Marketing Acquisition
Understand marketing performance across attribution, source/medium reporting, MMM, incrementality, surveys, and paid add-ons like Compass and Sonar Optimize.
By Kellet and 5 others6 authors47 articles
Attribution
Learn how Triple Whale attributes revenue, orders, and conversions across your marketing channels.
- Understanding and Utilizing Attribution ModelsThis article explains every attribution model available in Triple Whale: what it does, when to use it, who it’s designed for, and which attribution windows to apply.
- Attribution: When Will There be Actionable Insights?Even though you've updated your UTMs, it will take more than a day to receive actionable insights. Here's why.
- How the Triple Pixel WorksThe Triple Pixel is our attribution solution in a post-iOS 14 world. Learn how we're revolutionizing media buying with the Triple Pixel.
- The Total Impact Attribution ModelHow to utilize first-party data, zero-party data & AI to visualize the weighted success of your marketing content on your overall revenue.
- Customizing Your Attribution DashboardStay goal-focused by customizing the columns you use on your Attribution Dashboard
- Portfolio AttributionCombine attribution data from multiple businesses in Triple Whale for unified reporting
- Understanding Non-Attributed ConversionsUnderstand non-attributed orders and the conditions that may lead to an increase in non-attributed orders.
- Triple Whale Clicks & Deterministic Views Attribution ModelA blended attribution model that combines clicks and deterministic ad views from Meta, TikTok, Pinterest, Vibe, and AppLovin for a more complete view of channel influence.
- Set up affiliate and influencer tracking with Affluencer HubRemove uncertainty from your Influencers and Affiliate marketing by tracking revenue better than ever.
- Export Attribution Data to CSVWant to pull attribution data into Excel or Google Sheets? Here’s how to export your attribution report as a CSV file in Triple Whale and customize the data you download.
- Does the COGs column in the Attribution Dashboard include Handling Fees?
- What “Not Set” Means on the Attribution PagesLearn what “Not Set” means on the Triple Whale Attribution page, why it happens, and how proper UTM setup can reduce unattributed traffic.
- Benchmarks: See how your business stacks up against brands like yoursAvailable on: Attribution page (Triple Attribution model, Lifetime window, all channels)
- How to enable BenchmarksTurn on peer benchmarking from the Attribution page so you can compare your business against similar brands.
- Benchmark metricsUnderstand the metrics used to gauge your performance against peer benchmarks
- How peer groups are builtTriple Whale automatically generates anonymized peer cohorts based on your business's sales and scale for reliable benchmarking.
- Can other brands see my data?Whether any other brand can view your business's individual metrics through Benchmarks.
- Benchmarks or a benchmark metric is missingTroubleshooting steps for missing benchmark data or metrics.
Source/Medium
Analyze performance by source, medium, campaign, and traffic origin to understand where results are coming from.
- Will I lose Social Proof by updating Meta UTMs?Here is a simple way to update your UTM tracking parameters while maintaining social proof
- UTM Tracking Guide for Triple PixelImplement UTM Tracking Parameters across your marketing channels to track your ads and unlock accurate attribution insights
- Email/SMS, Organic, and Influencer TrackingTriple Whale now supports tracking and attribution for a wide variety of platforms. Learn how you can gain greater attribution clarity here.
- Acceptable UTM Source & Ad ID Values
- Automatically add Triple Whale tracking parameters to your Google ads
- Attribution for Non-Integrated ChannelsTrack the performance of non-integrated ad channels by appending unique tracking parameters to marketing content from all traffic sources.
Post-Purchase Survey
Set up and analyze post-purchase survey responses to understand what customers say drove their purchase.
- Creating and Managing Custom Survey MappingsFor Triple Whale customers using third party post-purchase survey integrations, custom survey mappings provide a way to configure how responses are attributed within Triple Whale.
- Post-Purchase Survey (PPS) for Shopify StoresImprove your attribution with zero-party data captured directly from your customers
- Post-Purchase Survey for WooCommerce StoresImprove your attribution with zero-party data captured directly from your customers
- Post-Purchase Survey for BigCommerce StoresImprove your attribution with zero-party data captured directly from your customers
Sonar Optimize
Improve event quality and marketing signal strength so ad platforms receive better data for optimization. Available as a paid add-on.
Compass (Beta)
Use Compass to compare attribution, incrementality, and MMM in one measurement view. Available in Beta for eligible accounts.
- Compass 101: What is Compass?Triple Whale’s unified measurement system for cross-channel marketing decisions.
- Compass: Moby + Compass IntegrationWhen Moby 2 and Compass are both available in your account, Moby can use Compass measurement context to support stronger recommendations.
- Compass Command CenterThe Command Center is the main operator view inside Compass.
- How Compass scores confidence and handles signal disagreementHow Compass weighs your measurement signals, scores confidence, and handles disagreement between them.
- How GeoLift tests workThe geography-based method Triple Whale uses to measure incrementality, and what makes a test valid.
Marketing Mix Modeling
Use MMM to understand channel-level contribution, budget impact, and marketing performance beyond last-click reporting.
- Introduction to Marketing Mix Modeling (MMM)How Marketing Mix Modeling uses your historical spend and revenue to measure each channel's true contribution to results, without cookies or click-based attribution.
- Enhanced Marketing Mix Modeling (MMM)How to create a new model and evaluate your results
- Reading Saturation CurvesHow to read where each channel sits on its saturation curve, and use that to guide where your next dollar of spend goes.
- Reading Your MMM ResultsHow to interpret channel contribution, efficiency, model fit, and saturation curves, and what "good" looks like.
- MMM data requirements and prerequisitesUnderstand the data and account requirements for creating a reliable Marketing Mix Model.
- Upload custom media in the MMM Setup WizardAdd spend or impressions data from media sources that do not have a direct Triple Whale integration.
- Setting up your MMM modelLearn how to prepare your data and configure a Marketing Mix Model.
Incrementality
Learn how incrementality helps measure the true lift of campaigns, channels, and marketing tests.
- Incrementality Testing in Triple WhaleFind out whether your marketing created additional sales, then use that evidence to make better budget decisions.
- Meta Conversion Lift ExperimentHow Conversion Lift studies work, how to create an experiment, and how to interpret the incrementality results
- Reading Incrementality Test ResultsHow to interpret lift, incremental ROAS, confidence, and what to do when a result is inconclusive.
- Geo Pods: Triple Whale’s Geographic Testing UnitsLearn how Triple Whale assigns test and control geographies for incrementality testing—and why Geo Pods are designed for digital-first DTC brands.
- GeoLift Use Cases and Best PracticesLearn which marketing questions GeoLift can answer, how to choose an appropriate test, and how to protect the reliability of your results.