Overview
For many DTC businesses, customer journeys include both direct clicks and passive ad exposures. Traditional attribution models often undervalue upper-funnel activity (like ad views), while overvaluing last-click interactions from owned or direct channels.
The Clicks & Views attribution model blends clicks and view-throughs from participating ad platforms to capture the full picture of channel influence. By combining high-intent actions (clicks) with qualified exposures (views), the model delivers more accurate and fair credit distribution across marketing channels.
Status: Beta — this model is in early release and may undergo adjustments to balance credit distribution during the beta period.
Participating view-through platforms: Meta, TikTok, Pinterest
Who Finds This Model Most Useful
Paid social-heavy advertisers (Meta, TikTok, Pinterest): Capture influence from impressions that don’t result in immediate clicks.
Multi-channel marketers: Prevent channels like email or direct from stealing all credit when paid ads influenced the journey.
Growth-stage brands investing in awareness: Attribute upper-funnel campaigns that often drive incremental new customers.
Creative/video-focused advertisers: Recognize impact from campaigns where engagement happens visually, not through clicks.
Note: This model is less critical for search-heavy advertisers, where most conversions already originate from bottom-funnel clicks.
What’s Included (Data Sources)
Clicks: First-party pixel clickstream joined to orders.
Views: Platform impression → order joins (Meta, TikTok, Pinterest), refreshed daily.
Other channels: Channels without view-sharing still participate, though their clicks may naturally earn more credit.
Attribution Behavior
Attribution is normalized so total credit for each order = 100%.
Example A — Cross-channel: Pinterest view + Meta click
Shopper views a Pinterest ad, then later clicks a Meta ad before purchasing.
Both touches get credit: Meta (click) earns more, Pinterest (view) receives partial assist.
Example B — Within one channel: TikTok view + TikTok click
Shopper views a TikTok ad early in the week, then clicks a TikTok ad later and purchases.
Both touches count: click gets majority, view still gets partial credit.
Example C — Paid view + direct/email click
Shopper views a Meta ad, then later clicks an email to buy.
Meta view retains credit; email may get partial, but owned clicks never erase paid influence.
Comparison to Triple Attribution + Views
Triple Attribution + Views: Starts from a last click per platform base, then appends platform-reported view-throughs.
Clicks & Views
Integrates clicks and views directly into each customer journey.
Normalizes credit across touches (no “double counting”).
Produces a blended, cross-channel perspective where clicks and views compete for influence.
Guardrails & Considerations
Direct/owned clicks don’t overwrite prior paid touches.
Deduplication ensures multiple views from the same ad are reduced to the most relevant one.
Attribution window applies — only clicks/views within your set lookback count.
Limitations
Delay when enabling: Up to 48 hours before view data begins flowing.
Daily refresh: View data updates once per day; current-day views aren’t included.
No per-user drilldown: Journeys involving views remain aggregated to protect privacy.
Dependence on platform view data: Reporting may lag or be incomplete.
Not all platforms supported yet (e.g., YouTube, display).
Beta adjustments: Credit distributions may shift during testing.
Setup & Requirements
To use Clicks & Views Attribution, you must:
Install the Triple Pixel on your site.
Configure Triple Whale tracking parameters in your ad campaigns.
Connect supported channels (Meta, TikTok, Pinterest) to Triple Whale.
Enable two-way data sharing consent in the app at:
app.triplewhale.com/clicks-and-views-attribution
Frequently Asked Questions
Q: Why include views?
Views capture upper-funnel influencer. Without them, awareness channels are undervalues.
Q: Will email and SMS still get credit?
Yes, but they won’t overwrite prior paid touches.
Q: Does this replace platform reporting?
No. Platform-reported conversions still display alongside model attribution for transparency.
Q: Why do I need to reconnect TikTok to access this model?
Clicks & Views relies on our updated TikTok integration. Reconnecting upgrades your account to the new API, which provides improved GMV metrics and ensures attribution compatibility. No historical data is lost.