With Oribi discontinued, B2B and E-commerce teams are on the hunt for alternate marketing analytics solutions. With a seemingly endless list of options, picking the right tool can be tedious. Accordingly, the following post hopes to make this decision-making process easier by comparing Oribi with a similar analytics tool, Wicked Reports.
Which caters best to your web analytics, revenue attribution & reporting needs?
May 2022 Update: Linkedin's recent acquisition of Oribi has triggered major changes. While Oribi is being integrated into LinkedIn’s marketing solution, most (if not all) its features are being discontinued with immediate effect. This includes third-party integrations like Google and Facebook ads as well.
Oribi is an Israeli-based private organization founded in 2015 that develops a marketing analytics platform that provides code-free integration and automated event tracking across your website. They package a variety of CRO features like customer journey funnels and event correlations within a simple, user-friendly platform.
A popular attribute of Oribi is that its interface is easily accessible. It not only showcases your site’s highlights, but also uses algorithms to recommend and group critical interactions which can be customized and filtered.
Founded in 2015 and based in the United States, Wicked Reports is a marketing attribution platform with a wide assortment of campaign analytics and breakdowns. It employs a wide range of attribution models that can be customized and then filtered for a date range, source, medium, campaign, product, etc. This attributed data can then be presented in the form of ROI reports along with other metrics such as CAC, CPL, recurring sales, and more. It also generates insights into customer lifetime value and cohort analysis, predictive behavior reports, etc.
Some of its unique features include the ability to include/exclude subscription revenue, distinguish new sales from recurring sales revenue, and new leads from re opt-ins. Not to mention its partnership with Google for an AI-based campaign bidding section known as Wicked Google Conversion Optimiser.
Both Oribi and Wicked reports have similar end goals — to monitor marketing performance and optimize conversions. That being said, they are fairly different operationally as some features are more predominant than others on either platform. To highlight these differences, let’s discuss their prevalent use cases and limitations.
As mentioned earlier, please note that the following features and use cases of Oribi will not be operational as a result of their recent acquisition by Linkedin
When it comes to Oribi, web analytics is its bread and butter. It starts with codeless event tracking across button clicks, page visits, and form submissions. These events can be easily exported to other integrations. And all of the event metrics like visits and conversions by channel, device, UTM, page, session, funnel, etc can be reported individually per event.
A feature known as magic events automatically recommends critical events to track, which can also be customized and grouped. If you are interested in learning about what interactions a visitor is more likely to do based on correlated actions, Oribi’s event correlations feature does exactly that
Another feature that Oribi has over Wicker Reports is it’s funnels. Besides being able to break down your conversion rates by a funnel when inspecting your events, Oribi allows you to create and customize your own funnels using any button click, page visit, and form submission. What was special about Oribi is that you could build funnels across different domains and across different web sessions. Once you build a funnel, you can even filter them based on platform, channel, locations and more.
Oribi’s visitor’s journey section allows you to peer into any visitor’s entire journey on your website. It displays a detailed breakdown of all interactions by the visitor, the time between actions, channel, platform, OS, etc. If Oribi is tracking more than one domain, it will track visitors across all domains whether it’s in the same web session or not. You can also look for a specific visitor using email integration, and other filters like engagement, channel, actions performed and more.
Perform channel level attribution with the option to filter different events as conversion goals with Oribi’s attribution feature. This facility presents single-touch and multi-touch models alongside channel level touchpoints for your conversion goal. Oribi’s attribution tool is a good way to understand which attribution model works for your website, which you can then weigh using Oribi’s attribution calculator.
As of the acquisition of Oribi, their biggest limitation is that they have shut down their services as Oribi permanently. Not only did they stop onboarding customers, but a large portion of their existing customers have switched over to other services.
Oribi has limited cost/revenue-related metrics at a product level, they only highlight basic metrics such as total sales, average order value, ROI, etc. They miss out on other pivotal metrics like CAC, CPL, LTV, etc. The same can be said even at a campaign level.
The attribution feature is only capable of channel level attribution, and can be filtered by a few web events based on clicks and page visits. This is inadequate as attribution becomes actionable only when the whole picture is visible. Only attribution across campaigns, web, CRM, offline touchpoints provides comprehensive insights.
More specifically, Oribi’s attribution and its inability to assign cost/revenue-related metrics to attribution like ROI and CLTV. Again this has to do with the fact that Oribi does not attribute at a product or campaign level and only focuses on attributing event traffic. Oribi’s attribution calculator allows you to assign a model/crediting system to your web based attribution at a channel level. This information is superficial as you cannot decipher what campaigns drive more revenue per channel.
Wicked Report’s attribution is its most powerful tool which is used to make ROI reports. Despite being called an ROI report, these reports present way more than just attributed ROI. To explain, let’s understand how the feature works.
Before generating a report, users can pick from a range of attribution models. The selected model serves as the base on which campaigns are credited.
The following models available as of today:
After picking an attribution model, you can apply a wide array of filters including date range, source, medium, campaign, product, etc. From here, every campaign’s ROI will be calculated based on the model. The campaigns will be presented along with metrics such as clicks, leads, sales, ROI, AOV, CPC, EPC, CPL, CPA, etc. You will also be able to examine things like first and last click sales and revenue for multi-touch models.
The only way to view campaign-level customer journey reports on Wicked Reports is to create an ROI report and access customer journey reports for each campaign individually. For a wider breakdown, the customer journey explorer reverse engineers all channel interactions from total revenue to sales (last click), to new leads and finally first click. Each campaign from the reports will have an option to view the customer journey through which you can map the conversion journey of each campaign — at a source, campaign, keyword-level
The predictive behavior reports combine a boatload of historical CRM data from HubSpot, Klaviyo, etc. It then merges it with sales data from Shopify, ReCharge, etc., to create a sales velocity report. After analyzing all the historical data, it presents a set of graphs and metrics. This illustrates favorable sales days and sales hours along with a forecasted evaluation time based on its calculations.
Cohort report on Wicked Reports presents a graph that keeps account of the customer’s ROI and value in preferred intervals over time. This information demonstrates the customer’s profitability over time from its monetary value and ROI. This can be used to adjust the CAC over time. This report also presents other useful information such as LTV and the break-even based on the month’s revenue.
For its attribution and customer journey features, Wicked Reports track button clicks. Missing out on other events such as page visits, form submissions, session times, etc affects the ability to customize your analysis and effectively attribute your marketing efforts.
Wicked reports cannot construct customer journey funnels. The ability to create, customize and filter funnels allows you to see where you lose your visitors. Customizing your conversion flow is vital to optimizing your conversions. A good reason as to why they don’t have this feature is because of their event tracking, or lack thereof.
Despite attribution being one of its strong points, Wicked Reports cannot attribute at a web level. Even though they mostly track button clicks that shouldn’t stop them from allowing users to choose a conversion goal. Their conversion goal is always sales. However, it is an “ROI report”, so it is justified. But that doesn’t alleviate the fact that it can’t be attributed at a web level.
Sure, Wicked Reports could technically attribute and even present metrics on content so long as it’s part of a campaign activity. It has no dedicated function that for one, distinguishes its content marketing from its adverts (outside of an organic vs PPC filter). And two, focus on a client’s content strategy and performance.
Factors.ai is able to fill in this void. A marketing analytics and attribution solution like factors.ai comes equipped with an extensive list of event tracking capabilities — including button clicks, page view, form submissions, session time, cursor movement, etc. Factors.ai can not only build and customize funnels from the get-go, but can also filter them — at a channel, campaign and keyword level along with a breakdown of all the funnel metrics. Neither Oribi nor Wicked Reports can hold a candle to factors’ attribution facility. Attribute across channels, campaigns, web events, CRM, keywords, etc., making use of several models and custom ones under any conversion goal. Optimize your conversion rate and enhance your content marketing with factors’ content analytics, with access to a multitude of content metrics and dozens of insights.
See for yourself. Book a personal demo with Factors.ai today
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