What Are Non-Attributed Conversions in Triple Whale?
Non-attributed conversions are orders that Triple Whale is unable to link back to a tracked customer journey using the Triple Pixel. While Triple Whale strives to offer the most accurate and complete attribution possible, there are scenarios where attribution cannot be established.
Common Reasons for Non-Attributed Conversions
There are several reasons why a conversion might be classified as non-attributed:
Improper Pixel Installation
If the Triple Pixel is not correctly installed across all required pages (especially the order confirmation page), journey tracking and resolution may not occur.
Incomplete Customer Journeys
If a visitor does not reach the order confirmation page—where Triple Whale typically resolves the full journey—the conversion cannot be attributed, even if some interactions were tracked.
Pixel Failing to Load
Network issues, ad blockers, or conflicting scripts can prevent the pixel from loading correctly, resulting in missed tracking.
Non-standard and Offline Conversions
Conversion paths that include offline conversion points, like phone orders, or a process where a customer service rep generates an order on behalf of a customer can often fall into non-attributed because the Triple Pixel is not present in key stages of the customer journey.
Third-Party Order Imports
Orders created via Shopify APIs or third-party tools (e.g. wholesale platforms or subscription apps) may bypass the storefront and pixel entirely, making attribution impossible.
Other Contributing Factors
Private Browsing Modes
Browsers like Safari, Firefox, and others may limit tracking capabilities due to privacy settings or cookie restrictions.
Edge Cases
Occasionally, browser behavior, script execution delays, or customer-specific setups lead to data not being captured—even with a properly installed pixel.
What to Expect
It’s normal and expected to have a small percentage of conversions show as non-attributed. This does not necessarily indicate an issue with your setup. However, a high rate of non-attributed conversions may warrant a review of:
Your pixel installation (using Triple Whale’s diagnostic tools)
The presence of third-party checkout or ordering flows
Whether all required pages—including the “Thank You” or confirmation page—are instrumented with the pixel
Next Steps
Check your pixel installation: Ensure that the pixel is present and loading on all pages, especially the order confirmation page.
Review your ordering flows: If you use apps for subscriptions, invoices, or wholesale, Triple Whale may not be able to track these conversions directly.
Monitor over time: If non-attributed conversions increase significantly, it could signal a misconfiguration or recent change in setup.
For advanced help, reach out to Triple Whale Support with details on your setup and examples of affected orders.