Marketing attribution + optimization for ecommerce brands and agencies
Every ad platform grades its own homework. Your AI believes them.
Wicked Reports is first-party attribution that ties every sale to the real click that brought it, verified against your actual orders. So you, your team, and your AI turn marketing guesswork into Marketing Decision Certainty.
Backed by the 3x guarantee. Three times your subscription value in logged, verified decisions within 90 days, or it is free until you get there.
{ The argument }
The most expensive sentence in marketing is “the dashboard says it’s working”
Meta grades Meta. Google grades Google. TikTok and Pinterest do the same. Every platform you buy ads from also writes its own report card, and each one claims credit for sales your email, SMS, and other channels created.
Now teams plug AI straight into that data and ask what to do. The answer comes back fluent, confident, and built on the same self‑graded numbers.
We saw this on a real account. The brand had just cut a budget for good reason. Their AI, reading platform data, recommended raising it. Confidently. That’s the new failure mode: AI that can be completely wrong and never sound unsure.
$257 → $528
Advantage+ nCAC
The cost isn’t abstract. Across 55,661 campaigns we analyzed, Advantage+ nCAC (new customer acquisition cost) jumped 105%, because the algorithm optimizes for its own purchase signal and happily counts your existing customers as wins.
Garbage in, confident garbage out. The fix is not a smarter model. It’s better data underneath it.
{ The foundation }
Trustworthy data, and the expertise to read it
Two things are almost impossible to fake. Wicked owns both, then hands them to your AI.
01 The data
The number holds up when the platform's falls apart.
Every number in Wicked Reports traces back to a real order and a real customer record. Not a pixel estimate. Not a survey. Not a modeled guess. Every order is tied to the real click that caused it, with new customers separated from repeat buyers down to the campaign and the creative. During onboarding we verify Wicked against your billing system and expect to land within ~97% of it, so you know the scoreboard is right before any decision rides on it.
02 The expertise
Knowing what the data means.
Twelve years of attribution expertise is built into the analysis itself. It knows a fourteen-day sales cycle from a two-day one. It knows not to kill a campaign that is quietly improving. It knows to wait for delayed clicks instead of overreacting to a slow Sunday. You are not getting a confident guess. You are getting the call that holds up.
Then
Bring your own AI to it.
Verify the data first, then let the intelligence run. Connect ChatGPT or Claude to Wicked through our MCP server, or use the Analyst built in. Either way your AI stops reading the platforms' self-graded homework and starts reading verified ground truth, with our guardrails applied. Same AI, honest inputs. It will even tell you when the data is not ready yet, instead of inventing an answer you would have acted on.
AI that can’t hallucinate your budget.
See the Analyst in action
“My favorite thing about Wicked is I can trust the data.”
Geoff Lilienfeld
CEO, Wise Pelican
{ How it works }
Diagnose. Predict. ReTrain.
01
Diagnose: know what is happening and why.
New Customer Truth separates new buyers from repeat buyers on every campaign, so nCAC is real, not blended. Pulse and the Attribution Report show the business at a glance, and 5 Forces AI turns “this KPI is bad” into a clear Scale, Chill, or Kill call you can defend to finance.
02
Predict: know where performance is actually landing.
Ad platforms grade your campaigns on day one. Predicted Future reads your verified conversion-lag curves and shows what nCAC, ROAS, and revenue are pacing to as the remaining clicks convert. One brand believed customers took 30 days to buy. Verified data showed 80% convert in 7. That one fact changed every budget decision they made.
03
ReTrain: make the algorithms hunt the right customers.
Advanced Signal feeds Meta a verified new-customer purchase event. The algorithm stops claiming your existing customers and starts optimizing for net-new buyers. In a live agency test, ROAS rose 30 to 40% from the signal change alone.
Yesterday's nCAC read $182. As the remaining clicks convert, it's pacing to $119.
{ Subscription brands }
Subscription brand? Your best ads look like your worst ones.
Your profit lands on rebill three, six, and twelve. Ad platforms grade the first order and move on, so the cold ads creating your subscribers look expensive while last-touch channels look like heroes.
Wicked ties every rebill back to the original customer and the first click that found them. nCAC, ROAS, and LTV update as rebills land, and Predicted Future shows where the cohort is really going. That's how subscription brands run top of funnel at breakeven on the first order and profitably on the customer.
$39 → $78
Average customer value, day 0 → month 9, in a First Click Cohort.
{ Proof }
The proof shows up in new customers, not in a dashboard
$116 → $69 nCAC
Joanna Vargas cut new customer acquisition cost roughly 40% in 30 days, with Bullseye Sellers running the account, using new creatives, Advanced Signal and 5 Forces AI.
$1M → $30M
Magic vs Machine scaled Huha from $1M to $30M in revenue in three years, bootstrapped, with Wicked as the attribution engine they trust.
$193 → $128 nCAC
Tier 11 cut a pet brand's new customer acquisition cost 34% and grew new customers 25% on just 2.7% more spend.
−22% Meta nCAC
Link Necklaces cut Meta nCAC 22% and grew new customers 94% in Q4, year over year, after coming to Wicked from Triple Whale.
“Strategy plus Wicked’s Advanced Signal are 50/50 in terms of credit.”
Thorsten Lotto
Lead Strategist, Bullseye Sellers
The Truth About Social Ads
An agency owner runs his client accounts on Wicked and told us exactly what changed, on the record.
Watch the honest review{ The weekly truth }
We publish the market's real numbers every week. Here is this week's.
We are so sure of the numbers that we publish them in public, every Monday. The Paid Traffic Truth shows the verified new-customer cost across nine channels, measured against real orders. No survey weighting, no platform spin.
Free. Every Monday.
3x or free
Three times your subscription value in logged, verified budget decisions within 90 days, or Wicked stays free until it happens. Every decision Wicked logs carries a dollar value, calculated from your verified data. Automatic, no request needed. At $50K+ per month in ad spend, most accounts hit the threshold in about two weeks. The 90-day window is the safety net, not the timeline.
Watch Wicked find the budget you are losing to the retargeting trap, in your own numbers, in one short session.
