7 min read
Ecommerce Customer Lifetime Value: The Surprising Metric for Optimizing Cold Traffic
Customer Lifetime Value (LTV) is an often overlooked metric for ecommerce companies. That's not a bad thing though because it gives an advantage to brands who are using it properly to optimize cold traffic. Their competitors don't even know what they are missing!
Topics: Wicked Reports Ecommerce LTV multi-touch attribution customer cohort reporting Attribution Software roi attribution
8 min read
Digital Marketing Metrics That Actually Matter and How To Use Them
What is a digital marketing metric or KPI?
KPIs, or Key Performance Indicators, are the critical metrics that successful brands use to measure their results.
Topics: customer value over time ad metrics Wicked Reports marketing metrics ROI LTV roas Digital Marketing Metrics Ecommerce Attribution
6 min read
Wicked Explainer: Data-Driven Conversion Attribution in Google Ads
What is data-driven attribution?
Prior to September 27, 2021 Google ads provided only last-click attribution when reporting conversions. This meant ad campaigns were only credited with a conversion if it was the last ad a user interacted with.
Topics: Wicked Reports LTV multi-touch attribution marketing ROI customer cohort reporting Google Ads Attribution Data-Driven Attribution
17 min read
How to Track the ROI of Your Digital Marketing
In today’s multi-channel environment, industry analysts estimate that up to 44% of digital advertising spend is wasted due to inaccurate attribution, exacerbated by the shift to privacy-first data models.