Humblytics vs Wicked Reports in 2026: Stripe-verified CRO vs first-party ad attribution
Both tools tie marketing decisions to real revenue instead of proxy metrics, but they solve different problems at very different price points: one scores A/B tests against Stripe MRR from $19 a month, the other separates new-customer from repeat-buyer ad spend from $499 a month.
Humblytics
Wicked Reports- Humblytics scores A/B test winners by actual Stripe MRR, not click-through rate or standard conversion rate.
- Wicked Reports specializes in separating new-customer acquisition from repeat-buyer retargeting credit, which platform-native attribution cannot do.
- Humblytics starts at $19 per month with a 14-day free trial. Wicked Reports starts at $499 per month with pricing tied to annual revenue.
- Humblytics includes an open Agent API so Claude or Codex can run the testing loop programmatically on the Business plan.
- Wicked Reports' Attribution Time Machine matches sales back to the original click even weeks or months later, useful for long sales cycles.
- Neither tool is a good fit outside its lane: Humblytics is not built for ecommerce attribution, and Wicked Reports has no A/B testing or heatmap capability.
Humblytics and Wicked Reports both reject the idea that clicks and platform-reported ROAS tell you the truth about what is working. Beyond that shared instinct, they barely overlap. Humblytics is a CRO and A/B testing tool that joins every page, variant, and funnel step to Stripe revenue, built for paid traffic teams and SaaS founders who want to know which landing page actually made money. Wicked Reports is a dedicated ad attribution platform for ecommerce brands, built to strip retargeting credit off campaigns that are only recycling existing customers and to hand media buyers a weekly Scale, Chill, or Kill decision. One starts at $19 a month, the other at $499. The right pick comes down to whether your problem is "which variant wins" or "which channel is actually acquiring new customers."
The tools at a glance
Humblytics
Revenue-verified analytics and A/B testing that ties every ad, page, and experiment directly to Stripe MRR.
Humblytics is built around one idea: an A/B test winner should be decided by the Stripe revenue it generated, not the conversion rate it produced. The platform runs analytics, A/B testing, funnels, and heatmaps from a single cookieless script, and every metric it reports carries a dollar figure rather than a proxy number.
The Agent API is the feature that separates it from a standard CRO tool. On the Business plan, an AI agent running in Claude or Codex can pull test results, rank the next experiments to run, and ship winning variants without a human clicking through a dashboard first. That matters for teams trying to compress the loop between finding an insight and acting on it.
The catch is scope. Humblytics needs Stripe to do the thing it is good at, so non-Stripe billing stacks lose the core value proposition. It is also tuned for paid traffic optimization rather than ecommerce-specific attribution problems like new-customer versus repeat-buyer credit, which is Wicked Reports' entire reason for existing.
| Feature | Plus From $19/mo | Business Contact for pricing | Scale Contact for pricing | Enterprise Custom |
|---|---|---|---|---|
| A/B tests | 1 | 5 | Unlimited | Unlimited |
| Ad attribution (Meta, Google) | Yes | Yes | Yes | Yes |
| Agent API | No | Yes | Yes | Yes |
| Cookie-free tracking | Yes | Yes | Yes | Yes |
Wicked Reports
First-party attribution that shows which ads bring new customers, not just clicks.
Wicked Reports exists to answer one question honestly: which ad campaigns are bringing in new customers, versus which ones are just claiming credit for people who would have bought anyway. It has analyzed data from over 2,000 brands and builds its entire attribution model around separating acquisition spend from retention spend.
The 5 Forces AI is the standout feature. It runs a weekly analysis across every campaign and classifies each as Scale, Chill, or Kill based on verified new-customer ROI, replacing a manual dashboard audit with a prioritized action list. Advanced Signal then feeds that clean new-customer data back to Meta via CAPI so the algorithm learns to find more buyers who look like real first-time customers.
Pricing scales with annual revenue and starts at $499 a month, jumping to a $4,999 Enterprise floor. That is a serious commitment, and there is no A/B testing, no heatmaps, and no mention of MCP or AI agent integration anywhere in the product. It is a specialist tool for ecommerce brands with real ad spend, not a general analytics platform.
| Feature | Measure $499/month | Scale $699/month | Maximize $999/month | Enterprise From $4,999/month |
|---|---|---|---|---|
| API Integrations | No | Yes | Yes | Yes |
| 5 Forces AI (Weekly Budget AI) | Add-on +$199/mo | Add-on +$199/mo | Yes | Yes |
| Advanced Signal Meta CAPI | Add-on +$199/mo | Add-on +$199/mo | Yes | Yes |
| Priority Support | No | No | No | Yes |
Head-to-head feature comparison
| Feature | Humblytics | Wicked Reports |
|---|---|---|
| Primary use case | Stripe-verified A/B testing and CRO for paid traffic teams | First-party ad attribution for ecommerce acquisition spend |
| Revenue attribution model | Revenue-verified: Stripe MRR joined to every session and test variant | First-party click tracking with lifetime lookback via Attribution Time Machine |
| A/B testing built in | Yes, visual editor with Stripe-scored winners | No |
| New-customer vs repeat-buyer separation | No | Yes, this is the core differentiator, filters out retargeting credit |
| Cookieless / first-party tracking | Yes, cookieless script with no consent banner required | Yes, first-party click data plus Advanced Signal Meta CAPI |
| AI agent or API integration | Yes, open Agent API with 12 skills on Business plan | No MCP or AI agent integration mentioned |
| Ad platform integrations | Meta Ads, Google Ads | Major ad, cart, and CRM integrations including Meta, Google, Shopify |
| Heatmaps | Yes, revenue-ranked heatmaps | No |
| White-label reporting | No | Not mentioned; API access limited to Scale plan and above |
| Starting price | $19/mo | $499/mo |
Which should you choose?
HumblyticsWicked ReportsHumblyticsWicked ReportsHumblyticsWicked ReportsThese tools rarely compete for the same budget line. Humblytics is priced and built for teams that want to run experiments and see which variant made money, and the Stripe dependency means it is really a CRO tool with an unusually honest scoring method. Wicked Reports is priced and built for ecommerce brands with meaningful ad spend who have stopped trusting platform-reported ROAS and need a weekly, defensible answer on where the next dollar should go.
Bottom line
Start the 14-day Humblytics trial on the Plus plan if you are running A/B tests on a SaaS or subscription product and want winners judged by Stripe revenue instead of clicks. Go straight to a Wicked Reports demo if you are an ecommerce brand spending real money on Meta and Google and suspect your retargeting campaigns are stealing credit from new-customer acquisition. Running both is possible since they solve different layers of the problem, but few teams need both at once.
Frequently asked questions
Is Humblytics or Wicked Reports better for ecommerce brands?
Wicked Reports is purpose-built for ecommerce brands running Shopify or WooCommerce who need to separate new-customer acquisition cost from repeat-buyer retargeting credit. Humblytics can serve ecommerce teams too through its Stripe-verified A/B testing, but it does not offer the new-customer attribution model that is Wicked Reports' core feature.
What is the real price difference between Humblytics and Wicked Reports?
Humblytics starts at $19 per month on the Plus plan with a 14-day free trial. Wicked Reports starts at $499 per month on the Measure plan and its pricing scales with your annual revenue, reaching a $4,999 monthly floor at Enterprise. The two tools are not priced for the same buyer.
Does either tool integrate with AI agents like Claude or Codex?
Humblytics does, through its open Agent API available on the Business plan, which lets an AI agent read test results, rank next experiments, and ship variants directly. Wicked Reports does not mention any MCP or AI agent integration in its published feature set.
How does Wicked Reports separate new customers from repeat buyers when Humblytics does not?
Wicked Reports' attribution model is built specifically to filter retargeting campaigns out of new-customer credit, using first-party click data and an Attribution Time Machine that matches sales back to the original click even months later. Humblytics is not designed to make that distinction; its Stripe integration verifies revenue on tests and pages, not on customer lifecycle status.
Can I run Humblytics and Wicked Reports at the same time?
Yes, since they operate at different layers: Humblytics optimizes on-site experiments and page performance against Stripe revenue, while Wicked Reports attributes ad spend to new-customer outcomes across channels. An ecommerce brand running paid ads and testing landing pages could reasonably use both, though the combined cost starts around $518 per month at the entry tiers.