How to use Wicked Reports OS: Attribution Report

It combines overall business results, attributed marketing performance, and detailed channel-to-ad-level analysis in one report. Use it to understand what happened, identify which marketing efforts contributed to those results, and determine where to investigate or optimize next.

The Attribution Report can help answer questions such as:

• How much revenue did my marketing generate?
• Which channels, campaigns, ad sets, and ads are performing best?
• Where should I increase or decrease spend?
• How is performance changing compared to another period?
• How much additional revenue is expected from recent marketing activity?
• Which marketing efforts are acquiring new customers efficiently?

Unlike individual ad platforms, Wicked Reports applies a consistent attribution methodology across your marketing channels. This gives you a common framework for comparing performance regardless of where the marketing occurred.

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How the Attribution Report Is Organized

The Attribution Report moves from high-level business performance to detailed marketing analysis.

Business Snapshot

How did my business perform?

Marketing Performance

How did my marketing perform?

Attribution Breakdown

Which channels, campaigns, ad sets, and ads contributed to that performance?

Filters, Attribution Settings, comparisons, and Saved Views provide additional ways to configure and investigate the report.

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Report Controls

The controls above the report determine the time period, customer scope, marketing scope, and attribution methodology used in your analysis.

Date Range

Select the period you want to analyze.

The selected date range applies throughout the Attribution Report, including Business Snapshot.

Compare Period

Use comparison to evaluate performance against another period, such as:

• Last 7 days vs. previous 7 days
• This month vs. previous month
• A custom period vs. the same period the previous year

When comparison is enabled, the report shows how performance changed between the selected period and the comparison period.

Customer Type

Use the customer selector to determine which customer population you want to analyze.

Available options may include:

• All Customers
• New Customers
• Returning Customers

This is particularly useful when evaluating customer acquisition separately from repeat customer activity.

Filters

Filters narrow the marketing activity included in the report.

You can use filters to focus on specific marketing dimensions or performance criteria, including channels, campaigns, UTMs, or metric thresholds.

Important: Business Snapshot and Filters

Business Snapshot responds only to the selected date range.

Marketing filters, customer filters, campaign filters, UTMs, and other report filters do not change Business Snapshot.

This is intentional. Business Snapshot provides a consistent view of overall business performance while you investigate different subsets of marketing activity below it.

Marketing Performance and Attribution Breakdown respond to the applicable marketing and report filters.

Reset

Use Reset to remove report changes and return the report to its default configuration.

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Business Snapshot

What It Answers

How did my business perform during this period?

Business Snapshot provides the overall business context for your attribution analysis.

Depending on your customized configuration, Business Snapshot can include metrics such as:

• Ad Spend
• New Visits %
• New Leads
• Total Leads
• New Leads %
• Sales
• Revenue
• New Customers
• Repeat Customers
• Total Customers
• New Cutomer %
• AOV
• MER

Each card provides the metric value, its trend over the last 30 days, and comparison information when a comparison period is enabled.

Why Business Snapshot Is Different

Business Snapshot reports overall business outcomes rather than attributed marketing results.

For example:

Business Snapshot Revenue answers:

How much revenue did my business generate during this period?

Marketing Performance Revenue answers:

How much revenue is attributed to the marketing activity being analyzed?

Those values are not expected to necessarily match.

Business Snapshot and Filters

Business Snapshot responds only to the date range.

If you filter the report to Meta Ads, a specific campaign, or another marketing segment, Business Snapshot continues to show overall business performance for the selected dates.

This gives you a stable business benchmark while investigating a specific subset of your marketing.

Customizing Business Snapshot

Select Customize to configure which available metrics appear in Business Snapshot.

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Marketing Performance

What It Answers

What results did my marketing generate?

Marketing Performance summarizes performance attributed to the marketing activity currently included in the report.

 

Depending on your customized configuration, some available metrics include:

• Ad Spend
• Clicks
• New Leads
• Sales
  • Predicted Future Sales
• Revenue
  • Predicted Future Revenue
• ROAS
  • Predicted Future ROAS
• New Customers
  • Predicted Future New Customers
• New Customer %
• New Customer Acquisition Cost (nCAC)
  • Predicted Future nCAC
• And More...

Unlike Business Snapshot, Marketing Performance responds to the applicable filters in the report.

For example, if you filter the report to Meta Ads, Marketing Performance summarizes the results attributed to the filtered Meta activity.

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Actual and Predicted Future Performance

One of the most important concepts in the Attribution Report is conversion lag.

Customers do not always purchase immediately after interacting with marketing. A customer may click an ad today but purchase several days or weeks later.

Evaluating recent marketing using only conversions that have already occurred can therefore make recent campaigns appear artificially weak.

Wicked Reports accounts for this by showing Actual and, where applicable, Predicted Future performance.

Actual

Results that have already occurred and have been attributed to the marketing activity.

Predicted Future

Additional results Wicked Reports predicts sales that will occur as customers who have already interacted with your marketing continue through their buying journey.

For example, a Sales card might show:

Actual Sales: 115
Predicted Future Sales: 237

The predicted value helps estimate where the marketing activity is likely to finish after its conversion lag has matured.  It's important to remember that for clicks from the last 14 days have clicks which have been "working" for 13 days and clicks that have only been "working" for one day.  

Predictions will also affect calculated metrics such as Revenue, ROAS, New Customers, and nCAC.

As actual conversions occur, the report becomes increasingly based on observed results rather than predictions.

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Attribution Settings

Attribution Settings control how Wicked Reports calculates attribution for the current report.

Filters determine what data is shown. Attribution Settings determine how that data is calculated.

Changes made here apply to the current View and override the account's global defaults.

Attribution Model

The Attribution Model determines how revenue credit is distributed across the marketing interactions in a customer's journey.

For example, with U-Shaped (40/20/40) attribution:

• The first interaction receives 40% of the credit.
• The last interaction receives 40%.
• Interactions between the first and last share the remaining 20%.

If a journey were:

Meta → YouTube → Google → Purchase

the attributed credit would be:

Meta 40% → YouTube 20% → Google 40%

Select the attribution model that best represents how you want Wicked Reports to evaluate marketing contribution.

View-Through Confidence

View-Through Confidence determines how much credit Wicked Reports gives to Meta view-through conversions.

Available confidence levels are:

0% · 25% · 50% · 75% · 100%

For example, selecting 50% tells Wicked Reports to include 50% of eligible Meta view-through conversions in the report calculations.

Use this setting to control how strongly you want view-through activity to influence attributed performance.

Meta Shop Purchases

Choose whether purchases completed through Meta's native shop are:

• Included
• Ignored

Use this setting based on whether Meta Shop purchases should be included in your attribution analysis.

Recurring Subscriptions

Choose whether additional recurring subscription revenue should be attributed back to the attributed click.

Select:

• Include to incorporate subsequent subscription revenue.
• Ignore to exclude that additional recurring revenue and only have a click receive credit for the initial conversion value.

Revenue Type

Choose how revenue should be calculated.

Net Revenue

Excludes:

• Refunds
• Taxes
• Shipping
• Discounts

Gross Revenue

Includes the complete revenue amount.  This can be useful to determine if the marketing did it's job of acquiring a sale.  Refunds and cancellations may have nothing to do with how the marketing performed.

Choose the revenue definition that best matches how your organization evaluates marketing performance.

Custom Conversions

You can select up to three non-purchase conversion events sent into Wicked Reports.

Selected custom conversions become available as metrics in the Attribution Breakdown, including:

• Conversion Count
• Cost Per Conversion

This allows you to evaluate important actions that occur before or outside of a purchase.

Availability depends on the custom conversion events Wicked Reports has received for the selected date range.

Applying Attribution Settings

Select Apply Settings to apply the configuration to the current report.

Select Save As View when you want to preserve the configuration as a Saved View for future use.

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Attribution Breakdown

What It Answers

Which marketing activity generated my attributed results?

Attribution Breakdown is the primary drill-down analysis within the Attribution Report.

It allows you to move from a high-level channel view into increasingly detailed marketing activity.

Attribution Hierarchy

Navigate through:

Channels → Campaigns → Ad Sets / Ad Groups → Ads / Keywords

Channels

Start here to compare your major marketing sources.

This is generally the best level for identifying where changes in overall marketing performance originated.

Campaigns

Move to Campaigns to identify which campaigns within your marketing channels are driving performance.

Ad Sets / Ad Groups

Drill deeper to evaluate the targeting or organizational layer beneath individual campaigns.

Because advertising platforms use different terminology, Wicked Reports combines Ad Sets and Ad Groups into a common reporting level.

Ads / Keywords

Use the lowest level to evaluate individual creatives, ads, or keywords.

This is particularly useful for detailed media buying and optimization decisions.

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Attribution Breakdown Metrics

Available columns can include metrics such as:

• Ad Spend
• Clicks
• CPC
• New Visits
• New Visits %
• Sales
• Revenue
• ROAS
• Average Order Value
• New Customers
• New Customer %
• Total Customers
• Multiple Conversion Rate metric
• Custom Conversion metrics
• and More

Metrics affected by conversion lag (Sales, Revenue, Customers, etc) will display Actual and Predicted Future values directly within the table.

Sorting

Select a column heading to sort the report by that metric.

For example:

• Sort by Revenue to find the largest revenue contributors.
• Sort by ROAS to compare marketing efficiency.
• Sort by Ad Spend to see where budget is concentrated.
• Sort by New Customers to identify acquisition drivers.
• Sort by NCAC to compare customer acquisition efficiency.

Columns

Select Columns to choose which metrics appear in the Attribution Breakdown.

This lets you configure the grid around the analysis you are performing.

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Day Over Day, Week over Week and Month over Month

Use Day Over Day, Week over Week and Month over Month to expand each row and see how its metrics changed throughout the selected report period.

The time interval automatically adjusts based on the length of your selected date range.

Depending on the date range, Wicked Reports displays the underlying performance:

• Day by day (less than a 14 day date range)
• Week by week (14 days to 60 days)
• Month by month (more than 60 days)

For example, when viewing a short date range, expanding Meta Ads may display an individual row for each day beneath the channel total.

This allows you to identify when a performance change occurred rather than only seeing the aggregate result for the entire period.

Use this view when you want to investigate questions such as:

• When did ROAS begin declining?
• Was a revenue increase concentrated on specific days?
• Did spend increase before performance changed?
• Is an overall trend consistent or driven by a small number of periods?

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Saved Views

Saved Views let you preserve a configured Attribution Report so you can return to the same analysis later.

A Saved View can preserve the state of your report, including its configured filters, settings, metrics, columns, and other report selections.

This makes Views useful for analyses you perform repeatedly.

Examples might include:

• Meta Acquisition
• Google Performance
• New Customer Analysis
• Weekly Media Buying Review
• Executive Marketing Review

Saving Changes

Changes made while working in a View do not need to become permanent.

You can explore different filters or settings and save them only when you want to update the View.

Duplicating a View

When you duplicate a View, Wicked Reports duplicates the saved state of that View, excluding unsaved changes currently being explored on the screen.

This ensures the original saved configuration remains the source for the duplicated View.

Save As View

You can also create a new View directly from Attribution Settings using Save As View.

This is useful when you create an attribution configuration you want to preserve as a separate analysis.

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Recommended Attribution Workflow

If you're unsure where to begin, work from the top of the report downward.

1. Review Business Snapshot

Understand what happened to the business.

Did revenue increase? Did sales change? Did new customer acquisition improve?

2. Review Marketing Performance

Determine how marketing performed during the same period.

Review spend, attributed revenue, ROAS, customers, and acquisition efficiency.

3. Compare Channels

Use Attribution Breakdown at the Channel level to identify which marketing sources contributed most to the result.

4. Drill Down

Move through:

Channel → Campaign → Ad Set / Ad Group → Ad / Keyword

to find the specific marketing activity driving the change.

5. Look at Performance Over Time

Use Day Over Day to determine when the change occurred and whether the overall result represents a consistent trend or a short-term spike.

6. Apply Filters

Narrow the report to the specific marketing activity you want to investigate.

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Frequently Asked Questions

Why doesn't Wicked Reports revenue match the revenue shown in my ad platforms?

Individual advertising platforms use their own attribution methodologies. This can result in multiple platforms claiming credit for the same customer or purchase.

Wicked Reports applies a consistent attribution methodology across your marketing channels so they can be evaluated using the same measurement framework.

 

Why doesn't Marketing Performance Revenue match Business Snapshot Revenue?

They answer different questions.

Business Snapshot Revenue represents overall business revenue during the selected date range.

Marketing Performance Revenue represents revenue attributed to the marketing activity currently included in the report.

The two values are not expected to necessarily match.

 

Why doesn't Business Snapshot change when I apply filters?

Business Snapshot responds only to the selected date range.

It intentionally remains unchanged when marketing, customer, campaign, UTM, or other filters are applied so you always have overall business performance as context for your marketing analysis.

 

Why does performance include predicted results?

Customers often convert days or weeks after interacting with marketing.

Using only conversions that have already occurred could make recent marketing appear artificially weak.

Predicted Future values estimate the additional results expected as customers continue through their conversion journey.

 

Will predicted results change?

Yes.

Predictions are estimates based on the information currently available.

As customers convert and actual results become available, predicted performance is progressively replaced by observed performance.

 

What does View-Through Confidence mean?

View-Through Confidence controls how much of eligible Meta view-through conversion activity Wicked Reports includes in attribution calculations.

For example, 50% confidence includes 50% of the eligible Meta view-through conversions.

Use a higher setting when you want view-through activity to have more influence on attribution and a lower setting when you want to be more conservative about assigning credit to impressions without a click.

 

What's the difference between Gross and Net Revenue?

Gross Revenue includes the complete revenue amount.

Net Revenue excludes refunds, taxes, shipping and discounts.

You can choose the revenue definition that best matches how your organization evaluates marketing performance.

 

What happens when I include recurring subscriptions?

When Recurring Subscriptions is enabled, additional recurring subscription revenue can be attributed back to the original attributed click.

When it is ignored, that additional recurring revenue is excluded from attribution calculations.

 

Should I use Actual or Predicted Future results when making decisions?

Use both in context.

Actual results tell you what has already happened.

Predicted Future results help estimate how recent marketing is likely to perform after customers have had sufficient time to convert.

For older, mature marketing activity, actual results become increasingly important. For recent marketing activity, predictions provide important context and can help prevent premature optimization decisions.

 

Where should I start when performance changes?

Start with the Channel level of Attribution Breakdown.

Identify which channels contributed most to the change and then drill down through:

Campaign → Ad Set / Ad Group → Ad / Keyword

Use Day Over Day to determine when the change occurred and Ask AI to help identify patterns worth investigating.

 

Can I save a report configuration?

Yes.

Saved Views allow you to preserve your Attribution Report configuration and return to it later.

Views are useful for recurring analyses, different marketing teams, specific channels, customer acquisition analysis, or alternative attribution configurations.

 

What is the difference between Pulse and the Attribution Report?

Pulse is designed to quickly show how your business and marketing are performing and surface areas that deserve attention.

Attribution Report is designed for deeper investigation into marketing performance.

A common workflow is:

Pulse identifies something worth investigating → Attribution Report helps you determine what caused it.

 

 Why are the results in the Attribution Report different from FunnelVision? 

The Attribution Report is the next generation of Wicked Reports attribution reporting and is designed to replace the primary analysis customers previously performed in FunnelVision.

FunnelVision focused heavily on reconstructing customer journeys and showing how marketing interactions appeared along the path to purchase. We found that the more important question for day-to-day marketing decisions is:

How did my marketing clicks perform, and how are they expected to perform as more customers convert?

The Attribution Report was rebuilt around that question.

Instead of requiring you to interpret individual customer journeys, the Attribution Report organizes performance around the marketing activity you're actually managing — Channels, Campaigns, Ad Sets / Ad Groups, and Ads / Keywords.

It also incorporates Wicked Reports' conversion-lag predictions, allowing you to see both what your marketing has generated so far and what recent marketing activity is predicted to generate as additional customers convert.

Because Attribution Report and FunnelVision organize and calculate marketing performance differently, you should not expect every value in the two reports to match.

For ongoing marketing performance analysis, we recommend using the Attribution Report. It represents Wicked Reports' current approach to attribution analysis and is designed to provide a more actionable view of how your marketing performed — and, for recent activity, how it is expected to perform as conversion data matures.