Overview
Triple Whale offers three primary paid plans for brands:
Foundation provides the measurement, attribution, reporting, and AI-assisted analysis tools teams need to understand performance and make confident decisions.
Automate adds Moby Automations, governed Actions, creative editing, Landing Pages, Benchmarks and deeper analysis to help teams move from insight to execution.
Enterprise adds Compass and enterprise-grade capabilities for businesses that need defensible measurement across brands, regions, and data sources.
Each plan builds on the one before it. You can review the current public comparison on the Triple Whale pricing page.
Plan availability: The plans, add-ons, included Moby usage, and pricing available to your business may vary based on annual gross merchandise value (GMV), contract, and account configuration.
Go to Settings → Plans in Triple Whale to review your current plan and available options.
Plan comparison
Plan | Designed for | What it includes |
Foundation | Teams that need trusted measurement, attribution, reporting, and AI-assisted analysis | Triple Pixel, multi-touch attribution, live dashboards, segments, SQL analysis, first-party data activation, Moby analysis, image and video generation, Mini Apps, and Triple Whale MCP access |
Automate | Teams that want Moby to monitor performance, perform recurring work, edit creative, build Landing Pages, and support governed Actions. | Everything in Foundation, plus Automations, Actions, Creative Studio, Landing Pages, Industry and Peer Benchmarks, deeper Conversion and Retention capabilities, and Moby Specialists as available |
Enterprise | Businesses that need advanced, defensible measurement across complex organizations | Everything in Automate, plus Compass, Marketing Mix Modeling, incrementality testing, custom integrations, multi-brand capabilities, dedicated success coverage, and enterprise security options |
Foundation
Foundation gives your team a single source of truth for performance—so you can get clarity and start making faster, more confident decisions.
Foundation includes:
Triple Pixel
Multi-touch attribution models and configurable attribution windows
Post-purchase surveys
Subscription tracking
Influencer and affiliate tracking
No-code dashboards
SQL analysis inside Triple Whale
Custom metrics
Customer and audience segments
First-party data activation
Moby chat and AI-assisted analytics
Moby reports and analytical artifacts
Moby image generation
Moby video generation
Moby Mini Apps
A monthly Moby usage allotment
Triple Whale MCP access for supported external AI tools
Foundation helps your team understand what is working, compare performance across the business, and investigate performance using a shared source of truth.
First-party data activation
Foundation lets you send high-intent first-party signals to supported platforms. This gives those platforms more complete business data to use when optimizing performance.
Supported destinations may include:
Meta
Google
TikTok
Klaviyo
Availability depends on your connected platforms and account configuration.
Triple Whale MCP
Triple Whale MCP is a read-only connection that lets supported external AI tools query and analyze your real-time Triple Whale data.
Triple Whale MCP access is included with Foundation, Automate, and Enterprise.
MCP and API access are different
MCP and API access are different
Triple Whale MCP access should not be treated as native API, headless-platform, or custom integration access. Those are separate capabilities and may require different products, permissions, or agreements.
Foundation may be right for you if:
Your priority is trusted measurement and attribution.
You want your team working from a shared source of truth
You need flexible dashboards, segments, and SQL analysis.
You want to use Moby to analyze your business.
You want to generate images and videos with Moby.
You want to build Mini Apps around your business data.
You want to activate first-party data across supported platforms.
You want to analyze Triple Whale data through supported external AI tools.
Automate
Automate builds on Foundation by helping your team spend less time pulling reports and analyzing data—and more time taking action.
What Automate includes
Automate includes everything in Foundation, plus:
Moby Automations with scheduled runs
Moby Actions
Creative Studio
Landing-page creation
Industry and Peer Benchmarks
Deeper Conversion capabilities
Deeper Retention capabilities
Moby Specialists as they become available
Significantly larger monthly Moby usage allotment designed to help your team run Moby at scale
Triple Whale’s preferred additional-usage rate
Moby Automations
Moby Automations are scheduled workflows that perform recurring work based on your instructions.
Automations can support tasks such as:
Weekly performance summaries
Daily campaign monitoring
KPI and performance alerts
Slack or email reports
Business-health checks
Budget-pacing reviews
Follow-up workflows
Action proposals for connected platforms
Each Automation has its own conversation thread where you can review its instructions, scheduled runs, outputs, and refinements.
Moby Actions
Moby can prepare or execute supported Actions in connected platforms.
Depending on the platform, available permissions, and your account’s Action settings, Moby may:
Identify underperforming campaigns or ads
Prepare budget or status changes
Explain the evidence behind a proposed Action
Pause underperforming ads
Scale stronger performers
Wait for your approval before executing a change
Execute supported changes according to configured approval settings and guardrails
When approval is required, Moby prepares the proposed Action and waits for review.
Actions can affect live accounts
Moby Actions can change live connected accounts once executed. Use clear instructions, thresholds, exclusions, and action limits. Review consequential changes carefully and confirm completed Actions in the connected platform.
Learn more in Review and approve Moby Actions.
Creative tools
Customers on Foundation can generate images and videos with Moby.
Automate unlocks Triple Whale’s full suite of creative capabilities which include:
Creative Studio: Edit images and ad layers, update text, refine compositions and create new ad variations.
Landing Pages: Build Shopify-native landing pages informed by your business context and brand guidelines.
Creative workflows at scale: Create, edit, and refine assets across recurring campaigns and workflows.
Available capabilities may vary based on account access, connected platforms, and product rollout.
Industry and Peer Benchmarks
Industry and Peer Benchmarks help you compare performance against businesses with similar characteristics.
Benchmark availability may depend on:
Your plan and account configuration
The selected attribution model
The selected attribution window
The channel or metric being evaluated
Whether enough comparable businesses exist to provide an anonymous and reliable comparison
Conversion capabilities
Automate includes advanced web analytics designed to help teams understand website behavior and conversion friction.
These capabilities include:
Path analysis
Funnel analysis
Page-speed monitoring
Site-search analytics
Custom events
Retention capabilities
Automate includes customer segmentation and activation tools designed to support lifecycle and retention strategies.
These capabilities include:
Customer-segment creation
Out-of-the-box RFM segments
Segment syncing to supported advertising platforms
Segment syncing to supported retention and lifecycle platforms
RFM segments group customers based on:
Recency: How recently they purchased
Frequency: How often they purchase
Monetary value: How much they spend
Moby Specialists
Automate includes access to Moby Specialists as they become available.
Planned Specialist areas include:
Media buying
Creative strategy
Conversion-rate optimization
Specialist availability
Moby Specialists are being introduced over time, and availability may differ by account.
Automate may be right for you if:
You're spending too much time analyzing data and you want to take action faster
You need scheduled reports, KPI alerts, or performance monitoring.
You want to create high quality landing pages that increase your overall conversion rate
You want to create and edit high quality ad creatives.
You want to scale recurring creative and campaign workflows
You need deeper Conversion and Retention capabilities.
You want Moby to prepare or execute supported Actions in connected platforms.
You want to compare performance against relevant industry peers.
Enterprise
Enterprise combines Moby with Compass and enterprise grade capabilities for businesses that need defensible measurement at scale - with MMM and Incrementality providing the evidence to make decisions on.
Enterprise and business scale
Enterprise is generally designed for businesses with at least $10 million in annual GMV. This is a recommendation rather than a strict eligibility requirement. The right plan depends on your business complexity, available data, measurement needs, and account configuration.
What Enterprise includes
Enterprise includes everything in Automate, plus:
Compass
Marketing Mix Modeling
Incrementality testing
GeoLift testing
Multi-touch attribution
Budget planning informed by MMM, experiments, and live performance data
Retail and wholesale data support
Multi-brand and multi-region capabilities
Custom integrations
Dedicated success coverage
SOC 2 Type 2 security
Enterprise-level Moby usage
Enterprise level support
Compass
Compass brings multiple measurement methods together:
Multi-touch attribution helps you understand how different touchpoints contributed to conversions.
Marketing Mix Modeling, or MMM, estimates how marketing channels contribute to business outcomes over time.
Incrementality testing measures whether marketing created additional sales that would not otherwise have happened.
GeoLift uses geographic testing to help measure causal impact.
Together, these methods give your team multiple forms of evidence for evaluating performance and planning future budgets.
Learn more in Incrementality Testing in Triple Whale.
Complex business operations
Enterprise supports businesses operating across more complex environments, including:
Multiple brands
Multiple geographic regions
Retail and wholesale channels
Custom data sources
Custom integrations
Larger teams with advanced governance requirements
Specific support depends on your implementation and agreement.
Enterprise security
Triple Whale maintains SOC 2 Type 2 compliance.
Additional enterprise security capabilities are planned, including:
Seamless single sign-on
Comprehensive audit logs
Coming soon
Seamless single sign-on and comprehensive audit logs are coming soon. These capabilities should not be considered generally available until they are confirmed for your account.
Enterprise may be right for you if:
Your business generates approximately $10 million or more in annual GMV.
You need Marketing Mix Modeling or incrementality testing.
You want budget planning informed by MMM, experiments, attribution, and live performance data.
You operate across multiple brands, regions, or sales channels.
You need custom integrations.
You need dedicated success coverage.
You have advanced security or governance requirements.
Enterprise uses custom pricing. Visit the Triple Whale pricing page to contact the Triple Whale team.
Optional add-ons
Some capabilities can be purchased separately, depending on your plan and account eligibility.
Add-on eligibility
Add-ons are not automatically included unless they are listed as part of your plan or contract.
Data Warehouse Sync
Data Warehouse Sync lets you export Triple Whale data through a customizable, automated pipeline to supported destinations such as:
BigQuery
Snowflake
Data Warehouse Sync may be available as an add-on across Foundation, Automate, and Enterprise.
Data Warehouse Sync is a separate add-on
Data Warehouse Sync is not automatically included with Enterprise. Enterprise customers must also have the appropriate Data Warehouse Sync entitlement before configuring a warehouse connection.
Conversion
Conversion capabilities are included with Automate and Enterprise.
Foundation customers may be able to purchase Conversion separately. It includes capabilities such as:
Path and funnel analysis
Page-speed monitoring
Site-search analytics
Custom events
Retention
Retention capabilities are included with Automate and Enterprise.
Foundation customers may be able to purchase Retention separately. It includes capabilities such as:
Customer segmentation
RFM segments
Segment syncing to supported advertising platforms
Segment syncing to supported lifecycle platforms
Compass
Compass is included with Enterprise.
It may also be available separately for eligible Foundation or Automate businesses. Compass is generally recommended for businesses with at least $10 million in annual GMV so its models and experiments have sufficient data to produce reliable results.
Compass eligibility
The $10 million annual GMV recommendation is not a universal eligibility rule. Compass suitability also depends on data volume, channel mix, measurement goals, and the specific methods being used.
How Moby usage works
Every paid plan includes a monthly Moby usage allotment. The amount included depends on your plan, GMV, contract, and account configuration.
Moby usage is consumed when Moby performs work, including:
Answering data questions
Building reports, dashboards, or other artifacts
Running Specialists
Executing Automations
Generating or editing creative
Preparing or publishing supported work to connected platforms
Actual usage varies based on the amount of data involved, task complexity, connected sources, and number of steps required.
The amount of data involved
Task complexity
The number of connected sources
The number of steps required
Whether Moby is analyzing, generating, editing, automating or publishing
Additional usage
Additional usage is priced differently by plan:
Foundation: Uses the standard additional-usage rate.
Automate and Enterprise: Include Triple Whale’s preferred additional-usage rate.
You can monitor consumption from the Moby usage page. If your team needs more usage during a billing cycle, additional usage may be purchased.
Monthly reset
Included Moby usage resets each month.
Moby usage does not roll over
Unused monthly Moby usage (included in your core plans) does not roll over into the next billing cycle. It cannot be accumulated or banked for future months.
For more information about Moby usage and top-ups, see Moby 2 Usage FAQs.
What if I’m on a legacy plan?
Some existing customers may still see earlier plan names or account-specific entitlements.
Legacy plans do not always map feature-for-feature to Foundation, Automate, or Enterprise. Some customers may also retain access to specific Moby capabilities based on an earlier plan, contract, or add-on.
Where can I review my plan?
Go to Settings → Plans to:
View your current plan
Compare the options available to your business
Review upgrade opportunities
See available add-ons
Access plan and billing information
You can also review the public comparison on the Triple Whale pricing page.