This model is currently in the 'Beta' release stage may undergo changes to the user experience as well as algorithm adjustments to balance credit distribution during the beta period.
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.
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.
TikTok View Data is US-only for the beta release
Currently, TikTok only supports sending view data for US campaigns. We are working on expanding to international campaigns prior to the final release of the model.
Attribution Behavior
In the Clicks & Views model:
Eligible Touchpoints: Both ad clicks and the most recent ad view (when no click occurred) are eligible for attribution credit.
Time Sensitivity: Credit naturally decreases the further a touchpoint is from the conversion.
Channel Role Awareness: Owned and demand-capture channels (e.g., coupon code sites) may receive reduced or no credit when preceded by higher-funnel interactions, reflecting their assistive rather than initiating role.
Fractional Attribution: Credit is proportionally shared across all eligible touchpoints, and normalized so that each actual order is counted exactly once in the final attribution output.
Example A - Cross-Channel: Pinterest View + Meta Click
A shopper sees a Pinterest ad, then later clicks a Meta ad before purchasing.
How the model handles it: Both touchpoints get credit. The Meta click receives the major share (reflecting higher intent), while the Pinterest view receives a smaller assist for influencing the purchase.
Example B - Same Channel: TikTok View + TikTok Click
A shopper views a TikTok ad earlier in the week, then clicks a different TikTok ad before purchasing.
How the model handles it: Both the view and the click count. The click receives the majority of credit as the final, high-intent action, and the view still retains partial credit for its earlier role.
Example C - Paid View + Owned/Direct Click
A shopper views a Meta ad, then later clicks an email link from your brand and makes a purchase.
How the model handles it: The Meta view retains partial credit for influencing the conversion. The email click receives a smaller share (because owned channels don’t override paid influence in this model).
Example D - Paid View + Direct Visit
A shopper views a TikTok ad, then later goes directly to your site and purchases without clicking any ad.
How the model handles it: The direct visit receives no credit, and the TikTok view receives full credit for the conversion because it’s the only eligible paid touchpoint.
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
Deduplication ensures multiple views from the same ad are reduced to the most relevant one. If a view and a click are recorded for the same ad, only the click will be eligible for credit.
Demand Capture channels receive less credit in scenarios where a prior ad touch is recorded
Direct/owned clicks don’t overwrite prior paid touches.
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
If you connected TikTok to Triple Whale prior to January of 2025, you may need to disconnect and reconnect the integration in order to upgrade your connection to support view data matching. Simply navigate to https://app.triplewhale.com/integrations, locate your TikTok integration, and click 'disconnect' and 'reconnect' to complete your upgrade.
Frequently Asked Questions
Q: Why include views?
Views capture upper-funnel influence. Without them, awareness channels are undervalued in click-only models.
Q: Will email and SMS still get credit?
Yes, but they won’t overwrite prior paid touches.
Q: Why can't I see view data for 'today'?
View data is shared through daily bulk uploads on each day for the day prior. For this reason, if you are viewing the current day, it will not include view touchpoints in the attribution calculation.
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.