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.


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Wicked Reports offers top, middle, and bottom funnel attribution based on click tracking, CRM conversions and segmentation, dozens of shopping cart integrations (yes, Shopify!) and subscription/recurring revenue attribution.

We also specialize in TOF + MOF attribution using deep CRM integrations to complement the click and revenue tracking.

The Triple Whale reporting platform is similar to a CRM. It has a wide focus on all types of reporting, some reports better than others.

Triple Whale offers first, last, and multi-channel attribution based on click tracking and Shopify sales.  It has an all or nothing approach to multi-touch that dilutes the ROAS and clarity into Top and Middle funnel campaigns.


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.

ads 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. 

multi-channel attribution

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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.

customer journey explorer

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.

marketing funnel

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).

ecommerce attribution

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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.

wicked subscription revenue

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 journey map

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.

customer ltv

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.

retention rate

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. 

ads attribution

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.

facebook view through confidence scores

Data & Refresh Availability

Wicked Reports
Live Data - 20 min & 24 hour refresh

Triple Whale
Data not available, possibly 10 minutes

Email & SMS Tracking

Wicked Reports
Auto 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


Wicked Reports
Quick integration with all major CRMs and Shopping carts, plus inbound API for CRM/Cart conversions

Triple Whale
Very Limited Integrations

Custom Conversions

Wicked Reports
Automatic 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 Reports
Organic revenue attribution to the landing page of lead visit

Triple Whale
Organic tracking limited to channel level, no details in campaigns

Conversion API

Wicked Reports
Google offline conversion and future revenue matched to GCLIDS

Triple Whale
None offered

Scheduled Email reports

Wicked Reports
Unlimited reports emailed to you

Triple Whale
None offered

Experience & Support

Wicked Reports
Expertise 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 Reports
Map 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 Reports
Insights right inside your account so you can turn data into action

Triple Whale
No in-app guidance

Unlimited users

Wicked Reports
Get a user seat for everyone who needs it

Triple Whale
Limited seating

best-price (5)

Wicked Reports
Pricing based on number of CRM contacts, Special discounts for agencies with 3+ clients

Triple Whale
Triple Whale pricing based on store revenue

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