What are Custom Expenses?

For most DTC businesses, ad-spend is a huge component of overall spending, but it’s certainly not the full picture. Most DTC businesses have a myriad of other expenses that cannot be tracked via API, and all too often, the only tool available for tracking those expenses is a spreadsheet. The Custom Expenses feature of Triple Whale was created to eliminate the need for such spreadsheets.

What kinds of expenses can I model with Custom Expenses?

You can use Custom Expenses to model fixed expenses as well as variable expenses.

Variable expenses are used to model costs that are a function of your ad spend.

Fixed expenses are used to model the cost of everything and anything else.

Both types of Custom Expenses can have a start date and end date, and fixed expenses can be set to recur at any cadence you choose (based on days or months):

If you mark a Custom Expense as Ad Spend then the amount of the expense will be added to your other advertising spends for purposes of calculating metrics like ROAS and MER:

You can assign a category to any custom expense. By default, your list of categories will be empty, but you can easily create categories on the fly.

Furthermore, you can access a breakdown of custom expenses from the Summary page by clicking on your Custom Expenses tile (currently only available in the old design).

On the Custom Expenses page, expenses will be grouped according to the category, and you can filter the contents of the Custom Expenses page by status. Expenses are considered active if their start date is in the past and their end date is in the future.

In addition, you can conveniently see the effective daily rate of each custom expense based on the parameters you’ve established.

Finally, all edits to Custom Expenses are now being tracked to your activity feed.


Where do Custom Expenses show up?

Custom Expenses are shown on the Custom Expenses page as well as the Summary page. Within the Summary Page, Custom Expenses are represented in a dedicated tile (see below). In addition, the value of your Custom Expenses are also reflected in the value of other tiles, such as Net Profit.

Can I edit or delete Custom Expenses?

You can easily edit or delete Custom Expenses. Please note that both operations (editing or deleting) will impact past, present, and future data.

When are Custom Expenses recognized?

  • Variable expenses are recognized in real-time (e.g., as your spending increases)

  • Fixed expenses are recognized at the beginning of each day (e.g., all of your fixed expenses for each day are recognized in full at 12:00 AM in your store’s local time zone)

  • If you have a fixed expense that spans multiple days (based on the start and end date that you have specified), the expense will accrue evenly across the days.


Here is the video from our previous release


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