In today’s complex digital advertising landscape, understanding the true impact of your Facebook ad campaigns has become more challenging than ever. With iOS privacy changes and evolving consumer journeys spanning multiple touchpoints, marketers are struggling to accurately attribute their social media advertising success. Choosing the right attribution platform isn’t just about tracking conversions anymore – it’s about gaining actionable insights that can transform your Facebook advertising strategy and maximize your return on ad spend (ROAS).
Whether you’re managing a small business account or handling enterprise-level campaigns, the effectiveness of your Facebook advertising efforts hinges on your ability to understand which ads truly drive results. This comprehensive guide will help you navigate the top attribution platforms that seamlessly integrate with Facebook Ads, exploring their unique features, pricing models, and real-world applications to help you make an informed decision for your business.
- Add competitors at the bottom, Attribution App, Conversion Fly
- Talk about OFFLINE DATA SYNCING for Facebook, I can explain this in more detail
- Stress how it’s got great overviews of your email, facebook ads, google ads and organic traffic reporting
- Talk about how it is hard to setup, and hiring a Wicked Reports qualified agency is recommended to get the most out of the software.
- Mention how you can automatically UTM all your Facebook and Google Ads (Selling point is that they have a direct Facebook Integration to handle this
- Additional Customizations We Recommend (Changing Attribution Window for Last Click to 28 days, Tracking Organic Traffic, Enabled Offline Data,
- Discuss features for AGENCIES. Agency Management platform for bulk client reporting and management.
- Discuss how there tracking code automatically detects all optins
- Why Wicked is SO important for SaaS and companies selling subscription products, because it can store the entire lifetime purchases against an ad or utm pair, so we can track the unit economics over the long term
- How Wicked tracks the FULL journey of the user, not just the traffic from a specific platform. Wicked can see things other platforms can’t by having an extensive portfolio of integrated data sources. Take for instance Facebook’s native tracking. In a usually situation, it would track everything up until before the purchase that happens ON FACEBOOK. But imagine someone gets an email after clicking that ad that actually was the cause of the purchase, Facebook would not show this correctly attributing the sale to themselves, while wicked would see that additional email and attribute the sale to it.
POST SCREENSHOT:
What is Wicked Reports?
When people want to buy a product, they do a lot of research before finally making a decision. Wicked Reports helps a marketer track all the necessary information in a customer’s journey when looking to purchase your product. They track every click that a customer makes and attributes it to marketing activities, advertising data, contacts, and actual orders, and provides you an accurate ROI on all of your digital marketing investments, so you can just spend your money on what actually provides the best results.
Why Wicked Reports is better than other Attribution Platforms.
Advertising reports of Facebook and Google tend to provide incomplete information, only tracking specific ad clicks and one-time orders, and does not provide you a multi-touch attribution of all of your marketing efforts. This does not give you an accurate look at the real results of your marketing activities over an extended period of time.
The entire Customer Lifetime Attributes to your true ROI
As customers make repeat purchases or subscription payments, the new data automatically attributes the new revenue to the original source that brought the customer and/or what drove them to make their latest purchase.
Wicked Reports Integrations
- Contact / Email Autoresponders / CRM Platforms
Wicked Reports is also able to integrate with many contact storage and email sending platforms that are widely used by marketers. A recent update has also given you the option to add contacts into the system via API. By gaining access to your CRM, they are able to tie the revenue back to each individual email address. The other platforms/services that Wicked Reports are able to integrate with are as follows:
- InfusionSoft
- Ontraport
- Active Campaign
- Actionetics
- Shopify
- Drip
- Click Funnels
- & Others via API’s
- Payment Platforms
Wicked Reports is also able to integrate with all the major payment processing platforms available today, with the ability to associate each individual customer payment to the contact record which is inside your CRM. The other platforms/services that Wicked Reports are able to integrate with are as follows:
- Infusionsoft
- Ontraport
- Stripe
- Shopify
- PayPal
- & you can add payments to the system via API.
- Advertising & Analytics Data Platforms
Wicked Reports is able to integrate with your Google Analytics account, allowing it to gain access to the UTM traffic sources for product purchases and more. It is also able to integrate with your Facebook Ad Manager and Google AdWords account in order to sync the spend data directly into the Wicked Reports platform – by doing this, it can automatically associate all the marketing costs from these platforms to individual campaign’s and ad sets, which can then be crossed referenced with you revenue and sales data giving you a more in-depth look at which campaigns and ad sets are producing the best results.
Main Benefits of Wicked Reports
- Provides you with a detailed report on the return on investment of all of your marketing efforts, so you are able pinpoint which are producing the best results.
- Full impact ROI tracking
- Helps you save time by automatically compiling a ROI tracking analysis report.
- Able to integrate with many marketing platforms and services.
Why Wicked Reports is better than others Attribution Platforms?
Multiple Ways to Filter Product Data
- By Campaign
- By Geographical Location
- By Individual Product
- By Advertising Platform / UTM Source
Full Funnel Attribution & Tracking
There are 5 different attribution models that provides you with an in-depth look at various important actions that a customer goes through on their buying journey, that helps you understand what works and what doesn’t. The 5 attribution models are:
- First Click
With the First Click link attribution model, it gives you the option of counting the lifetime sales and revenue from the first click that is tracked after starting the contract. This is model is recommended when you are planning to send link traffic to any type content that does not require an opt-in such as un-gated blog posts.
- First Opt-in
The First Opt-in link attribution model gives you the option of counting the Lifetime sales and revenue starting from the click that led to the creation of the contact in your CRM. Wicked ReportThe 1st opt-in link attribution model will let you count the lifetime sales and the revenue of the specific click which led to the creation of the contact in your CRM. It looks at the specific date and time that the contact was created in your CRM and takes that information and looks backwards to up 1 hour to find the click to give credit to the creation of the contact. Wicked Reports will recommend this attribution model when you are sending link traffic to an opt-in page which has an email field.
- Last Click
The Last Click attribution model will count the sales and revenue to the specific click that happened immediately after an order was made. It takes the order date and time and looks backwards of up to 24 hours in order to give credit to the specific click that converted the sale. Take not that this attribution model does not give lifetime value, but instead gives you immediate value. Wicked Reports will recommend this model when you need to find the specific clicks that convert the traffic immediately into sales.
- Re-Opt-in
The Re-Opt-In attribution model will count the lifetime sales and revenue based on the last click that contact entered their email. Wicked Reports will recommend this attribution model when you are sending link traffic an existing list such as for webinars, reports, or any other reason that an existing contact might opt-in again to your list.
- Full Impact
The Full Impact attribution models works by showing you what worked by looking through all the other four click attribution models to determine if a specific ad had any responsibility for a sale. It will summarize the return on investment so you are able to determine which exactly worked in bringing in revenue and what wasn’t able to convert. Wicked Reports can automatically pull Ad Spend data from your Facebook Ads Manager and Google AdWords accounts after you authorize Wicked Reports to connect to your FB Ads and Google AdWords accounts; it can automatically compile all you spend from every ad you run into its reports.
Along with automatically pulling in expenses, Wicked Reports had very simply UTM & Tracking URL template allowing every campaign from FB and AdWords to be individually tracked.
This is extremely helpful as it means it calculates ROI on a campaign by campaign basis with absolutely no effort required!
Wicked Reports Automatically Pulls Ad Spend Data In From Facebook & AdWords
After authorizing Wicked Reports to connect with your FB Ads account and AdWords, it will automatically pull all your spend from every ad you run straight into it’s reports!
Along with automatically pulling in expenses, Wicked Reports had very simply UTM & Tracking URL template allowing every campaign from FB and AdWords to be individually tracked.
This is extremely helpful as it means it calculates ROI on a campaign by campaign basis with absolutely no effort required!
Ability to Add Cost Data from Any Source
Wicked Reports automatically pulls spend data from the two main PPC advertising platforms, AdWords & Facebook Ads. Wicked Reports also allows you to manually add spend data to the system and tie it to any UTM.
Here are a few examples marketing spends we have manually added to our system to date:
- Paid banners on niche website
- Spend on direct mail marketing campaigns
- Spend on Bing Ads
- Spend on SMS marketing
- Paid/Sponsored content on other people’s websites
- Spend on native content platforms, such as Outbrain
- Flyer drops
- Paid email blast placements
So if you can create a UTM to track marketing activity you can easily track the costs & ROI associated with it within Wicked Reports.
Easy To Add Tracking Script (No Thank You Page Conversion Scripts)
Most of the other conversion tracking platforms I have used require you to add individual tracking pixels to thank you pages and associate a value with that page. Or if the platform allows you to add a script to the whole site, then you have to nominate how much each thank you page earns you. This just takes time and effort, and the long-term management of all these scripts and coding just gets annoying.
Adding the Wicked Reports tracking script is easy. You just add your individual tracking script that you can get from the setup tab to all your pages on your website and checkout forms and you are all set.
If you are using Google Tag Manager adding the code will only take 30 seconds. Or if you are using WordPress you can just drop it in to your theme’s custom scripts/head code area and it should appear on every page of your website.
Note: if you are using external checkout forms that are not part of your website’s coding e.g. ThriveCart or ActiveRelay you will also need to make sure the tracking script is included in the custom code area of your checkout pages as well.
Find Out What Marketing Is Working To Sell Individual Products
If you sell a few different services or have selection info products where each product has its own sales funnel being able to dive into that funnel is critical to understanding what is driving your business. Wicked Reports allows you to look at all the campaigns that relate to the sales of an individual product.
Con’s of Wicked Reports
A Bit Of A Learning Curve
Wicked Reports is an amazing platform that you can pull so much information out of. However, there are so many reports and screen to click around, so it may take you a week or two to start getting the maximum out of all the data in there.
Doesn’t Integrate With Everything
Wicked Reports has recently started integrating with more and more systems, however, there are still many CRM’s and payment platforms it does not. If they don’t integrate with your platform you do have options to API the data to them, or just accept you may not be able to track parts of your funnel, that can be annoying.
Harder To Track Phone Calls
There is no easy way to track & attribute lead sources for phone calls within Wicked Reports. So if an element of your business is phone call based then again, you may not be able to get a full picture of your marketing ROI.
Harder To Track SEO Results
Wicked Reports does track SEO efforts at the top level. So you will know that someone either first found you via SEO, opt-in, re-opted-in or bought a product from organic search, however you can’t go much deeper than that at present.
It would be nice to be able to find out what which search terms are bring you the most ROI and also which article’s on your site are leading to the most sales, but at present this is not possible with Wicked Reports.
Who Is Wicked Reports For?
On Or Offline, Small To Medium Size Business Owners
For any small or medium size business owner who spends money on online marketing, Wicked Reports will be a useful tool to help you understand what marketing is working (or not). I personally work with clients using the system with turnovers of from $1000 a month right up to $1m and above.
For any companies who only sell and advertise online, Wicked Reports will be extremely easy to setup and use. And if you run a completely online company like this you are going to start seeing results from the insights within a week.
However, it can also be used for offline marketing, that results in an online purchase or opt-in as long as you can add a UTM to the final address customers land on. For one of my clients who use the system we do this by using a easy to set up redirect URL. So on their direct mail campaigns (yes it still works even in 2017), we create a easy to remember URL e.g.
www.easytoremember.com
then set up a URL redirect to:
www.mywebsite.com/?utm_campign=freebook&utm_medium=offlinemail&utm_source=directmail&utm_content=great-headline&utm_term=great-cta
@mark These UTMs are wrong, Please talk with @keith on how they should be structured
This means customers who opt-in and purchase from this link can be tracked back to the direct mail campaign.
Wicked Reports is also useful for totally offline businesses who use one of the CRM’s mentioned at the start of this review. The setup would be easy for businesses who have a known client list e.g. a salon, medical services, or dry cleaners. However, I don’t think Wicked Reports would be that informative for offline businesses who can’t identify a significant proportion of their purchases back to an email address.
Digital Product Seller
Building on the above mention of small to medium size businesses, Wicked Reports works very well for sellers of sell digital info and knowledge based products.
These kind of products tend to have multiple traffic sources from affiliates, to FB ads, and JV link ups. So having one easy to use dashboard to bring all the ads data together is extremally useful when trying to bring together ROI & lifetime value data.
Subscription Based Businesses
Wicked Reports is extremely helpful for subscription-based businesses from SaaS products or service and agencies who charge on a recurring basis, to product based businesses e.g. monthly box based businesses.
Many subscription-based businesses are happy to lose money marketing the product vs the value of a single months payment in the first month or two as they know the lifetime value of a customer is worth many more times what they lose upfront.
These lifetime value and ROI calculations can take hours to work out. However, Wicked Report’s calculates all this information instantly so will give any subscription based business exactly the information they need to grow their business.
Any Company That Spends More Then $1000 A Month On Marketing
As soon as you start spending significant amounts of money on marketing the need to know what’s working and what’s being wasted becomes more and more important.
Because Wicked Reports can quickly identify what’s not working as well as what’s working it will significantly help any business spending money on marketing.
Any Company Turning Over More Then $1000 A Month With Multiple Traffic Sources
I find the quicker a business can invest in a good Analytics setup and systems such as Wicked Reports, they quicker they grow.
Because Wicked Report’s demystifies what marketing efforts are working and which aren’t, any small business who have multiple traffic sources will instantly benefit from the system. Being able to know exactly what to focus on in the early days is critical being able to identify that quickly is very helpful, and that is exactly what Wicked Reports does for you.
