Every Shopify brand scaling beyond seven figures faces the same maddening challenge: where is your ad spend actually working?

You're pouring budget into Facebook, Google, TikTok, email campaigns, and a dozen other channels—but thanks to iOS updates and platform-biased reporting, you're essentially flying blind. Worse yet, many brands are unknowingly doubling down on channels that are bleeding money while cutting budgets from their most profitable campaigns.

Scott Desgrosseilliers, Founder and CEO of Wicked Reports, has spent over a decade solving exactly this problem. His marketing attribution platform has helped household names like Cheech & Chong and Neil Patel's NP Digital transition from guesswork to data-driven growth.

In today's episode, Scott shares his journey from helping a lobster company crack Facebook attribution to developing the Five Forces framework—a systematic approach that turns attribution chaos into actionable growth strategies. You'll discover how to identify which campaigns deserve more budget, which ones are silently sabotaging your growth, and how to build measurement systems that actually support your marketing strategy.

If you've ever questioned whether your attribution data is telling the real story, this conversation will change how you think about measuring and scaling your DTC brand.

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