TL;DR

Sonar Optimize sends enriched first-party customer and conversion data from Triple Whale to supported advertising platforms. This gives those platforms more useful information for campaign reporting, audience creation, bidding, and delivery optimization.

Advertising platforms rely on conversion signals to understand which people are taking valuable actions after seeing or clicking an ad. However, browser restrictions, disconnected data sources, and incomplete customer information can limit what an advertising platform knows about those conversions.

Sonar Optimize uses data collected by Triple Whale to enrich conversion events before sending them to supported advertising platforms through server-side connections. Depending on the platform, Sonar Optimize may also send Triple Whale attribution information that helps the platform understand which conversions Triple Whale credited to its ads.

The result is a more complete conversion signal that advertising platforms can use when optimizing your campaigns.

Triple Whale collects customer journey and conversion data from your website and connected ecommerce platform.

Sonar Optimize uses that information to:

The events and enrichment options available to you depend on the advertising platform you connect.

Conversion data enrichment adds first-party customer and business information to an event before sending it to an advertising platform.

For example, instead of sending only a standard Purchase event, Sonar Optimize may be able to provide additional information about the purchase or customer. This can help the platform better understand the type and value of the conversion.

Depending on the platform, Sonar Optimize can support events such as:

Available events vary by platform and business configuration.

Server-side connections give Sonar Optimize another way to send conversion data to advertising platforms. This can provide a more complete signal than relying only on events captured in the browser.

Standard Purchase events do not always show whether an order came from a new customer, a returning customer, or another customer segment.

Where supported, Sonar Optimize can send more specific events, such as New Customer Purchase or Returning Customer Purchase. This gives you more control over the business outcome used for campaign optimization.

Some Sonar Optimize integrations support custom events based on criteria that you define.

For example, you may want to create an event for:

Custom-event availability and configuration differ by advertising platform.

Sonar Optimize includes a Delivery Overview where you can review the events Triple Whale is sending to a connected platform.

Depending on the integration, you may also be able to review:

Successful delivery from Triple Whale does not always mean that the event will immediately appear in the advertising platform’s primary campaign reporting. Advertising platforms may apply their own processing delays, approval requirements, or conversion-action settings.

Conversion data enrichment and attribution passback are related Sonar Optimize capabilities, but they are not the same mechanism.

Conversion data enrichment is commonly delivered through a Conversions API, Events API, or another server-side connection.

It tells the advertising platform that an event occurred and provides the available event and customer information.

Attribution passback sends information after Triple Whale has evaluated the customer journey and assigned attribution credit.

For example, the Meta Attribution Passback integration powers Meta Custom Attribution. This allows eligible advertisers to use selected Triple Whale attribution data as an optimization input within Meta.

Attribution passback is not supported by every Sonar Optimize destination. The available attribution models, windows, and performance goals also vary by platform.

A browser pixel records events from a customer’s browser. A server-side integration sends events from one system directly to another.

Sonar Optimize is designed to work with the Triple Pixel and your connected business data to send enriched events server-side.

In some configurations, the browser pixel and server-side integration send versions of the same event. The advertising platform must be able to identify that they represent the same customer action so it does not count the conversion twice. This process is called event deduplication.

The correct pixel and deduplication configuration varies by advertising platform. Review the setup guide for your selected destination before enabling Sonar Optimize alongside another server-side tracking provider.

Running multiple providers that send the same standard conversion events can create duplicate events and interfere with reporting or campaign optimization.

Before enabling standard Sonar Optimize events, review whether another provider is already sending those events to the same advertising platform and dataset.

Some attribution-passback or custom events are unique to Sonar and may be able to operate alongside another CAPI provider. Follow the platform-specific guide to understand which events can safely run together.

Sonar Optimize and Sonar Send both activate first-party data from Triple Whale, but they send that data to different types of platforms.

You may use Sonar Optimize, Sonar Send, or both, depending on the platforms and marketing workflows your business uses.

The Help Center currently includes setup guides for:

Available integrations and features may depend on your Triple Whale plan, business configuration, advertising account, and the capabilities supported by each advertising platform.

Sonar Optimize is designed to provide advertising platforms with stronger and more complete conversion signals.

Depending on your setup and advertising platform, this may help with:

Performance changes are not guaranteed. Results depend on factors such as event volume, event quality, campaign configuration, learning periods, platform eligibility, and the events selected for optimization.

After setup, review both the Sonar Optimize Delivery Overview and the advertising platform’s event-management interface to confirm that events are being sent and received correctly.