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Data that tells you what to do next
The 5 Forces in Action:
Your Weekly Scale / Chill / Kill System for New Customer Growth
 
The goal isn't more dashboards. The goal is a weekly operating rhythm that tells you what to do with your budget — based on verified first-party outcomes and the reality of how new customers get created.
{ Measurement Blindness }
Why Growth Feels Fragile Even When ROAS Looks Great
If you can't separate new customers from repeat buyers, your reporting becomes misleading — and your budget decisions become risky
"When measurement is unclear, the platform's incentives become your strategy."
 
This is how teams end up stuck in the same loop:
 
Retargeting looks like growth because it converts fast
 
Prospecting looks unprofitable because it converts slower
 
Platforms over-credit themselves
 
Teams argue because nobody can prove what's real
 
Decisions slow down — or become emotional
{ Operational Rhythm }
How the 5 Forces Convert Attribution Into a Weekly Decision Plan
The 5 Forces is not a report. It's a process. Here's how it runs in the real world:
 
01 - Intention
Pick the Job
You define what each campaign is meant to accomplish and Wicked assigns the correct North Star KPI:
 
New Customer Acquisition → nCAC
 
Top of Funnel Cold Traffic → First-Click ROAS
 
Retargeting / Bottom of Funnel → Multi-Touch ROAS
{ Operational Efficiency}
What Changes When You Run This Weekly
You stop "buying your own customers" and calling it performance.
You stop killing prospecting just because it's slower.
You gain confidence to scale because outcomes are verified.
Your team moves faster because decisions are structured.
Waste becomes obvious — and easier to cut.
{ Weekly Routine }
The Weekly Decision Rhythm (What Monday Looks Like)
This is how Wicked turns attribution into an operating system — not a reporting project.
1.
Check campaigns by Intention
2.
Review correct window
3.
Compare to zones
4.
Execute Scale/Chill/Kill
5.
Log decision & Review outcomes
{ System Implementation }
Want Your Weekly Scale / Chill / Kill Plan?
If you're spending serious money and still unsure what's actually driving new customers, the fix isn't another dashboard. It's a system.