This document explains the historical data Wicked Reports pulls in by default, additional historical data we can pull in with some of our deeper integrations, and the ways you can push historical data to us.
Why Import Historical Data? How is it used?
The import of historical data will improve the quality and completeness of reporting you can get from Wicked Reports, both initially and over time as you continue to use Wicked Reports.
Most CRMs and Shopping carts will allow us to pull historical data upon authorization. With this information we will be able to provide some initial reporting on things like buyer behavior, your sales cycle, and customer LTV.
Some email providers will allow us to pull historical click tracking data, with which we will be able to start delivering attribution reporting.
Otherwise, click tracking data is not typically available unless you have captured it via tracking or tagging (often in your CRM), in which case you can use one of the methods below to import that data and begin receiving attribution for that traffic.
Wicked Reports pulls in all historical leads from your CRM when it is one of our native integrations. We schedule this process to run after you authorize it in our system, and it can take 1-3 days to complete (possibly longer for extremely large data sets).
Wicked Reports pulls in all historical sales from your shopping cart / sales system if that system is a native integration. We schedule this process to run after you authorize it in our system, and it can take 1-3 days to complete (possibly longer for extremely large data sets).
Non-native integration options: We have many customers that have non-native integration tech stacks. Wicked Reports can still work fine for you. However, it takes more time, diligence, and setup.
If your lead or sales system is not on our native integration list, you can import your historical sales via HTTP Post, Zapier Integration, CSV import, or our API. Read more about each option at these links:
Fully integrate (including historical import of your order and contact history) using our Custom API.
Historical Email Click Data
When wicked reports receives historical email click data, we can attribute past email clicks to revenue. This will allow you to see which emails are making the sales from before you were using Wicked Reports.
If you are using ActiveCampaign, MailChimp, or AWeber, I’ve got some great news. We automatically pull in your historical email clicks and match them to your revenue. You literally have nothing to do after you authorize your Lead and Sales systems inside of Wicked Reports. This process can take up to a week to complete. Additionally, if you are using these systems and for some reason do not see pre-Wicked email clicks, contact support, we can re-run and re-attribute your clicks.
If you are using any other email system, and you have a way that you tracked email clicks per email subscriber, first of all...that’s awesome, good work. Wicked needs the click date/time, the email of the contact that clicked, and the values for the 5 UTM variables. We can then use this data to attribute to your sales (when it’s deserved). The options on how to send this data are below in the section “how to send historical click data”
Historical Ad or other non-email Click Data: If you have stored ad or click data pre-wicked, you can send that to us and have us run our attribution models on the data. Wicked needs the click date/time, the email of the contact that clicked, and the values for the 5 UTM variables. We can then use this data to attribute to your sales (when it’s deserved). The options on how to send this data are below in the section “how to send historical click data”
Importing Historical Attribution Data (as Custom Click Events) into Wicked Reports
You may have historical tracking information that indicates where leads or sales came from using tagging or some other method. If you have such historical data, and you can get it out of your tracking system, it can be imported into Wicked Reports.
Note: Attribution is dependent on the completeness and quality of the data you have available to import. If you have a full set of 5 UTMs, a date/time stamp, and the email address of the contact attribution will be calculated as if the event was tracked at the time. The fewer data points you have available, the less complete and accurate the reporting will be.
Step 1: Get the data out of your CRM and prepare it for import to Wicked Reports
Advanced users might already have a tagging system they used to track lead source in their CRM. Wicked can use this data to seed our “first optin” attribution model. The trick is to send this data as a “historical click” and then we can attribute the click to revenue just as we do with any other incoming marketing click.
This means inside of Wicked Reports you can map a tag to 5 UTM variable values, type in a cost for these contacts, and see your ROI and LTV from pre-Wicked activities. This is an advanced feature and we advise a quick verification of your gameplan via live chat before pulling the trigger on this.
Step 2: Import the click data to Wicked Reports
How to send historical data: We have a couple of options on how to send us historical data. They are all actively used, so the process you choose depends on what you are most comfortable with. Keep in mind we can help verify these processes if you wish.
In all cases, naming your 5 UTMs is important to get “right”.
In all methods, we process these clicks overnight. So when you send the clicks, you can verify that we received them the same day. You will see them in your reports the next day.
Step 3: (Optional Bonus) Add Costs against the historical clicks
For ad platforms other than Facebook or Google Ads, as well as offline marketing costs, you can import those costs into Wicked Reports for additional ROI reporting.
For an example of tracking the ROI of a wine tasting by a Wicked Reports customer, Modus Operandi wines, check out this article on our blog.