Scott Desgrosseilliers, CEO of Wicked Reports, is a marketing attribution expert with over 25,000 hours in the trenches, and we spoke about the real reason most Meta campaigns fail, why AI is both a gift and a trap, and how his Scale, Chill, Kill framework helps marketers make better, faster decisions—without drowning in data.

Scott has analyzed nearly 60,000 campaigns across 1,000+ advertisers. What he discovered flipped traditional attribution thinking on its head. “It wasn’t that we needed more data,” he said. “It was about knowing which signals are going to trigger alignment to what your strategy was doing and the results you were trying to get.”

We explored:

• Why Meta’s AI favors retargeting and what that means for your long-term growth
• The danger of relying on "last-click" logic in a world that demands first-click foresight
• How to train AI platforms to prioritize new customer acquisition, not just bottom-funnel conversions
• The origin and power of Scott’s Five Forces Framework, inspired by reality creation: Intention, Expectation, Action, Outcome, Optimization
• How Wicked’s AI cuts through the noise by giving you “three bullets and an action step” for each campaign

“There’s no one magic attribution model—depends on what you're trying to do.”
 “Marketers only care about data as much as it helps them make more money.”

Scott also shared how the breakthrough wasn't more spreadsheets or better math—it was eliminating the time drag on creative marketers: “No one has two hours a day to look at attribution data. So we built a system that does it for you—and it’s actually better than me.”

Key takeaways:

• AI is smart, but it needs direction. If you don’t signal what matters, it will default to retargeting—and your funnel will stagnate.
• First-click attribution is undervalued. It looks bad on paper, but it's critical for growth.
• Your measurement strategy must match your marketing intention. Misalignment leads to wasted budget and missed scale moments.
• Creative marketers need clarity, not complexity. Automation only works if it delivers insights in plain language, backed by evidence.

If you’ve ever stared at your campaign dashboard wondering whether to spend more, shut it down, or just wait it out—this conversation will show you exactly how to decide.