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Custom Marketing Attribution Models

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Attribution fails you when you have to fit into a black box. Wicked Reports is the opposite of black box - we are fully transparent and customizable.

 

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Marketing Attribution Customization Areas

 

Black box data-driven marketing attribution might work for brands that are household names with millions of sales transactions per month.  It does not work great for the rest of us.

Let’s dive into important ways to customize your marketing attribution within Wicked Reports to create correct visibility from your data to extract maximum results.

Look Back Windows

 

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Meta limits their lookback windows to 7 days from a sales conversion.  On top of the fact their sales conversion data isn’t usually accurate, 7 days might not be long enough based on your sales cycle.

Google has done away with last click, so you can’t be sure what lookback window their data-driven methodology is using.

We feel it is very important to customize the lookback window to reflect your customer’s journey.  It can dramatically affect reported ROAS and CAC numbers.

Our Attribution Time Machine ↗ technology allows the look back and look forward time window customization.

Differentiators - Attribution Time Machine

Look Forward Windows

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A look forward window is the amount of time in days you will look for conversions post-click.

When doing future value analysis from ad spend, it is very helpful to look forward as long as possible.  After all,
Wicked Reports got started ↗ because of the immense delayed value of Facebook ad clicks!

We allow infinite look forward windows so you can see the true customer lifetime value impact on your hard earned advertising clicks.

Look Forward Windows

Attribution Models

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I’m still in amazement that Google has removed most attribution models in favor of trusting the black box.  Wicked Reports allows you to select the attribution model that serves your measurement needs.

Attribution Models

Click Time vs Order Time

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A very important customization is whether to assess your marketing results by the day of the click, or the day of the order.  Use Conversion Date if you want sales conversions to match your shopping cart numbers for a date range.  Use Click Date if looking to assess the future value of your ad spend from the past.

Many marketing attribution platforms do not have this important concept.

Click Time vs Order Time

Marketing Funnel

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If you split your marketing into TOF and BOF (as most marketers do),
you need control in defining your funnel for proper measurement.

TOF Time Window

 

TOF Time Window

Everyone agrees that Top of the Funnel cold traffic campaign success is critical to scale a brand.  But not everyone agrees on what constitutes a top of the funnel click.  So Wicked Reports lets you customize your TOF definition on the fly (don’t worry you can change your mind and re-analyze the data instantly) 

MOF Time Window

 

MOF Time Window

Middle of the funnel can account for 15% of attributed Meta conversions.   Wicked Reports defines the middle of the funnel as the clicks before the last click look back window.

This can be very insightful. It is almost never an option in other marketing attribution platforms.

BOF Lookback Window

 

BOF Lookback Window

The ad platforms generally run on one of 2 options: 7 days or 30 days.  Wicked Reports allows you to choose whatever look back window is best for you.

View Through Conversions

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Marketers and brands usually have a strong like or dislike of view-through conversions. 

A view-through conversion is reported by an ad platform when they receive notification of a conversion from pixel, conversion API, offline conversion, or Meta shop.

The ad platform then looks back in time for the last ad impression not clicked, within a certain period of time, and gives the ad a view through conversion. The idea being that the person viewed the ad, then went directly to the website and made the purchase.

Wicked Reports allows you to modify the amount of view-through credit you wish to give Meta/Facebook, on the fly, so you can dynamically customize a view’s influence based on the situation.

View Through Conversions

Recurring Revenue

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For subscription brands, acquiring new subscribers is the most critical data point.  Some media buyers like to view ROAS and CAC looking at new subs only. Longer term strategic media buyers need to include the recurring revenue downstream to prove higher ROAS and lower CAC to their clients.  Wicked Reports allows you to toggle recurring revenue on the fly.

Recurring Revenue

Gross vs Net Revenue

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Your advertising dollars might generate a lot of demand, but issues in fulfillment lead to returns.  Wicked Reports allows your ROAS and CAC numbers to be seen in gross vs net revenue, taking actual payments into account.

As the ad platforms move to black box marketing attribution, it’s more important than ever to get clarity and the truth.  Marketing attribution customization helps you turn data into actionable insights based on your customer’s unique journey.

Gross vs Net Revenue
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