Optimization Is the Force That Never Stops — Because Evidence Compounds.
Once Wicked verifies true outcomes, optimization becomes a weekly habit: use data as evidence, diagnose constraints, and improve performance with smaller, smarter moves — not random tweaks.
Manual Optimization Fails Because It’s Usually Guessing
Most teams treat reporting as the finish line: “ROAS looks good” or “ROAS dropped.” Then they make changes without evidence, forget what they changed, and repeat the same mistakes.
Without a structured loop, you don’t compound learning — you just cycle experiments without memory.
“Optimization isn’t an event — it’s a weekly operating rhythm.”
Optimization Means
Using Data as Evidence — Not Vibes
Optimization is a diagnostic process: a KPI moves, you identify the constraint, you apply a fix, and you measure the result in the correct window.
EXAMPLES OF EVIDENCE-BASED DIAGNOSIS:
If nCAC rises, you diagnose:
If First-Click ROAS drops, you diagnose:
If Multi-Touch ROAS falls, you diagnose:
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.
Outcomes
Signals
Actions
Back
Completing the Loop: Optimization Back Into Intention
Want a Weekly Optimization Plan Based on Proof?
