Wicked Reports: an honest deep dive
Wicked Reports has been around since 2014, pre-dating most of the modern attribution stack, and serves a niche audience that overlaps heavily with Hyros: coaches, info-product sellers, course creators, and high-ticket B2C with multi-week consideration windows. The product captures email opens, link clicks, ad clicks, and orders, then runs a customer-journey-style MTA across them. Distinctive in the space for explicitly modeling email and SMS as channels, and for a 'first-touch / last-touch / linear / position-based' methodology selector that makes their model assumptions visible. Smaller community than Hyros, less aggressive in sales motion, but solid product for the use case. Notable DACH presence in the high-ticket coaching world.
Founded
2014
HQ
Newburyport, Massachusetts, USA
Funding
Bootstrapped + small seed
Methodology
MTA deterministic
The quieter, more transparent alternative to Hyros for high-ticket coaching and info products.
Wicked Reports has been around since 2014 and serves the same audience as Hyros: coaches, info-product sellers, course creators, and high-ticket B2C with multi-week consideration windows. The product is less aggressive in marketing, less locked-down on UTM migration, and more transparent about its methodology.
Distinctive in the niche for an explicit MTA model selector (first-touch, last-touch, linear, position-based) - so you can see exactly how the model assigns credit. Smaller community than Hyros, but solid product with notable DACH presence in high-ticket coaching.
First-party email + ad click + UTM tracking with selectable MTA models (first/last/linear/position).
Inputs
- Meta Ads
- Google Ads
- YouTube Ads
- TikTok Ads
Engine
First-party email + ad click + UTM tracking with selectable MTA models (first/last/linear/position).
Outputs
- Ad-level dashboard
- CAPI feedback to platforms
- Warehouse export (CSV export)
Capability profile
How Wicked Reports scores across the seven dimensions that actually differentiate attribution platforms
Scores are evidence-weighted, not vendor-supplied. The note under each bar explains the score.
Creative Attribution
Ad-level breakdowns exist; less prominent than dashboard-first tools.
Incrementality Testing
Methodology is deterministic MTA, not experimental incrementality.
Cross Channel
Strong on email + paid + landing page; weaker on offline/CTV.
Data Export
API + CSV; no native warehouse share.
Speed To Value
1-2 weeks setup; UTM scheme migration is part of the work.
Accuracy Claim
Methodology selector is explicit, which is more transparent than Hyros.
Support Quality
Smaller team but hands-on; less sales-led than Hyros.
- Explicit MTA model selector - first/last/linear/position - rare transparency in the niche.
- Long-running product with a stable customer base in the high-ticket coaching world.
- Less sales-led and less lock-in than Hyros.
- Email + SMS modeled as channels, not afterthoughts.
- Smaller market than Hyros; less ecosystem and community.
- Product UX is dated compared to newer tools.
- Less aggressive on AI / conversion-API-feedback features than Hyros.
- Not the right fit for standard Shopify ecom.
- Coaching, info-product, and course-creator businesses with multi-week funnels.
- High-ticket DTC where the customer touches email + ads + a sales call.
- Buyers who want methodology transparency that Hyros doesn't offer.
- Standard one-session Shopify ecom.
- Buyers who need a polished modern UX above all.
- Brands without an email program - the value compresses.
What it connects to
Ad platforms
- Meta Ads
- Google Ads
- YouTube Ads
- TikTok Ads
- Bing Ads
Storefronts
- ClickFunnels
- Kajabi
- Shopify
- Stripe (direct)
- WooCommerce
- Infusionsoft
Analytics + email
- ActiveCampaign
- Klaviyo
- ConvertKit
- Drip
Warehouses
- CSV export
- API pull
Other
- Calendly
- GoHighLevel
- Hubspot
Style
REST
Public
Yes
Rate limit
Plan-dependent
Webhooks
Yes
Docs: https://wickedreports.com/api
Founder running a $1-30M coaching, info-product, or high-ticket service business. Often DACH or US-based. Has tried Hyros and either disliked the sales motion or wanted more methodology transparency.
Common buyer notes
- Onboarding is 1-2 weeks; the UTM migration is the meaningful work.
- Methodology selector is a strength - ask the CSM to walk you through each MTA model.
- Email + SMS modeling is part of the value - confirm your ESP integrates cleanly.
Read the contract
- Annual commits common above Starter tier.
- Less aggressive on lock-in than Hyros - switching cost is real but lower.
- Smaller agency-partner network; verify your agency has Wicked experience if relevant.
- UI feels like 2016 - functional but not polished.
- Onboarding documentation can be thin in places.
- Less brand recognition makes internal selling harder.
What buyers move to next
When Wicked Reports customers outgrow the product, they typically move toward:
- Hyros (rare crossover - usually drives churn)
- Custom warehouse + BI
- Stay - Wicked scales for the niche
Creative-team fit
How relevant is this tool to your creative team?
Low-medium. Like Hyros, this is media-buyer-first. Creative reporting exists but isn't the daily-driver view.
Compare directly
Wicked Reports vs the alternatives
Most buyers narrow it to two candidates. Use the dedicated vs page for each pair.
Sources
What we read to build this
Wicked Reports tells you what worked. Shuttergen helps you ship the next 25 variants.
Attribution closes the analysis loop. A creative engine closes the production loop. You need both.
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