The Risk of Optimizing Into a Loop While New Customer Growth Stalls

Did you know that many high-ROAS campaigns are actually just paying for the same customer twice?

Your marketing attribution should be a performance engine, not a bottleneck. At Wicked Reports, we are committed to ensuring you have the fastest, most insightful, and most globally-friendly platform to drive your scaling efforts.

Open your Shopify or GA4 dashboard right now and look at the percentage of conversions listed under the 'Direct' channel. For most brands, especially those not yet using true multi-touch attribution, that number sits painfully high: 30%, 40%, sometimes more. This is the Direct Conversion Black Hole, and it’s one of the biggest silent killers of marketing ROI.

When you look at your marketing attribution dashboard, do you feel a surge of confidence or a chill of doubt?

The Wall Every Scaling DTC Brand Hits

Scaling an e-commerce brand past the $5 million revenue mark introduces a challenging new problem, often referred to as The 8-Figure Attribution Trap.

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.

Whether you are currently running digital ads or thinking about it, you need to consider all the pros and cons for using different advertising platforms.

What content attracts the most valuable new clicks or leads to your brand?

You know, the ones who become buyers, and especially repeat buyers.

This is exactly what the First Click Attribution Model can tell you. An accurate First Click Attribution Report makes it easy to accurately depict the data about high performing or non-performing campaigns  at the top of your marketing funnel.

Once you can easily compare ROI across channels and campaigns, it's easy to get the highest ROI from your paid ad budget by killing the poor performing campaigns and scaling the high performing ones.

wicked reports: get accurate roi on pinterest ads

It's new! Pinterest cost integration is available now with Wicked Reports.

First party attribution data from Wicked Reports captures the entire buying cycle of leads generated from all your marketing activities. The tricky part with Pinterest is that these leads are often in the research phase and can take a long time to buy. Other marketing activities may help generate the sale, but you want to attribute that sale back to Pinterest for the most accurate ROI possible

Update Note: In an era where iOS updates and cookie depreciation have caused massive signal loss for marketers, relying solely on platform-specific ROAS is dangerous. This is why shifting to MER (Marketing Efficiency Ratio) is the most reliable North Star Metric for 2025 and beyond.

Not enough marketing teams spend the time to get aligned with the boss on a north star metric and it wreaks havoc and causes stress...and nobody wants that!