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 authors51 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.
- Sonar Optimize 101Understand how Sonar Optimize sends enriched first-party conversion data to advertising platforms to support campaign reporting, targeting, and optimization.
- Optimize Meta campaigns for profit margin (Profit Optimization)Send the profit on each order to Meta so it can optimize toward higher-margin sales: how net revenue is calculated from your Cost Settings, the data Meta requires before it…
- Quick Start Guide: Set up Meta Custom Attribution (Attribution Passback)Connect Meta to Triple Whale, complete the Sonar CAPI setup wizard, and switch on Attribution Passback so Meta Custom Attribution can optimize your campaigns against your Triple Whale attribution data.
- Build a Meta campaign with Custom AttributionConfigure the campaign and ad set settings a Meta Sales campaign needs to be eligible for Custom Attribution, and understand why Ads Manager KPIs and CPMs read differently once it…
- Test Meta Custom Attribution: run an A/B test against BAUProve what Custom Attribution is worth before you scale it: build matched Test and business-as-usual (BAU) campaigns, run a two-cell A/B test in Meta's Experiments tool, and compare the cells…
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 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.