On the Attribution pages, “Not Set” indicates that Triple Whale did not receive enough information to accurately determine where a session, conversion, or order originated.
In these cases, the event itself was captured, but there wasn’t sufficient source data available for Triple Whale to confidently assign attribution to a specific channel, campaign, or source.
Why “Not Set” occurs
“Not Set” attribution typically appears when key tracking details are missing, incomplete, or unavailable when the event was recorded. Common causes include:
Missing UTMs on ads or links
UTMs that don’t follow Triple Whale’s recommended naming conventions or parameters
Direct traffic, where no referral or source information is passed
Traffic from untracked or unsupported referral sources
Incomplete customer, checkout, or survey data
The Triple Whale Pixel not firing correctly on certain pages or during specific user flows
When any of the above occurs, Triple Whale is unable to reliably associate the event with a known marketing source.
How “Not Set” impacts reporting
Events labeled as “Not Set” are still included in your overall metrics, but they will not be attributed to a specific channel or campaign.
High volumes of “Not Set” attribution can indicate an issue with UTM implementation or tracking configuration and should be reviewed.
How to reduce “Not Set” attribution
To minimize “Not Set” traffic and improve attribution accuracy:
Navigate to Settings > Tracking Settings in your Triple Whale account
Confirm that all paid ads and tracked links are using Triple Whale’s recommended UTM parameters
Ensure UTMs are applied consistently across all marketing channels and campaigns
For detailed setup guidance, review our UTM tracking documentation:
https://kb.triplewhale.com/en/articles/5827657-utm-tracking-guide-for-triple-pixel
If you continue to see elevated “Not Set” attribution after confirming your setup, reach out to Support, and we can help review your tracking and identify potential gaps.