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Wicked Reports vs HYROS: Ecommerce Attribution vs Sales-Driven Funnel Tracking

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HYROS is built for complex funnels with sales teams.

Wicked Reports is built for ecommerce brands that need clean measurement, strong signals, and confident action — without human follow-ups in the loop.

 
See the Difference
See the Full Case Study
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Attribution Depends on
How Your Business Actually Sells

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HYROS and Wicked Reports solve attribution for very different buying motions.

HYROS
HYROS is optimized for:
 
  • Long, multi-step funnels
  • Booked calls and demos
  • Sales reps closing deals
  • Human follow-up as the conversion event
Wicked Reports
Wicked Reports is optimized for:
 
  • Ecommerce checkouts
  • Media-driven demand creation
  • Fast decision cycles
  • Revenue created without a sales team
If your growth depends on ads → checkout, you need a different attribution system than ads → call → rep → close.

MEASURE:
What Counts as the Conversion Event?

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HYROS Measurement Model
Sales Pipeline Focus
 
Attribution centered on:
 
Leads
Calls
Deals
 
Core Mechanism:
Built to reconcile CRM + ad platform data
 
Excellent for:
 
  • High-ticket offers
  • Sales pipelines
  • Multi-touch human interactions
Wicked Reports
Wicked Reports Model
First-Party Data Focus
 
Attribution centered on:
 
First-party ecommerce data
Deterministic journeys
 
Core Mechanism:
 
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Infinite lookback windows
 
“Wicked Reports measures what created the customer.”
HYROS measures who influenced the sale.
Wicked Reports measures what created the customer.

SIGNAL: Sales Attribution Doesn’t Train Ad Platforms

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In sales-driven funnels, optimization happens manually: Reps give feedback, managers adjust messaging, buyers review reports.
HYROS is excellent at explaining outcomes after the fact.
 
Wicked Reports goes further for ecommerce.
By using clean, first-party attribution, Wicked Reports generates high-quality signals that can be sent directly to ad platforms to:
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Optimize for new customers
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Reduce retargeting bias
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Reinforce what actually creates demand
SIGNAL

ACTION:
Sales Optimization vs Ecommerce Execution

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HYROS Enables
 
  • Funnel diagnostics
  • Rep performance analysis
  • Attribution across long buying journeys
  • Optimization through people and process
Northbeam helps teams understand complex funnels.
Wicked Reports
Wicked Reports Enables
 
  • Weekly media buying decisions
  • Campaign-level Scale / Chill / Kill
  • Confident prospecting investment
  • Automated optimization feedback loops
Wicked Reports helps teams move money with confidence.

ICP Clarity — Who Each Platform Is Built For

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HYROS Is Best For:
 
High-ticket offers
Sales teams and CRMs
Book-a-call funnels
Long sales cycles
Revenue driven by people
 
Wicked Reports Is Built For:
 
$5M–$50M ecommerce brands
Direct-to-consumer checkouts
Media-driven growth (Meta, Google, lifecycle)
Fast experimentation
Clear accountability
 
Wicked Reports works well up to $150M+ in revenue, but it is intentionally optimized for ecommerce brands where ads — not reps — do the selling.

Why Ecommerce Operators Choose Wicked Reports

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No sales team required
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No CRM dependency
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No cookie reliance
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No black-box attribution
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No guessing which campaigns actually created customers
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Just first-party truth, clean signals, and confident action.
Why Ecommerce

Compare Capability

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Layers
Wicked Reports
HYROS
 
Primary use case
Ecommerce attribution
Sales funnel attribution
 
Conversion event
Checkout / customer
Checkout / customer
 
Data source
First-party ecommerce
First-party ecommerce
 
Cookies required
No
No
 
Lookback
Infinite
Funnel-based
 
Signal to ad platforms
Yes
Yes
 
Action cadence
Weekly / daily
Funnel reviews
 
Best ICP
$5M–$50M ecommerce
Sales-led businesses

Where Wicked Reports Goes Beyond Measurement: Signal + Action

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Advanced Signal
Conversion API & Signal Quality
Advanced Signal: Ecommerce Optimization Requires Platform Feedback
HYROS is optimized for sales funnels, CRM-based attribution, and human-driven optimization. In those environments, feedback comes from people. Ecommerce works differently.
WITH ADVANCED SIGNAL, WICKED REPORTS:
  • Sends new customer conversion events directly to Meta
  • Groups signals by SKU
  • Trains ad algorithms to find buyers, not just clicks
  • Improves performance automatically — without sales reps in the loop
HYROS explains outcomes. Advanced Signal changes them.
5 Forces AI
AI & Decision-Making
5 Forces AI: Ecommerce Decisions at Machine Speed
HYROS attribution supports funnel diagnostics and rep performance. Wicked Reports’ 5 Forces AI is designed to support media buyers and daily budget decisions.
WICKED REPORTS’ 5 FORCES AI IS BUILT FOR EXECUTION SPEED. IT DELIVERS:
  • Clear Scale / Chill / Kill recommendations
  • SKU - and campaign-level clarity
  • Massive time savings
  • Confidence without human interpretation layers
This is AI built for ads that sell directly, not funnels that close through people.

Already Using HYROS?
Here’s When Switching Makes Sense

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No. Some hybrid businesses keep HYROS for sales attribution and use Wicked Reports for ecommerce execution.

It’s intentionally focused. Wicked Reports is optimized for where ecommerce revenue is actually created — ads → checkout.

Wicked Reports continues to measure ecommerce performance cleanly, even as your business evolves.

If most revenue closes through calls, demos, or reps — HYROS is likely still the right primary tool.

If Ads Create the Customer, Measure Like Ecommerce

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Attribution should match how your business actually grows.
Wicked Reports is built for ecommerce teams who need to measure clearly, signal correctly, and act confidently — without sales complexity in the way.

 
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