Migrating to SegMetrics From Wicked Reports
If you are switching from Wicked Reports to SegMetrics, the transition is straightforward. SegMetrics is designed to read the tracking parameters you are already using, so you can get started without re-tagging your ads.
Watch this video for the full rundown of how to migrate to SegMetrics from Wicked Reports:
Your existing tracking works immediately
Wicked Reports tags your ads with the wickedid URL parameter. SegMetrics accepts wickedid natively, so your existing ad URLs will work in SegMetrics without any changes.
When a contact clicks on one of those existing ads and lands on a page with your SegMetrics tracking pixel, SegMetrics reads that parameter and uses it for ad-level attribution.
Step-by-step migration
1. Install the SegMetrics tracking pixel
Add the SegMetrics tracking pixel to your website. This is the essential first step — the pixel captures visitor data and page views.
- WordPress: Install the SegMetrics WordPress plugin (see this help article)
- Shopify: Add the pixel via your theme's header code (see this help article)
- Other platforms: Add the pixel code to your site's global header (see this help article)
- See the Tracking Pixel section of the docs for platform-specific installation guides.
2. Connect your integrations
In SegMetrics, connect the same tools you were using with Wicked Reports:
- CRM or ESP (ActiveCampaign, HubSpot, etc.) — for contact and lead data
- Payment processor (Stripe, PayPal, etc.) — for revenue data
- Ad platforms (Google Ads, Meta Ads, etc.) — for ad spend and campaign data
SegMetrics will begin syncing your historical data immediately after connecting.
3. Verify your tracking
Once your pixel is installed and integrations are connected:
- Click one of your existing ads (with the
wickedidparameter) - Complete a test conversion
- Check SegMetrics to verify the contact appears with the correct ad attribution
4. Set up your dashboards
SegMetrics includes pre-built dashboard templates that cover the most common reporting needs. You can also build custom dashboards to match the reports you were using in Wicked Reports.
Watch the video below to learn how to install the Ad Dashboard similar to what you would see inside of Wicked Reports:
Running Both Platforms During Transition?
You can run both Wicked Reports and SegMetrics simultaneously during your transition. Since both tools read passively from the URL parameters, they do not interfere with each other. This lets you compare data between the two platforms before fully switching over.
Key differences from Wicked Reports
| Feature | Wicked Reports | SegMetrics |
|---|---|---|
| Tracking parameter | wickedid |
Reads wickedid , seg_aid , + 10 other tracking parameters |
| Attribution models | Limited selection | Multiple models (First Touch, Last Touch, Linear, Full Impact, and custom attribution models) |
| Funnel analytics | Basic | Full funnel visualization with step-by-step conversion tracking |
| Dashboard customization | Limited | Fully customizable dashboards with formula widgets |
| Lifetime value (LTV) tracking | Available | Advanced LTV tracking with cohort analysis |
| Frequently asked questions | Available | Available |
Frequently asked questions
Q: Do I need to re-tag all my ads?
A: No. SegMetrics reads the wickedid parameter natively. Your existing ad URLs work immediately.
Q: Will I lose my historical data?
A: SegMetrics syncs historical data from your connected integrations (CRM, payment processor, etc.) going back as far as those platforms provide. Your Wicked Reports historical data remains in your Wicked Reports account.
Q: Can I use SegMetrics tracking links alongside my existing Wicked Reports parameters?
A: Yes. SegMetrics tracking links use the seg_aid parameter. You can add both wickedid and seg_aid to your URLs if you want, but it is not required.
Q: How long does the migration take?
A: Most accounts are fully set up within 30 minutes to an hour. Data syncing from your integrations may take a few hours depending on the volume of historical data.