The Complete Wicked Reports Playbook

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

This guide was developed 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. 



General Overview

The Wicked Philosophy
Using This Playbook & Wicked Insight Timeline
Additional Resources

The Complete Wicked Reports Playbook

The Wicked Philosophy

  • Leads take time to buy.
  • You can’t trust what you can’t prove.
  • Accurate Customer Lifetime Value is the foundation.
  • ROI/ROA is the 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 Playbook

1 day after shopping cart integration

What Is My Future LTV Impact?

1 day after CRM and shopping cart integration

Understand My Cold Traffic Conversion Time to Inform My Cold Traffic ROI/ROAS Expectations

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

Discover FunnelVision

3 days after CRM integration, Shopping cart integration, and clicks tracked

Facebook View-Through Conversions

4 days after CRM integration, Shopping cart integration, and clicks tracked

Scale/Kill/Chill a BOF marketing campaigns

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

Scale/Kill/Chill a TOF marketing campaigns

Wicked Playbooks

1. Live Data

Live Data is currently ONLY available for users with the following tech stack:

Any of these Contact Systems: Actionetics(Clickfunnels), Klaviyo, API, or HTTP Post

AND...

Any of these Order Systems: Shopify, Recharge, API, or HTTP Post

If your tech stack includes a software that is not listed above (e.g. Infusionsoft), then Live Data is not available. We are expanding the Live Data report so it becomes available for more integrations.

The Live Data report allows you get a comprehensive and robust view of how your marketing is performing TODAY in real-time.

Roughly every 30 minutes , the Live Data will refresh with updated information to show you how much money has been spent today, how many sales and leads have come in today and how we have attributed those sales and leads to  your marketing efforts.

This will allow you to act quickly to adjust your ad spend throughout the day and optimize your marketing budget as you see fit.

 


 

2. What Is My Future LTV Impact?

You can use Wicked Reports to better understand how much more money your customers spend over time and impact your future LTV.

 


 

3. Understand My Cold Traffic Conversion Time to Inform My Cold Traffic ROI/ROAS Expectations

When you understand your Cold Traffic Conversion time, you can better gauge the proper amount of time to let your campaigns run before expecting to see positive results.

Your Top Of Funnel (TOF) Campaigns are targeting Cold Traffic and knowing how long it takes, on average for your prospects to turn into leads is powerful information when beginning to analyze your paid ads.

 


 

4. Pre-Optimization Checklist

Before you analyze your marketing data, you'll want to gather a few data points to ensure you're making the right Scale/Kill/Chill decisions.

The pre-optimization checklist is the first step in doing proper marketing analysis.  There are 2 main items we will be collecting in this process.

  • Forecasted Campaign Evaluation Time
  • Future Customer LTV Impact

 


5. Discover Funnel Vision

FunnelVision is a revolutionary report to help users see how their marketing is performing across their entire funnel. 

This view of the data takes clicks from across the entire customer journey so that credit can be divided up amongst all relevant clicks from the Top of Funnel (TOF), Middle of Funnel (MOF) and Bottom of Funnel (BOF).  All those important clicks that would have gotten lost in the attribution black hole are now able to show value to ad buyers.

There is easier access to revenue from new customers vs. repeat customers and a high level breakdown of one-time sales and revenue vs. subscription sales and revenue.

 


 

6. Facebook View-Through Conversions

Wicked Reports uses Facebook View-Through Conversions to show how many conversions Facebook is taking credit for when people aren't actually clicking on Ads

View-Through conversions are the 1-day view-through conversions we pull in directly from Facebook.    We do NOT calculate these conversions.  Facebook still makes them available through their API and we get them directly from there. 

The View-Through Conversion count and Revenue are displayed in our ROI Reports when using Last Click and Full Impact Attribution and incorporated into ROI and ROAS calculations for those models.

Some reasons you may choose to give lots of credit to Facebook View-Through Conversions would be:

  • You run lots of Facebook Video ads.  Many times, prospects watch the videos and then search your brand on google rather than click the ad.
  • You have high Google branded search conversions.  These may be prospects who actually came through from viewing your ads on Facebook.  It might be nice to know this is happening.

 


7. Scale, Kill, Chill Framework (FunnelVision)

The Scale, Kill, Chill Framework is the easy-to-implement strategy for paid marketing analysis and optimization.

The Scale/Kill/Chill Framework can be run using FunnelVision to analyze Top of Funnel (TOF), Middle of Funnel (MOF) and Bottom of Funnel (BOF) campaigns and ads.

You will want to run the Scale/Kill/Chill framework for all of your campaigns, but we suggest starting with a Low ROI/ROAS campaign.  This is because you can sometimes find nuggets of Positive ROI/ROAS inside poor performing campaigns and it's a wonderful win to begin optimizing campaigns that may overall, be losing you money.


 

 

8. Scale, Kill, Chill Framework (ROI Report)

The Scale, Kill, Chill Framework is the easy-to-implement strategy for paid marketing analysis and optimization.

The Scale/Kill/Chill Framework can be run on Top of Funnel (TOF), Middle of Funnel (MOF) or Bottom of Funnel (BOF) campaigns and ads.

You will want to run the Scale/Kill/Chill framework for all of your campaigns, but we suggest starting with a Low ROI/ROAS campaign.  This is because you can sometimes find nuggets of Positive ROI/ROAS inside poor performing campaigns and it's a wonderful win to begin optimizing campaigns that may overall, be losing you money.

 


 

9. Which Attribution Model Should I Use (NOT NEEDED WITH FunnelVision)?

When analyzing your data using the ROI Report, using the proper attribution model is critical.  

The intent of a marketing campaign and goal of your data analysis are the two important factors when selecting an attribution model.

When you first start using Wicked Reports, Last Click and 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.

 


 

Additional Resources

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

1. Customer Support
We offer 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!