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Beta: Triple Whale Clicks + Views Attribution Model

The Clicks & Views attribution model blends clicks and view-through data from supported platforms (Meta, TikTok, Pinterest) to give a more complete and balanced picture of channel influence across the customer journey.

Andrea avatar
Written by Andrea
Updated this week

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:

  1. Install the Triple Pixel on your site.

  2. Configure Triple Whale tracking parameters in your ad campaigns.

  3. Connect supported channels (Meta, TikTok, Pinterest) to Triple Whale.

  4. 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.

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