Founder & CEO of Wicked Reports, Scott Desgrosseilliers, joins Flora to translate attribution into plain English. Starting with a lobster-shipping side project (yes, really), Scott explains how "great ROAS" can hide flat revenue, why top-of-funnel patience wins, and how his team's "scale, chill, or kill" recommendations help brands spend smarter. We talk realistic timelines (often ~60–120 days from first click to purchase), when a small business should stick to a single channel, and how AI can help—once you add the right guardrails. If you've ever wondered why platforms claim credit for sales your email nurtures, or how to prove new-customer growth to a boss or client, this one's for you. You'll learn: • The simplest way to define top/mid/bottom of funnel • When to ignore "rosy" in-platform numbers • A practical cadence for testing, diagnosing, and cutting ad spend

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