Overview

Once your integration is active, you can use Triple Whale's Clicks & Deterministic Views (C&DV) attribution model to evaluate how MNTN contributes to revenue and conversions alongside your other channels.

In Triple Whale, you can:

Compare MNTN performance with your other paid channels using one attribution model.
Review campaign and creative results to understand which ads receive credit for purchases.
Compare Triple Whale’s attribution results with MNTN’s platform-reported conversions.

Triple Whale and MNTN use different attribution methods, so their results will not match. Understanding those differences helps you interpret performance before making campaign or budget decisions.

Before You Begin

If any of these are incomplete, you may not see MNTN performance data in Triple Whale. Before reviewing MNTN performance, confirm that:

Triple Whale is connected in MNTN.
Open the account dropdown in the top right, select Integrations, and confirm that the Triple Whale card shows as connected.
MNTN is connected in Triple Whale.
This connection uses your MNTN Reporting API key to bring in spend and campaign details. If either connection is incomplete, see Connect Triple Whale.
Your order IDs match.
Order IDs passed through your MNTN purchase events must match the order IDs Triple Whale receives from your store. For pixel setup information, see Understand MNTN Pixels.

You’ll also need to select the Clicks & Deterministic Views attribution model when reviewing data. MNTN impressions feed this model, and Triple Whale may open with a different model selected.

Review MNTN Performance

The attribution table is the main place to compare MNTN with your other channels and review campaign and creative results.

Sign in to Triple Whale.
In the left navigation, go to Acquisition > Attribution.
Select the Clicks & Deterministic Views attribution model.
Filter to paid channels.
Filter to MNTN to focus on MNTN performance and review your KPIs.
Review the campaign, ad set, and ad-level data for MNTN.

💡 Pro Tip: Review the previous day’s data rather than the current day. Triple Whale processes view data once a day, so current-day views will not be complete until the next refresh.

Understand How Triple Whale Assigns Credit

Triple Whale’s Clicks & Deterministic Views attribution model considers both ad clicks and ad views. This allows MNTN’s non-clickable ads to receive credit when someone sees an ad and later purchases.

The model distributes credit based on the type and timing of each touchpoint:

Clicks receive a larger share of credit than views. The attribution model gives more weight to an ad click than an ad view when distributing credit for a purchase.
Credit decreases over time.
Click credit halves every seven days, while view credit halves every day.
Orders receive fractional credit.
Each order’s credit is divided across the ads that contributed to the purchase, so results can include fractions of orders.
Earlier paid ads can retain credit.
A paid ad can still receive credit if the shopper later returns through email, SMS, or a direct visit.
The attribution window is not configurable.
If an attribution window appears in the menu, it carries over from another model and does not affect Clicks & Deterministic Views results.

How MNTN and Triple Whale Attribution Differ

MNTN reporting measures household-level influence following a Verified Visit. Triple Whale distributes purchase credit across eligible touchpoints in the customer journey.

For more information about MNTN’s approach, see Understand MNTN Attribution.

Approach	MNTN	Triple Whale
Conversion credit	Attributes all conversions from a household following a Verified Visit, within the configured conversion windows.	Uses multi-touch attribution to divide each order’s credit across eligible touchpoints, resulting in fractional credit.
Timing	Uses separate attribution windows for Verified Visits and conversions.	Reduces credit over time using time decay. The attribution window is not configurable.
Reporting focus	Household-level influence.	Credit distributed across channels and touchpoints.

📝 Note: Differences between MNTN and Triple Whale results are expected. Because view credit halves every day, a purchase several days after an MNTN impression receives less view credit in Triple Whale. When a journey includes more eligible touchpoints, credit is divided among more touchpoints.

Know What to Expect After Connecting

Allow time for data to arrive and for purchases to follow the impressions sent through the integration.

Reporting starts when you connect.
MNTN does not backfill data from before the connection.
Impression exports run hourly.
MNTN sends impression data to Triple Whale every hour.
Initial data can take up to 48 hours.
Allow up to 48 hours for view data to begin appearing after the integration is connected.
Purchases take time to follow ad exposure.
A household reached by your MNTN ad may purchase days later. Early reporting includes only the purchases that have occurred so far, so allow time for more reached households to purchase before evaluating performance, especially for upper-funnel campaigns.

Fix It

If MNTN data is missing from your report

Confirm that all requirements in Before You Begin above are complete, including both integration connections, matching order IDs, and selecting the Clicks & Deterministic Views attribution model.

If you recently connected the integration, allow up to 48 hours for initial view data to appear. Triple Whale processes view data daily, so review the previous day’s data rather than the current day.

If website visit metrics are empty for MNTN

Bounce rate, session duration, and new visitor percentage require website visit data. The integration does not provide the website visit data Triple Whale needs to calculate these metrics for MNTN.

Review these metrics in your site analytics.

Data from before the connection is missing

MNTN sends data from the time you connect and does not backfill historical data. Set your report’s date range to include dates after the connection was established.

Quick Answers

Why does performance look different in Triple Whale and MNTN?

The platforms use different attribution methods and data inputs. MNTN measures household-level influence following a Verified Visit, while Triple Whale divides credit across eligible touchpoints and reduces that credit over time.

See Understand how Triple Whale assigns credit above for details.

Can I compare MNTN-reported conversions with Triple Whale’s results?

Yes. Triple Whale displays MNTN platform-reported conversions alongside Clicks & Deterministic Views results, so you can compare the two.

Next Steps

Click below to explore other available integrations.

Integrations Marketplace

Review MNTN Performance in Triple Whale