Clarity Starts With Intention:
Define the Job, Then Measure the Right Thing.
Most teams measure every campaign the same way — which guarantees bad decisions. Intention is where you define what the campaign is for so Wicked can assign the correct North Star KPI and prevent you from optimizing the wrong outcome.
If You Measure Everything With One KPI, You’ll Make the Wrong Decision Every Time
Top-of-funnel campaigns aren’t meant to convert immediately. New customer acquisition takes time. Retargeting converts fast — and often steals credit.
So when every campaign is judged by the same metric (usually platform ROAS), the outcome is predictable:
You kill the campaigns that create future customers.
You overfund retargeting because it “looks efficient”.
You scale the wrong thing and wonder why growth stalls.
Intention Automatically Sets the North Star KPI
(So Your Team Knows What ‘Good’ Means)
In Wicked Reports, Intention is the first decision — because it determines the KPI that defines success.
North Star KPI by Intention:
How Wicked Routes Tracking Based on Intention
What Changes
When You Label Campaigns by Intention
Why Intention Creates Instant Clarity
Right Goals, Right Metrics
True Funnel Visibility
Stops Retargeting from Stealing Budget
Builds the foundation for Scale / Chill / Kill
Improves confidence and speed of decisions
Start With Intention — Then See the Truth
If your reporting doesn’t reflect what your campaigns are designed to do, you’re flying blind. Wicked starts with Intention so your KPI matches the job.
