Triple Whale vs. WorkMagic

Triple Whale and WorkMagic both provide attribution for e-commerce brands. But which one's right for you depends on the complexity of your team's needs.

Put simply:

• Triple Whale is a basic analytics and attribution platform.

• WorkMagic is an advanced attribution platform offering incrementality testing, incrementality-based attribution, data-driven attribution, MMM, robust analytics, and more.

In this post, we will breakdown the core capabilities and features of the two platforms to help marketers better understand how they compare. Ultimately, the two platforms are very different and after reading this article, you should be able to confidently choose which tool is right for your team.

Note: You may have noticed by now that we're comparing our platform, WorkMagic, with another. We'll be first to admit that we are biased, but we have done our best to give Triple Whale a fair review. We built WorkMagic because, as marketers and data scientists ourselves, we felt there was no tool that solved all the challenges of attribution and measurement. So we hope you find the solution you are looking for and solve your measurement problems.

WorkMagic vs. Triple Whale at a glance

WorkMagic vs. Triple Whale: Which offers the most accurate attribution?

We believe attribution is only valuable if it's accurate. That's why we at WorkMagic created incrementality-based attribution, an attribution methodology that combines incrementality testing with data-driven attribution. It is attribution that factors in what truly matters, incrementality. Incrementality is the impact or lift generated by a specific marketing activity beyond what would have occurred without it. For marketers, looking to increase their MER and profits, measuring incrementality is what really matters.

Traditional attribution methodologies, like what Triple Whale uses, fails to factor in incrementality. They only consider if an ad touch happened prior to a purchase, without proving that the ad touch caused the purchase to happen. This methodology can be biased to channels and tactics that are targeting those already in the funnel, undervalue non-click impact, and become less accurate as your media mix and user journey become more complex.

Conclusion: WorkMagic is more accurate as it measures incrementality and factors it into its attribution.

How brands use Triple Whale

Triple Whale was founded in 2021, rising in popularity partially due to its free Founder Dash, which gives DTC brands an all-in-one dashboard to view their ad channel and Shopify data. It's still a popular feature due to it's easy setup and continuing free price.

Triple Whale's main value is providing brands with reporting on their media channels using their attribution model to assign credit. This gives brands an understanding of the impact of their channels. However, it is limited by its inability to measure if a channel is driving incremental sales, limiting the accuracy and therefore value it provides.

Triple Whale has also recently launched an AI copilot functionality allowing you to ask questions about your data. While brands might find this helpful, the insights it can provide are going to be limited by the underlying data. Again, notably missing any data on the incrementality of your media.

Ultimately, Triple Whale is most valuable for teams whose alternative is using spreadsheets to consolidate all their ad channel data.

How brands use WorkMagic

Brands use WorkMagic to learn the true impact of their marketing and to make decisions based on the incrementality of their advertising. WorkMagic measures all channels' impact on all stores, not just Shopify. This comprehensive measurement approach gives brands the full picture of the impact their advertising has on sales, allowing them to maximize the efficiency of their media, leading to an increase in their MER.

WorkMagic automates the whole incrementality testing process end-to-end, so any marketer can easily setup a statistically rigorous test and deploy it to your channels, like Meta or Google Ads, without needing an internal data science resource or knowledge of any of the complex technical components that make up an incrementality test.

Incrementality-based Attribution combines the results of incrementality tests with a brand specific data-driven attribution model to give brands a custom attribution model that is based on incrementality.

So, once your incrementality test is complete, your custom brand specific model is adjusted based on the learnings. This model powers dashboards with your KPIs adjusted based on incrementality at every level including channel, campaign, ad, and everything in between. This allows your whole marketing team from executive to junior media buyer to take action using intuitive automated dashboards.

In conclusion, WorkMagic is a great attribution option for any brand that is looking to understand the true incremental impact of their media on all of their stores.