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Tracking Solutions & Setup: Intro and Summary

In this module, we are going to explore third-party tracking solutions in greater

detail. We will cover who needs these solutions, the types of tracking solutions
available, and how they can benefit your business or your clients.

Understanding and accurately tracking where your sales and leads are coming from
is crucial for optimizing your marketing efforts and maximizing ROI. Third-party
tracking solutions can provide a more precise picture of your attribution landscape,
especially for e-commerce brands, product businesses, agencies, and SaaS
companies. While local businesses might not commonly use third-party attribution
software, it is still beneficial in certain scenarios.

1. Who Needs Third-Party Attribution Software?

○ Primarily e-commerce brands, product businesses, agencies, and SaaS
companies.
○ Local businesses may find it less common but still useful.
2. Overview of Triple Whale for E-commerce Businesses
○ Detailed walkthrough of Triple Whale’s features and benefits for
e-commerce.
3. Introduction to Hyros for Lead-Based Businesses
○ Explanation of why Hyros is ideal for businesses that generate leads,
appointments, or calls.
○ Highlighting its use for e-commerce stores and Shopify integrations.
4. Third-Party Tracking for SaaS Businesses
○ Recommendation to explore AppsFlyer for native app tracking on iOS
and Android.
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5. Challenges of Attribution Across Multiple Channels

○ How different channels (Google Ads, Facebook Ads, Instagram) can lead
to complex attribution scenarios.
○ The importance of accurate attribution windows and how multiple
touchpoints can complicate tracking.
6. Benefits of Using Third-Party Tracking Solutions
○ Enhanced accuracy in reporting and attribution.
○ Clearer breakdown of where sales and leads are coming from.
○ Advantages for performance-based models in agencies, ensuring fair
and accurate billing.
7. Why Invest in Third-Party Tracking Solutions?
○ Improved transparency and accountability in marketing efforts.
○ Reduction of attribution overlap and over-reporting issues.
○ Better insights into the performance of different marketing channels.

This module will equip you with the knowledge to make informed decisions about
investing in third-party tracking solutions, ultimately leading to more effective and
efficient marketing strategies.
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Triple Whale Walkthrough notes

Introduction Triple Whale is a tracking solution designed primarily for Shopify-based

businesses, with plans to support WooCommerce stores. It simplifies tracking and
attribution, making it easier for businesses and agencies to manage their marketing
efforts.

Account Setup

1. Client Registration and Plan Selection:

○ Clients create an account and choose a plan, typically the middle-tier
plan recommended.
○ Pricing is based on the business’s annual revenue, starting from
$150/month.
2. Agency Account Setup:
○ Agencies create a user account to be invited by clients.
○ Clients link their Shopify store during the setup.
3. Team Member Invitations:
○ Add team members by entering their email addresses under the
'Members' section in settings.

Integration Setup

1. Connecting Apps:
○ Integrate with Facebook and other advertising platforms by logging in
and connecting accounts.
○ Ensure to include all major ad platforms (Facebook, Google Ads, TikTok,
etc.).
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2. Pixel Settings:
○ Configure pixel settings based on the store type (standard Shopify
setup or custom setups).
○ Enable tracking on both the online store and checkout pages.
3. Third-Party and Subdomain Setup:
○ Determine if any third-party pages or subdomains are used and
configure accordingly.

Tracking Mechanisms

1. Triple Whale Pixel:

○ Installs on the website to track visitor activities (page views, add to cart,
checkouts).
2. Conversion API:
○ Syncs with ad platforms to capture conversion data.
3. UTM Parameters and Post-Purchase Surveys:
○ Uses UTM parameters to track the source of traffic.
○ Incorporates post-purchase surveys to gather additional attribution
data.

Post-Purchase Surveys Setup

1. Navigating to Post-Purchase Surveys:

○ From the general dashboard view, go to the 'Retention' section.
○ Click on 'Post-Purchase Survey.'
2. Setting Up the Survey:
○ One-click install on the store’s thank you page.
○ Appears on the thank you page with a customizable message (e.g.,
"How did you hear about us?").
○ Edit questions and answer choices to fit your needs.
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3. Using the Data:

○ Collects first-party data from customers.
○ Helps attribute sales more accurately by understanding customer
journeys.
○ Example data: 62% from Facebook, 22% from Instagram, etc

Attribution Analysis and Models

1. Accessing Attribution Models:

○ Go to the 'Ads' section.
○ Triple Whale offers various attribution models: Total Impact, Blended
Attribution, First Click, and Last Click.
2. Choosing the Right Model:
○ Toggle between models based on the type of data needed.
○ Use Blended Attribution Plus Views for Facebook (includes
view-through attribution).
○ Use Click-Based Attribution for channels like Google or TikTok.
3. Setting Up Reporting Columns:
○ Customize columns to display different metrics.
○ Compare Facebook Ads Manager data with Triple Whale’s real gross
reporting.

In-Depth Analysis

1. Viewing Sales Attribution:

○ See detailed sales data attributed to campaigns and ads.
○ View customer names, order numbers, order dates, and total prices.
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2. Customer Journey Insights:

○ Track a customer’s interaction journey with ads and website activities.
○ Example: Viewing an ad, clicking through, adding to cart, and making a
purchase.
3. Cost Analysis and Optimization:
○ Cost Per Acquisition (CPA) and New Customer CPA metrics are
displayed.
○ Triple Whale offers a unique New Customer ROAS (Return on Ad
Spend) metric.
○ This metric matches Shopify orders to ad-driven sales, indicating if the
order is from a new customer.

Comparative Insights

1. Third-Party Tracking vs. Native Platforms:

○ Triple Whale provides an unbiased view by integrating data from
Shopify and ad platforms.
○ Examples show differences in reported sales between Triple Whale and
native platforms like Facebook.
2. Organic and External Sources:
○ Triple Whale also attributes sales to organic and external sources (e.g.,
Klaviyo, Postscript).
○ These sources may not be accurately tracked by other tools, giving a
comprehensive view.
3. Objective and Accurate Reporting:
○ The tool’s ability to see both the backend store data and the ad platform
data allows for more accurate reporting.
○ Helps businesses make informed decisions based on a holistic view of
their sales and marketing efforts.
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Advanced Features and Analysis

1. Overlapping Sales Attribution:

○ Example: 39% overlap between Google Ads and Facebook Ads,
indicating shared credit.
○ Adjust attribution models to accurately reflect sales data (e.g., Blended
Attribution).
2. Correlation Coefficient Analysis:
○ Compare metrics (e.g., Facebook ad spend vs. Google ROAS) to find
positive correlations.
○ Example: A 0.71 correlation coefficient indicates a 10% increase in
Facebook ad spend results in a 7.1% increase in Google ROAS.
3. Lifetime Value (LTV) and Cohort Analysis:
○ Track customer value over time to identify high-performing acquisition
periods.
○ Example: February 2023 had the highest LTV, suggesting successful
campaigns during that month.
4. Benchmarking:
○ Compare performance against industry averages.
○ Example: If a client's desired ROAS is unrealistic, use benchmarks to set
more achievable goals.
5. Business Recommendations:
○ Product analysis to identify frequently purchased items together.
○ Example: Suggest bundling top-selling products to increase average
order value.
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Hyros Walkthrough notes

Introduction Hyros is a versatile tracking solution ideal for businesses with diverse
marketing channels and custom use cases. It's particularly beneficial for product
businesses, agencies, course-based businesses, and coaching businesses that rely on
both organic and paid channels.

Account Setup and Integration

1. Client Registration and Plan Selection:

○ Clients create an account and choose a plan that fits their business
needs.
○ Follow the easy setup guide provided by Hyros for various objectives
such as sales calls, e-commerce tracking, or funnel tracking.
2. Custom Use Cases:
○ Hyros supports a wide range of use cases, including tracking sales calls,
e-commerce, webinars, and organic funnels.
○ Customizable setup to fit specific business requirements.

Key Differences from Triple Whale

1. Data Feedback to Ad Platforms:

○ Unlike Triple Whale, Hyros sends data back to ad platforms (e.g.,
Facebook, Google), allowing the platforms to learn and optimize based
on this data.
2. Native Integration with Ad Managers:
○ Hyros integrates directly with ad managers, superimposing its data on
the ad platform's interface.
○ Allows users to make changes directly within the ad manager while
viewing Hyros data side by side.
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Tracking Mechanisms

1. Multi-Channel Tracking:
○ Tracks performance across multiple channels (e.g., YouTube, Facebook,
Instagram, cold emails).
○ Provides insights into how ads on different platforms impact overall
performance.
2. Customer Journey Insights:
○ Displays detailed customer journeys, showing interactions with ads and
website activities.
○ Example: A customer might click on a YouTube link, see a Facebook ad,
and receive a cold email before booking a call.

Reporting and Attribution Models

1. Attribution Models:
○ Hyros offers various attribution models, including Last Click, First Click,
and others.
○ Users can generate reports for specific date ranges, traffic sources, and
links.
2. Customizable Reports:
○ Generate detailed reports showing total revenue, tracked sales, and
costs from specific sources.
○ Filter reports by traffic sources, campaign categories, and individual ads.
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Advanced Features and Analysis

1. Correlation Coefficient Analysis:

○ Compare metrics such as ad spend and ROAS to identify positive
correlations.
○ Example: Increasing Facebook ad spend by 10% might result in a 7.1%
increase in Google ROAS.
2. Lifetime Value (LTV) and Cohort Analysis:
○ Track customer value over time to identify high-performing acquisition
periods.
○ Example: February 2023 had the highest LTV, suggesting successful
campaigns during that month.
3. Customer Journey Tracking:
○ Track individual customer journeys, showing all touchpoints and
interactions.
○ Example: A customer might click on multiple ads across different
platforms before making a purchase.
4. Benchmarking:
○ Compare performance against industry averages to set realistic
expectations.
○ Example: If a client's desired ROAS is unrealistic, use benchmarks to set
more achievable goals.
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Practical Use Cases

1. Sales and Leads Tracking:

○ Ideal for tracking the performance of sales calls and leads.
○ Provides detailed insights into how different channels contribute to
lead generation and conversion.
2. Agency and Coaching Businesses:
○ Highly beneficial for agencies and coaching businesses that rely on
multiple marketing channels.
○ Helps optimize marketing strategies by providing accurate and detailed
data.

Conclusion Hyros offers a comprehensive and customizable tracking solution for

businesses with diverse marketing channels. Its ability to integrate natively with ad
managers, send data back to ad platforms, and provide detailed customer journey
insights makes it a powerful tool for optimizing marketing efforts.
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Comparison Table

Feature Triple Whale Hyros

Product businesses, agencies,

Shopify-based e-commerce
Primary Use Case course-based, coaching
businesses
businesses

Data Feedback to Ad Platforms No Yes

Limited (view-only, can turn Full (superimposes data, allows

Integration with Ad Managers
on/off campaigns) changes within the ad manager)

Total Impact, Blended

Last Click, First Click, other
Attribution Models Attribution, First Click, Last
customizable models
Click

Customizable Reports Yes Yes

Customer Journey Insights Yes Yes

Post-Purchase Surveys Yes No

Correlation Coefficient Analysis Yes Yes

Benchmarking Yes No

Lifetime Value (LTV) Tracking Yes Yes

Cost Analysis and Optimization Yes Yes

Native Integration with Shopify Yes No

Support for Organic Channels Limited Extensive

Simple with various custom use

Ease of Setup Simple, primarily for Shopify
cases

Based on annual revenue, Custom pricing, typically higher,

Pricing
starting at $150/month starting around $200/month