Summary

Sometimes, you may see orders missing from your attribution reports or listed under “Excluded” in the Pixel dashboard. Typically, these are orders that Triple Whale deliberately filters out (e.g., recurring subscriptions, draft orders) to maintain accurate performance data. In some cases, improper Pixel setup or missing UTM parameters can also result in untracked or excluded orders.

Why This Happens

1. Excluded Order Types
   Certain orders don’t pass through a standard purchase flow or don’t reflect typical paid marketing outcomes. For example, recurring subscription charges (processed automatically, without a new site visit), Shopify draft orders, and $0 orders are excluded to avoid inflating performance metrics.

2. Improper Pixel Installation
   If the Pixel script is missing on key pages (such as a third-party checkout, headless storefront, or landing pages), the order data may never reach Triple Whale. Ensuring the Pixel is installed on all pages involved in the purchase process is essential.

3. Missing or Incomplete UTMs
   Without proper UTM parameters (or tw_source parameters), Triple Whale cannot trace a visitor’s journey back to a marketing source. These orders end up as “Non-Attributed,” which can appear missing from channel-specific analytics.

4. Non-Attributed vs. Excluded

   • Non-Attributed orders have no tracked journey (e.g., no UTMs, imported orders, or subscription orders with no fresh visit).
   • Excluded orders are deliberately filtered out (e.g., $0 orders, draft orders, recurring subscription re-bills).

5. Seeing the Reason in the Pixel
   In the Pixel dashboard, click on “All” and look under “Excluded” to view a detailed reason (e.g., “Subscription,” “Draft,” “$0,” or “Journey Too Long”).

Example Scenario

1. A customer’s subscription renews automatically.
2. No new session occurs, and no UTM data is collected because they didn’t visit the store.
3. Triple Whale detects this is a recurring subscription (or sees a $0 total) and marks the order as “Excluded” rather than attributing it to a marketing channel.

How This Affects Reporting

• Lower Attributed Conversions: By intentionally removing non-standard orders from attribution, your tracked performance metrics stay more accurate.
• Potential Differences vs. Shopify: Shopify and other platforms may count every order, whereas Triple Whale excludes certain types that don’t reflect a typical marketing-driven purchase.
• Subscription Insights: If you rely on subscriptions, some orders will remain excluded unless you configure Subscription Filters to include them.

How to Interpret the Data Correctly

1. Check Pixel Settings
   Confirm proper installation on the Online Store and Checkout (Pixel → Pixel Settings). If you use a custom or third-party checkout, ensure the Pixel code is added there.
2. Review Excluded Orders
   Navigate to Pixel → All → “Excluded.” See which specific rule or condition triggered the exclusion (e.g., $0 order, draft order, subscription re-bill).
3. Enable Subscription Filters (If Needed)
   In Pixel → Pixel Settings, map your subscription order tags. You can then toggle these tags on or off in your Pixel page’s Subscription Filter if you need to see recurring orders in your attribution data.
4. Use UTMs Consistently
   Make sure every link to your store includes valid UTMs (or tw_source parameters). Missing parameters lead to untracked or “Non-Attributed” orders.
5. Regularly Audit Your Flow
   Any new landing page or checkout flow must load the Pixel script. If you notice a sudden increase in “Excluded” or “Non-Attributed” orders, confirm the Pixel is active on those pages.