Wicked Reports Review
First-party attribution that shows which ads bring new customers, not just clicks.
Wicked Reports focuses on one problem that most attribution tools get wrong: identifying which ads actually bring first-time customers rather than recycling retargeting credit. The weekly AI budget allocation (5 Forces AI) gives teams a clear Scale/Chill/Kill decision for every campaign without manually digging through dashboards. At $499 to $999 per month, it is priced for mid-market ecommerce brands with real ad spend and a genuine new-customer acquisition problem.
Pros and cons
- Focuses on new customer attribution, filtering out repeat buyer credit that inflates retargeting ROAS
- Attribution Time Machine matches sales to original clicks even weeks or months after the click
- iOS-proof first-party data approach survives tracking changes and browser restrictions
- Weekly 5 Forces AI gives a clear Scale/Chill/Kill budget decision without manual analysis
- Advanced Signal Meta CAPI integration improves Meta algorithm training on new-customer data
- Advance Signal and 5 Forces AI are add-ons on Measure and Scale plans, adding $199/month each
- No MCP or AI agent integration mentioned, limiting use in automated marketing stacks
- Fewer native integrations than broader platforms like SegmentStream or Factors.ai
- Enterprise starts at $4,999/month, which is a significant jump from the $999 Maximize tier
- Primarily ecommerce-focused, which limits fit for B2B or lead-gen businesses
What is Wicked Reports?
Wicked Reports is a first-party attribution platform built specifically for ecommerce brands that want to know which ad campaigns are bringing new customers rather than just showing inflated ROAS by crediting retargeting campaigns for repeat purchases. It has analyzed data from over 2,000 brands and positions its core value as separating acquisition spend from retention spend in a way that platform dashboards cannot.
The platform runs on three moves: Measure, Signal, and Action. Measure provides the underlying first-party attribution using click-based tracking and an Attribution Time Machine that matches purchases to original clicks regardless of how long ago they happened. Signal feeds clean new-customer conversion data back to Meta via Advanced Signal CAPI to retrain Meta's algorithm to find similar new buyers. Action is the weekly 5 Forces AI analysis that classifies every campaign as Scale, Chill, or Kill based on verified first-party new customer ROI.
Pricing is tied to annual revenue, making the cost scale with business size rather than a flat rate that advantages larger advertisers. Customer testimonials highlight specific outcomes: a 63% drop in new customer acquisition cost, a 40% reduction in wasted retargeting spend, and nCAC improvements from $116 to $69 in a single month.
Core features
New Customer Attribution
Wicked Reports separates first-time buyer conversions from repeat purchases at the attribution level. This prevents retargeting campaigns from claiming credit for existing customer purchases, giving a true picture of which campaigns are actually acquiring new customers versus recycling existing ones.
Attribution Time Machine
The Attribution Time Machine matches every sale back to the original ad click that introduced the customer, even if that click happened weeks or months before the purchase. This is particularly valuable for higher-consideration products where the sales cycle extends well beyond the standard 7-day attribution window.
5 Forces AI Budget Allocation
Available on the Maximize plan or as an add-on, 5 Forces AI runs a weekly analysis of all campaigns against new-customer ROI metrics and classifies each as Scale (spend more), Chill (monitor and refine), or Kill (stop wasting budget). It removes the need for manual weekly campaign audits and gives teams a clear prioritized action list.
Advanced Signal Meta CAPI
Advanced Signal sends verified first-party new-customer conversion data back to Meta via CAPI, retraining Meta's algorithm to find more people who match real new-buyer patterns rather than repeat purchasers. Available on Maximize or as a $199/month add-on on lower tiers, and iOS-proof by design.
FunnelVision and Cohort Reports
FunnelVision provides a full-funnel view of the customer journey across ads, email, and organic channels. Cohort reports group customers by acquisition period and track LTV over time, letting teams see which ad campaigns produce the highest-value customers rather than just the most customers.
Pricing
| Feature | Measure $499/month | Scale $699/month | Maximize $999/month | Enterprise From $4,999/month |
|---|---|---|---|---|
| FunnelVision Reports | ✓ | ✓ | ✓ | ✓ |
| Cohort & LTV Reports | ✓ | ✓ | ✓ | ✓ |
| Lifetime Lookback/Lookforward | ✓ | ✓ | ✓ | ✓ |
| Major Ad/Cart/CRM Integrations | ✓ | ✓ | ✓ | ✓ |
| API Integrations | ✗ | ✓ | ✓ | ✓ |
| Currency Conversion | ✗ | ✓ | ✓ | ✓ |
| International Time-Zone Data Loading | ✗ | ✓ | ✓ | ✓ |
| 5 Forces AI (Weekly Budget AI) | Add-on +$199/mo | Add-on +$199/mo | ✓ | ✓ |
| Advanced Signal Meta CAPI | Add-on +$199/mo | Add-on +$199/mo | ✓ | ✓ |
| Custom Conversions | ✗ | ✗ | ✓ | ✓ |
| Amazon Revenue Integration | ✗ | ✗ | ✓ | ✓ |
| Priority Support | ✗ | ✗ | ✗ | ✓ |
| Dedicated Servers | ✗ | ✗ | ✗ | ✓ |
| Custom SLA | ✗ | ✗ | ✗ | ✓ |
Who it is for
Brands running paid acquisition across Meta and Google who suspect their attribution is overcounting retargeting performance and undercounting true new-customer acquisition costs. Wicked's core value is built for this exact situation.
Agencies managing ad accounts for eCommerce clients who need to show verifiable new-customer ROI rather than platform-reported ROAS. The API integrations on Scale and above allow white-label reporting workflows.
Retailers selling products where the decision takes weeks or months. The Attribution Time Machine's lifetime lookback means you can see which top-of-funnel campaign influenced a purchase that happened 90 days later.
Verdict
Wicked Reports does one thing extremely well: honest new-customer attribution in a world where ad platforms are incentivized to show you flattering numbers. The 5 Forces AI makes weekly budget decisions less of a manual slog.
Frequently asked questions
How is Wicked Reports different from just using Meta or Google's built-in attribution?
Platform-native attribution is biased toward crediting the platform's own ads, uses 7 to 28 day windows, and cannot separate new customers from repeat buyers. Wicked uses first-party click data with lifetime lookback windows and filters for new-customer conversions specifically, giving a much more accurate picture of acquisition economics.
Does Wicked Reports work with iOS attribution restrictions?
Yes. Wicked uses first-party click tracking rather than relying on third-party cookies or Apple's attribution APIs. The Advanced Signal Meta CAPI feature sends conversion data server-side, bypassing the iOS 14+ pixel restrictions that broke browser-based attribution for many advertisers.
What is the 5 Forces AI and when does it run?
The 5 Forces AI is a weekly analysis engine that evaluates every campaign against verified first-party new-customer ROI data and classifies each as Scale (high new customer ROI), Chill (watch and refine), or Kill (stop spending). It runs automatically each week and gives teams a prioritized action list rather than requiring manual dashboard review.
Is Wicked Reports only for eCommerce?
Wicked Reports is primarily built for eCommerce brands using Shopify, WooCommerce, and similar cart platforms. The new-customer attribution model is designed around transaction data. Lead generation or B2B SaaS businesses would find the feature set less tailored to their needs.
How does pricing scale with revenue?
Wicked Reports prices based on annual revenue tiers starting from the $0 to $2.5M range, where the Measure plan starts at $499/month. As your revenue grows, the platform pricing increases proportionally. This makes it more accessible for growing brands and more expensive for larger operations, though the Enterprise plan includes dedicated infrastructure for high-volume accounts.