofitable and get "Killed" prematurely.

2. The Recoil Effect: When you cut these "unprofitable" TOF ads, your pool of new leads shrinks. Thirty days later, your CAC skyrockets because you’ve lost your most efficient introduction points.

Mistake #3: Failing the "New vs. Repeat" Test

If your TOF campaigns are credited with purchases from existing customers, you aren’t scaling—you’re recycling.

• The Problem: Platforms struggle to separate these groups due to cookie restrictions and the 7-Day Trap.

• The Solution: You must be able to confidently say: "This campaign drove $X in net-new customer revenue."

How Wicked Reports Protects Your TOF Budget

We use the Attribution Time Machine and Advanced Signal to solve these problems automatically. We reconcile your ad spend with real order IDs to provide a true "Scoreboard" for your marketing.

• Identify True Winners: See which TOF ads actually initiate the longest, most profitable customer journeys.

• Eliminate Wasted Spend: Stop paying to "acquire" customers who already belong to you.

• Scale with Confidence: Move from "Guessing" to a Scale / Chill / Kill rhythm.

Ready to Stop Sabotaging Your Growth?

If you want to see your true Top-of-Funnel performance and discover which ads are driving genuinely new, profitable customers, it’s time to see what’s being misattributed today.

👉 Book a Demo to see your actual new-customer TOF winners and losers.

FAQ

WHAT IS THE BIGGEST DIFFERENCE BETWEEN LAST-CLICK AND MULTI-TOUCH ATTRIBUTION OF TOF?

Last-Click attribution rarely credits TOF ads because they are the start of the journey. Multi-Touch Attribution assigns appropriate value to the TOF ad for its role in initiating the path to purchase, giving you an accurate ROAS for your introductory campaigns.

How does Meta's ASC contribute to Mistake #1?

ASC is optimized for conversion volume, regardless of customer status (new or repeat). Without proper third-party tracking like Wicked Reports, the algorithm often finds it easier to convert warm, known audiences (which look like retargeting) and pushes TOF budget there, starving your true new customer efforts.

What key metric should I use to judge the success of a TOF campaign?

The most reliable key metric is New Customer ROAS (Return on Ad Spend), specifically attributed using a Multi-Touch Model that credits the initial touchpoints. This metric proves that your spend is actually generating new, profitable business.