The goal of Wicked Reports' marketing attribution is to accurately and automatically detect your most important conversions and attribute all future revenue to those conversions.
We then map the attributed revenue to various attribution models based on marketing goals.
Combining this approach with Wicked Playbooks for data-driven analysis, you can turn your attribution data into clarity and understanding of your customers and what drives ROI.
Some marketers come to us with an obsession for tracking every single touchpoint, on every device, with 100% clarity, and then sharing the credit with every single touchpoint to determine attribution insights.
Here are the challenges with that approach, and why Wicked Reports uses its approach.
Tracking Pixel Attribution solutions generate a string of code that you place on any page you wish to call a conversion. When a visitor lands on that page, Tracking Pixel Attribution counts it as a conversion. This approach treats all conversions the same.
You won’t be able to scale cold traffic new lead acquisition campaigns if you can’t measure their effectiveness on new leads. Already existing leads will muddy the data.
Hard-coding causes confusion in your reports unless all your products are priced at the same amount. Free and $1 trial conversions are treated the same as a $500 subscription recurring customer!
Tracking Pixel Attribution relies on a page visit to track a conversion. Subscription recurring payments do not have a page visit, they occur in a billing system. So your most valuable customers are massively under-reported.