Introducing Sonar: Triple Whale’s Enriched Data for Better Ad Performance

In the vast sea of ecommerce data and metrics, it can be difficult to make sense of where you’re headed. As businesses grow, so do the quantity of technologies added to better interact with and understand your customers. But many tech stacks can get too complicated, too bloated, or too costly.

Triple Whale already makes it easy to access all of your data in one place, with Attribution, Web Analytics, Custom Boards, and an AI-assistant that understands your business: Moby. With our suite of features, you can gain comprehensive, real-time insights, enabling you to make data-driven decisions that optimize performance and boost revenue. 

But, we’re not done building the best data platform for ecommerce brands. For our next trick, we’re adding the ability to send enriched data back to your marketing platforms, starting with Meta and Klaviyo.

Why Sonar is Beneficial for Ecommerce Brands

In short, Sonar enriches customer data and provides better visibility for your marketing platforms. When you improve the quality, accuracy, and completeness of the data your ad platforms use to target customers, the result is more customer touchpoints, and higher performing campaigns. 

How is this possible?

Ad platform web pixels are inherently limited in the customer and purchase event data they can collect from the client-side tracking. With signal enrichment, Triple Whale is able to combine website event data with the data from other systems, like Shopify. When we send the enriched data back to marketing platforms, Triple Whale helps them gain a much fuller picture of the activities tracked by their own web pixels. 

How Does Sonar Work?

Sonar works by enriching existing platform data with events captured by Triple Whale + Shopify data. The diagram above outlines the following steps: 

1. A visitor to a brand’s website either browses or makes a purchase
2. Various tracking pixels capture data and send that data back to the marketing platforms
3. There’s a limitation here: browsers can only capture certain data with web pixels
4. Triple Pixel, however, captures those same events
5. In Triple Whale’s backend, these events get enriched with customer data and conversion details
6. This enriched data is sent back to platforms via server-side API
7. Platform pixels send the incomplete website event data back to their platforms
8. Pixel events are merged with enriched data inside the platforms, giving them a stronger signal to optimize campaigns

Sonar Provides Better Data for Improved Campaign Performance

It’s like finding the missing puzzle piece you needed to complete the picture. 

Enhanced customer insights are made possible when Sonar combines website event data with data from other systems, and marketers are able to gain a more complete understanding of customer journeys. With improved data accuracy, brands can make better-informed marketing decisions. Finally, the automated efficiency of Triple Whale allows it to work for you while you sleep – automated data enrichment and optimization can save you time, energy, and money. 

Meta: Enriched Event Data Through Conversions API (CAPI)

The CAPI Integration allows advertisers to send web events from their servers directly to Meta. Server events are linked to a pixel and processed like browser pixel events. This means that server events are used in measurement, reporting, and optimization in the same way as browser pixel events.  

With our Meta CAPI integration, Triple Whale is able to send enriched event data back to Meta. This enables brands to improve data quality scores and drive improved campaign results through better targeting. Advertisers need this integration because the mirrored implementation allows for more reliable tracking of events, rather than just client-side which is subject to things like ad blocking and cookie restrictions. 

The data Triple Whale sends back to Meta includes:

• Conversions missed by the Meta web pixel
• Detailed customer information to inform campaign targeting
• Corrected conversion values to improve platform reporting and ad budget allocation

Klaviyo: Enriched Data to Trigger More Flows, Capture Lost Revenue

Triple Whale sends pixel events back to Klaviyo to catch more browse abandonments and cart abandonments. 

The data Triple Whale sends back to Klaviyo includes:

• Active on-site events
• Viewed Product Events
• Add to Cart Events

With Sonar, Klaviyo customers can get their message in front of more people at the right time. The improved visibility into customer behavior provides a deeper understanding of customer actions, which enables better targeting. More complete data can trigger more abandonment flows to capture revenue that would have otherwise been lost. Additionally, customers can clearly see additional revenue captured by the flows using the direct ROI tracking in Triple Whale. 

Sonar’s Future Reach: Upcoming Integrations

The full picture of your marketing efforts will only get clearer and clearer. 

Our team is continuously working on the next phase of Sonar integrations, with plans to improve visibility for Google Ads, TikTok, Snapchat, Pinterest and more.

How to Get Sonar

If you’re tired of your campaign performance suffering due to lack of detailed data and less visibility into what the customer actually wants, Sonar is for you. Paying too much for software and using too many separate tools should be a thing of the past. 

Triple Whale’s all-in-one solution for data enrichment and attribution is here to consolidate your tech stack with a single source of truth. 

Sonar is included in the Triple Whale Enterprise Plan, and is available as an add-on for Growth and Pro Plans. 

Already using another enrichment solution?

No problem. Sonar can run alongside or replace your current platform. We are 100% compatible and Triple Whale Enterprise customers can set it up with a few clicks.

Ready to bring clarity to your marketing platforms? Get Sonar.