How We Track Performance

Creative Intelligence, Not Just Attribution

Every ad we produce is embedded with structured metadata from the moment it's created — giving you answers traditional tracking can't.

The Problem

Traditional tracking tells you what happened. Ours tells you why.

Most ad tracking relies on humans following naming rules and tagging links correctly. One mistake and the data breaks.

Traditional Approach

Manual UTM Tagging

  • Every ad needs a hand-built UTM string
  • Team must follow strict naming conventions
  • One typo breaks attribution for that campaign
  • UTMs tell you which ad — not why it worked
  • "video_1 got 4x ROAS" — okay, but what about it?
  • Answers require cross-referencing spreadsheets
  • Naming conventions decay over time as teams change
Wild Ventures

Automatic Creative DNA

  • Every ad is tagged at the moment of creation
  • No naming conventions to remember or enforce
  • Impossible to misspell — it's programmatic
  • Metadata captures the structure of the creative
  • Slice performance by hook, concept, avatar, format
  • Intelligence feeds directly into the next creative round
  • Scales perfectly — 10 ads or 10,000
Under the Hood

Same URL. Different depth.

Both approaches use UTM parameters. The difference is what's encoded and how it gets there.

Manual UTM

?utm_source=meta
&utm_medium=paid
&utm_campaign=spring_sale
&utm_content=video_1

What is "video_1"? Who knows.
Check the spreadsheet.

Auto-Generated UTM + Creative DNA

?utm_source=meta
&utm_medium=paid
&utm_campaign=doroni_investor_acq
&utm_content=video_wv_a3f8c1

DNA: avatar=tech_investor, hook=bold_claim,
concept=founder_story, format=video_ugc, v2
Creative DNA

Every ad carries its blueprint

Because we generate the creatives, we can tag every variable at birth — not after launch.

👤

Avatar

Which customer persona this ad targets

🎣

Hook Type

How the ad opens — problem, curiosity, social proof, bold claim

💡

Concept

The structural idea — founder story, before/after, us vs them

🎯

Offer

Which product or CTA configuration is being promoted

⚙

Mechanism

The causal explanation — why the product works

🎬

Format

Video, image, carousel, advertorial, email

🌡

Traffic Temp

Cold, warm, or hot audience targeting

🔄

Iteration

Version number — tracking creative evolution over time

The Intelligence Loop

Generate. Tag. Track. Learn. Repeat.

A closed feedback system where every ad makes the next one smarter.

1

Generate

Creative is produced and tagged with full DNA metadata

2

Deploy

UTMs and tracking pixels are injected automatically

3

Track

Impressions, clicks, scrolls, and conversions captured in real time

4

Attribute

Revenue tied back to the exact creative and its DNA variables

5

Learn

Performance sliced by any variable to surface what's actually working

The Payoff

Questions you can actually answer

Instead of "which ad performed best," you can ask why — and use the answer to build better.

Hook Type

"Do problem-agitation hooks outperform curiosity hooks?"

Compare hook styles across all ads, audiences, and platforms — not just one campaign.

Concept

"Do founder stories work better on Meta or YouTube?"

Same creative concept, different channel. See where each structure wins.

Avatar

"Which persona converts cheapest across all formats?"

Find your most efficient audience — then double down with the right creative type.

Iteration

"Are v3 iterations actually better than v1 originals?"

Prove whether your creative iteration process is improving performance over time.

Full-Funnel Ownership

We built the pages. So we see everything.

Attribution platforms place a pixel on your store and guess how people got there. We built every page on the path — so we don't guess.

Attribution Platforms

Store-Side Only

  • Pixel lives on Shopify — sees arrivals and purchases
  • No visibility into landing pages or advertorials
  • Can't tell you where in the funnel people drop off
  • Infers the journey from endpoint data
  • No behavioral data before the store
Wild Ventures

Every Page Instrumented

  • Our beacon lives on every page we build — landers, advertorials, store
  • Click coordinates, scroll depth, mouse movement on every page
  • Pinpoint exactly where readers disengage or convert
  • First-party cookies stitch the full visitor journey
  • Behavioral data feeds back into page design, not just ad targeting
Behavioral Intelligence

Heatmap-grade data, built in from day one

No extra tools to install. Every page we deploy automatically captures how people interact with it.

🖱

Click Coordinates

Every click logged with exact position, element, and text — heatmap-ready

📜

Scroll Depth

See exactly where readers stop — 25%, 50%, 75%, or full read

🗧

Mouse Movement

Sampled cursor path shows where attention actually goes

⏱

Time on Page

Precise engagement duration per session, not just bounces

🔗

CTA Engagement

Which buttons get clicked, which get ignored, and where they sit

🧩

DNA + Behavior

Cross-reference behavior with Creative DNA — know why pages work, not just that they do