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I’m hoping at this point you’ve had your pumpkin pie (I will fight all pumpkin pie haters) and a beverage of your choice. As you get out your laptop amongst surface level conversation with family and begin to push things live, here is where and how I recommend spending your time in Triple Whale.
Let me introduce you to the view of all views for real-time data: the Pixel Page.
Starting left to right, we want to select Today to measure real-time performance. Triple Whale syncs with the Facebook API every 15 minutes, making it pretty close to what you’ll actually see in-platform.
Click Date is a little known secret within Triple Whale. To help you understand Click Date, I’m going to first help you understand what Event Date is (the other option in this drop down).
Event Date allows you to see individuals who have purchased during the selected time period. In the example above, the selected date is Today. These customers could have clicked on an ad 2 months ago, 2 days ago, or yesterday – they happened to have purchased Today.
Click Date helps you accurately judge the immediacy of your performance by adding an additional qualifier. With Click Date, an individual must not only purchase during the selected time frame, but also click on an ad during the selected time frame. All purchases in the example below are from customers who clicked on an ad and purchased Today.
I won’t go on my whole spiel here, and to me there’s no silver bullet to attribution. To me, attribution is a story leveraging as many data points as possible. That being said, when it comes to prospecting (and most paid ad campaigns), First Click is my default attribution model. I want to understand where someone first clicked on an ad that led them to purchase.
I don’t recommend using the Today, Click Date & First Click view to judge your performance as a whole. For holidays, new launches, or large offers, I think it’s the best view to understand the immediate impact your ads are having on revenue.
In my opinion, NC ROAS is the best guiding metric for optimizing acquisition performance. NC ROAS is calculated using only orders with a “new customer” tag in Shopify, by dividing new customer conversion revenue by ad spend. Generic ROAS, however, divides total revenue by ad spend. During the Holidays, you may eventually target customer lists. In this case I would give more consideration to Pixel ROAS and Platform ROAS.
The Holidays are all hands on deck and all distribution channels on deck. To understand the rising tide of all of your efforts combined, leverage the Pixel - All section, view data by Event Date, select the Triple Attribution model, and check out the Order Overlap column:
When you hover over the number of orders in the Order Overlap column, you’ll see the channel overlap, too:
Any channels where I’m seeing a high order overlap, I would increase budgets or campaigns as much as possible. You can see in the example above a lot of channels aren’t necessarily scalable– anything organic:, Attentive, and anything Klaviyo or email related you’ll want to tread carefully.
The other Triple Whale tool I would heavily rely on this Holiday Season is the Creative Cockpit. For a full breakdown of analyzing creative and creative types in real-time, check out this blog post: Creative Cockpit: The World’s First Creative Dashboard Powered by First-Party Data. We've built Triple Whale to help you grow and scale smarter. From all of us at Triple Whale, we wish you the best of luck during the most important week in ecommerce.
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