Now that you have installed the Facebook Chrome Extension for Wicked Reports, it's time to discuss how to use it.


The Wicked Reports Icon will only become ACTIVE after you select a Facebook Ad Campaign, Ad Set or Ad checkboxe(s)



You can select multiple campaigns, Ad Sets or Ads and the Wicked Reports screen will provide aggregated data for all the selected Campaigns, Ad Sets or Ads.

The Wicked Reports Screen is broken into a few different areas.




Purpose: General overview of how the selectedcampaign(s), Ad Set(s) or Ad(s) performed in the selected time time period

    Leads: How many Optins (New Leads and Re-Optins) occurred during the selected time period for the selected campaign(s)
    Sales: How many Sales occurred during the selected time period for the selected campaign(s)
    Revenue: How much revenue was generated during the selected time period for the selected campaign(s)
    ROI: Return on Investment of the Campaign during the selected time period.  ROI is calculated as (Revenue-Costs)/Costs




Purpose:  Identify how the selected campaign(s), Ad Set(s) or Ad(s) performed when seen by people who are not yet on your email list compared to when it's seen by people who are already on your email list.  This is a good way to determine if you should be excluding your email list or perhaps retargeting only your existing list.  If an ad is intended specifically for new lead generation and you are not excluding your list, you may see high re-optins and potentially low sales and ROI for that group.  This would indicate that you are wasting ad-spend money on your existing list.

People not on email list - This section is made of the Revenue generated where the selected campaign(s) are the First Click, First Optin or the Last Click of someone who IS NOT already on your email list



    ROI: Return on Investment of the campaign(s), Ad Set(s) or Ad(s) during the selected time period using First Click attribution, First Optin Attribution and Last Click Attribution when the customer was NOT already on your email list.  ROI is calculated as (Revenue-Costs)/Costs
    New leads: How many Optins (New Leads) occurred during the selected time period for the selected campaign(s), Ad Set(s) or Ad(s).
    Revenue: How much revenue was generated during the selected time period for the selected campaign(s), Ad Set(s) or Ad(s) using First Click attribution, First Optin Attribution and Last Click Attribution when the customer was NOT already on your email list.
    Sales: How many Sales occurred during the selected time period for the selected campaign(s), Ad Set(s) or Ad(s) using First Click attribution, First Optin Attribution and Last Click Attribution when the customer was NOT already on your email list.
People already on email list - This section is made of the Revenue generated where the selected campaign(s), Ad Set(s) or Ad(s) are the Re-Optin or the Last Click of someone who IS already on your email list



    ROI: Return on Investment of the campaign(s), Ad Set(s) or Ad(s) during the selected time period using Re-Optin attribution and Last Click Attribution when the customer was already on your email list.  ROI is calculated as (Revenue-Costs)/Costs
    Re-Optins: How many Optins (Re-Optins) occurred during the selected time period for the selected campaign(s), Ad Set(s) or Ad(s).
    Revenue: How much revenue was generated during the selected time period for the selected campaign(s), Ad Set(s) or Ad(s) using Re-Optin attribution and Last Click Attribution when the customer was already on your email list.
    Sales: How many Sales occurred during the selected time period for the selected campaign(s), Ad Set(s) or Ad(s) using Re-Optin attribution and Last Click Attribution when the customer was already on your email list.


Purpose:  To spell out very clearly how well the selected campaign(s), Ad Set(s) or Ad(s) performed for each of the Attribution Models when seen by people who are or are not already on your list.  Based on what your intent for the campaign was, you can see how it's working. For example, if the ad is intended to generate new leads and eventually revenue from those leads, the First Optin section will tell you how the campaign(s), Ad Set(s) or Ad(s) have done over the selected time period and the lifetime of the campaign(s), Ad Set(s) or Ad(s)

What does this mean for people not already on your email list?

    First Click: How has the selected campaign(s), Ad Set(s) or Ad(s) performed when it's the first thing that people click?
      If the intent of the campaign(s), Ad Set(s) or Ad(s) was branding or to get users to a blog for future re-targeting, you can see if the campaign(s), Ad Set(s) or Ad(s) eventually got those users who clicked, to actually become customers over time.
    First Optin: How has the selected campaign(s), Ad Set(s) or Ad(s) performed when it gets leads to opt into your list for the very first time?
      If the intent of the campaign(s), Ad Set(s) or Ad(s) was to generate NEW Leads, you can see if the campaign(s), Ad Set(s) or Ad(s) brought in NEW Leads who eventually spend money with you.
    Last Click: How has the selected campaign(s), Ad Set(s) or Ad(s) performed when it's the last thing a customer clicked prior to a purchase and the customer was NOT already on your email list
      If the intent of the campaign(s), Ad Set(s) or Ad(s) was to get immediate sales from Facebook Ad Clicks, you can see if people who are not already on your email list are motivated to buy directly from the campaign(s), Ad Set(s) or Ad(s)

What does this mean for people not already on your email list?

    Re-Optin: How has the selected campaign(s), Ad Set(s) or Ad(s) performed when it gets existing leads to re-opt into your list again?
      If the intent of the campaign(s), Ad Set(s) or Ad(s) was to re-engage existing leads and get them to re-optin to something, you can see if the campaign(s), Ad Set(s) or Ad(s) motivated those existing leads to buy again in the future.
    Last Click: How has the selected campaign(s), Ad Set(s) or Ad(s) performed when it's the last thing a customer clicked prior to a purchase and the customer was already on your email list
      If the intent of the campaign(s), Ad Set(s) or Ad(s) was to get immediate sales from Facebook Ad Clicks, you can see if people who are already on your email list are motivated to buy directly from the campaign(s), Ad Set(s) or Ad(s)

Purpose:  To better understand your common customer journeys.  For example, when you bring in new leads through the selected campaign(s), Ad Set(s) or Ad(s), what is it that typically converts them to customers?  When the selected campaign(s), Ad Set(s) or Ad(s) are the last thing clicked prior to a sale, how did you typically find those leads in the first place.  These questions can be answered in this section by selecting the attribution model you want to examine

    First Click: When the selected campaign(s), Ad Set(s) or Ad(s) are the first thing the customer clicked, see what the top 5 things are which ended up converting those leads to customers.
    First Optin: When the selected campaign(s), Ad Set(s) or Ad(s) get NEW Leads to optin for the very first time, see what the top 5 things are which ended up converting those NEW leads to customers.
    Last click before a sale: When the selected campaign(s), Ad Set(s) or Ad(s) are the last thing clicked prior to a sale, see what the top 5 things are which got those customers onto your list originally
    Re Optin: When the selected campaign(s), Ad Set(s) or Ad(s) get existing Leads to re-optin to your list again, see what the top 5 things are which ended up converting those existing leads to eventually make a purchase.