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:

A backend connection via our API for source-of-truth sales, orders, products, and subscriptions data → API Setup Guide
A 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 Pixel and API for Custom Setup

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

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

🔍 Examples

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

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

Value by Setup

Setup Type	You Get
Sales Platform Only	Accurate revenue data, LTV, refunds, subscriptions, and product analytics. No attribution or visitor-level data.
Pixel Only (No Sales Platform)	Attribution, funnel analytics, web events (e.g., sessions, add-to-carts), and Sonar enrichment. No revenue or order metrics.
Sales Platform + Pixel	Full visibility into performance: connect web behavior and ad spend to revenue and customer outcomes. Unlocks advanced metrics.

Each path has standalone value. But combining them enables deeper insights, more accurate ROI, and better business decisions.

Setup Guides

Frequently Asked Questions

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

No specific order is required, but attribution will not be triggered unless an order record is received via API (for Custom Sales Platforms) or via native webhook (for Shopify, BigCommerce, etc.). Pixel events alone do not create attributed conversions or customer journey stitching without this backend confirmation.

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

Yes. Each setup delivers standalone value.

Use Pixel only for attribution, funnel analytics, customer journey tracking, and on-site behavior data.
Use Custom Sales Platform only (via API) for backend financial metrics, order analysis, subscriptions, LTV, and customer/product insights.
Use both to get a complete view from first click to final purchase, and unlock advanced metrics like Blended ROAS and CAC.

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]