Intentions
Clarity Starts With Intention:
Define the Job, Then Measure the Right Thing.
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.
{ The Single-KPI Trap }
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.
"If your KPI doesn't match the job, your reporting becomes a trap."
{ North Star Framework }
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:
New Customer Acquisition: nCAC (New Customer Acquisition Cost)
nCAC keeps you honest about whether you're actually buying new customers.
Top of Funnel Cold Traffic: First-Click Attribution ROAS
First-click ROAS protects TOF from being judged by BOF rules.
Retargeting / Bottom of Funnel: Multi-Touch ROAS
Multi-touch ROAS captures BOF efficiency across the journey.
{ Purpose-Driven Tracking }
How Wicked Routes Tracking Based on Intention
Every profitable customer journey begins with why the ad ran.
Wicked tracks accordingly.
{ Impact of Labeling }
What Changes When You Label Campaigns by Intention
Whenever we're looking at the different FunnelVision boards versus what's in Meta — being able to say, hey, that ad is at 2.1 in Meta, but that 2.1 is solely new customers, or at least a majority of new customers — which is actually strong, versus if that 2.1 is returning. Having that has been a big aha moment.
-22%
Meta nCAC Drop
+94%
New Customers in Q4
Q4 Goal
Hit & Exceeded
Isaiah Nabers
PPC Strategist, SmartSites
{ Instant Clarity Benefits }
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