How to use the ROI Report

This document is for Media Buyers, Brand Marketing Directors, and Brand Owners looking to optimize ad spend using the ROI report.

Why You Need This

Marketing attribution cuts through the noise and tells you what is working, or not working, in your marketing campaigns. 

Ad platform reporting uses single-channel measurement that ignore the impact of other marketing channels and assumes credit for all conversions based on a pixel fire. All sorts of issues with this approach, here's a few reasons: (https://www.wickedreports.com/wicked-reports-vs-facebook-pixel).

Wicked Reports ROI reporting uses attribution models mapped to specific campaign goals.  We only use reliable 1st party conversions detected from your CRM and Order systems.

This report will provide ROI, LTV, leads, sales, and revenue at the campaign, ad, adset, ad group, and email level for all inbound marketing.

Common Marketing Optimization Scenarios that ROI Reporting can Solve

  • Unable to connect customer lifetime value to traffic sources and campaigns that convert.
  • Wasting ad spend on vanity metrics that don't tie to revenue.
  • You are focused on repeat buyers, subscription recurring sales via your monthly ecom boxes, or membership course subscription sales and the cost to acquire new customers is more than the 1st purchase or subscription trial month.
  • Running media spend on multiple channels, plus you have a strong organic presence and consistent emailing, and can't tie it all together to get a source of truth.

How to use the ROI report

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.

 

roi-report-attribution-model-filter-new-lead-selectedThe Attribution Model Filter

The attribution model selected is vitally important.  The value you choose determines which marketing touchpoints are attributed revenue.  

The sales, revenue, ROI, and other metrics will change values when you change the attribution model.  It is important that you understand WHY you are picking a specific attribution model, and that you assess the campaign based on the ROI according to the goal of the marketing (yes, we have models for "I didn't really have a goal").

You can see that each attribution model selection gives guidance as to the goal of that attribution model.  Always keep this in mind, it is the foundation of Wicked Reports.

For more information on attribution models, see all of our articles here: https://help.wickedreports.com/attribution

Other Filter Options of Note:

  • The date range filters the ad spend, clicks, leads, and sales to the date range selected.
  • Quick filters will apply smart filtering to all incoming marketing traffic to save time.
  • You can include or exclude certain products to see ROI for specific best sellers.
  • Excluding subscription revenue will restrict results to just the new sales that have occurred and remove any recurring revenue.
  • Range filtering allows >,<,= filtering on the costs, leads, and new leads fields.

 

After selecting your attribution model and any other filters, your ROI report is generated.

The top section is the summary of all new lead attributed costs and revenue for the time period and filters applied:

roi-report-summary-section-gml-new-lead

Summary Field Name Summary Field Description
Clicks Total clicks from all traffic sources in the report filters date range.
Leads Total new leads from all traffic sources during the report data range.
Sales Total sales in the report time range from new leads generated by the marketing campaign any time prior to the last date of the report.
Costs Total ad spend for all marketing in the report filters time range.
Attributed ROI (Attributed Revenue - Costs) / Costs
Attribution Coverage Attribution coverage tells you the % of orders with attribution for the attribution model selected. https://help.wickedreports.com/attribution-coverage
Total Revenue Total revenue from your order system for the report filters time period.
Pre-Wicked Revenue Revenue from leads that were generated before Wicked Reports. We segment them out since they are properly not attributed to any other source. https://help.wickedreports.com/pre-wicked-revenue  If you have historical tracking data on new lead generation prior to your Wicked Reports start date, you can load it in, here's how.
Wicked Attributed Revenue Wicked Attributed Revenue indicates how much revenue has been attributed for this specific model.
Unattributed Revenue Unattributed Revenue is revenue that does not have attribution for this specific attribution model conversion point. https://help.wickedreports.com/unattributed-revenue


Wicked Reports returns 19 columns of metrics to optimize on!  Here is the left-hand side of columns and metrics:

roi-report-grid-gml-new-lead-left-hand-columns

ROI Grid Field Names & icons ROI Grid Field Descriptions
roi-report-source-icons The icons to the left of the campaign names are the channel/source icons.  f is Facebook, A is Google Ads, etc.
roi-report-google-optimizer-icon Eligible Google Ad campaigns will have the eyeball icon. Clicking on the icon launches the Google Campaign Optimizer screen that scales your budget based on available impressions share and projected ROI.
Campaign Name The marketing campaign name.  For Facebook and Google, this is automatically detected from the ad platform. For many of our CRM email integrations, this is automatically detected and reported.  For all other traffic channels/sources, this is the UTM_Source value.
Cost The marketing costs for the campaign during the time period. This is automatically retrieved from Facebook and Google. Other ad platforms can use our marketing cost updater.
Clicks The clicks reported by Facebook or Google, or the clicks detected by Wicked Reports tracking script.
New Leads The new leads attributed to this marketing campaign.
Re Engaged Leads The existing leads that re-engaged with clicks and reoptins from this marketing campaign.
Wicked Attributed Sales The sales attributed by the attribution model selected.
Wicked Attributed Revenue The revenue attributed by the attribution model selected.
Attributed ROI (Wicked Attributed Revenue - Cost) / Cost
Average Order Value Wicked Attributed Revenue / Attributed Sales

Here is the right-hand set of columns on the ROI report

roi-report-grid-gml-new-lead-right-hand-columns

ROI Grid Field Names & icons ROI Grid Field Descriptions
CPC Cost per click = cost / clicks
EPC Earnings per click = revenue / clicks

CPL

Cost per lead = cost / new leads

EPL Earnings per lead = revenue / new leads
New Customer CPA The cost to acquire a new customer for this campaign.
All Customer CPA The cost to acquire any customer for this campaign.
New Customer Count All new customers attributed to this attribution model's touchpoints.
All Customer Count All customers, new and repeat, attributed to this attribution model's touchpoints.
First Click Date The first data that Wicked's tracking script has tracked a click.
Wicked Tools Links to powerful insights related to this campaign.

 

At this point, you have the data you need to make decisions based on ROI, LTV, and reliable, verifiable conversion data.

  • Scale ad spend when the ROI is favorable.
  • Chill ad spend at the same level when the ROI is break-even and your historical trends indicate it continues to rise into the future.
  • Kill ad spend when the ROI is unfavorable, tracking has been in place for an entire buying cycle, and you have other campaigns you can reallocate the budget to.

We have a lot of detailed analysis into these scale, kill, and chill decision frameworks in our help docs.

Marketing Optimization Tips

captain wicked pointing to right

Google Smart Campaigns combined with the Wicked Google Conversion optimizer can sometimes scale for you on auto-pilot.  If the majority of your conversions happen in less than 90 days from first click, but take multiple touchpoints, consider wiring Wicked conversions into Google -> Let Wicked & Google help you with this.

 

captain wicked pointing to right

 

Smart filtering on the ROI report can show differences in ROI by channel, campaign, gross vs net revenue, product-specific attribution, custom conversion events back to ad spend, and hide/show subscription recurring revenue.

 

 

 

captain wicked pointing to right

 

Always remember:  Choose an attribution model based on the goal of the marketing campaign.  That allows you to measure the right conversion to real revenue.

 

 

Troubleshooting