Pre-Wicked revenue is a revenue classification so that you can reconcile your revenue against your order systems.
Introduction:
When a report time period contains a period of time before Wicked Reports attribution was set up, we cannot identify the source of that revenue. However, we still want you to be able to account for all your orders in a given period.
To solve this, we designate this revenue as "Pre-Wicked Revenue". This allows you to focus on what we have attributed, while also resting easy that we have accounted for all the orders of a period, even if they should not be attributed due to the attribution model you have selected.
When you first start using Wicked Reports, you likely have 10,000-100,000 leads already in your database. One of our most popular attribution models is New Lead ROI / First Optin. It looks at all marketing activities that generate new leads and gives 100% of the revenue credit to the new lead generation touch point.
When those pre-wicked reports leads are buying, and you are looking at the New Lead ROI / First Optin model, we want to properly exclude that revenue from attribution - because you generated the lead before we could track it. However, to reconcile your revenue for the period, we want to bucket the revenue somewhere so that you can see that we have all your order data accounted for.
Here is an example:
Before your Wicked Reports setup, I joined your email list using scott@wickedreports.com. You have no idea how I became a lead because you didn't have Wicked Reports yet!
After your Wicked Reports is set up, I make a $100 purchase.
When you run the New Lead ROI / First Optin ROI report, there is no attribution for how I joined your list.
However, we do know that a $100 purchase occurred, and want you to be able to reconcile your order data ( no phantom pixel conversions allowed!). So we bucket this $100 as "Pre-Wicked Revenue" in your ROI report summary section.
FAQ
- How do I see which specific orders have been designated "Pre-Wicked revenue"?
To transparently see the orders and revenue that have been classified as "Pre-Wicked", go to the Customer LTV report. Select the "first opt-in" model and "pre-wicked" as the source string and click search for any period. - What if I have CRM tags, custom fields, or a home-grown tracking system that has identified the lead source or other tracking information for Pre-Wicked orders?
Click here to learn how to import historical custom tracking data at any time - What is a Pre-Wicked Channel and how does it work?
The Pre-Wicked Channel, in mission control, means that the customer has an unidentifiable first click or first opt-in because Wicked's Tracking was not yet set up. If, for some reason, we have any key attribution click that we were able to track, then that sale will no longer be included in pre-Wicked. Rather, the click would be given full credit. If there are multiple ad clicks, then attribution will be split among the attributed clicks and 0% of the attribution will go to pre-wicked.