Triple Whale

info

This is a pro feature. Get the pro version here

Triple Whale is an e-commerce analytics and attribution platform. Its Triple Pixel tracks the visitor journey across your site and connects it to your ad spend, so you can see which channels and campaigns actually drive your orders. The Pixel Manager loads the Triple Pixel, sends the relevant e-commerce events, and can sync full order records (including refunds) to Triple Whale server-side.

note

The Triple Whale integration is currently in beta.

Available from version 1.63.0 of the Pixel Manager.

Setup

Triple Whale does not use a pixel ID. It identifies your shop by its domain, so activation is a single toggle:

1. In the Pixel Manager, open Tracking Pixels → Triple Whale, switch on Enable Triple Whale, and save.

2. Make sure the domain matches: Triple Whale identifies your shop by the site domain (the "TripleName"). It must match the Shop URL configured in Triple Whale under Settings → Store. If they match, you are done and events will show up in Triple Whale automatically.

3. Optionally, add an Orders API key so the Pixel Manager syncs your order records to Triple Whale server-side. Triple Whale requires the order records for attribution, so this step is strongly recommended.

Shop identifier mismatch

If the Shop URL configured in Triple Whale differs from your WordPress site URL (for example after a domain migration, or with a staging or proxy setup), you can override the derived shop identifier with the pmw_triple_whale_shop filter:

/wp-content/themes/child-theme/functions.php

add_filter('pmw_triple_whale_shop', function ($shop) {
    return 'example.com'; // must match the Shop URL in Triple Whale under Settings → Store
});

Consent Management

Triple Whale is the first pixel in the Pixel Manager's Attribution category. Attribution pixels follow the statistics consent category: with Explicit Consent Mode enabled, the Triple Pixel only loads, and the Orders API only syncs, after the visitor grants statistics consent.

Supported Events

The Triple Pixel automatically tracks page loads and the visitor journey once it is loaded. On top of that, the Pixel Manager sends these e-commerce events:

• AddToCart: sent when a product is added to the cart.
• checkoutStarted: sent when the customer starts the checkout. Triple Whale requires an email address or phone number on this event, so it is only sent for visitors the Pixel Manager can identify (typically logged-in customers).
• purchase: sent on the order received page, with the order ID and customer details so Triple Whale can stitch the order to the visitor journey.

The purchase event alone does not create the order in Triple Whale. The matching order record is synced server-side through the Orders API.

Here's a list of supported events.

Orders API

The Orders API key lets the Pixel Manager push your order records directly to Triple Whale, server-to-server. Triple Whale matches these order records with the browser events from the Triple Pixel to complete the attribution.

This replaces Triple Whale's native WooCommerce integration: there is no need to connect your store's REST API to Triple Whale or install Triple Whale's own plugin. The Pixel Manager sends the order data itself, and no store credentials leave your site.

1. Log in to Triple Whale and open Data → APIs.

2. Create an API key with the scope Orders: Write and copy it.

3. In the Pixel Manager, open Tracking Pixels → Triple Whale, paste the key into the Orders API Key field, and save.

Once configured, the Pixel Manager sends an order record for every new order, including the line items, customer details, shipping, taxes, and discount codes. When an order is refunded, the updated order record including the refund details is sent again, so refunds are reflected in Triple Whale automatically.