Triple Whale Review: eCommerce Analytics Dashboard (2023)
According to statista, online retail eCommerce sales has reached a total $8.1 trillion USD with a forecasted share of 24% share of total global retail sales by 2026.
Hence, ad tracking and attribution for all online purchases are becoming more important than ever.
eCommerce analytics and ad tracking can be challenging for an online store. You must track data from multiple sources and make sense of it all to improve your marketing campaigns.
Not only is this process complex, but it’s also time-consuming. So do you spend hours poring over data or make more sales?
Triple Whale offers a cloud-based eCommerce analytics and marketing attribution platform that provides a unified view of customer data from web, mobile, social, and email sources.
It also provides predictive analytics and real-time alerts so you can make better decisions about your marketing campaigns. This Triple Whale review will help you navigate eCommerce analytics and more.
Award-winning attribution marketing solution that caters to small and medium-sized eCommerce brands. Triple Whale is the AI platform for brands built on Shopify. Manage analytics, attribution, and creative from the palm of your hand. Book a demo to learn more today.
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What is Triple Whale?
Overview
At its core, Triple Whale is a Shopify analytics platform for D2C (Direct-to-Consumer) e-commerce brands, but it has evolved into much more.
Triple Whale is a data-driven marketing multi-channel attribution platform that provides e-commerce companies and brands with clear and transparent views of all their key metrics. Triple Whale’s eComOS centralizes and integrates all essential e-Commerce tools into one dashboard.
Triple Whale’s Pixel Attribution add-on tracks first-party customer purchase data attributed to the specific ad, allowing you to make more informed decisions and see a higher ROAS (Return-On-Ad-Spend).
Who founded Triple Whale?
The talented team of entrepreneurs who make up Triple Whale’s founding members are Aj Orbach (CEO), Maxx Blank (COO), and Ivan Chernykh (CTO). This team has plenty of experience in crafting apps and constructing DTC brands from the bottom up.
Aj, Maxx, and Ivan have eCommerce in their DNA. They have extensive experience managing a Shopify store, advertising on Facebook and TikTok, running social media campaigns, sourcing creatives, managing influencers, and more for the Madison Braids eCommerce store.
The team has plenty of experience in eCommerce, and they’re using this to build the ultimate eCommerce analytics platform.
Who uses Triple Whale?
As of November 2022, Triple Whale is used by over 5,000 eCommerce brands on the Shopify platform.
Triple Whale’s eComOS platform is used by some of the world’s leading eCommerce DTC brands, such as CrossNet, doe Lashes, Schoolyard Snacks, WKND, and marketing agencies like Kulin, Soar With Us, and Affluent.co.
What are some benefits of using Triple Whale?
There are many benefits of using Triple Whale’s eComOS, here are a few of them:
- Easy to use: The eComOS dashboard is user-friendly and customizable to your preferences. You can add, remove, and rearrange panels as you see fit.
- Time-saving: Triple Whale’s eComOS platform integrates all eCommerce tools into one easy-to-use dashboard. This platform saves you time from having to log in to multiple platforms.
- Centralized Analytics: The eCom OS platform consolidates all your marketing campaigns, paid channels, ad spend, costs, and other data points into one dashboard.
- Improved decision-making: With predictive analytics and real-time alerts, you can make better decisions about your eCommerce business quickly and efficiently.
- Increased ROAS: With Triple Whale’s pixel attribution, you can see which ads are working and adjust your budget accordingly to get a higher return on your ad spend.
- Automated Reports: Ability to generate weekly, daily, or monthly automated reports for anyone on your team.
If you’re looking for an eCommerce analytics platform that can help you get actionable insights into your customers’ behaviour and optimize your marketing efforts. In that case, Triple Whale is the platform for you.
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Triple Whale Products
eCom Dashboard
eComOS is Triple Whale’s eCommerce operating system. eComOS is a platform that allows you to manage all aspects of your eCommerce business in one easy-to-use dashboard. eComOS includes the eCom Dashboard, A/B Testing, Ad Spend Optimization, Reports, and more.
The eCom Dashboard is the foundation of the Triple Whale eComOS platform. The eCom Dashboard consolidates all your eCommerce data into one easy-to-use platform. You can add, remove, and rearrange panels as you see fit. The eCom Dashboard also includes predictive analytics and real-time alerts to help you make better decisions about your eCommerce business quickly and efficiently.
Triple Pixel
Triple Whale performs attribution by taking the data from all the different ad platforms you use and putting them in one platform. It uses a first-party pixel on your site and UTM tags applied to ads to form its own understanding of how users behave.
As each visitor moves across your ads, channels, and site, each touchpoint is added to the customer journey. When the visitor makes a purchase, the entire journey is mapped.
Different attribution models can be used to assign credit to the touchpoints in the journey. You can learn more about attribution models by reading Marketing Attribution: Benefits, Models, and Best Practices.
The Pixel product solves the iOS 14 attribution problem by building this anonymous identity using the first-party data of each visitor in their customer journey on your store.
Triple Whale’s Pixel Attribution tracks first-party customer purchase data attributed to the specific ad, allowing you to make more informed decisions and see a higher ROAS (Return-On-Ad-Spend).
Creative Cockpit
The Creative Cockpit is a powerful tool that allows you to aggregate, test, analyze, and optimize your eCommerce creatives. With Creative Cockpit, you can review creative ad trends, compare the performance of similar ads, get insights on the different ad platforms, and use other reporting visuals to track overall ad creative metrics.
With the Creative Cockpit, you can collect insights from your creatives, improve your conversion rate, and increase sales.
Affluencer Hub
Triple Whale’s Affluencer Hub keeps track of your Influencers and Affiliates to track your ROI by capturing data from 3 sources:
- UTM (Urchin tracking module) Tracking
- Discount codes
- Post-purchase surveys
You will need to be a subscriber of Triple Pixel to use Affluencer.
Affluencer is a portmanteau word consisting of blending Affiliate and Influencer, making Affluencer.
FinHub
FinHub is an all-in-one centralized financial dashboard for your financial accounts and tools. You will be able to have a clear picture of your cash flow, invoices, P&L, revenues, costs, transactions, and more.
FinHub is the finance platform built for eCommerce to get CFO-level insights.
Its primary purpose is to provide quick access to financial health and information on your eCommerce business, such as:
- Cash flow updates in real-time: Get up-to-the-minute cash balances and cash flow reporting.
- Consolidated financial data: Import data from your banks, credit cards, accounting platforms, cash balances, and loans into a centralized dashboard using integrations.
- Accrual P&L: Get a clear picture of your profitability, including revenues and costs.
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Best Features of Triple Whale
eCom Dashboard
Custom Dashboards
These are the kinds of things you can do In Triple Whale’s dashboard:
- Add stats metrics, store metrics, and LTV metrics panels.
- Add Facebook Ads metrics, Google Analytics metrics, Google Ads metrics, Snapchat metrics, Tiktok metrics, Gorgias metrics, Klaviyo metric panel.
- Add Expense metrics, Inventory Metrics panel.
- Build a custom metric panel
- Pin a metric panel,
- Add multiple stores or view single store data,
- View individual store metrics,
- Create automated reports and send them via email on an hourly, daily, weekly or monthly basis,
- Adjust the date range for metrics and data
As you can see, the eCom dashboard is very flexible and can host all your data in a single comprehensive view.
LTV Cohorts
Need a tool that answers the age-old question: How do I deploy my marketing budget?
Triple Whale provides a powerful visualization through its LTV reports feature.
What is a cohort?
A cohort is a group of people who share one or more characteristics. So, for example, a cohort would be all the customers a store acquired or who made purchases within a period through a marketing channel.
We are using data filters to track cumulative LTV by cohort and month.
These are some examples of cohorts to filter the report:
- Product SKU,
- Discount code,
- Referring website,
- Marketing campaign
The LTV report is in a monthly grid format with start months on the left and LTV values across the grid showing these metrics:
- NCPA (Net cost per acquisition),
- RPR (Repurchase rate),
- value of first order,
- LTV from month 0 to month X where X can be for just one month (i.e. 12 months from now) or month 12 (for the current month)
The LTV report produces information that is a proxy for how valuable a customer can be as per their acquisition cost and future LTV values. In simpler terms, what months generate the highest-value customers?
3 AOVs
Triple Whale’s eCom dashboard provides three ways to look at your AOV (Average Order Value):
- Mean AOV is the arithmetic mean or the average of all your order values
- Median AOV is the middle average order value (i.e. half are above, half are below this value)
- and Mode AOV is the most common value, aka the most selected value
Calculator Tool
The calculator tool lets you adjust critical metric info during a period in a what-if scenario to see how they impact your top-line (sales) and bottom-line (profit) numbers.
For example, you can adjust these metrics:
- Conversion rate,
- AOV (Average Order Value),
- Refunds in dollars,
- Cogs (cost of goods sold),
- Number of orders,
- and more
This tool can display future projections, plan future campaigns, or manage pain points in your online eCommerce business.
Integrations
As of October 2022, Triple Whale supports the Shopify eCommerce platform using over ten other apps and networks:
- Facebook Ads for marketing
- Google Ads for marketing
- Google Analytics to measure traffic on your channels and your advertising ROI
- TikTok Ads for marketing
- Snapchat Ads for marketing
- Pinterest Ads for marketing
- Klaviyo for email marketing automation
- Gorgias for customer service tickets
- Slack for team communication and collaborations
- Fairing for attribution surveys
Profit, ROAS, and MER Tracking
The Triple Whale Dashboard tracks many metrics but especially these three critical ones:
- Profit
- ROAS (Return on ad spend)
- MER (Marketing efficiency ratio)
All these metrics and more are available in one place using custom expenses regardless of channel.
Multiple channel tracking
In the dashboard, you can monitor conversions and where sales are coming from across channels.
Multiple Store Support
The dashboard has a single portfolio view of performance across multiple stores.
Robust Attribution Reporting
You can view all data sources brought into one place to produce comprehensive automated reporting and analytics.
Zero-code Metric Builder
Create custom key metrics using their intuitive metric builder.
Activity Feed
Use the activity feed to track all store activity and marketing metrics in one chronological feed.
Customer Segmentation
Manage one Facebook Ad Account with multiple Shopify stores.
Sales Cycle
The sales cycle lets you determine the days between a customer’s second, third, and fourth orders.
This cycle will help you identify and deliver an optimal touch point to enhance the customer journey.
Currency Conversion
This feature updates currencies to see profit and revenue metrics in a single currency.
Currency conversion is helpful if stores in different regions use multiple currencies.
Customer Lifetime Value
Monitor customer Lifetime Value (LTV) over 60 to 90 days
Product Bundling
Optimize conversions through bundling, upsells, and cross-sells.
Mobile Apps and Chrome Extensions
With Triple Whale, you can access real-time performance data from anywhere on your smartphone and chrome extension on your browser.
Reports
The Reports tool allows you to generate weekly, daily, or monthly reports. With Reports, you can automate report delivery and keep your team up-to-date on the latest eCommerce data.
Triple Pixel
Customer Journeys
Triple Whale’s customer journey maps are a visual tool that tracks a customer’s product journey of all your customer’s touchpoints, also described as from the first touchpoint (stage) to purchase. All the information shown on this tool comes from Triple Pixel data.
You will be able to see the time between stages, the flow between stages (thickness dependent on the volume of traffic), total purchases made at each touchpoint (i.e. platform), conversion value, AOV (Average Order Value), conversion rate, and more.
Server-Side 1st-party Pixel
Triple Pixel technology tracks customer purchase data down to the ad level and centralizes all the information collected from multiple ad channels into your triple whale dashboard.
Triple’s Whale’s server-side-1st-party pixel solves the iOS 14.5 challenge of driving blind when it comes to multi-platform attribution.
Server-side 1st-party Attribution
Triple Pixel server-side-party attribution allows for more accurate ad click tracking to get precise CAC, ROAS, and profit metrics.
Purchase Accuracy
Triple Pixel tracks purchases with up to 99.7% accuracy.
Creative Cockpit
Trends
Segment your results by date and metric to get a clear picture of how your creative is performing over time.
Creative Highlights
Quickly analyze your top creatives by ten metrics, allowing brands to immediately see what is performing well and identify areas that need improvement.
Visualizations
Aggregate content by type to visualize creative insights through different segments. These segments include Product, Lifestyle, UGC, TOF (branded), and more.
Performance Comparisons
Visualize attribution data by creative and copy to create ads based on accurate buyer behaviour..
Integrations
Use the most effective advertising platforms, including TikTok, Facebook, and Instagram.
Metric Comparisons
Easily compare the performance of a given creative segment or piece to your account’s average results.
Affluencer Hub
Deduplication
Deduplication is the process of eliminating duplicate copies of repeating data. Affluencer hub’s deduplication feature retrieves accurate affiliate and influencer-level ROAS by reducing over-attribution and under-attribution.
ROI Tracking
In Affluencer Hub, you can track all your influencers and affiliates across all channels by collecting data through triple pixel, discount codes, and post-purchase surveys. Some of the items that Affluencer Hub can track for every Affluencer are the following:
- Revenues,
- One-time expenses,
- Recurring expenses,
- Commission structure, i.e. the percentage of sales
- Affiliate commissions,
- Campaign spend,
- Affluencer’s content,
- Affleuncer’s ROAS (Return on Ad Spend)
Collecting information on revenues, spend, deals, and discounts can get accurate ROI for your influencers and affiliates.
UTM Tracking
Affluencer Hub can create tracking URLs per influencer or affiliate that contain Affluencer name, destination page, and discount code. The tracking URL information is sent to your partner to start promoting your store’s products.
FinHub
Financial Dashboard
FinHub provides an overview of all your financial accounts in one place to view real-time balances, transactions, and insights for all your accounts.
You can start doing this by connecting [through integrations] all your financial accounts and tools (e.g. Chase, American Express, amazon, Shopify, etc.) into FinHub.
Cash flow reporting
Generate cash flow statements to determine where to deploy capital for scalable growth. FinHub’s cash flow analysis is live, accurate, and automated. And you will be able to collect all invoices so tracking them is never an issue, and you will know what you owe.
P&L Statement
Work with Quickbooks, Xero, and Netsuite accounting systems to categorize expenses by the vendor into your P&L statement.
Financial Integrations
Securely use Plaid to automatically import data from banks, credit cards, accounting software, and loans.
It will support most FIs (Financial Institutions) in the USA and Canada.
Some of these integrations supported by triple Whale’s FinHub are:
- Plaid
- Quickbooks
- Xero
And these are to come soon:
- Oracle Netsuite
- Bill.com
- Paypal Working Capital
- Shopify Working Capital
- ClearCo
- Wayflyer Working Capital
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Pricing
Triple Whale’s eCommerce analytics platform is available in 4 plans with pricing that slides based on annual revenues:
- TW Dashboard provides a centralized dashboard
- TW Attribution that includes TW Dashboard plus pixel attribution and Affluencer Hub
- TW Full Whale consists of the features from the TW Dashboard and TW Attributions, plus Creative Cockpit and FinHub
- TW Custom for a customized plan by booking a demo with a strategist
TW Dashboard
Features:
- Unlimited users
- Centralized eCommerce dashboard
- Cohorts
- Profit tracking
- Full expense management
- Real-time blended ROAS (Return on ad spend) tracking
- 4 ad channel integrations
TW Attribution
Features:
- Unlimited users
- Pixel Attribution
- Post Purchase and Survey
- Affluencer Hub
- Cohorts
- Profit tracking
- Full expense management
- Real-time blended ROAS (Return on ad spend) tracking
- 4 ad channel integrations
TW Full Whale
Features:
- Unlimited users
- Pixel Attribution
- Post Purchase and Survey
- Affluencer Hub
- FinHub
- Creative Cockpit
- Cohorts
- Profit Tracking
- Full expense management
- Real-time blended ROAS (Return on ad spend) tracking
- 4 ad channel integrations
TW Custom
If you need help with what you need to support your eCommerce analytics business, contact a Triple Whale strategist and book a demo online.
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Pros and Cons of using Triple Whale
Advantages
eCommerce businesses can take advantage of Triple Whale’s eCommerce analytics tools and platform to gain insights into their online performance.
Some of their advantages are:
- The platform provides a centralized dashboard, cohorts, and profit tracking, which are all essential for understanding how an eCommerce business is performing.
- The real-time blended ROAS (Return on ad spend) tracking allows eCommerce businesses to make data-driven decisions about their advertising campaigns.
- You can also create custom metrics and analyze information in real-time
- Triple Whale’s dashboard tracks conversions across multiple channels.
- Support for multiple stores
- and much more
Disadvantages
One disadvantage of using Triple Whale eCommerce analytics is that it can be expensive for businesses with lower annual revenues. The plans start at USD $100 monthly and scale higher based on your annual revenues. Additionally, the platform can be complex for businesses unfamiliar with eCommerce analytics and data tracking.
Some of their disadvantages are:
- Requires medium to advanced skill set to manage and understand attribution tracking and eCommerce analytics for your online store. However, this is becoming a necessary knowledge base for your eCommerce team.
- Requires some development skills
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Conclusion
I hope that this has shown you the power of this platform over other Triple Whale reviews.
Triple Whale is an excellent option if you are looking for an eCommerce analytics dashboard that can provide insights into your online store and its performance.
Their tools can help you track essential metrics, understand your cohorts, and make data-driven decisions about your advertising campaigns.
eCommerce analytics is the process of analyzing data to understand the performance of an online store.
Many eCommerce analytics platforms are available, but Triple Whale is one of the most popular options because of its eCom OS dashboard.
Triple Whale’s eCommerce analytics, ad tracking, and attribution platform is available in 4 plans and can provide deep insights into your marketing campaigns.
Thousands of online brands trust Triple Whale to help get actionable insights into their customers’ behaviour and optimize their marketing efforts.
In today’s post-iOS 14.5 world, where it is getting much more challenging to attribute a purchase to a touchpoint, a dashboard like Triple Whale is the perfect solution.
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FAQ – Frequently Asked Questions
What is eCommerce
eCommerce refers to any business transaction that takes place online. Transactions can include anything from buying and selling products to services such as web design or consulting. An online store is an eCommerce website where customers can purchase products or services directly from the website.
How do I get started with Triple Whale?
To get started with Triple Whale, you must create an account and connect your eCommerce platform. Once your eCommerce platform is connected, you can use Triple Whale to track your sales, marketing campaigns, and customers.
How does Triple Whale work?
Triple Whale works by tracking your sales and marketing data from your eCommerce platform. This data generates reports and insights that you can use to improve your eCommerce business.
What are the benefits of using Triple Whale?
There are many benefits of using Triple Whale, including the following:
- gaining insights into your eCommerce business
- improving your marketing campaigns
- increasing sales
How much does Triple Whale eCom OS cost to start?
Triple Whale’s TW Dashboard starts at USD $100/month for starter eCommerce businesses.
What is the difference between Google Analytics and eCommerce analytics?
Google Analytics is a free tool to track website traffic. eCommerce analytics tracks sales and marketing data from your eCommerce platform. eCommerce analytics provides more insights into your eCommerce business than Google Analytics.
What is the difference between marketing analytics and eCommerce analytics?
eCommerce analytics is the process of analyzing data to understand the performance of an online store. Marketing analytics is the process of analyzing data to understand the performance of marketing campaigns. eCommerce analytics provides more insights into an online store’s performance than marketing analytics.
What are eCommerce analytics tools?
eCommerce analytics tools are programs or applications that help eCommerce businesses track and analyze data from their online stores. Triple Whale is a popular eCommerce analytics tool, but many other options are available. eCommerce analytics tools can help you track sales, marketing campaigns, and customers. They can also provide insights into your eCommerce business that you can use to improve your operations.
What can you track for an eCommerce online store with Google Analytics?
Some of the things you can track for an eCommerce online store with Google analytics include website traffic, pageviews, bounce rate, and average session duration. Additionally, you can use Google Analytics to track eCommerce conversions, eCommerce revenue, and eCommerce conversion rate.
What is the customer acquisition cost for an eCommerce store?
Customer acquisition cost (CAC) is the amount of money you spend on marketing and sales to acquire a new customer. It is available by dividing the total spend by the total number of customers.
Can you still be profitable with a high customer acquisition cost?
Yes, an eCommerce business can still be profitable with a high customer acquisition cost. However, it is essential to note that the higher the customer acquisition cost, the more money per customer 9Customer lifetime value) you will need to make to be profitable. It is also essential to track your customer acquisition costs to determine whether they effectively acquire new customers.
What is eCommerce conversion rate?
eCommerce conversion rate is the percentage of visitors to your eCommerce store who make a purchase.
What is eCommerce Customer Lifetime Value?
eCommerce customer lifetime value (CLV) is the total amount of money a customer spends on your eCommerce store over their lifetime.
What is ROAS (Return on ad spend)?
ROAS, or “return on ad spend,” is a metric expressed as a percentage that measures the effectiveness of your marketing campaigns. It is available by dividing the revenue generated by your marketing campaigns by the amount of money you spend on them.
What is MER (Marketing efficiency ratio)?
MER, or “marketing efficiency ratio,” is a metric expressed as a number that measures the effectiveness of your marketing campaigns. It is available by dividing the revenue generated by your marketing campaigns by the amount of money you spend on them.
How can I improve my eCommerce conversion rate?
There are many ways to improve your eCommerce conversion rate, including
- optimizing your eCommerce store for conversion
- improving your eCommerce product pages
- running eCommerce marketing campaigns
How can I improve my eCommerce customer lifetime value?
There are many ways to improve your eCommerce customer lifetime value, including:
- providing excellent customer service
- offering loyalty programs
- upselling and cross-selling products
What is eCommerce customer retention?
eCommerce customer retention is the percentage of customers who continue to make purchases on your eCommerce store over time.
What is a pixel in marketing attribution and eCommerce analytics?
A pixel is a small piece of code that you add to your eCommerce store. This code tracks visitors and sales.
What is a click-through rate (CTR)?
A click-through rate (CTR) is the percentage of visitors who click on a link or advertisement.
Can you recommend any good link management platforms?
PixelMe is a popular platform used for link management.
What are the best eCommerce analytics tools for small businesses?
There is no one-size-fits-all answer to this question, as the best eCommerce platform for small businesses depends on the business’s specific needs. However, some popular eCommerce analytics platforms for small businesses include Cometly, SuperMetrics, and SegMetrics.
How do I connect my eCommerce platform to Triple Whale eComOS?
To connect your eCommerce platform to Triple Whale eComOS, you need to generate a connection token from your eCommerce platform. Once you have generated the connection token, you can add it to your Triple Whale eComOS account.
What eCommerce platforms does Triple Whale eComOS support?
Triple Whale eComOS currently supports Shopify. There have been mentions of future support for other eCommerce platforms like BigCommerce, WooCommerce, Magento, and Amazon.
Can you recommend any email marketing solutions?
There are many email solutions in the marketplace. GetResponse offers a free 30-trial account, follow these 9 steps to get an account.
