About the Integration
The native analytics integration (aka. Attribution Passback) between Triple Whale and Meta is built to allow advertisers to optimize their Meta ads leveraging their first-party attribution data from Triple Whale.
This integration powers Meta Custom Attribution, Meta's new optimization model that uses passed-back attribution data from measurement partners to fine-tune campaign delivery. Triple Whale is one of Meta's launch measurement partners for Custom Attribution.
Availability
As of May 14, 2026, the integration is in Open Beta.
Meta is rolling out Custom Attribution access to eligible Meta-managed advertisers in waves, with broader general availability expected over the coming months.
Eligibility:
Advertisers with a dedicated Meta account manager, sales rep, or client partner
Triple Whale brands on a paid plan with access to Sonar Optimize
If you do not have a dedicated Meta contact today, talk to your Triple Whale CSM, Meta is rolling out Custom Attribution in waves, and we can flag your account for the next wave.
What you get by enabling Attribution Passback
Sharper Meta optimization as Custom Attribution learns from your trusted attribution data over time.
Early access to new Meta ad system updates (see Meta's blog post for context).
Influence on the integration by enabling early, you help Triple Whale and Meta refine the product as it scales.
Setup Instructions
Setting up the integration is straight-forward and should only take a few minutes.
1. Connect Meta to Triple Whale
Log in to Triple Whale
Navigate to your Triple Whale account at app.triplewhale.com.
Ensure that your Meta Dataset is connected to Triple Whale
Head over to Data > Integrations
Find your Meta integration
Ensure that your primary Meta integration is connected. If not, reconnect Meta by clicking “Connect” and completing the OAuth flow.
2. Go to Sonar Settings
The attribution passback integration is a subset of the Triple Whale Meta Sonar (CAPI) Integration. If you already have Sonar configured for CAPI, it will require a small additional configuration to send the additional events.
NOTE - This integration does NOT require you to configure the main CAPI integration (standard events) in order to send attribution data to Meta.
Go to Data > Sonar Enrichment
Click Integrations tab > in Triple Whale and locate the Meta integration.
Note - You do NOT need to configure the standard Sonar CAPI integration in order to use the Passback Integration
Click Complete Setup
Follow the setup wizard instructions
Note - On step 1 of the configuration, if you receive a warning because you do not have the Triple Pixel Theme App Embed or Web Pixel extension, you can skip this step. This integration does NOT require you to have the pixel installed via these methods. Simply click Save and Continue to move to the next step.
On step 1 of the wizard, select the primary Meta dataset for your Shop from the dropdown
On step 2:
If you wish to skip sending Standard Meta events, simply uncheck the boxes next to each event
Note: Avoiding Conflicts with non-Sonar CAPI Integrations
If you are running an existing CAPI integration through another provider, be sure to leave the standard events unchecked to avoid sending duplicate standard events through Sonar.
On step 3 of the wizard, you will find Attribution Metadata section
Configure your preferred settings for optimization:
Model - the attribution model you use for making optimization decisions
Recommended: First Click, Last Click, or Linear. These models have shown the strongest lift with Meta Custom Attribution. Triple Attribution is not recommended for this integration.
Note: Total Impact is not currently supported.
Window - the attribution window you use for making optimization decisions
Performance goal - the outcome you would like to optimize for
Enable the toggle to enable Attribution Passback
On step 4, configure any purchase exclusions (purchase events you don’t want sent to Meta for campaign optimization):
For instance, if you have PoS or $0 orders, you may wish to exclude them. You can do so by configuring order tag exclusions
If you have recurring subscriptions, you can also exclude these in the order tag exclusions
Once you are finished configuring exclusions, click Save and Enable.
Final steps
Verify Connection
Once connected, Sonar will begin sending Attribution Events to Meta
In the Sonar Delivery Overview tab you will see event counts for the “UpdatePurchase” event once you have had some purchases occur that are attributed to Meta
Approve the new Custom Events in your Meta Event Manager
Navigate to your Meta Event Manager Dashboard
Once you have received some events, you will see a new custom events called “UpdatePurchase”
You will be asked to approve these events. Approve these events in your Meta event manager.
Congratulations, you are now successfully set up with the Sonar <> Meta analytics integration.
FAQ
Will this integration interfere with my existing Meta CAPI provider?
No. You are safe to run this integration alongside any other CAPI integration. While this integration uses Sonar's CAPI connection to send attribution data to Meta, the Attribution events sent to Meta are unique to this integration (labeled Update Purchase events) and will not interfere with standard conversion events you may be sending through any other existing CAPI integration. There is no risk of de-duplication errors for your primary conversions or events.
This integration is configured on the same UI/screen as Sonar's standard CAPI integration. To avoid conflict with another CAPI solution, do not check the boxes to send the standard conversion events through Sonar (see the callout in the setup instructions above).
Will this integration impact my existing campaigns/Meta performance?
Not immediately. Configuring this integration will have no immediate impact on existing campaigns or Meta performance.
The integration sends data to Meta to power Custom Attribution.
Once Custom Attribution is live on your account, you will be able to choose which campaigns use this data for optimization when configuring your campaigns in Meta.
How do I know the integration is configured correctly?
If configured correctly:
You should see the Attribution Metadata setting toggled on AND the Meta Sonar integration toggled ON
You will begin to see new custom events in your Meta events manager called "Update Purchase" events.
You can check your Meta Sonar dashboard and should see Attribution Passback events in the event monitoring table
Note, you will only be able to confirm the integration is sending the attributed order data after enabling the integration AND after an attributed purchase has occurred
Why do I see so many more Attribution Passback events than orders?
While this integration is enabled, Triple Whale will send one event for every supported attribution model, for each order.
How do I use this data in Meta?
Once Custom Attribution is live on your account in Meta, you will be able to choose which campaigns use this data for optimization when configuring your campaigns in Meta.
Meta is rolling Custom Attribution out in waves to eligible Meta-managed advertisers, with broader general availability expected over the coming months.