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Wise Pelican Case Study:
Turning Black-Box Ad Spend into Scalable Growth

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Direct-mail platform for U.S. real estate agents runs $100K/mo in digital ads. Wicked Reports ties every sale back to the first click, so budget flows to the channels that actually create new customers.

 

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Outcomes at a Glance

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Trust

First-party click-to-sale clarity across platforms.

Speed

Click Date reporting stops false ROAS spikes when spend shifts.

Scale

$100K/mo media guided to channels that start the customer journey.

Visibility

Cohort & rolling reports show long-cycle revenue you’d miss in ad platforms.

“My favorite thing about Wicked is I can trust the data.”

 

Geoff Lilienfeld AvatarGEOFF LILIENFELD

CEO at Wise Pelican

Who is Wise Pelican?

Wise Pelican delivers turnkey direct-mail campaigns to real-estate agents across the United States. While print is the product, growth is digital: paid traffic drives agents to landing pages where they create a free account, explore the self-serve app, and purchase targeted mailings. At this scale, understanding which marketing actually acquires new accounts isn’t optional—it’s how the business grows profitably.

“ We drive traffic to landing pages, get them into a free account so they can play with the app—and then we want them to purchase direct mail. ”

Who is Wise Pelican?

The Problem:
When Your Ad Platforms Don’t Agree

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When managing large budgets at Google PMAX, Facebook, DSP, etc., you need numbers to act on.

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Conversion-date reporting hides when spend really happened.

Problem 222
 

HubSpot first-touch data inaccurate for many signups.

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Google & Facebook both claiming credit; hard to compare.

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View-through inflation masks real ROI.

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Without first click, you end up funding the wrong channels.

 

The Hidden Gap in Your Marketing Metrics

Black-Box Metrics Led Us Astray

Platform dashboards (conversion-date biased) conflicted with one another; HubSpot reporting couldn’t reliably show where a lead first signed up; and view-through credit inflated results. Without trustworthy first-click data, budget risked chasing warm traffic instead of true acquisition.

First-Party Attribution That
Stitches Your Stack Together

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Wicked Reports connected Wise Pelican’s HubSpot lead creation timestamps and Stripe revenue with click tracking across
every paid channel. Now each sale maps all the way back to the very first click, with every touch in between visible.

First-Click Visibility

Instantly see where a lead truly discovered you. Wicked marries HubSpot’s lead timestamp with every upstream click, so you stop guessing which channel actually created demand—and start funding the real origin points.

First-Click Visibility

Click Date Mode

Tie revenue back to the day the money was spent, not when the order finally closed. This kills “false ROAS spikes” on low-spend days and lets you make confident budget moves without waiting 30–60 days for data to settle.

Click Date Mode

Cohort & Rolling Reports

Track how value accumulates over 7, 14, 21, 60 days (and beyond). Compare cohorts by click date, campaign, or channel to understand true LTV and stop ping-ponging between mismatched date windows.

Cohort & Rolling Reports

Live Help

When numbers don’t add up, real humans jump in. From finding lingering UTM parameters to clarifying odd spikes, support closes the loop fast—so you can keep trusting (and acting on) your data.

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Results & Key Insights

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$100K/mo

Digital ad spend managed with confidence

Results 1-1

First-Click Found

Budget stops chasing warm traffic and funds real acquisition sources

Results 2-1

Decisions in Days, Not 60

Click Date windows (7/14/21/60) enable fast, accurate shifts

Results 3-1
First-Party Data Exposes Platform Credit Gaps

First-Party Data Exposes Platform Credit Gaps

Wicked showed exactly where new customers first discovered Wise Pelican, while Click Date reporting killed false ROAS spikes created by fluctuating spend.

The result: budgets move to true acquisition channels instead of “looks-good-on-paper” campaigns.

The Habit That Keeps Spend Honest

How It Works

Geoff checks yesterday’s numbers every morning—but only shifts budget after reviewing
Click Date windows that have had time to mature. Steal his routine:

AM Pulse (Yesterday · Conversion Date)

 

AM Pulse (Yesterday · Conversion Date)

A quick bottom-funnel health check to catch anything weird before the day starts.

7-Day Click Date Lookback

 

7-Day Click Date Lookback

An early directional read on how recent changes are performing—good for “did that tweak help or hurt?” decisions.

14-Day Rolling Window (Start 7 Days Back)

 

14-Day Rolling Window (Start 7 Days Back)

Smooths out lagging conversions so you don’t overreact to noise; this is the main decision window.

21 & 60-Day Trend Review

 

21 & 60-Day Trend
Review 

Validate bigger budget shifts and confirm cohorts are still paying off over time.

Platform Credit vs
First-Party Reality

Every ad platform measures success its own way. First-party attribution shows how they actually work across the journey.

Facebook: Platform view-through + short lookback often over-credits; verify with first-party revenue.

Google PMAX: Automated budget shifts distort conversion-date ROAS; rely on Click Date + order-level data.

DSP Display: Few clicks, but lift seen when active — track revenue deltas beyond platform reports.

Platform Credit vs First-Party Reality

“My favorite thing about Wicked Reports is just being able to trust the data. I constantly tell everyone to use Wicked, the value you get for the price is incredible.”

 

Geoff Lilienfeld AvatarGEOFF LILIENFELD

CEO at Wise Pelican

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