Cometly vs Wicked Reports in 2026: B2B pipeline attribution vs eCommerce new-customer attribution
Both tools trace ad spend to real revenue instead of platform-reported conversions. One is built for B2B SaaS sales cycles, the other for DTC brands trying to stop paying retargeting credit for repeat buyers.
Cometly
Wicked Reports- Cometly is built for B2B SaaS companies tracking ad clicks through to closed-won ARR in a CRM. Wicked Reports is built for eCommerce brands separating new-customer purchases from repeat-buyer credit.
- Wicked Reports has transparent starting pricing at $499/month for the Measure tier. Cometly has no public pricing and requires a sales call regardless of plan.
- Wicked Reports' 5 Forces AI gives a weekly Scale/Chill/Kill decision per campaign. Cometly has no equivalent automated budget recommendation feature.
- Cometly has a Claude MCP integration on its Enterprise plan. Wicked Reports has no MCP or AI agent integration mentioned in its feature set.
- Cometly auto-detects AI referral traffic from ChatGPT, Gemini, Grok, and Google AI Overviews. Wicked Reports does not mention AI traffic source detection as a feature.
- Wicked Reports' Attribution Time Machine matches sales to clicks that happened weeks or months earlier. Cometly's attribution model is also multi-touch but built around CRM deal stages rather than a standalone time-lag matching engine.
Cometly and Wicked Reports are both first-party attribution platforms that reject the idea that ad platform dashboards tell the truth about what your campaigns are doing, but they are built for opposite business models. Cometly connects ad clicks to CRM pipeline and closed-won ARR for B2B SaaS companies with long sales cycles. Wicked Reports connects ad clicks to actual new-customer purchases for eCommerce brands, filtering out the retargeting credit that inflates ROAS for repeat buyers. Neither one is a general-purpose analytics tool; both assume you already know attribution is broken and want a fix specific to your business model.
The tools at a glance
Cometly
B2B SaaS ad attribution that connects every campaign dollar to pipeline created and closed-won ARR.
Cometly tracks the full B2B SaaS funnel from first ad click through booked demo, deal created, and closed-won ARR, calculating attribution against actual CRM deal values rather than platform conversion events. Server-side tracking via a Conversion API recovers sessions lost to ad blockers, and the platform auto-detects AI referral traffic from ChatGPT, Gemini, Grok, and Google AI Overviews.
The Enterprise plan adds Snowflake and BigQuery sync plus an MCP integration that lets Claude answer attribution questions in natural language without opening the dashboard. None of this is available without a sales conversation, and pricing is usage-based on website sessions, which can be hard to forecast.
Cometly is a poor fit for eCommerce or DTC brands. It has no concept of a shopping cart, no new-customer-versus-repeat-buyer filtering, and no CAPI feedback loop to Meta's algorithm. It assumes a CRM-tracked B2B sales pipeline, and everything about the product is built around that assumption.
| Feature | Core Usage-based, contact for pricing | Enterprise Custom |
|---|---|---|
| Pricing model | Based on website sessions | Custom |
| Attribution basis | CRM deal values | CRM deal values |
| Server-side / Conversion API | Yes | Yes |
| MCP integration | No | Yes |
| Warehouse sync | No | Yes (Snowflake, BigQuery) |
Wicked Reports
First-party attribution that shows which ads bring new customers, not just clicks.
Wicked Reports solves a specific eCommerce problem: retargeting campaigns claiming credit for purchases from customers who were going to buy anyway. Its attribution model separates new-customer conversions from repeat purchases, and the Attribution Time Machine matches a sale back to its original ad click even if that click happened weeks or months earlier.
The 5 Forces AI runs weekly and classifies every campaign as Scale, Chill, or Kill based on verified new-customer ROI, removing the need for manual budget review. Advanced Signal sends that same clean new-customer data back to Meta via CAPI, retraining the algorithm to find more people like your real new buyers rather than repeat purchasers.
Pricing scales with annual revenue and is public, starting at $499/month for Measure and rising to $4,999/month for Enterprise. The 5 Forces AI and Advanced Signal are bundled into the Maximize tier but cost an extra $199/month each as add-ons on Measure or Scale, which is a real cost consideration for smaller brands.
| Feature | Measure $499/month | Scale $699/month | Maximize $999/month | Enterprise From $4,999/month |
|---|---|---|---|---|
| API integrations | No | Yes | Yes | Yes |
| 5 Forces AI (weekly budget AI) | Add-on +$199/mo | Add-on +$199/mo | Yes | Yes |
| Advanced Signal Meta CAPI | Add-on +$199/mo | Add-on +$199/mo | Yes | Yes |
| Amazon revenue integration | No | No | Yes | Yes |
| Priority support | No | No | No | Yes |
Head-to-head feature comparison
| Feature | Cometly | Wicked Reports |
|---|---|---|
| Starting price | Usage-based, contact for pricing | $499/month |
| Public pricing | No | Yes |
| Business model fit | B2B SaaS | eCommerce / DTC |
| New-customer vs repeat-buyer separation | No | Yes |
| Time-lag click-to-sale matching | No | Yes (Attribution Time Machine) |
| Automated weekly budget recommendations | No | Yes (5 Forces AI, weekly) |
| Ad platform CAPI feedback loop | No | Yes (Advanced Signal Meta CAPI) |
| AI referral traffic detection | Yes (ChatGPT, Gemini, Grok, AI Overviews) | No |
| CRM / pipeline attribution | Yes (closed-won ARR) | No |
| MCP / AI agent integration | Yes (Enterprise only) | No |
| API access | Enterprise only | From Scale plan |
| Warehouse sync (Snowflake/BigQuery) | Enterprise only | No |
| Requires sales call | Yes | No |
Which should you choose?
CometlyWicked ReportsWicked ReportsWicked ReportsCometlyWicked ReportsThe business-model split makes this an easy call once you know which one you are. Cometly has no answer for a shopping cart or a repeat-purchase problem, and Wicked Reports has no answer for a CRM pipeline or a multi-month B2B sales cycle. Choosing between them is really about choosing which revenue model you run, not comparing feature depth.
Bottom line
Go with Cometly if you are a B2B SaaS company that needs to prove a specific ad campaign produced closed-won ARR through your CRM. Go with Wicked Reports if you are an eCommerce brand that suspects your retargeting ROAS is inflated by repeat buyers and want a weekly Scale/Chill/Kill decision on every campaign. There is very little overlap in who each tool actually serves.
Frequently asked questions
Can Wicked Reports work for a B2B SaaS company?
Wicked Reports is built around cart-based transaction data and new-customer purchase filtering, which does not map cleanly onto a B2B SaaS sales cycle with a CRM pipeline and multi-stage deals. Cometly is the better fit for that use case since its entire attribution model is built on CRM deal values rather than cart purchases.
Does Cometly filter out repeat customers the way Wicked Reports does?
No. Cometly does not have a new-customer-versus-repeat-buyer separation feature; its attribution model tracks CRM pipeline stages and closed-won ARR, which is a different problem than eCommerce's repeat-purchase attribution issue. That distinction is Wicked Reports' core differentiator.
Which tool has clearer pricing?
Wicked Reports publishes its pricing tiers from $499 to $4,999 per month plus an Enterprise tier tied to revenue. Cometly discloses no pricing publicly and requires a sales call for both its Core and Enterprise plans, with a usage-based model tied to website sessions.
What is the 5 Forces AI and does Cometly have anything similar?
The 5 Forces AI is Wicked Reports' weekly analysis that classifies every ad campaign as Scale, Chill, or Kill based on verified new-customer ROI. Cometly has no equivalent automated budget recommendation feature; its dashboards show ROAS and ARR data, but the decision on what to scale or cut is left to the marketing team.
Is Cometly's MCP integration for Claude worth the Enterprise upgrade?
If your team already uses Claude for reporting workflows and wants to query attribution data in natural language, the MCP integration removes a real amount of manual dashboard work. Wicked Reports has no comparable feature, so teams that specifically want AI-agent access to attribution data have only Cometly as an option in this comparison, and only on its Enterprise tier.