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Library · Traffic · How to run this

Platform dollars are not Triple Whale books

How to run thisTraffic3 steps
CalculatorPlatform vs TW gap · Calculator lives in the articleOpen

Ad-platform reported dollars can disagree with Triple Whale for the same window. Type platform $ and TW $. Gap $ = |platform - TW|. Gap % = gap $ / platform x 100.

Pair: Platform vs TW gap on Traffic. MER path: MER vs contribution. Other stack: platform vs modeled.

What you type

Platform $ - Meta / Google / TikTok (or blended) reported spend or revenue for the window.

Triple Whale $ - the matching Triple Whale book line for the same window and grain.

Gap $ = absolute difference. Gap % = gap $ / platform $. Reconcile naming, timezone, or refund lag when the gap is material - do not invent a gap chip.

What not to do

Do not invent a gap percent. Do not mix spend on one side with revenue on the other. Do not fold MER-vs-contribution into this dollar gap. Do not average platforms when one account owns the hole.

Related: Traffic, MER vs contribution, platform vs modeled, tracker vs CRM vs settled.

Procedure

  1. Type ad-platform reported $.
  2. Type Triple Whale book $ for the same window.
  3. Reconcile naming or lag when gap % is material.

Failure modes

  • Inventing a gap percent.
  • Mixing spend on one side with revenue on the other.
  • Folding MER-vs-contribution into this dollar gap.

Worked example

None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.

Glossary

Platform vs TW gap %
|platform $ − Triple Whale $| ÷ platform $ × 100 for the same window and grain.

Work with us — We run this job on your accounts. Services

FAQ

Is this MER vs contribution?
Related Triple Whale job. [MER vs contribution](/manuals/triple-whale-mer-vs-contribution) is MER after COGS. This page is platform $ vs TW book $ gap only.
Is this Northbeam platform vs modeled?
Related attribution split. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) is that stack. This page is ad-platform vs Triple Whale dollars.
What gap % should I invent?
None. Type both books from the same window and same grain (spend or revenue).