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
Is ROAS Dead? The Truth About Modern Marketing Success
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The Rumors of ROAS' Demise Have Been Greatly Exaggerated
It's clickbait that works - marketers screaming from the mountaintops "ROAS is DEAD!".