The Wicked Reports Playbook

The end to end guide on turning Wicked Reports Data into Insights and Action.

I developed this guide so it would be crystal clear to our customers, leads, and internal team exactly how to act on the data and insights from the Wicked Reports platform.  

Think of this document as the table of contents that will jump to the specific video, play, or how-to guide.  Most links will take you to a separate tab, others will jump you down below.

You can download a PDF of this playbook here -> Wicked Reports Playbook



Table of Contents:


The Wicked Philosophy

  • All clicks and conversions are not created equal.
  • Leads take time to buy.
  • You can’t trust what you can’t prove.
  • Accurate Customer Lifetime Value is the foundation.
  • ROI is the goal.
  • Match the attribution model to the campaign goal.
  • Act on your data with Wicked’s Scale, Kill, Chill framework.

Using This Playbook & Wicked Insight Timeline

Wicked Reports relies on real clicks, real lead and sale conversions, tied to real ad spend.  Sometimes our customers are fully set up in an hour or so.  Other times it can take up to a week depending on tech stack complexity and integration time (if the customer does not have our standard CRM and Shopping Cart integrations).


Some of the Wicked Quick Wins are available sooner than others.  Certain attribution models need time to be seasoned with data over a complete customer buying cycle before they can effectively be deployed to optimize your campaigns.


Here is a handy matrix to use for play usage based on your Wicked Reports setup and your customer buying cycle:


Timeline

Wicked Insight

Immediately - it is a critical asset to understand attribution and get insights

Determining the Correct Attribution Model

1 day after CRM integration, Shopping cart integration, and clicks tracked

Optimizing marketing campaigns with Last Click ROI attribution

1 day after CRM integration, Shopping cart integration, and clicks tracked

Optimizing marketing campaigns with Full Impact ROI attribution

1 day after CRM and shopping cart integration

Evaluating New Customer LTV & ROI Over Time with the New Customer Cohort

1 day after CRM and shopping cart integration

Evaluating New Lead LTV & ROI Over Time with the New Lead Cohort

1 day after CRM and shopping cart integration

Predictive Behaviors to Analyze the Customer Buying Cycle

1 week after CRM integration, Shopping cart integration, and clicks tracked

Determining Kill or Chill on a Low ROI Campaign

2 weeks after CRM integration, Shopping cart integration, and clicks tracked

Optimizing marketing campaigns with Linear ROI attribution

2 weeks after CRM integration, Shopping cart integration, and clicks tracked

Optimizing marketing campaigns with First Click ROI attribution

2 weeks after CRM integration, Shopping cart integration, and clicks tracked

Optimizing marketing campaigns with New Lead ROI attribution

2 weeks after CRM integration, Shopping cart integration, and clicks tracked

Optimizing marketing campaigns with Re-Engaged Lead ROI attribution


Wicked Insights:

1. Determining the Correct Attribution Model

The intent of a marketing campaign is the most important factor in selecting the correct attribution model.

When you first start using Wicked Reports, Last Click & Full Impact attribution are the best to use for the first few weeks.

After a buying cycle of data has been accumulated, you can start acting on the rest of the attribution model’s ROI & LTV calculations.


Below is a quick summary of when to use each attribution model:

multi touch marketing attribution software


For more detailed information about each attribution model:

Click here to jump to a full breakdown of this play in a new tab.


2. Optimizing marketing campaigns with Full Impact ROI attribution


The Full Impact ROI Optimization Play

  1. You want to know what’s working in your marketing funnel using a multi-touch attribution model and you are ok if the attributed revenue overcounts your actual revenue (if not head over to the Linear ROI attribution model right now).
  2. Using the ROI report, choose Full Impact Attribution
  3. Find the High ROI campaigns
  4. Select a Campaign Using the Campaign Explorer.
  5. Move low ROI campaign ad spend to high ROI campaigns.
  6. 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.
  7. 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.
  8. Repeat steps 6 & 7 for all the high ROI campaigns.
  9. Find the low ROI campaigns
  10. Run Play: “Determining Kill or Chill on a Low ROI Campaign”

Click here to jump to a full breakdown of this play in a new tab.

3. Optimizing marketing campaigns with Last Click ROI attribution


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.
  4. Move low ROI campaign ad spend to high ROI campaigns.
  5. 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.
  6. 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.
  7. Repeat steps 6 & 7 for all the high ROI campaigns.
  8. Find the low ROI campaigns
  9. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign

Click here to jump to a full breakdown of this play in a new tab.

4. Evaluating New Lead LTV & ROI Over Time with the New Lead Cohort

The Wicked Reports New Lead Cohort report connects your CRM leads to your shopping cart customers to give deep insights into lead value.  As we attribute marketing spend over time, we can further segment the insights by marketing channel, campaign, and targeting.

When to use the New Lead Cohort report

This report  can be used 1 day after the CRM and shopping cart have been integrated to drive insights into how valuable your historical leads are, before we consider attribution to the source or campaign.

You can revisit this report after a month of lead tracking to see the impact of ad spend and marketing source on lead value for each cohort.


How to use the New Lead Cohort report

These plays can be run on cohorts of any age or source

What is an optimal cost per lead when I want to break-even as fast as possible?

  1. Select the sources with ad spend.
  2. Look at the break-even column and find the fastest break-even month.  
  3. Use that CPL  as your goal.

How profitable are my leads over time?

  1. Scan across a row to see the lead value increase.
  2. Filter by different paid sources to see how that impacts value up/down.

When I buy more leads in a given month, does it lead to more money?

  1. Find the higher lead count months.
  2. Look at the revenue column for that month.
  3. Filter by different paid sources to see how that impacts value up/down

When do I breakeven on my lead gen campaigns?

  1. Filter by different paid sources
  2. Look at the break-even column.
  3. When the number is lower or higher, what was different about that month in your campaigns?

What was the best marketing for generating customers from these leads?

  1. Scroll down towards the bottom to the Top 5 Last Clicks. These are the 5 last click links that generated the most revenue from the leads across all the cohorts in the cohort grid above.

When do the leads double in value?

  1. Look at the lead value day 0.
  2. Scan across the row looking for double the value.
  3. Alternatively, look for when the ROI is double in value.
  4. If the timeframe is acceptable, and you are already making $ on your CPL, increase the budget or increase the CPL.

This play below should be run on cohorts 90 days or older

What months generated the best or worst leads?

  1. Pick a date in the future for the cohort, at least Month 3 or older.
  2. Scan vertically for the highest value - those are your most valuable leads.
  3. Scan vertically for the lowest value - those are your least valuable leads.
  4. Compare CPL to the value at Month 3 - the biggest spread was your best month and you should investigate what you were doing that month to make this happen - and double down

Click here to jump to a full breakdown of this play in a new tab.

5. Evaluating New Customer LTV & ROI Over Time with the New Customer Cohort

The Wicked Reports Customer Cohort report evaluates your customer lifetime value.  As we attribute marketing spend over time, we can further segment the insights by marketing channel, campaign, and targeting.

When to use the New Customer Cohort report

One great thing about this report is that it can be used 1 day after shopping cart have been integrated, before we consider attribution to the source or campaign.

You can revisit this report after a month of lead tracking to see the impact of ad spend and marketing source on lead value for each cohort.

How to use the New Customer Cohort report

What is an optimal cost to acquire a customer when I want to break-even as fast as possible?

  1. Select the sources with ad spend.
  2. Look at the break-even column and find the fastest break-even month.  
  3. Use that CAC as your goal.

How profitable are my customers over time?

  1. Scan across a row to see the customer value increase.
  2. Filter by different paid sources to see how that impacts value up/down.

When I buy more customers in a given month, does it lead to more money?

  1. Find the higher customer count months.
  2. Look at the revenue column for that month.
  3. Filter by different paid sources to see how that impacts value up/down

When do I break-even acquiring a customer?

  1. Filter by different paid sources
  2. Look at the break-even column.
  3. When the number is lower or higher, what was different about that month in your campaigns?

What was the best marketing for generating customers?

  1. Scroll down towards the bottom to the Top 5 Last Clicks. These are the 5 last click links that generated the most revenue from the leads across all the cohorts in the cohort grid above.

When do the customers double in value?

  1. Look at the customer value day 0.
  2. Scan across the row looking for double the value.
  3. Alternatively, look for when the ROI is double in value.
  4. If the timeframe is acceptable, and you are already making $ on your CAC, increase the budget or increase the CAC.

What months generated the best or worst customers?

  1. Pick a date in the future for the cohort, such as Month 3.
  2. Scan vertically for the highest value - those are your most valuable customers.
  3. Scan vertically for the lowest value - those are your least valuable customers.
  4. Compare CAC to the value at Month 3 - the biggest spread was your best month and you should investigate what you were doing that month to make this happen - and double down.
Click here to jump to a full breakdown of this play in a new tab.

6. Optimizing marketing campaigns with First Click ROI attribution


The First Click ROI Optimization Play

  1. Using the ROI Report, choose First Click Attribution
  2. Find the High ROI campaigns
  3. Select a Campaign Using the Campaign Explorer.
  4. Move low ROI campaign ad spend to high ROI campaigns.
  5. 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.
  6. 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.
  7. Repeat steps 6 & 7 for all the high ROI campaigns.
  8. Find the low ROI campaigns
  9. Run Play: “Determining Kill or Chill on a Low ROI Campaign”

Click here to jump to a full breakdown of this play in a new tab.

7. Optimizing marketing campaigns with New Lead ROI attribution

The New Lead ROI Optimization Play

  1. Choose New Lead Attribution
  2. Find the High ROI campaigns.
  3. Select a Campaign Using the Campaign Explorer.
  4. Move low ROI campaign ad spend to high ROI campaigns.
  5. 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.
  6. 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.
  7. Repeat steps 6 & 7 for all the high ROI campaigns.
  8. Find the low ROI campaigns
  9. Run Play “Determining Kill or Chill on a Low ROI Campaign”
Click here to jump to a full breakdown of this play in a new tab.

8. Optimizing marketing campaigns with Re-Engaged Lead ROI attribution


When to use the Re-Engaged Lead attribution model

You want to know what’s converting your middle of the funnel leads into sales.

ReEngaged Lead attribution is perfect for middle of the funnel campaigns of a multi-step funnel that require appointment scheduling, registrations, or downloads from existing leads before making a purchase decision.

The Re-Engaged Lead ROI Optimization Play

  1. Go to the ROI Report.
  2. Choose ReEngaged Lead Attribution
  3. Select a Campaign Using the Campaign Explorer
  4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign with 2 types of analysis
    1. You can 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 responding well to this ad and scale ad spend on this ad to only that targeting.
      1. You can filter on the utm_term value, which is the adset name if this is a Facebook/Pinterest/Snap/Twitter/TikTok campaign, or the search keyword or Audience or ad targeting if a Google campaign.
      2. Check to see if there is ad/ad group (utm_content value) that is responding well to this adset/targeting/audience and scale ad spend on this adset/targeting/audience only with that ad.
      3. Each row within the campaign is a targeting/ad combination.  You can move low negative ROI spend with any combinations to higher ROI combinations.
      4. Ad or Ad Group level optimization
      5. Adset or Targeting level optimization
  5. Repeat Step 4 for all the high ROI campaigns,
Click here to jump to a full breakdown of this play in a new tab.

9. Optimizing marketing campaigns with Linear ROI attribution

The Linear ROI Optimization Play

  1. Using the ROI Report, Choose Linear Attribution
  2. Find the High ROI campaigns
  3. Select a Campaign Using the Campaign Explorer.
  4. Move low ROI campaign ad spend to high ROI campaigns.
  5. 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.
  6. 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.
  7. Repeat steps 5 & 6 for all the high ROI campaigns.
  8. Find the low ROI campaigns
  9. Run Play “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”

Click here to jump to a full breakdown of this play in a new tab. 

10. Determining Kill or Chill on a Low ROI Campaign

When to use the “Determining Kill or Chill on a Low ROI Campaign play

A campaign is showing lower relative ROI than other campaigns for a selected attribution model.

The Determining Kill or Chill on a Low ROI Campaign Play

  1. How long has Wicked been tracking clicks?
    1. Scroll to the right of the campaign row and identify the first click date.
  2. Check the Forecasted Campaign Evaluation Time
    1. How long do leads take to buy, if they don’t convert right away?
    2. Open up Predictive Behaviors report in a separate tab.
    3. Set the date range for last year and run report.
    4. The “Forecasted Campaign Evaluation Time” is our recommended minimum baseline of how long a campaign should take to start showing results.
    5. This timeline works for all campaign goals, even if the goal is not lead gen.
  3. If the campaign has not been running as long as the “Forecasted Campaign Evaluation Time”, chill and give it time before making a decision to cut ad spend.
  4. If the campaign has been running longer than the “Forecasted Campaign Evaluation Time”, you can cut ad spend if unhappy with the ROI if that is the decision after running the rest of this process.
  5. Measure the campaign using Linear ROI 

Now we want to see where the campaign is making money in the customer journey, if anywhere.  You might be able to move the ad spend to that specific point and turn off the ad spend elsewhere in the journey. Here is how to detect that:

  1. Go to the ROI report.
  2. Select the campaign in the campaign filter.
  3. Select Linear ROI
  4. Analyze the customer journey conversions

Scroll to the far right along the campaign row.  There are fields “First Click Sales”, “New Lead Sales”, “ReEngaged Lead Sales” and “Last Click Sales”.  These fields are telling you where the conversions are coming from.

Is there a significantly larger amount of sales occurring at either First Click, New Lead, Re-Engaged Lead, or Last Click sales fields?

CHILL - If there is high enough ROI somewhere in the customer journey

CHILL - If the campaign's clicks have not been tracked for a long enough period
KILL - Neither of the CHILL  conditions are met
Click here to jump to a full breakdown of this play in a new tab.

11. Predictive Behaviors to Analyze the Customer Buying Cycle

How to use Predictive Behaviors to Analyze the Customer Buying Cycle

  1. Open up Predictive Behaviors report in a separate tab.
  2. Set the date range for the last year and run the report.
  3. The “Forecasted Campaign Evaluation Time” is our recommended minimum baseline of how long a campaign should take to start showing results.

This timeline works for all campaign goals, even if the goal is not lead gen.

If the campaign has not been running as long as the “Forecasted Campaign Evaluation Time”, chill and give it time before making a decision to cut ad spend.

If the campaign has been running longer than the “Forecasted Campaign Evaluation Time”, you can cut ad spend if unhappy with the ROI if that is the decision after running analysis indicated for the specific attribution model.

  d. Scroll down to sales velocity.

This is the distribution of all your leads that converted to customers over time.

The wider the distribution, the more impact your first click and new lead ROI campaigns will continue to show revenue lift over time and the longer rope you should give them to become profitable.

Click here to jump to a full breakdown of this play in a new tab.

Additional Resources

For additional help with running these plays, please contact one of the following resources:

1. Customer Support
We offer 24/5 (M-F) Live Chat support inside of your Wicked Reports account

Or, email: support@wickedreports.com for same-day support.

2. Your dedicated Customer Success Manager

All Wicked Reports customers have a dedicated Customer Success Manager to meet with 1on1 & guide you through the software.  You can reach out to them directly, or contact Customer Support if you need an introduction!