Summary

Revenue in the Pixel reports may appear higher than your store's total revenue when viewed across multiple channels (Attribution > All or Attribution > Ads) when using the Triple Attribution model, because Triple Attribution assigns credit to multiple channels for the same order, leading to double-counting in total revenue figures.

Why This Happens

The Triple Attribution Model gives credit to the last ad interaction on each platform before a conversion. This means that multiple platforms can claim the same conversion if the customer interacted with multiple ads before purchasing.
Since each platform is credited independently, the total revenue sum across channels can exceed the actual revenue reported in your store.
Triple Pixel tracks all touchpoints across the customer journey, helping visualize ad effectiveness across multiple channels. However, this can lead to apparent revenue inflation when multiple channels claim credit for the same purchase.

Example Scenario

Consider a customer who interacts with multiple ads before purchasing:

Monday – Clicks on a TikTok ad and visits your store.
Tuesday – Clicks on a Meta ad on Facebook and visits again.
Wednesday – Clicks on a Pinterest ad but does not purchase.
Thursday – Clicks on a Google Search ad and finally makes a purchase.

How This Affects Reporting

Each of these ad platforms records a conversion event and claims revenue credit.
Since Triple Attribution assigns credit to the final interaction on each platform, all four platforms log the same purchase as if it were their own.
As a result, total attributed revenue in the Pixel report is higher than actual store revenue.

Example Calculation:

Channel	Attributed Revenue
TikTok	$120
Meta	$120
Pinterest	$120
Google Search	$120
Total (TA Model)	$480
Actual Store Revenue	$120

How to Interpret the Data Correctly

To accurately interpret the data and avoid confusion:

Triple Attribution is useful for evaluating ad effectiveness but should not be used to measure total revenue. Since it assigns credit to multiple platforms for the same purchase, summing revenue across channels will inflate totals. Instead, use it to analyze multi-channel ad impact and customer journeys.
For total revenue comparisons, use the Last Click Attribution Model or refer to the Orders table or Blended Stats table, which align with actual store sales.
The Channel Overlap View in the Pixel dashboard can help identify when multiple platforms are credited for the same purchase, clarifying attribution discrepancies.

Which attribution model to use depends on your reporting strategy. Here are recommendations based on different pixel views and goals:

Attribution Model	When to Use It
Linear	Best with Attribution > All, distributing credit evenly across touchpoints.
Triple Attribution	Ideal for channel-specific analysis, giving credit to multiple touchpoints.
Triple Attribution + Views	Helps distinguish revenue from views vs. clicks.
First Click	Useful for evaluating prospecting ads and their initial impact.
Last Click	Best with Attribution > All to see which channels drive final conversions.
Total Impact	Provides a weighted view of marketing success across sources.

By using the right attribution model for the right purpose, you can get clear insights into both ad performance and true revenue.