The Best Triple Whale Alternative
Wicked Reports is the best alternative to Triple Whale for solving your marketing attribution needs. Wicked offers attribution for all three funnel stages - TOF, MOF, and BOF using deep CRM integrations.
Customer Journey Tracking
Marketers buy media by targeting cold/TOF traffic, retargeting warmer MOF traffic, or direct sales response BOF traffic.
You need marketing attribution that buckets the performance of your marketing in this same Top/Middle/Bottom targeting approach to correctly measure your results.
Wicked Reports attributes your data into easy to understand metrics for each funnel stage.
✗ Triple Whale gives only first click, last click, or leverages the credit across the journey to give one number.
It also has an odd Triple Attribution model that focuses exclusively on last click paid clicks only - ignoring the critical top and middle funnel clicks that drove the last click.
CRM INTEGRATIONS FOR PPC ATTRIBUTION
This is important because Media buyers nearly alway segment their paid campaigns based on cold or warm traffic.
Weaker attribution platforms offer first click, last click, or multi-touch models. All of these models downplay the impact of Top and Middle of the funnel paid ads.
CRM integrations have to be used by attribution platforms to ensure that traffic is correctly segmented as Cold or Warm. Otherwise, you get misled to thinking your bottom of funnel campaigns are the only ones earning high ROAS
✗ Triple Whale has no CRM integration for the purpose of auto-segmentation or attribution of traffic. Triple Whale has no concept of Top vs. Middle vs. Bottom of the funnel segmentation. Their multi-touch models share credit for clicks equally for blended ROAS.
Customer Journey Conversion Path Reporting
Get a visual representation of the common paths people take to convert.
Wicked Reports has a stunning, easy to read visual journey to show you how conversions and channels overlap.
✗ Triple Whale provides a product purchase journey with limited interactive view.
Top of the funnel attribution
60% of budgets on average are allocated to the TOF.
Facebook & Google’s TOF conversion tracking is very, very weak - so a marketing attribution platform needs to nail this. Wicked Reports auto-segments traffic with click tracking and deep CRM integrations so true TOF clicks are attributed. TOF is not limited to the very first click.
✗ Triple Whale offers first click attribution only.
Middle Funnel Attribution
Over 50% of last click conversions happen on Branded Search, Email/SMS, and Organic.
Those conversions ONLY happen because of marketing elsewhere - likely PPC!
Marketers need an easy, transparent way to see the paid media driving the branded owned media conversions so they can scale the marketing that is driving those last clicks.
✗ Triple Whale's 'Triple Attribution' gives all the credit to the last paid UTM click (likely the last click or second to last click).
Subscription Recurring Revenue Attribution
Your customers that continue to pay you are the most valuable. Those recurring sales do not hit a pixel. They simply must be accounted for if you are going to make the best ad buying decisions.
ReCharge recurring revenue attributed back to TOF, MOF, and BOF campaigns that drove the initial conversion.
Get a clear breakdown of one-time vs subscription revenue at channel, campaign, and ad level.
✗ Triple Whale does not offer subscription tracking or attribution.
Delayed Conversion Time
Many sales conversions take time to occur post click. The ability of the marketing attribution platform to attribute this back in time, and educate the user on the impact, can help brands drive a lot more top and middle of the funnel ROAS.
Wicked Reports offers a specific report on delayed conversion time and it is a primary focus of the Scale/Kill/Chill framework for data decisions.
✗ Triple Whale offers a simplified histogram of time between orders.
Customer LTV
It is critical that attribution time windows allow for customer lifetime value to be continuously attributed back to ad spend for accurate ROAS.
Transparent TOF (industry’s only) and customer cohort reports for precise future Customer LTV impact
✗ Triple Whale offers a very basic customer cohort report but no insight for future Customer LTV impact.
Tracking Effectiveness
Every platform claims it is easy to set up, but there are times when tracking needs debugged and verified.
Wicked Reports allows you to always know if you're tracking correctly with real-time tracking tests and tracking performance data.
✗ Triple Whale does not appear to report on unattributed revenue or provide validation tools to check accuracy, plus no real-time tracking test available.
Ad Creative Reporting
Wicked Reports shows reporting on ad creative performance on any attribution model across the entire marketing funnel.
✗ Triple Whale offers ad creative reporting based on last paid media click only.
View-Through Conversion Tracking
No matter where you're at on measuring the effectiveness of Facebook's view through conversion data, Wicked gives you the option to customize it in real time.
Use this to measure campaigns that seem to produce sales for your lower consideration product via BOF videos
✗ Triple Whale's Triple Attribution + Views includes 100% of the FB reported view credit with no options for adjusting based on your ad performance or sales.
Data & Refresh Availability
✔ Wicked ReportsLive Data - 20 min & 24 hour refresh
✗ Triple Whale
Data not available, possibly 10 minutes
Email & SMS Tracking
✔ Wicked ReportsAuto tracking for most popular email apps, no need for UTMs
✗ Triple Whale
Only integrates with Klaviyo and UTMs from Klaviyo, requires UTMs for other platforms
Integrations
✔ Wicked ReportsQuick integration with all major CRMs and Shopping carts, plus inbound API for CRM/Cart conversions
✗ Triple Whale
Very Limited Integrations
Custom Conversions
✔ Wicked ReportsAutomatic detection and attribution for new lead and re-engaged lead conversions; clearly defined custom conversions for customer journey
✗ Triple Whale
Only 'add to cart' for Shopify, no CRM integrations or concept of new lead conversion tracking or attribution, no custom events
Organic Traffic Tracking
✔ Wicked ReportsOrganic revenue attribution to the landing page of lead visit
✗ Triple Whale
Organic tracking limited to channel level, no details in campaigns
Conversion API
✔ Wicked ReportsGoogle offline conversion and future revenue matched to GCLIDS
✗ Triple Whale
None offered
Scheduled Email reports
✔ Wicked ReportsUnlimited reports emailed to you
✗ Triple Whale
None offered
Experience & Support
✔ Wicked ReportsExpertise from Data Scientists, Live Chat, Live Zooms, and dedicated Slack channels for agencies
✗ Triple Whale
Experience from eCom background, limited Live Chat
Profit calculations beyond ad spend
✔ Wicked ReportsMap COGS, Shipping, and Variable expenses to an OrderID for profit reporting on Ad Spend for all order integrations.
✗ Triple Whale
COG and shipping costs for Shopify stores only
In-App guidance
✔ Wicked ReportsInsights right inside your account so you can turn data into action
✗ Triple Whale
No in-app guidance
Unlimited users
✔ Wicked ReportsGet a user seat for everyone who needs it
✗ Triple Whale
Limited seating
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PRICING
✔ Wicked ReportsPricing based on number of CRM contacts, Special discounts for agencies with 3+ clients
✗ Triple Whale
Triple Whale pricing based on store revenue
