Lifetime attribution versus platform 28-day windows

Learn how to master marketing attribution and stop wasting money on ineffective ad campaigns.

Marketing attribution is broken in most businesses—and it's costing you thousands in wasted ad spend. In this episode, Charles Gaudet sits down with attribution expert Scott Desgrosseilliers to expose why Google Analytics and platform-reported metrics are lying to you about what's actually driving sales. Discover why the traditional marketing funnel is outdated, how buyers now research across 36+ sources before purchasing, and why your "failed" campaigns might actually be your biggest winners. Scott reveals the critical difference between tracking last-click conversions versus the full customer journey, and shares his "Scale, Chill, or Kill" framework that distills complex marketing data into actionable one-word decisions.

Scott Desgrosseilliers is the CEO and founder of Wicked Reports, a first-party data attribution platform he's been pioneering since 2014—before attribution was even a buzzword. After proving his friend wrong about Facebook ads working for lobster sales (resulting in millions in revenue), Scott has dedicated his career to giving businesses accurate attribution, optimized ad spending, and true customer journey understanding. When he's not revolutionizing how companies track their marketing ROI, he's an avid meditator who applies spiritual and energetic solutions to real-world business problems, and enjoys peloton, ice hockey, and bridge with his family.

KEY TAKEAWAYS:

• Most marketing campaigns fail not because the entire funnel is broken, but because one or two pieces need adjustment while 85% actually works perfectly.
• Google and Meta's 28-day attribution windows miss the majority of conversions, while the average buyer researches for 62+ days before purchasing expensive products.
• Platform-reported ROAS is misleading because Google and Meta both claim credit for the same conversions, making it impossible to know which channels truly drive results.
• The top of funnel (cold traffic awareness) requires at least 50% of your budget and is the hardest to track, but it's what actually drives new customer growth.
• Consumption drives conversion—videos and content with high engagement rates contribute to sales even when they don't directly convert, so don't kill campaigns based on immediate conversion data alone.
• The traditional marketing funnel from the 1800s is obsolete; modern buyers now research across 36+ different sources before making purchase decisions.
• Wait at least double your average conversion cycle before making budget decisions on campaigns—rushing to judge performance leads to killing winners too early.
• Successful iteration requires 13+ tweaks on average, even for expert marketers converting half a billion dollars in sales, so persistence beats perfection every time.

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