Attribution, in the world of media buying, means giving credit to an ad helping to lead to a customer's purchase. There are different methods for assigning credit to ads for the role they played in causing a customer to make a purchase. Our philosophy is to give you the full customer journey along with the tools to decide where the credit belongs.

That means we utilize a lifetime attribution window -- meaning, all ads clicked on throughout the customer's journey will be tracked and included, even if those ads were clicked on 30, 60, or 100 days ago. That way, you can select the correct attribution model (more detail on these below) to weight the appropriate credit between each click in your customer journeys.

To that end, we present a number of different attribution models below.

Last Click

Last Click Attribution gives credit to the last click-through in the customer's journey.

Example: If a customer clicked on Facebook ad #1, then Facebook ad #2, then a TikTok ad, and finally made their purchase, then the ad receiving credit would be the TikTok ad.

First Click

First Click Attribution gives credit to the first click-through in the customer's journey.

Example: If a customer clicked on Facebook ad #1, then Facebook ad #2, then a TikTok ad, and finally made their purchase, then the ad receiving credit would be Facebook ad #1.

Linear (Paid Only)

Linear Paid equally splits credit evenly amongst all the ads in the customer's journey.

Example: If a customer clicked on Facebook ad #1, then Facebook ad #2, then a TikTok ad, and finally made a purchase, then all three ads would receive partial credit, which means that the credit is distributed evenly between them.


NOTE: Fractional Attribution is now Linear Paid. The functionality of the attribution model is NOT changing... just the name.

Linear (All)

Linear All is when the conversion value and orders are divided equally amongst any channel or source that had a touchpoint (click) in the customer's journey to conversion regardless of whether it was a paid channel or an organic source.

Use Linear All when you are viewing your channels on the "All" page within the Triple Pixel. In this view, you will now be able to see the exact number of orders and revenue we tracked through the pixel. This is a useful model to use when analyzing your entire marketing mix on an even playing field.

Linear All when on the All page will provide the true number of orders and conversion value we tracked. It will de-duplicate the Triple Attribution model that is standard.


Example: If a customer clicks on Facebook ad #1, then Facebook ad #2, Triple Whale is only taking into account that they clicked from Facebook, so it is one order attributed to Facebook, regardless of how many campaigns they clicked on. However, if you're only looking at the Facebook channel AND using "Triple Attribution", the orders are not de-duplicated. So, if someone clicked on multiple campaigns, their order is counted one time for every campaign they clicked on.

Triple Attribution

Triple Attribution gives full credit to the last ad the customer clicked through on the particular platform (Facebook, Google, etc) currently being viewed. (This model is sometimes referred to as "Last Platform Click".) In this model, each marketing channel's final click-through for the particular customer receives credit for the purchase.

Example: If a customer clicked on Facebook ad #1, then Facebook ad #2, then a TikTok ad, and finally made their purchase, then Facebook ad #2 would receive credit when viewing the Facebook data, AND the TikTok ad would receive credit when viewing the TikTok data. In this model, the final click a user made within each ad platform is deemed the most significant, and credit is assigned thereby. Therefore, the credit is duplicated.

  • NOTE: When using the All Channel view, using either of the "Triple Attribution" attribution model will result in a revenue greater than your Shopify sales data due to the duplicated attribution. As such, you would not want to use this model on the All Channels view, because the total orders would be duplicated. This model is ideal for optimizing a single channel's ads on the last click the customer made on that particular platform.

Triple Attribution + Views

Triple Attribution + Views is a unique attribution model for use with Facebook ad data. Facebook tracks both click-through as well as view-through data. We cannot independently verify Facebook's claimed view-through data since we are only tracking click-through events from your ads. However, what we can do is layer Facebook’s view-through attribution data on top of our Triple Pixel click-through attribution. This way, you can see the impact of Facebook's claimed view-through attribution when added to Triple Pixel's own click-through attribution.

Example: If the Triple Pixel ROAS was 2.35, and Facebook's view-through attribution claimed an additional 0.5 ROAS, then toggling to the Triple Attribution + Views model will add that additional 0.5 ROAS to our own click-through ROAS.


You can learn more about attribution models and the functionality of the Pixel by watching a scene from Episode 14 of our podcast, where our pixel-pro Corey dives deeper into these different models. Scene begins at 35 minutes.


Did this answer your question?