John Moran Case Study:
From Unclear Attribution to Predictable Growth
Wicked Reports helped industry expert John Moran uncover what actually drives revenue—dropping nCAC by two-thirds and unlocking scalable growth across Meta and Google.
Key Results
“Wicked Reports didn’t just give me better attribution — it gave me clarity. I used to juggle Google metrics, third-party tools, and gut instinct. Now I know exactly what’s working, where the revenue is really coming from, and how to scale with confidence. This is the first time attribution has actually helped me make money, not just explain it.”
JOHN MORAN
Google Ads Aficionado | Solutions 8 Co-Founder, Nido Marketing Co-Founder, Tier Eleven Chief Strategist
Who is John Moran?
John Moran has spent the last decade building and selling agencies, managing marketing campaigns, and investing in attribution technologies. As of today, he personally oversees over $110 million annually in Google ad spend across more than 440 clients.
John has been deep in the weeds of attribution for years — even investing in multiple third-party attribution platforms before discovering Wicked Reports. But despite all that experience, nothing delivered the clarity he found here.
The Problem:
Attribution That Lies
Most attribution tools looked good on the surface — but none told the truth about what was actually driving revenue.
The Wicked Reports Solution
Wicked Reports gave John Moran the visibility, control, and confidence he was missing — by revealing the true sources
of customer growth and eliminating guesswork from high-stakes decisions.
Full-Funnel Attribution You Can Trust
Wicked Reports tracks the entire customer journey — from the very first touchpoint to the final conversion — including view-throughs, delayed actions, and multi-channel engagement.
Unlike traditional tools that only show the last few clicks, John finally gained visibility into what actually influenced a sale.
This allowed him to stop guessing, start optimizing, and scale campaigns with full confidence in the data.
Product-Specific Conversion Tracking for New Customers
Instead of relying on generic conversion signals, Wicked Reports pushed product-level, new-customer-only data directly into Meta and Google.
This forced the platforms to optimize toward actual growth — not inflated ROAS from returning customers or unrelated purchases. With one change, John scaled campaigns by 124%, reduced NCAC from $198 to $66, and added over 1,000 subscribers in a single campaign.
True Cross-Channel Revenue Attribution
Wicked Reports helped John uncover how ad platforms amplify each other — even when no clicks are involved. For example, pausing Meta caused a 50% drop in YouTube revenue, and reactivating it brought a 42% increase.
No other attribution tool captured this indirect but critical performance link. Wicked made it visible, measurable, and actionable.
Results & Key Insights
Cross-Channel Revenue Lift Revealed
When Meta campaigns were paused, YouTube revenue unexpectedly dropped by 50%. When Meta was turned back on, YouTube revenue surged by 42%. No native platform or third-party tool could explain the shift — only Wicked Reports captured the cross-channel cause-and-effect in real time.
What Marketers Can Learn From This
John’s experience reveals key lessons for marketers serious about scaling profitably — and the features that made it possible.
“If you’re not using Wicked Reports, you’re just guessing — and you’re guessing with your client’s money. Attribution isn’t a nice-to-have anymore. It’s the only way to scale profitably, understand what’s really working, and stop wasting time on fake wins. This is the first time attribution has actually helped me make money — not just explain it.”
JOHN MORAN
Google Ads Aficionado | Solutions 8 Co-Founder, Nido Marketing Co-Founder, Tier Eleven Chief Strategist
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