Admetrics vs Triple Whale: built for profit, not just ROAS

Triple Whale doesn't publish a fixed price list — cost depends on your annual GMV and the package you pick (Free, Foundation, Automate, or Enterprise), so the paid tiers are quoted through a sales conversation rather than shown outright. The full MMM-and-incrementality layer (Compass) lives in the top tier.

For ecommerce and DTC teams that care about profit, yes — Admetrics is built to carry the numbers past the point where Triple Whale stops. Triple Whale gives you strong consolidated Shopify reporting, but its profit view ends at gross margin, it has no cross-store or marketplace identity matching, and returns aren't broken out by campaign. Admetrics runs POAS down to SKU (net of COGS, shipping, fees and returns), matches one buyer across your stores and Amazon, and pushes recovered signal back to the ad platforms to improve delivery.

Reviews split sharply rather than settle in the middle — Triple Whale holds around 4.3 on G2, with praise and frustration pulling in opposite directions. Fans call it their source of truth for daily spend once the data's clean; critics report attribution numbers they stopped trusting, plus billing and cancellation friction that comes up too often to dismiss. One recurring theme: some long-term users admit they're staying for sunk cost in built-out reporting, not because they'd choose it again. Admetrics sits at 4.97, with switchers most often citing recovered data and a profit picture that finally reconciled.

Yes. You keep Shopify, your ad platforms, Amazon and your email/SMS stack; what changes is that tracking moves server-side and profit gets calculated below the gross-margin line. Admetrics also starts with a free data audit and trial, so you can compare the two on your own numbers before committing. Most teams run them side by side for a couple of weeks and watch where the conversion counts — and the "winning" campaigns — start to diverge.

Moby is Triple Whale's AI operator — a chat assistant plus a set of agents (Media Buyer, Creative Director, Conversion Optimizer) that can adjust budgets and bids inside your guardrails. It's broad in scope, and on higher tiers it runs scheduled automations and takes actions on connected platforms. The honest caveat from reviews: Moby is repeatedly called buggy on complex, multi-step queries. Admetrics answers this differently — Ava handles plain-language profit questions from your own data, and a native MCP lets Claude or ChatGPT both query your attribution and act on it, where Triple Whale's MCP stays read-only.

Sonar is Triple Whale's server-side layer, and it does pass conversion data back to the ad platforms. Sonar Send recovers email and SMS flow revenue the standard pixel misses, and Sonar Optimize returns enriched conversions to Meta through the Conversions API; both now come included on paid plans. The main differences with Admetrics are coverage and data location: its first-party server-side tracking recovers 20–30% of the conversions browser pixels drop and returns that signal to Meta, Google, TikTok, Outbrain and Taboola, with your data held on EU servers rather than in the US where Triple Whale hosts.

Yes, through Compass — a layer that bundles MMM with incrementality testing and sits in Triple Whale's top tier. It's capable, with MTA, MMM and incrementality calibrated together in one system.