Summary

If you notice campaigns with spend but no recorded sessions in Triple Whale, it means there may be a tracking issue affecting your data accuracy. This can result in incomplete attribution and inaccurate insights about your marketing performance.

Why This Happens

Missing or Incorrect UTM Parameters
Campaigns may lack the necessary UTM parameters required for accurate session tracking in Triple Whale.
Pixel Tracking Issues
The Triple Pixel might not be properly installed on your site or may not be firing correctly, preventing session data from being recorded.
Tracking Limitations
Certain platforms have restrictions on tracking data. For example, Google Ads does not provide data for Discovery or Demand Gen campaigns, even if there is spend.
Platform-Specific Issues
Dynamic creatives on Facebook Ads cannot be tracked to the creative level, leading to discrepancies between spend and sessions.
Conversion Path Issues
Ads directed to onsite platform shops (e.g., TikTok Shop, Meta Shop) do not lead to conversions on Shopify, which can result in spend without corresponding sessions.
Session Definition Differences
The definition of a session varies between platforms. Shopify counts sessions based on cookies and ends a session after 30 minutes of inactivity, whereas Triple Whale starts a session any time a visitor arrives from a Direct, Referral, or UTM source.
Website Visitor Behavior
Visitors may click on ads and then not engage with the site enough to create a session, especially if they leave the site open without activity for over 30 minutes.

Example Scenario

You run a Meta campaign with $150 in spend yesterday.
Triple Whale shows spend recorded but zero sessions tracked for that campaign.
You check your tracking settings and notice that UTMs are missing from the campaign URL.

How This Affects Reporting

Incomplete Attribution Data
Without session data, it’s difficult to accurately measure the impact of your marketing campaigns.
Misleading Metrics
Metrics like conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS) may appear skewed or incomplete.
Potential Missed Opportunities
Without accurate data, you might overlook which campaigns are truly driving conversions and revenue.

How to Interpret the Data Correctly

Check the In-App Notification
Look for an in-app notification on the Attribution page indicating campaigns with spend but no sessions.
Review Tracking Settings
Visit the Tracking Settings page and verify that all campaigns include correct UTM parameters to ensure session data is tracked accurately.
Test Pixel Functionality
Confirm that the Triple Pixel is correctly installed and firing on your site.
Review Platform Limitations
Understand that some platforms (e.g., Google Discovery campaigns) may not provide full tracking data even if there is spend.

By understanding why campaigns might have spend but no sessions and proactively addressing tracking issues, you can improve the accuracy of your marketing data and make more informed decisions.