One Core Media Case Study:
Shifts clients from retargeting loops to real growth
Clear, trusted attribution that guided a shift from heavy retargeting to net-new customer acquisition, with decision-making and reporting standardized across team and client stakeholders.
Case Study Details
Agency
Clients
Tools Used
FunnelVision
Cohort & LTV reporting
First-Click / Full-Impact / Linear Attribution Views
Integrated Platform Data (incl. Meta)
View-Through Confidence controls
“Wicked is bigger than just attribution — it’s a business intelligence tool. We walk into exec presentations knowing the five to ten metrics most teams can’t answer.”
DENIS MELNIK
Head of Paid Media, OneCore Media
The Challenge
Before Wicked, OneCore’s ecommerce clients (e.g., SweetLegs) leaned hard on retargeting and re-buy activity. In-platform numbers looked great (high ROAS, low CPA), but new-customer growth had stalled.
Cross-referencing UTMs, GA, CRMs, and ad platforms was slow and couldn’t tie spend to outcomes at a campaign level. The result: persuasive platform ROAS, little clarity, and a risk of optimizing into a retargeting loop.
“They spent last year paying for existing customers again and again… no top-of-funnel prospecting. Platform return on ad spend looked 6–10x — but it was misleading.”
- Denis Melnik
Why Wicked
OneCore needed an unbiased, shared source of truth that clients and the agency could rally around—down to the campaign/ad set level—and that supported multiple models to evaluate TOF, mid-funnel, and bottom-funnel fairly.
“Wicked is the common ground for us and the client — even the financial controller uses it to project budgets.”
- Denis Melnik
What they implemented
FunnelVision for daily decisions
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Put platform and revenue data side-by-side inside Wicked.
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Standardized views for TOF vs retargeting and spend allocation.
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Model-aware analysis (no black boxes)
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Used first-click and full-impact to judge prospecting and mid-funnel.
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Kept linear for blended sanity checks.
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Tuned view-through confidence thoughtfully (especially for video + brand lift) without over-crediting.
Cohorts & LTV for strategy, not just reporting
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Monthly cohort reviews to track new-customer performance and value growth.
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Benchmarks for evaluation windows so launches weren't cut prematurely.
Team & client operating rhythm
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Screenshots + saved views in client decks.
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An internal Scale / Chill / Kill decision tree (simple, human-run) that every media buyer follows.
“We expect operators to rely on Wicked for optimization decisions. For client reporting, we include cohort analysis and model views that match the campaign’s role.”
DENIS MELNIK
Head of Paid Media, OneCore Media
Results & Proof Points
SweetLegs
After refocusing away from double-paying for existing customers and re-balancing toward new-customer acquisition, OneCore reports that in the first 7–8 months under the new approach they generated more revenue and more new customers on roughly half the spend compared to the prior year period.
“The UI was actionable from day one. It removed complexity and fed the insights we needed. A lot of tools are interesting — Wicked is actionable.”
DENIS MELNIK
Head of Paid Media, OneCore Media
Why it worked
Notes & Nuance
Multi-currency complexity
For brands selling in USD/CAD (and more), OneCore historically normalized revenue and spend outside Wicked for monthly roll-ups. Day-to-day, Wicked provided the directional clarity needed to move fast.
View-through confidence
OneCore applies reasonable caps informed by brand/direct lift and video reach; they avoid over-crediting by anchoring to measurable branded/direct deltas.
“Wicked is mandatory if you’re performance-focused and want an unbiased view. It makes you a smarter, more confident marketer — you can walk into a room and answer the questions that matter.”
DENIS MELNIK
Head of Paid Media, OneCore Media
The Wicked Approach
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