Attribution windows determine which ad gets credit for a sale. Triple Whale defaults to 1-day click + 1-day view. For some brands that's right, for others wildly wrong. This SOP defines how to pick and lock in the window.
Wrong attribution window inflates or deflates ad performance by 30-50 percent. Wrong decisions cascade into spend allocation. Get the model right or every marketing decision is suspect.
Triple Whale should match. Inconsistency causes phantom credit.
Data-driven (DDA) is Triple Whale's default. Last-click is simpler. First-click favors top-of-funnel. Pick based on your funnel awareness.
1 day for low AOV. 7 days for high AOV products that need research.
1 day default. Some brands enable 1-day view for top-of-funnel campaigns only.
Where did you hear about us? answers cross-check Triple Whale attribution. Discrepancies over 20 percent need investigation.
Every team member should know which attribution model is in use and why.
Triple Whale's CAPI integration improves attribution accuracy 15-30 percent over pixel alone.
Customer behavior changes. iOS updates change pixel reliability. Model that worked in Q1 may need revisit Q3.
Record your screen while performing the triple whale attribution window setup. ReccordSOP turns the recording into a SOP with timestamped screenshots. When your live setup changes, drift detection flags it.
Generate this SOP freeData-driven for sophisticated marketers. Last-click for clarity. Mix of both for cross-validation. There's no single right answer.
1 day for impulse purchases under $50 AOV. 7 days for considered purchases above $100 AOV.
Use both. They answer different questions. Triple Whale is technical attribution. Survey is customer self-report. Both have biases.
I built ReccordSOP after watching too many DTC ops teams lose months to undocumented workflows. These SOPs are battle-tested with Shopify operators running $1M to $50M brands.
Last reviewed June 1, 2026