The country filter lets you view Summary dashboard performance for one country or a group of countries. It filters data that can be assigned to those countries and leaves out sources that do not provide a country breakdown.
Not all data is available by country. Some metrics will show --, and some sources will be left out of filtered totals. This means the country-level data is unavailable, not that those sources had no activity.
How country filtering works
Select one or more countries from the country selector at the top of the Summary dashboard. When you select multiple countries, the dashboard shows their combined results. The selection applies to both your selected date range and the comparison period.
To return to your unfiltered view, clear all country selections. The selector will display All Countries.
What “country” means for each data source
Each source uses its own country information. An order's destination, a visitor's location, and the country where an ad was shown can be different.
Data source | How the country is determined |
Store orders and revenue | The order's shipping country. If it is missing, Triple Whale uses the point-of-sale (POS) location's country when available, then the store's home country. |
Amazon orders and revenue | The order's shipping country, with the shipping country from Amazon's order-item data used when needed. |
Advertising data | The delivery country reported by the ad platform where the ad was shown. This can differ from the countries selected in your campaign's targeting. |
Web analytics | The visitor's country recorded with the session or event. |
Refunds and order-related costs | The country of the associated order. This includes available cost of goods sold (COGS), handling fees, payment processing fees, and shipping costs. |
Why some metrics are unavailable
Some integrations do not provide country information. While a country filter is active, the following sources are excluded from filtered totals:
Email & SMS
Subscription platform metrics
Affiliates and influencers
Reviews and customer support
Post-purchase surveys
Custom expenses
This also applies when you select your store's home country. Triple Whale does not assume that all activity or expenses belong to that country.
Excluding subscription platform metrics does not exclude subscription orders from your store's order data. Those orders are still evaluated using their order country.
The notice on the dashboard identifies the excluded sources relevant to your account. A tile showing -- with a warning icon has no available country-level value; hover over the icon for the explanation.
Advertising limitations
Country-level reporting varies by ad platform and by metric. Examples include:
Platform or situation | What to expect with a country filter |
Pinterest Ads | Country-level spend can be shown. Platform-reported clicks, impressions, purchases, and conversion value are unavailable. |
A channel without country-level data | Its advertising metrics are unavailable in the filtered view, and its spend is left out of filtered totals. |
These limits concern data reported by the ad platforms. Triple Whale attribution metrics use a separate data source.
How to read your filtered totals
Metrics that combine multiple sources, such as Blended Ad Spend, Blended ROAS, and Net Profit, can change because unavailable data is excluded as well as because the results are narrowed to your selected countries.
For example, if an ad channel has no country-level data, its spend is left out. Custom expenses are also excluded. A higher filtered profit or return therefore does not necessarily mean that country is more profitable or more efficient.
Check the exclusions before making decisions. A country-filtered view may not include all advertising spend or expenses for that country. Use it to explore performance, and return to All Countries to review totals without country-based exclusions.
Other things to know
Hourly reporting is unavailable
With a country filter active, hourly views switch to daily totals, including when you select Today. Comparisons are not limited to the same hour of the comparison day. Remove the country filter to return to hourly reporting.
Summary and Attribution can show different results
Summary's store metrics use order data and primarily filter by shipping country. Attribution uses the visitor's country and orders associated with tracked visits. The two views can therefore show different order counts and revenue for the same country and date range.
The country list depends on your date range
The selector lists countries found in your Triple Pixel data for the selected period. A country missing from the list does not necessarily mean you never had orders shipped there.
Older refunds may be excluded
To assign refunds to a country, Triple Whale looks for their original orders within the selected date range and the preceding 90 days. Refunds associated with orders outside that window may be left out of country-filtered results.