Wicked Reports is a multi-touch attribution platform for digital marketers and ecommerce businesses that connects advertising spend across Google, Facebook, and email marketing to actual revenue in the CRM — giving marketers accurate data on which campaigns and audiences are generating the highest ROI, including the delayed conversions that last-click attribution misses.
Product Overview
Wicked Reports solves the attribution blind spot created by last-click attribution and ad platform self-reporting: each ad platform (Facebook, Google) claims credit for conversions in its own reporting, often double-counting sales and overstating performance. Wicked Reports takes a neutral, CRM-centric view — it tracks the actual buyer journey using cookie-based tracking and email click tracking, then matches conversion events to real revenue in Salesforce, Infusionsoft, Keap, or Klaviyo rather than ad platform-reported conversions. This revenue-centric approach reveals which ad campaigns are genuinely contributing to revenue — including campaigns that contribute to early touchpoints in long sales cycles that last-click attribution would credit to a remarketing ad. Its Cohort ROAS report shows the lifetime revenue generated by each ad campaign's customer cohort, enabling long-term LTV-based optimisation rather than just immediate conversion tracking.
Key Features
- CRM Revenue Attribution: Match ad touchpoints to actual CRM revenue — neutral attribution not influenced by ad platform self-reporting.
- Multi-Touch Models: First-click, last-click, linear, and time-decay attribution models — see how each model values the same campaigns differently.
- Cohort ROAS Reporting: Track lifetime revenue from each ad campaign's customer cohort — optimise for LTV not just immediate conversion value.
- Email Attribution: Track email marketing click-through attribution alongside paid media — complete picture of the digital funnel.
- Ad Spend Integration: Pull spend data from Google Ads and Facebook Ads — automatically calculate ROAS against CRM revenue for every campaign.
Best For
Digital marketers and ecommerce growth teams running multi-channel paid media and email that want CRM-verified revenue attribution — rather than relying on each ad platform's self-reported conversion data.
Pricing
Starter: $99/month. Professional: $199/month. Scale: $399/month. Free trial available.
Key Integrations
Salesforce, HubSpot, Keap/Infusionsoft, Klaviyo, Shopify, WooCommerce, Google Ads, Facebook Ads, ActiveCampaign, Zapier
Pros
- CRM-centric attribution gives a neutral view free from ad platform self-reporting bias
- Cohort ROAS enables LTV-based media optimisation beyond immediate conversion tracking
- Affordable pricing relative to enterprise attribution tools — accessible for SMB and growth-stage companies
- Strong integration with email platforms alongside paid media — complete funnel attribution
Cons
- Primarily B2C and ecommerce focused — less fit for complex B2B enterprise sales cycles
- UI and reporting interface is less modern than newer entrants like HockeyStack or Dreamdata
- Attribution modelling depth is less sophisticated than enterprise tools like Bizible or Dreamdata
RevOps Jobs-to-Be-Done
- Multi-Touch Attribution for Info Marketers — Track the full customer journey from first ad click through email sequences to final purchase for info products and memberships. KPI: Identify which Facebook and Google ads generate long-term buyer value vs low-quality front-end conversions
- Email and Ad Attribution Unified — Connect email marketing sequences to ad attribution so the full touchpoint path including emails is visible in the attribution model. KPI: Understand the true ROI of email nurture sequences in driving purchase decisions alongside ad campaigns
- Long-Cycle Conversion Attribution — Track sales funnels with 30–90 day conversion cycles accurately, unlike pixel-based tools that lose attribution over time. KPI: Stop over-investing in bottom-funnel retargeting by accurately crediting top-funnel awareness campaigns
How It Fits Your Stack
Primary system of record: Email platforms and payment processors
Key integrations: Klaviyo, ActiveCampaign, Infusionsoft/Keap, Stripe, PayPal, Facebook Ads, Google Ads, ClickFunnels
Data flows: Email platform and CRM touchpoints tracked alongside ad clicks; purchase events from payment processor attributed to full touchpoint path; reports show customer LTV by acquisition source
Security & Compliance
- SSO / SAML: No
- RBAC / permissions: Yes
- Audit logs: Yes
- Certifications: GDPR compliant
- Data residency: US
Implementation & Ownership
- Time to first value: 1–2 weeks
- Implementation complexity: Low to medium — platform connections and tracking setup
- Typical owners: Marketing Director, Media Buyer, Growth Marketer
Best fit for email-heavy marketing funnels with longer conversion cycles (info products, SaaS trials, memberships)
Proof & Buyer Signals
Ratings: G2: 4.3/5 (50+ reviews)
What buyers praise:
- Best for email + ad combined attribution
- Good for long-cycle funnels
- Honest multi-touch data
Common complaints:
- UI is dated
- Less relevant for simple short-cycle purchase flows
Often Compared With
- Hyros — Hyros focuses on high-ticket phone sales attribution; Wicked Reports specializes in email marketing combined with ad attribution for info/membership businesses
- Northbeam — Northbeam uses advanced ML for DTC e-commerce; Wicked Reports focuses on email-driven funnel attribution for info marketers and SaaS
- Rockerbox — Rockerbox serves enterprise B2B and B2C; Wicked Reports targets SMB info marketers with email-centric attribution needs
