The Third Force:
Action — Turn Attribution Into One Clear Verb
Action is where measurement becomes execution. Wicked captures and verifies customer events, clarifies Scale / Chill / Kill zones, and (optionally) sends high-fidelity signals back to platforms — so your team can act with confidence.
If Your Data Can’t Tell You What To Do,
You Don’t Have Attribution — You Have Noise
Most systems leave you staring at charts and arguing about interpretation.
Worse, incomplete tracking and modeled conversions cause platforms to optimize toward the wrong outcomes — typically fast, cheap conversions from existing buyers.
Without verified data and decision clarity, you can’t take profitable action quickly. That’s how waste compounds.
“Bad data doesn’t just confuse reporting — it creates bad decisions and trains platforms incorrectly.”
Action Distills Complexity Into One Clear Verb: Scale / Chill / Kill
Attribution is complex. Action is how you compress that complexity into a directive your team can execute.
Advanced Signal:
Turn Verified Actions Into High-Fidelity Platform Signals
Once Wicked verifies events with first-party identifiers, Advanced Signal can transmit segmented conversion events to Meta and Google — including new vs repeat purchase signals — to counteract platform bias and improve optimization toward what you actually want.
The Expectation Alignment Loop
Expectation isn’t guessing — it’s the structure that keeps measurement honest.
Capture
Verify
Segment
Decide
(Scale/Chill/Kill)
Signal Platforms
*(Optional)
“Wicked doesn’t just track — it creates a system your team can execute weekly.”
Keep a Decision Log
(So Your Actions Teach You)
Most teams change budgets and creatives constantly — then forget why. A simple decision log turns every change into a learning asset.
DECISION LOG TEMPLATE (5 LINES):
Campaign + Intention
North Star KPI + lookback window
Zone (Scale/Chill/Kill)
Action taken (budget / creative / offer / structure)
Result 7/30 days later (lesson)
If you don't record decisions, you can't compound learning.
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Stop Guessing. Start Acting on Verified Data.
