Triple Whale

Triple Whale is an attribution tool for Shopify DTC stores. It became popular with multi-channel advertisers after iOS 14 reduced the accuracy of in-platform attribution. In 2026 the product puts Moby first, an AI agent that answers questions using the store's first-party pixel data. The pixel and the blended dashboards are still the core of the product. The usual reason to buy it is that a store spends on several ad platforms and doesn't trust each platform's reported ROAS.

What Triple Whale does

Triple Whale collects first-party pixel data from the store's checkout and post-purchase pages. It combines that data with the numbers reported by Meta, TikTok, Google and Klaviyo, and shows channel mix, creative-level ROAS and contribution margin in one place. Moby works on top of this data, so you can ask a question like "which creatives drove the most contribution margin last week" instead of building a dashboard for it.

Main features

First-party pixel

The Triple Whale pixel runs on the storefront and the post-purchase page. The attribution data belongs to the store, not to the ad platforms. The dashboards, the blended view and Moby's answers all depend on this data, so the pixel has to be installed correctly. If it isn't, every report built on it will be off in the same direction.

Blended dashboards

Orders, refunds, product data, ad spend and email-attributed revenue sync into one set of dashboards. Default views include channel mix, creative-level ROAS and an hourly intraday view. You can also build custom dashboards around the metrics you track.

Moby

Moby is Triple Whale's AI assistant. You ask in plain language, for example "which Meta creatives had the highest contribution margin last week, and how do they compare with last month", and Moby returns a table with an explanation. Answer quality depends on how clean the pixel data is and how specific the question is. Its accuracy on attribution and forecasting hasn't been independently validated, so it's worth checking its answers against your dashboards.

Sonar

Sonar comes with every paid plan and has two parts. Triple Whale says Sonar Optimize sends enriched first-party conversion signals back to the ad platforms, so their bidding works from the conversions its pixel records. Sonar Send passes on-site behavior (browsing, carts, checkouts) to email and SMS tools such as Klaviyo; Triple Whale says this lets existing abandonment flows reach more shoppers.

Who Triple Whale fits

Our suggestion: Triple Whale fits DTC stores running paid ads on several channels (Meta, TikTok, Google, sometimes Snap or Reddit) with at least $50K/month in ad spend. At that scale the first-party pixel and blended attribution are most useful.

For stores on a single channel or under $10K/month in ad spend, the paid plans are probably more than you need; the free plan covers the pixel with first and last click attribution, and Meta's own attribution is often good enough. It also won't help much if the real bottleneck is producing creative rather than understanding attribution.

Pricing

Triple Whale's own pricing page lists four packages but no prices for the paid ones, and says the actual price depends on annual GMV. On October 25 its Shopify App Store listing showed Foundation at $219.00 a month ($2,190.00 a year) and Automate at $749.00 a month ($7,490.00 a year). On November 5 that page said the app wasn't currently available, so we couldn't confirm those prices. Ask for a quote. The free plan includes the Triple Pixel, first and last click attribution, up to 10 users and 12 months of data. Foundation adds multi-touch attribution, the full dashboard and SQL tools and Sonar; Automate adds Moby automations and actions; Enterprise adds Compass (MMM and incrementality testing). Paid prices depend on your annual GMV and the package, and paid plans are 12-month subscriptions, billed monthly or yearly with two months free on yearly billing.

Alternatives

The two options that usually come up against Triple Whale are Northbeam and in-platform attribution.

Northbeam is the closest direct competitor, with its own first-party pixel and multi-channel attribution. The Northbeam vs Triple Whale comparison covers pricing, models and contracts, and Triple Whale alternatives lists other options, including Hyros, Polar and server-side tracking tools.

In-platform attribution means relying on what Meta, TikTok and Google report directly. It costs nothing extra and can be enough for single-channel accounts. With several channels, each platform attributes conversions on its own, so the same order can be counted by more than one platform. First-party attribution is meant to fix that.

Which one fits is mostly a question of scale. Under $50K/month in ad spend on one channel, in-platform attribution plus a spreadsheet is usually enough. Above $50K/month across three channels, a first-party pixel is more likely to pay for itself through better budget allocation.

Where to start

Start on the free plan: install the Triple Pixel and compare its first and last click numbers with your Shopify orders for a few weeks. If you then need multi-touch attribution or Sonar, look at Foundation and ask for a quote. The final price depends on your annual GMV, and the plan runs for 12 months, so ask for the price at your next GMV tier as well.

Pixel Audit note

If Triple Whale's numbers look very different from in-platform reports, the cause can be attribution settings, lookback windows or a tracking problem on the store. The Solvir Pixel Audit tool checks for duplicate pixel fires, missing post-purchase events and mismatched currency settings.