In short
- First-party, click-based attribution that ties each order to the click behind it
- Separates new from repeat customers down to campaign and creative (nCAC)
- Lifetime lookback with cohort and LTV reports, including email, SMS, and CRM touchpoints
- Best fit: e-commerce and subscription brands, and the agencies running their paid media
What is Wicked Reports
Wicked Reports is a first-party, click-based attribution platform built around two questions: which campaigns bring in new customers, and what those customers are worth over time. It ties every order to the click that caused it, separates new from repeat buyers down to the campaign and the creative, and reports new-customer acquisition cost (nCAC), cohorts, and lifetime value over a lifetime lookback window. The product dates back to 2014, when founder Scott Desgrosseilliers started building ROI reports for e-commerce and Infusionsoft CRM users, and that CRM heritage still shows in how it stitches contacts, email and SMS clicks, and ad clicks to orders.
Where Wicked Reports fits in 2026
Wicked Reports now positions itself for e-commerce and subscription brands and for the agencies and media buyers running their paid budgets. Beyond the attribution reports (FunnelVision views, cohort and LTV reports, and first-click, last-click, U-shaped, linear, and custom models), it acts on the data: Advanced Signal sends Meta a conversion event that fires only for new customers, the Google integration sends first-click, new-lead, or sale conversions and keeps updating click values for 90 days to steer bidding, and 5 Forces AI turns the numbers into weekly Scale, Chill, or Kill calls per campaign. Integrations cover Shopify, BigCommerce, WooCommerce, Magento, Stripe, and Amazon on the order side, Meta, Google, TikTok, Pinterest, Snapchat, and Microsoft Ads on the ad side, and CRMs and ESPs such as Klaviyo, HubSpot, ActiveCampaign, and Keap, with connectors for funnel and course tools (ClickFunnels, Kajabi, Teachable) for lead-based businesses.
The trade-off is price and method. Plans start at $499/month, above entry-level e-commerce attribution tools such as ThoughtMetric at $99/month, and the AI and Meta signal features cost extra below the Maximize plan. The core model is click-based by design: its Halo option redistributes part of the credit to top-of-funnel channels using weights you set, rather than estimating incrementality statistically the way marketing mix modeling or lift tests do.
How Wicked Reports compares to alternatives
Versus Hyros: Both grew up with info-product, coaching, and high-ticket funnels and track leads as well as orders. Hyros quotes its price on a sales call, sized to the revenue it tracks. Wicked Reports still supports lead-based funnels but now centers on e-commerce new-customer reporting, prices by annual revenue band from $499/month, and sends new-customer signals back to Meta. Buyers often evaluate both. Versus Triple Whale: Triple Whale is a broader Shopify analytics suite with a free tier, profit dashboards, and its own pixel. Wicked Reports is narrower: first-party, click-based attribution with lifetime lookback, new-versus-repeat separation, and weekly budget calls. Versus Klaviyo or ActiveCampaign native reporting: ESP-native reporting shows email and SMS performance in isolation. Wicked Reports ties those clicks to ad spend, paid clicks, and revenue across the customer lifetime, which is the question native ESP reporting cannot answer.
FAQ about Wicked Reports
How does Wicked Reports attribution work?
Wicked Reports installs a first-party tracking script and pulls verified orders from your store or cart and contacts from your CRM or ESP. It ties each order to the clicks that led to it (paid ads, email, SMS) and lets you compare first-click, last-click, U-shaped, linear, and custom models over a lifetime lookback window.
How much does Wicked Reports cost?
Pricing follows your last 12 months of gross revenue. For brands with up to $2.5M in annual revenue, Measure is $499/month, Scale $699/month, and Maximize $999/month. Higher revenue bands cost more, and Enterprise starts at $4,999/month for $50M+ brands. On Measure and Scale, Advanced Signal (Meta CAPI) and 5 Forces AI cost $199/month each. Maximize and Enterprise include both.
Who is Wicked Reports best for?
E-commerce and subscription brands with meaningful paid spend, and the agencies and media buyers managing it, especially where repeat purchases make LTV and new-customer cost more useful than blended ROAS. Connectors for funnel builders, course platforms, and booked-call tracking also cover lead-based businesses.
Does Wicked Reports work with Klaviyo, Attentive and Postscript?
Yes. Klaviyo contacts flow into Wicked Reports for identity resolution, and clicks from Klaviyo emails and from Attentive and Postscript text messages are tracked through UTM parameters, so email and SMS show up next to Meta, Google, and TikTok in the attribution reports.
Wicked Reports vs Triple Whale or Northbeam?
Triple Whale and Northbeam are broader DTC measurement suites with their own pixels, modeled attribution, and wider analytics. Wicked Reports focuses on first-party, click-based attribution with lifetime lookback, new-versus-repeat customer separation, and weekly Scale, Chill, or Kill calls.
How to use Wicked Reports?
Book a demo at wickedreports.com, then connect your store, ad accounts, and CRM or ESP. Historical orders and leads then import automatically, which usually takes one to three days.
Why choose Wicked Reports?
Wicked Reports suits teams that want first-party, click-based attribution focused on new customers and LTV, with the results pushed back into Meta and Google bidding and turned into weekly budget calls.
How does Wicked Reports work?
Wicked Reports matches first-party click tracking with verified order and contact records from your store and CRM, then attributes revenue and LTV to campaigns, ad sets, and creatives, separating new from repeat customers.
Is Wicked Reports free?
No. Plans start at $499/month, and there is no free tier or free trial. Instead, Wicked Reports offers a 3x guarantee: if the budget decisions it logs don’t add up to three times your subscription cost within 90 days, the subscription is free until they do.
How to learn Wicked Reports?
Wicked Reports maintains a help center with setup guides and playbooks, plus a Training Center of short videos on daily media buying, weekly reviews, and 5 Forces AI. Its YouTube channel has further walkthroughs.
What are Wicked Reports reviews?
Wicked Reports is rated 4.2 on G2 with 27 reviews. See the reviews for detailed customer feedback.
Does Wicked Reports have an API?
Yes. The inbound API accepts clicks, leads, orders, and marketing costs, and the outbound API (Scale plan and up) exports data. Documentation is in the help center.
Does Wicked Reports have a trial or a demo?
There is no free trial. Book a live demo at wickedreports.com. New subscriptions are covered by the 3x guarantee.
Does Wicked Reports have AI?
Yes. 5 Forces AI analyzes your attribution data and delivers weekly Scale, Chill, or Kill recommendations per campaign. It is included on Maximize and Enterprise and a $199/month add-on otherwise. There is also a built-in Analyst, and an MCP server connects Claude, ChatGPT, or other MCP-capable AI tools to your Wicked Reports data.
Wicked Reports pricing
Wicked Reports pricing starts at $499/mo. Billing: By annual revenue band. There is no free trial. See the full Wicked Reports pricing page for current tiers and any add-ons.
