Including Marketplace Data in Blended Metrics
Summary
On the Summary Page, Include Amazon Data, Include TikTok Shop Data, and Include Walmart Marketplace Data checkboxes change which marketplace data is included in blended Summary metrics. They do not change the formulas.
These checkboxes affect blended tiles only. Per-platform section tiles (for example Amazon Ads, TikTok Ads, or Walmart Marketplace) stay visible and keep their own platform data either way.
Sales platforms and ads platforms
Marketplace checkboxes sit on top of how Triple Whale organizes sales platforms and ads platforms. Understanding that model explains why Amazon and Walmart move ads with sales, while TikTok Shop does not.
Sales platforms
Every shop has one main sales platform (MSP) and may also have marketplace sales platforms.
| Type | Examples | Per shop | In blended Summary metrics |
|---|---|---|---|
| Main sales platform (MSP) | Shopify, WooCommerce, BigCommerce, Custom MSP | Exactly one | Always included. There is no Include checkbox for the MSP. |
| Marketplace | Amazon Sales, TikTok Shop, Walmart Marketplace | Zero, one, or many, in addition to the MSP | Included or excluded by Include Amazon, Include TikTok Shop, or Include Walmart. |
Ads platforms
Ads platforms relate to sales platforms in three ways. That relationship decides whether an Include checkbox also moves that channel's ads out of blends.
| Type | Examples | Relationship to sales | In blended Summary metrics |
|---|---|---|---|
| Pure marketplace-driving | Amazon Ads, Walmart Ads | Ads drive purchases on that marketplace only (walled garden) | Move with the matching marketplace checkbox. When the checkbox is off, those ads leave blends along with that marketplace's sales. |
| Hybrid | TikTok Ads | Some ads drive TikTok Shop purchases; others drive MSP (website) purchases | Not controlled by Include TikTok Shop. TikTok Ads stay in blends whether the checkbox is on or off. |
| Pure MSP-driving | Google Ads, Pinterest, Snapchat, and similar | Ads drive MSP purchases only; no paired marketplace | Always included in blends. No marketplace checkbox affects them. |
How each checkbox behaves
Include Amazon
Amazon Sales and Amazon Ads move together (pure marketplace-driving).
- On: Amazon Sales and Amazon Ads are included in blended Summary metrics.
- Off: Amazon Sales and Amazon Ads leave blended Summary metrics.
Include TikTok Shop
When Include TikTok Shop is checked, TikTok Shop (order and sales platform data) is included in blended Summary metrics.
Unlike Amazon and Walmart, where ads and sales move together, TikTok Ads stay in blended metrics either way. TikTok Ads is a hybrid ads channel (Shop and website), so turning off Include TikTok Shop removes TikTok Shop from blends but does not remove TikTok Ads.
- On: TikTok Shop is included in blended Summary metrics. TikTok Ads remain included.
- Off: TikTok Shop leaves blended Summary metrics. TikTok Ads remain included.
Include Walmart
Walmart Marketplace and Walmart Ads move together, the same way Amazon Sales and Amazon Ads do (pure marketplace-driving).
- On: Walmart Marketplace and Walmart Ads are included in blended Summary metrics.
- Off: Walmart Marketplace and Walmart Ads leave blended Summary metrics.
Affected blended tiles
Turning a marketplace checkbox off can change these blended Summary tiles (and any custom metrics built from the same blended inputs). Grouped by Summary section:
Custom Metrics
| Blended tile | Column ID |
|---|---|
| Net Profit | net_profit |
| Net Margin | net_margin |
| Blended Sales | order_revenue |
| Blended ROAS | blended_roas |
| MER | mer |
| Blended Ad Spend | blended_spend |
| Blended CPA | blended_cpa |
| New Customers CPA | ncpa |
| New Customer ROAS | new_customer_roas |
| Blended Attributed ROAS | blended_attributed_roas |
| Profit on Ad Spend | poas |
| Cash Turnover | cash_turnover |
| Returns % | returns_percent |
Expenses
| Blended tile | Column ID |
|---|---|
| Payment Gateways | payment_gateway_costs |
| Shipping | shipping_costs |
Other Expenses tiles are not changed by these checkboxes: COGS, Handling Fees, Custom Expenses, Custom Expense Ad Spend, and Custom Expenses excl. Ad Spend. Amazon COGS, Amazon Handling Fees, and Amazon Marketplace Fees remain on the Amazon section tiles.
Subscriptions
| Blended tile | Column ID |
|---|---|
| % Subscription Order Revenue | subscription_order_revenue_percent |
Other Subscriptions tiles (Recharge, Skio, and similar) are not changed by these checkboxes.
Exact dollar or percentage impact depends on which checkbox is off and whether that marketplace contributed sales, ads, or costs to the tile.
What these checkboxes do not change
- Per-platform ads or sales section tiles (they keep their platform's data)
- Standalone Custom Ad Spend / custom expense tiles (not a blend of marketplace rows)
- Store-scoped Expenses tiles listed above (COGS, Handling Fees, Custom Expenses, Custom Expense Ad Spend, and Custom Expenses excl. Ad Spend)
- Other Subscriptions section tiles (Recharge, Skio, and similar), except % Subscription Order Revenue listed above
- Pure MSP-driving ads channels (for example Google Ads, Pinterest, Snapchat): always included in blends
- For Include TikTok Shop only: TikTok Ads stay in blends whether the checkbox is on or off (hybrid ads channel, not scoped only to TikTok Shop)
Updated 3 days ago