WICKED REPORTS Why Conversions Don’t Match Between Wicked Reports, Facebook, and Google.

Half the money I spend on advertising WICKED REPORTS Half the money I spend on advertising is wasted; the trouble is I don’t know which half John Wanamaker, the founder of modern advertising

Why Conversions Don’t Match Between Wicked, Facebook, and Google WICKED REPORTS Multi-channel Vs Single-channel Attribution 1 day Look Back Attribution Window Vs. 28 day Look Forward Attribution Window 1st party data conversions Vs pixels Clicks Vs Views Lifetime Value Vs. Single Sale Value Subscription Rebill Attribution Vs. Ignoring Subscriptions

WICKED REPORTS Multi-channel vs Single-channel

The spray and pray marketing that goes on WICKED REPORTS The spray and pray marketing that goes on Contact Created Order $349.99 Order $294.99

28-day Look Forward Attribution Window WICKED REPORTS 1-day Look Back Attribution Window vs 28-day Look Forward Attribution Window

28 Day Look Forward Windows WICKED REPORTS 28 Day Look Forward Windows Contact Created Order $349.99 Order $294.99 28 Days 28 Days 28 Days 28 Days

1 Day Look Back Window WICKED REPORTS Contact Created Order $349.99 First Click First Optin First Click First Optin Last Click

WICKED REPORTS 1st party data Conversions vs pixels

375 pixel fires to make a sale for headphones! Or. WICKED REPORTS 375 pixel fires to make a sale for headphones! Or.

1st Party Data Marketing Attribution Over Time WICKED REPORTS 1st Party Data Marketing Attribution Over Time Initial Awareness Cold Traffic Lead Generation Existing Email List Reactivation Last Click Sales Conversion Our solution to these attribution agonies starts with 1st party data as the foundation of marketing attribution, and using attribution models that map directly to specific marketing strategies. Google Ad Facebook Ad Facebook Ad Email Campaign First Click First Optin Re Optin Last Click

WICKED REPORTS Clicks vs Views

WICKED REPORTS Wicked Reports is not opposed to marketing that uses view-through conversions. We just know that a click is a usually much higher data signal of intent than a view, and a click is more trackable than a view. Our conversions will be much lower on marketing campaigns that rely on view-through conversions. You will have to use your judgment on those campaigns. We give view conversion credit to Facebook at the bottom of the funnel for a sale, ONLY IF we do not have a tracked click from any other channel.

WICKED REPORTS Lifetime Value vs Single Sale Value

WICKED REPORTS www.wickedreports.com Lifetime value is the foundation and will amplify the ROI of your best campaigns

www.wickedreports.com WICKED REPORTS Found the lead back in December 2016 from a search The same lead is still buying 2 ½ years later!

WICKED REPORTS www.wickedreports.com Campaign after 3 days

Campaign when spending stops – 24 days WICKED REPORTS www.wickedreports.com Campaign when spending stops – 24 days

Campaign – end of year 3 months later… WICKED REPORTS www.wickedreports.com Campaign – end of year 3 months later…

Campaign – 3 weeks of spending, then 49 weeks of LTV WICKED REPORTS www.wickedreports.com Campaign – 3 weeks of spending, then 49 weeks of LTV

Subscription Rebill Attribution WICKED REPORTS Subscription Rebill Attribution vs Ignore/Misattribute Subscriptions

Most Valuable Customers Undervalued w/o Subscription Attribution! WICKED REPORTS Most Valuable Customers Undervalued w/o Subscription Attribution! Contact Created Order $349.99 Order $349.99 Order $349.99 Order $349.99 Subscription rebill Subscription rebill Subscription rebill First Click First Optin Last Click Last click attribution misses all of these subscription rebills!

This revenue should be credited to top of the funnel – WICKED REPORTS Most Valuable Top of the Funnel Campaigns Undervalued Contact Created Order $349.99 Order $349.99 Order $349.99 Order $349.99 Subscription rebill Subscription rebill Subscription rebill First Click First Optin Last Click This revenue should be credited to top of the funnel – so you can find more great leads like this high LTV subscription customer

WICKED REPORTS www.wickedreports.com Lifetime value is the foundation and will amplify the ROI of your best campaigns

www.wickedreports.com WICKED REPORTS Found the lead back in December 2016 from a search The same lead is still buying 2 ½ years later!

WICKED REPORTS So are Ad Platform Conversions Bad? NOOOOOO!

Ad platform pixel conversions are still important.: WICKED REPORTS Ad platform pixel conversions are still important.: Pixels inform machine learning to improve performance. Pixels drive micro-conversions. View-through conversions on video campaigns without clickable call to actions are valid. If you see pixel click conversions and 0 wicked conversions, there might be a Wicked tracking setup issue.

Why Conversions Don’t Match Between Wicked, Facebook, and Google WICKED REPORTS Multi-channel Vs Single-channel Attribution 1 day Look Back Attribution Window Vs. 28 day Look Forward Attribution Window 1st party data conversions Vs pixels Clicks Vs Views Lifetime Value Vs. Single Sale Value Subscription Rebill Attribution Vs. Ignoring Subscriptions