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Triple Whale is an analytics and attribution platform for e-commerce brands. It centralizes data from ad platforms, Shopify, and other channels to provide blended metrics, customer journey attribution, and profit analytics in a single dashboard.

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Configuring Triple Whale as a Source

In the Sources tab, click on the “Add source” button located on the top right of your screen. Then, select the Triple Whale option from the list of connectors. Click Next and you’ll be prompted to add your access.

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1. Add account access

You’ll need a Triple Whale API key. To generate one, go to Triple Whale API Keys and create a new key with the required scopes (Summary Page: Read, Pixel Attribution: Read). The following configurations are available:
  • API Key: Your Triple Whale API key.
  • Shop Domain: Your shop domain (e.g. example.myshopify.com).
  • Start Date: (Optional) The earliest date from which records will be synced. Defaults to 30 days ago if not set.
Once you’re done, click Next.

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2. Select streams

Choose which data streams you want to sync. For faster extractions, select only the streams that are relevant to your analysis. Select the streams and click Next.

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3. Configure data streams

Customize how you want your data to appear in your catalog. Select the desired layer where the data will be placed, a folder to organize it inside the layer, a name for each table (which will effectively contain the fetched data) and the type of sync.
  • Layer: choose between the existing layers on your catalog. This is where you will find your new extracted tables as the extraction runs successfully.
  • Folder: a folder can be created inside the selected layer to group all tables being created from this new data source.
  • Table name: we suggest a name, but feel free to customize it. You have the option to add a prefix to all tables at once and make this process faster!
  • Sync Type: you can choose between INCREMENTAL and FULL_TABLE.
    • Incremental: every time the extraction happens, we’ll get only the new data - which is good if, for example, you want to keep every record ever fetched.
    • Full table: every time the extraction happens, we’ll get the current state of the data - which is good if, for example, you don’t want to have deleted data in your catalog.
Once you are done configuring, click Next.

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4. Configure data source

Describe your data source for easy identification within your organization, not exceeding 140 characters. To define your Trigger, consider how often you want data to be extracted from this source. This decision usually depends on how frequently you need the new table data updated. Optionally, you can define some additional settings:
  • Configure Delta Log Retention and determine for how long we should store old states of this table as it gets updated. Read more about this resource here.
  • Determine when to execute an Additional Full Sync. This will complement the incremental data extractions, ensuring that your data is completely synchronized with your source every once in a while.
Once you are ready, click Next to finalize the setup.

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5. Check your new source

You can view your new source on the Sources page. If needed, manually trigger the source extraction by clicking on the arrow button. Once executed, your data will appear in your Catalog.
For you to be able to see it on your Catalog, you need at least one successful source run.

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Streams and Fields

Below you’ll find all available data streams from Triple Whale and their corresponding fields:
Daily aggregated metrics from the Triple Whale Summary Page. Each record represents one day’s worth of blended metrics (ROAS, CPA, revenue, spend, etc.).
Orders with full customer journey and multi-touch attribution data. Includes first click, last click, linear, and other attribution models.
Flattened multi-touch attribution data for orders. Expands the attribution object into one row per order, per attribution model, per touchpoint, making it highly suitable for SQL analytics and BI queries.

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Data Model

The following diagram illustrates the relationships between the core data streams in Triple Whale.

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Implementation Notes

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Pagination & Sync Behavior

  • Orders Streams (orders_with_journeys and orders_attribution): These streams utilize monthly time-window pagination. The connector processes data incrementally, one calendar month per window, advancing from oldest-first. This approach guarantees that historical data is captured safely and accurately, even if a sync is interrupted mid-run.

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Skills for agents

Download Triple Whale skills file

Triple Whale connector documentation as plain markdown, for use in AI agent contexts.