Triple Whale supports flexible data integrations across eCommerce, SaaS, and service-based businesses. If you're not using a natively supported sales platform like Shopify, WooCommerce, or BigCommerce—which offer built-in backend connections and Pixel installation—you’ll need to set up your Custom Sales Platform using the Triple Whale API.

Using a Custom Sales Platform in Triple Whale requires two custom setup components:

Backend API connection for source-of-truth orders, products, & subscriptions data → API Setup Guide
Headless Pixel installation for attribution and customer journey tracking → Pixel Setup Guide

How Triple Whale Ingests Data

Triple Whale ingests data from three different sources:

Data Source	What It Powers
Pixel	Attribution, funnel tracking, session data, Sonar enrichment
Sales Platform	Revenue, subscriptions, LTV, refund handling, customer/product analytics
3rd-Party Integrations	Channel-level marketing, ad spend, email/SMS, marketplace, analytics & more

These inputs are modular—each works independently. But when connected together, they unlock the full power of Triple Whale, including blended ROAS, CAC, Attribution Lift, True AOV, and advanced attribution modeling.

Why You Need Both API and Pixel for Custom Setup

If you're using a Custom Sales Platform and want attribution, you’ll need to set up both API and Pixel. They power complementary capabilities:

Source	Powers	Sent From
API	Revenue, LTV, subscriptions, order analytics	Backend (server)
Pixel	Attribution, funnel tracking, Sonar enrichment	Website (client)

🔍 Examples

An APIorder record contains product SKUs, discounts, shipping, taxes, and refund info
A Pixelpurchase event captures the visitor session and attributes it to an ad or channel
An APIsubscription record tracks rebills, cancellations, and MRR
A PixelNewSubscription event attributes a subscription signup

📘
Dependency note
While API and Pixel serve different purposes and are independently configured, attribution and customer journey stitching (Pixel) do require an order record to be sent via the API (or received via native webhook from native platforms like Shopify). Without this, Pixel events such as purchases or subscriptions won’t be attributed or merged to full journeys.

Setup Guides

Frequently Asked Questions

Q: Can I use just one (Pixel or Custom Sales Platform)?

You can use a Custom Sales Platform without Pixel, but you cannot use Pixel without a sales platform (either native or custom). Pixel events only trigger attribution and customer journey stitching when there is a corresponding order record.

Setup Type	What You Get
Sales Platform Only	Accurate revenue data, LTV, refunds, subscriptions, and product analytics. No attribution or visitor-level insights.
Sales Platform + Pixel	Full-funnel visibility: connect web behavior and ad spend to revenue and customer outcomes. Unlocks attribution and advanced metrics.

Q: Do API and Pixel data need to be sent in a specific order?

To maximize attribution accuracy, we recommend sending the Pixel event before the order is submitted via API. While sending the order first still works, it may increase the likelihood of orders that cannot be matched to a Pixel event—resulting in fewer attributed conversions.

Q: Why do some fields look the same in Pixel and API payloads?

Because both data sources may reference the same event—like an order—but serve different purposes:

Pixel: Captures the front-end customer journey (what the user saw and did).
API: Provides backend truth (what actually happened in your system).

Q: Why send product/order/subscription data in both Pixel and API?

Product, Order, and Subscription data tracked via Pixel comes from the front-end customer journey. It powers Sonar, which enriches platforms like Klaviyo with behavioral context.
Product, Order, and Subscription data sent via API comes from the user's backend systems. It enables financial, product, and customer analytics, like LTV, bundling, refund rates, and conversion analysis.

Even if it seems like the fields overlap, the data is not redundant and is not joined internally. Each serves a different purpose.

Q: Do I need to connect Meta Ads, Klaviyo, or other integrations?

No. 3rd-party integrations (like Meta Ads, Klaviyo, Google Ads, and others) are completely optional. They are not required for Custom Sales Platform or Pixel setup.

However, they provide deeper insights into your ad performance, email flows, customer messaging, and creative strategy.

You can connect them in two ways:

Natively, through the Triple Whale Integrations UI → See supported integrations
Manually, by sending data via our Data-In API:
- Use the Ads endpoint for ad platforms without a native Triple Whale integration
- Use the PPS (Post-Purchase Survey) endpoint for survey tools without a native Triple Whale integration

Support & Resources

Sample Demo Site

To help you get familiar with working code samples, we’ve created a demo site that shows the Triple Whale Pixel in action:

Source Code: https://github.com/jitender-triplewhale/candle-shop-demo/blob/main/index.html
Live Website: https://jitender-triplewhale.github.io/candle-shop-demo/

Documentation & Support

Pixel Install Settings:
https://app.triplewhale.com/attribution/settings/installation
Knowledge Base:
Contact Support: Email [email protected]