Wicked + Hubspot

Wicked Reports loves HubSpot and uses it to run our sales, marketing, and customer success teams.

However, Wicked Reports is a 1st party data marketing attribution platform obsessing over how to turn marketing attribution data into actionable ROI.  This is not the core focus of HubSpot.

With that in mind, here are the differences between Wicked Reports over HubSpot attribution.

Top 9 Reasons to use Wicked Reports over HubSpot Attribution

You are a subscription business.  Wicked Reports detects and attributes subscription revenue, HubSpot does not.
You are an e-commerce business.  Wicked Reports works out of the box with Shopify, Stripe, PayPal, WooCommerce, and other platforms, HubSpot doe snot.
You wish to have data-driven playbooks on how to act on attribution data.
Wicked Reports attribution models map to specific marketing strategies.
Wicked Reports reconciles to your order system. HubSpot reconciles to HubSpot deal revenue.
Wicked Reports determines the most valuable 1st party data conversions for attribution.  HubSpot generally uses all touchpoints.
Wicked Reports does not over-report revenue. HubSpot influenced revenue massively over counts revenue.
Wicked Reports was built for attribution.  HubSpot does a lot of things very well. Attribution is a side gig for them.
Wicked Reports compares your performance vs. your benchmarked performance to help drive your decision making



Risks with Hubspot Attribution Approach

Deal Revenue must be 100% accurate

HubSpot revenue attribution is only as accurate as the deal revenue.  For e-commerce and subscription companies or anyone not using deals, it’s useless.

If you are using shopify, stripe, paypal, woocommerce, or any other payment platform, your order data is not inside of HubSpot and you cannot use their attribution reporting. Wicked Reports directly integrates with all of the mentioned payment platforms.

Subscription revenue is ignored

Wicked Reports detects and attributes subscription revenue and LTV.  These are your most valuable customers! HubSpot has no concept of recurring revenue being attributed. You would have to update the deal revenue every month for each customer that paid you.

Wicked Reports is the only attribution platform that correctly attributes recurring subscription orders accurately out of the box.

No Cohort Reporting

Wicked has 5 different cohort reports to suit the PPC and demand gen marketers needs.  HubSpot does not.

No automated performance management of PPC campaigns 

Wicked Reports data mines your performance and alerts you to high and low performers.  HubSpot does not.

No tracking validation testing 

Wicked detects all URLs for your PPC campaigns and provides one-click testing of the tracking code. HubSpot does not.

Limited customization of report and does not pull in ad spend

Wicked Reports provides detailed e-commerce metrics, custom events, ad spend, ROI, and LTV.

Contact attribution hard to understand

We had trouble understanding it.

Wicked Reports detect and attribute new contacts vs. existing contacts differently.  We have an attribution model specifically for acquiring and converting new leads, and another attribution model specifically for re-engaging and converting existing leads.

HubSpot’s concept of Influenced Revenue Overstates Attribution Revenue Heavily

Hubspot uses a concept on Influenced contents and revenue, which massively over counts revenue and contact influence.  If a closed deal contact was influenced by a campaign, the campaign gets full revenue credit.  

For example, if you close a deal for $1,000, and the following marketing journey occurred;

First touch of contact was Google Campaign A

New contact was generated by Facebook Campaign A

Retargeting touchpoin by Facebook Campaign B

Email touchpoints by Email Campaigns A, B, and C.

With Hubspot’s influenced revenue model, all 6 of the campaigns above would receive $1,000 in influenced revenue.  Your total influenced revenue would be $6,000, even though you only had $1,000 in actual deals.

This approach causes massive over counting of revenue and therefore massive potential misdirection and bad decisions.

No 1st Party Sales Data Reconciliation

Wickeds’ attribution models use verified 1st party sales & order data so that they reconcile to the dollar and give accurate direction.

No Attribution Playbooks & Strategies

Wicked Reports has over 100 data-decision playbooks to take action.

Wicked Reports has over 250 help docs to cover every attribution scenario that exists in mankind.

Wicked Reports has attribution clarity and how-to for each specific attribution model and marketing strategy as you look at the specific attribution model’s ROI report.

No high level view of Customer Journeys

When you drill down on a HubSpot bar chart, you see every single interaction of every single contact.

We do not find this helpful and turned it off, because what are you going to do with every single touchpoint from every single contact?  

Wicked shows you one-line for each contact. You can then jump to that contact’s history if you need deep analysis of a high LTV customer, which is something that you only need once in a while, not every report every bar chart.

HubSpot is an incredible tool that Wicked Reports uses for many departments in their business. But for marketing attribution, there are major differences in our platform that make Wicked Reports a better decision in many situations.
Learn how Wicked Reports SMART Attribution can help you learn which marketing activities are working and which are NOT working so you can increase ROI and scale your business.

See it in action Watch 2 min video