One of the most common mistakes we see with Ad tracking is the use of "Shorteners" in the URL for the Ad. This goes for Facebook Ads and Google Adwords. Most URL "Shorteners" strip tracking parameters off of a link when doing the redirect.
This is important because if an ad is clicked and the tracking parameters are gone, those clicks won't be tracked by Wicked Reports and your attribution for that ad will look terrible.
Here's a quick example:
Notice when you clicked the shortened link, when you ended up at that landing page, the tracking parameters were gone?
Here's a video to explain in more detail, what happens.