Wicked Reports Tracking Technology
Enterprise-grade tracking that captures more data, identifies more customers, and powers attribution you can actually trust.
*Results vary by region, consent rates, and implementation.
Custom Domain TrackingServer to Sever 1st Party Data Attribution Technology
It’s taken 10 years to build up our 1st party data conversion detection engine, cookie-less server-to-server tracking, and custom attribution logic.
The core difference:
We don’t just capture UTMs — we capture identity and behavior.
Most attribution tools are built to capture clicks. Some capture cookies. Very few are designed to consistently identify people.
When identity breaks, attribution breaks. And when attribution breaks, marketing decisions default to last-click bias — even when dashboards look sophisticated.
“Wicked Reports is built differently. We focus on identifying the human behind the click and stitching their journey together across sessions, platforms, and time. That’s what makes attribution durable.”
What “identity” means in plain English
Identity is any durable signal that allows us to connect marketing touchpoints to a real person or customer — even when cookies fail.
Identity signals we capture (depending on your setup):
Identity is not the same as cookies. Identity persists when cookies decay, expire, or are blocked.
How it works in 3 steps
Custom domain tracking: the data-capture multiplier
Tracking breaks in predictable places: ad blockers, browser privacy features, and cookie consent — especially in the EU.
Standard tracking setups often capture only ~70% of journeys globally and closer to ~40% in consent-heavy regions. That missing data disproportionately impacts top-of-funnel discovery and new customer attribution.
By loading tracking from a subdomain on your site (e.g. tracking.yourbrand.com), Wicked Reports makes tracking requests indistinguishable from normal site traffic — dramatically reducing loss.
Capture identity earlier:
30–40% more identified leads
Most attribution platforms can only identify a visitor after a form is successfully submitted.
Wicked Reports captures email addresses as users type — before they hit submit. This dramatically increases the number of identifiable journeys, especially at the top of the funnel.
Why it matters:
Attribution aligned to marketer outcomes — not platform bias
Different questions require different attribution models. Wicked Reports supports first-touch, last-touch, and multi-touch attribution so you can align reporting to the decision you’re making.
We also retain the underlying journey data long-term — because the questions you ask six months from now aren’t the same ones you ask today.
Why this matters for new customer acquisition
Want to see how much data you’re missing?
We’ll assess your current tracking coverage and show you what changes with identity-first, custom-domain tracking.