{ The pain }
Your best campaigns look like your worst
You are judged on last-click ROAS, a number that is structurally incapable of crediting the prospecting that actually creates customers, because the customer it created converts weeks later through a different channel. So your best top-of-funnel work looks like your worst, and the campaigns that just harvest existing demand look like heroes.
Meanwhile Advantage+ reports beautifully in-platform while it quietly recycles buyers you already had. And to argue any of this, you lose ten hours a week stitching exports into a spreadsheet that is out of date the moment you finish it.
{ Systemic Solution }
How Wicked answers
The right metric for each campaign's actual job
A prospecting campaign and a retargeting campaign are not doing the same work, so they should not be judged by the same KPI. Wicked evaluates top of funnel on new customer creation and first-click, in a window that reflects how long discovery actually takes, instead of the last-click window that was built to flatter the closer. You finally get to defend prospecting with a number instead of a promise.
The Advantage+ truth, by channel
Wicked shows you where Advantage+ is genuinely creating new customers and where it is just re-buying the ones you have. That is the difference between scaling a winner and pouring budget into a recycling machine that looks great on Meta's screen.
The hours back
The reporting is already built, already verified, and waiting for you, tied to real order IDs rather than guessed from view-through. The Monday spreadsheet grind is gone, and what replaces it is a number you can actually act on.
{ The data }
See the gap yourself
{ The data weapon }
Advantage+ earns the bottom, not the top
We analyzed 55,661 Meta campaigns. New customer cost on Advantage+ ran from 257 dollars to 528 dollars, a 105 percent jump, while the system optimized toward last-click. The pattern was clear: Advantage+ earns its place at the bottom of the funnel, manual campaigns win at the top. That is the kind of read you can take into a budget meeting tomorrow.
Magic vs Machine used exactly this kind of verified click data to push back on platform reps and reallocate spend with confidence instead of arguing from gut feel.
{ The evaluation logic }
By intention, not by one KPI
One number for everything is how you get fooled. A discovery campaign measured on last-click will always look like it is failing, and a retargeting campaign measured the same way will always look like a star. Wicked judges each campaign by the job it was hired to do, which is the only way to know what to scale and what to kill.
Judged by the job it was hired to do