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The 3 Mistakes Killing Your Top-of-Funnel Performance - A Wicked Reports Deep Dive

By Scott Desgrosseilliers on Dec 26, 2025 9:00:01 AM

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

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