Summary

If you see TikTok or Meta (Facebook) purchases appearing as 'Not Set' or Non-Attributed in the Attribution Page, this is likely due to tracking limitations, missing click data, or issues with ad link formatting. Since Triple Whale's Pixel relies on click-based tracking, purchases without a recorded ad click event cannot be attributed to a specific ad campaign.

Why This Happens

1. No Click Data Recorded

• Triple Whale's Pixel tracks click-based attribution. If a user views an ad but does not click on it, any resulting purchase won't be attributed to that ad.
• This is common on TikTok, where users may view ads and later convert without clicking.

2. Purchases from TikTok Shop

• Orders completed directly through TikTok Shop are not tracked by the Pixel because they do not involve a click leading to the Shopify checkout.
• These purchases will appear as 'Not Set' or Non-Attributed in the Attribution Page.

3. UTM Tracking Issues

• If there is a formatting error in the UTM parameters used in your TikTok or Meta ad links, the session may not be tracked correctly.
• This can prevent the system from associating a purchase with the original ad.

4. View-Through Conversions

• View-through attribution (VTA) captures conversions from users who saw an ad but didn’t click, then later made a purchase.
• Triple Whale does not use view-through attribution for TikTok and Meta purchases, meaning these conversions won’t be linked to ads.

5. Non-Attributed & Direct Orders

• Orders marked as Non-Attributed typically result from subscriptions, imports, or purchases without a tracked session.
• Orders labeled as Direct occur when no UTM or referral data is detected, meaning the system cannot attribute them to a marketing source.

Example Scenarios

Scenario 1: TikTok Viewers Who Don’t Click

1. A user sees a TikTok ad but does not click on it.
2. Later, they visit your website directly and make a purchase.
3. Since the Pixel never recorded a click, the purchase appears as 'Not Set' or Non-Attributed.

Scenario 2: TikTok Shop Purchase

1. A customer clicks on a TikTok ad but completes their purchase inside TikTok Shop.
2. Since TikTok Shop handles the transaction, Triple Whale does not track the conversion.
3. The purchase is not linked to a TikTok ad campaign and appears as 'Not Set'.

Scenario 3: UTM Parameter Issue

1. A Meta ad is running with a broken or missing UTM parameter.
2. A customer clicks the ad, but because the UTM data is formatted incorrectly, the session is not tracked.
3. The purchase appears as 'Not Set' because the system cannot match the session to the ad.

How This Affects Reporting

TikTok and Meta ROAS Might Appear Lower

• Since some purchases are not attributed, ROAS may be lower than expected for these channels.
• This is especially true for TikTok, where view-based conversions are common.

Higher 'Not Set' or Non-Attributed Purchases

• If you see a large number of untracked purchases, it might indicate:
  • A UTM tracking issue
  • Purchases happening outside Shopify (TikTok Shop)
  • Users converting after viewing an ad without clicking

How to Interpret the Data Correctly

1. Check UTM Parameters

• Make sure UTMs are correctly formatted in your TikTok and Meta ad links.
• Test by clicking an ad and verifying that the UTM data appears in the URL.

2. Consider View-Through Conversions

• If you suspect view-through conversions, understand that Triple Whale only tracks click-based attribution.
• A high view-to-click ratio may explain the discrepancy.

3. Monitor TikTok Shop Purchases Separately

• TikTok Shop orders do not pass click data to Shopify and should be analyzed separately.
• Use TikTok’s own reporting to cross-check these purchases.

By understanding these tracking limitations and potential issues, you can improve attribution accuracy and gain better insights into your marketing performance.