Why did my attributed revenue drop in Triple Whale?
The Triple Whale help pages give 4 common reasons. The first to rule out: If the tracking script is not set up fully or links lack tracking parameters, some orders can go untracked.
Is it broken, or just quiet?
A number can fall because fewer people came, or because something stopped counting them. Below are the causes the Triple Whale help pages give, and how to check each one yourself.
What causes it?
If the tracking script is not set up fully or links lack tracking parameters, some orders can go untracked.
In the Triple Whale help:
In some cases, improper Pixel setup or missing UTM parameters can also result in untracked or excluded orders.
Why Are Some Orders Missing or Marked as "Excluded" in the Pixel?, read 2026-11-12.Some orders, such as drafts and repeat subscription charges, are left out of attribution on purpose.
In the Triple Whale help:
Excluded orders are deliberately filtered out (e.g., $0 orders, draft orders, recurring subscription re-bills).
Why Are Some Orders Missing or Marked as "Excluded" in the Pixel?, read 2026-11-12.A business with many subscription orders can see a lower attributed total unless those orders are set to be included.
In the Triple Whale help:
If you rely on subscriptions, some orders will remain excluded unless you configure Subscription Filters to include them.
Why Are Some Orders Missing or Marked as "Excluded" in the Pixel?, read 2026-11-12.Some attribution models credit one order to several channels, so totals can change when you switch models.
In the Triple Whale help:
Triple Attribution is useful for evaluating ad effectiveness but should not be used to measure total revenue.
Why Does My Total Revenue Across Channels Look Higher Than My Store Revenue?, read 2026-11-12.
How do I check it myself?
If you added a landing page or changed checkout recently, check that the tracking script loads there.
In the Triple Whale help:
Any new landing page or checkout flow must load the Pixel script.
Why Are Some Orders Missing or Marked as "Excluded" in the Pixel?, read 2026-11-12.If you use a custom or outside checkout, make sure the tracking code is on it too.
In the Triple Whale help:
If you use a custom or third-party checkout, ensure the Pixel code is added there.
Why Are Some Orders Missing or Marked as "Excluded" in the Pixel?, read 2026-11-12.Compare with your plain order totals, which do not depend on attribution, to see whether sales fell or only credit moved.
In the Triple Whale help:
For canonical order totals independent of attribution, query the Orders table.
Why Are My Orders and Revenue on the Summary Page Different From the Pixel Page?, read 2026-11-12.
How does Triple Whale work with Feder?
- Connect Triple Whale to Feder and it joins your Money apps.
- When you connect Triple Whale, Feder checks the connection straight away and shows Connected only when that check passes. If a reading cannot be taken later, Feder shows it as not read, never as zero.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See whether you can trust the numbers in Triple Whale, one of your Money apps. Feder only reads. It never changes anything in Triple Whale.
What else goes wrong with these numbers?
- Why is a channel showing negative profit in Triple Whale?Triple Whale
- Why is my COGS in Triple Whale different from Shopify?Triple Whale
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Triple Whale help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.