Perpetual Traffic 3 Mind-Boggling Ways Triple Whale Is Screwing Your Business
Oct 17, 2025
In this conversation, John Moran, a media-buying and data expert from Tier 11, dives into the pitfalls of relying on Triple Whale for ad attribution. He reveals that these platforms can misreport up to 30% of revenue. John shares case studies highlighting how clients improved ad performance by switching their tracking methods. Plus, he discusses creative diversification strategies, the importance of backend metrics, and tips for effectively lowering CPA. Get ready to challenge your attribution models for better business results!
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Third-Party Attribution Often Underreports Revenue
- Triple Whale can miss ~20–30% of revenue because tags get blocked by ad blockers and consent-denying users.
- Relying on such third-party attribution can lead to costly, wrong campaign decisions.
Client Case: $70K Lift Hidden From Triple Whale
- John found a client whose Triple Whale under-attributed revenue vs Shopify/Lifetimely by about $70,000.
- Meta spend rose 47% while true net sales rose ~25%, proving the tag missed a large lift.
Measure Business Health From Your Backend
- Stop trusting flawed attribution and instead measure NCAC, MER, net sales and contribution margin from your backend.
- Use bank/backend data (Shopify, Lifetimely) or edge-tagging to judge real impact.