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.

Ecommerce brands need to know: What content convinced a new customer to take that final click and buy?

This is exactly what the Last Click Attribution Model does. It makes it easy to accurately depict the data about high performing or non-performing marketing content. Once you know this, you can kill the poor performing campaigns and scale the high performing ones.

Increasing ROI is much easier with accurate attribution data, especially insights into the last clicks that customers make before a purchase.

Every savvy digital marketer wants to know one thing: what’s working?

FunnelVision: Full-Funnel Visibility to Maximize ROI and Stop Wasted Ad Spend

Did you know you can find hidden ROAS by customizing your last click attribution to use different customer journey clicks? 

Many times, valuable Ad clicks get lost in the sea of clicks a contact may make.  This means that at first glance your ROI and ROAS may look lower than you hoped.

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. 

Wicked Reports Cohort Analysis: Tracking LTV and Days to Break Even

Understanding how much money your leads continue to spend with you is an extremely important data point.

In 2025, where immediate front-end ROI is often negative, the ONLY way to make profitable scaling decisions is by identifying if Leads found through Source A spend significantly more money faster than Leads from source B. This long-term profitability must dictate your budget allocation.

Upgraded New Lead Attribution: Insights for Better ROI

We’ve just emerged from the Wicked lab with upgraded new lead attribution. This has resulted in a substantial increase in new leads counted, and more importantly, more sales tracked back to new lead gen.

Time: The X-Factor in Tracking Customer Behavior

When you’re running a business, it’s easy to get fixed on the here and now. You just never have enough time to keep all those plates spinning to make sure the company stays profitable.