How to Evaluate and Optimize Bottom of the Funnel Campaigns Using Last Click ROI

This doc presents the playbook and video walkthrough to effectively use the Last Click ROI attribution model to optimize your campaigns using ROI and LTV.

Note: You can customize your Last Click attribution by ignoring specific types of clicks.  When to use the Last Click attribution model

The Last Click ROI Optimization Play

Video: Wicked Quick Win - Optimizing Campaigns using Last Click Attribution

How we calculate Last Click attribution

Why You Need This

Common Marketing Optimization Scenarios that Last Click ROI Reporting can Solve

How to use the ROI report for Last Click Attribution

Marketing Optimization Tips


When to use the Last Click attribution model

Last click attribution exists to tell you what converted traffic to make a purchase.   

Last click attribution is perfect for bottom of the funnel brand sales conversion campaigns.

The Last Click ROI Optimization Play

  1. Using the ROI report, choose Last Click Attribution
  2. Find the High ROI campaigns
  3. Select a Campaign Using the Campaign Explorer.
    1. You can move low ROI campaign ad spend to high ROI campaigns.
    2. Advanced Scaling - Ad and Ad Group level optimization
      1. Filter on the utm_content value, which is the ad name if this is a Facebook/Pinterest/Snap/Twitter/TikTok campaign, or an ad group name if a Google campaign.
      2. Check to see if there is targeting (utm_term value) that is generating high ROI this ad. When there is, congrats, you have found a market for this message within the campaign that is generating higher relative ROI. Move the negative ROI ad spend on targeting using this ad to the positive ROI targeting for this ad.
    3. Advanced Scaling - Adset and Targeting optimization
      1. Filter on the utm_term value, which is the adset name if this is a Facebook/Pinterest/Snap/Twitter/TikTok campaign, or an ad's triggering criteria if a Google campaign.
      2. Check to see if there is an ad (utm_content value) that is generating high ROI for this adset/targeting. When there is, congrats, you have found a message to a market within the campaign that is generating higher relative ROI. Move the negative ROI ad spend on ds using this ad set/targeting to the positive ROI ads for this ad set/targeting.Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign in 3 ways.
  4. Repeat steps ii & iii for all the high ROI campaigns.
  5. Find the low ROI campaigns
  6. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign


VIDEO: Wicked Quick Wins - Optimizing Marketing Campaigns with Last Click ROI Attribution


How we calculate Last Click attribution

multi touch marketing attribution software

multi touch marketing attribution software

multi touch marketing attribution software


Why You Need This

When new leads are generated at the top of your funnel, it can take days, weeks, or months for them to convert to sales.  When that conversion happens, a lot of different marketing wants to take credit for the sale!  Wicked Reports only gives credit to 1 last click across all your different marketing efforts.

Ad platform conversion tracking tends to be very optimistic about it's impact on the sales happening in your business. Sometimes this optimism is warranted, and sometimes it isn't.  Wicked Reports uses multi-channel, multi-touch tracking algorithms to give credit to only one last click for each sale, across all your marketing efforts.

A common scenario for Wicked Reports customers is that they are attempting to reconcile their sales against the conversion tracking reports across Facebook, Google, their CRM, and their Order system (such as Shopify, Stripe, or WooCommerce).  However, it often occurs that the total conversions are more than the actual sales.  How can that be?  Read more on why here:

Wicked Reports last click ROI will reconcile to your sales and revenue for each day.

Top performing last click ROI marketing should be delivered to all unconverted leads in your CRM.


Common Marketing Optimization Scenarios that Last Click ROI Reporting can Solve

  • You are running Facebook & Google retargeting, Email automation campaigns, Email broadcasts, organic SEO efforts, and organic Instagram and Facebook posting.  It is hard to tell what is making people buy.
  • You have campaigns that generate leads and then disappear into various retargeting and automation funnels.  You see a lot of retargeting view-through conversions, but sales also seem to surge when you send a broadcast email.  What deserves credit?
  • Longer marketing conversion cycles that lead to repeat buyers, subscription recurring sales via your monthly ecom boxes, or membership course subscription sales that all take some nurture, or a conversation and followup emails after a presentation or sales rep conversation.
  • Email still seems to drive sales but you can't prove it...until now.


How to use the ROI report for Last Click Attribution

The ROI report uses the attribution model you select to attribute revenue to 1 or more specific conversions points in your marketing funnel.  It is a huge edge to measure your marketing campaign goal with the correct marketing attribution model.

To scale bottom funnel sales conversion campaigns, the goal is to find last clicks that are worth more than they cost to acquire, at as fast of a conversion period as possible, for the highest ROI.

Additionally, last click ROI can play "traffic cop" on whether email, organic, or paid media is driving the bottom of the funnel sales conversions.


For last click attribution and ROI, you will want to select "Last Click ROI".  This attributes all revenue to the last marketing click before a sale is detected in your order data.

The sales conversions that get mapped back to this last click are automatically detected by Wicked Reports using our Order integrations.

This includes recurring subscriptions and all orders that do not occur online - as long as they are in the order system integrated, we can detect and attribute the revenue back to the marketing click that generated the last click.

For more information on the First Click Attribution Model,

Select any other filters (filter options discussed below) and click apply to see the attributed revenue for all new leads generated in the time period selected.

The ROI summary fields of Sales, Attributed ROI, Attribution Coverage, Wicked Attributed Revenue, and Unattributed Revenue are all calculated specifically based on the attribution model selected:


These values are all using the last clicks generated during the time frame for the marketing campaigns being evaluated against the revenue the last clicks have generated.  Subscription recurring revenue will continue to up the revenue for the marketing receiving last click attribution.

The sales, revenue, and ROI values for each marketing campaign are listed in the ROI report.

Read for in-depth information on all the filters and fields of the ROI report.


In the report above, last click sales conversions have been powered by a combination of Facebook ads, Google ads, direct web traffic, email, and organic search.  This advertiser has a true multi-channel marketing campaign strategy running. 

If the goal of the marketing campaign is to make immediate sales after the click, then looking at the ROI for the paid media campaigns will tell you all you need to know.  Positive ROI = good, Negative ROI = bad.   

These last click sales conversions are very unlikely to match what Facebook, Google, and your email sales stats are telling you.  This is because the ad and CRM platforms generally use single-channel reporting and ignore the impact of other channels. Wicked Reports last click sales should match your order system sales for the date range.

The campaigns with the infinity symbols do not have costs associated with them.  This is usually the case for organic and email campaigns.


Marketing Optimization Tips

Last click ROI is going for the sales conversions.  These campaigns need to show positive ROI or the budget should be reallocated..  Here are some tips to that go beyond mere ROI analysis.

smaller captain wicked pointing to right


Use the Email quick filter to see the email campaigns that are driving revenue.  You can then select the campaigns, chose "explore selected", and see the specific emails that have driven revenue at the bottom of the funnel.  Make sure these emails, or email that are similar in content and offer, are sent to all leads in the bottom of the funnel.

captain wicked pointing to right


Ecommerce brands that are always simply going for the sale would still be wise to consider top and middle funnel campaign results before killing a so-so performing last click campaign.



Here is the scale, kill, or chill framework for Last Click ROI analysis.  Most importantly, make sure the campaign that are you evaluating for last click ROI is a campaign that attempts to get immediate sales conversions.

  • SCALE:  ROI is profitable, increment budget up.
  • CHILL: ROI is acceptable but not wildly profitable. 
  • CHILL: ROI is so-so but you don't have anything doing any better...yet.  Test out a different offer or ad copy campaign to try to beat the so-so ROI.
  • CHILL: ROI is so-so and you have closed some subscription recurring revenue with the last click sales being attributed.  If the rebill rate and amount is high enough, the ROI should trend up.
  • KILL: ROI is not acceptable, campaign's goal is to generate immediate buyer's from the clicks, and the campaign has run for an acceptable amount of time.
  • UNKNOWN:  Goal of marketing campaign was not to close sales immediately.  Choose another attribution model and re-assess.
  • UNKNOWN:  You don't see many last click sales tracked and fear there is something off in your tracking. See troubleshooting section below.