How Does Wicked Reports Attribute Sales and Leads?

Attribution requires three data points.

  • A set of 5 UTMs
  • A contact in your CRM
  • Order in your shopping cart

And all three need to include a date/time and be connected by an email address.

The UTMs are typically captured by having the tracking widget installed on a landing page that you are driving traffic to use links with UTMs. But they can also be manually inserted via CSV upload, HTTP Post, or Zapier.

Leads or Contacts are typically synced with your CRM via one of our native integrations, but can also be brought in via API, CSV upload, HTTP Post, or Zapier.

Like Contacts, Orders are typically synced with your shopping cart or payment processor via one of our native integrations, but can also be brought in via API, CSV upload, HTTP Post, or Zapier.

All attribution is based on having these three data points, all with a time/date stamp and connected by an email address. Using our attribution rules, combined with your account settings, we use the available information attribute leads and sales to the available UTM sets.

Most apparent inaccuracies are the result of one or more of the data points above missing - most often tracked UTMs - or a misunderstanding or our attribution rules.