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Triple Whale paid vs organic is not Rockerbox paid vs organic
Line up paid attributed $ next to organic attributed $ in one Triple Whale window. Absolute difference ÷ paid is the gap %.
Pair: Paid-vs-organic gap on Traffic. Other book: Rockerbox paid-vs-organic. Cash twin: MER-vs-cash gap.
What you type
Paid attributed $ — Paid-channel attributed dollars in the Triple Whale window.
Organic attributed $ — Organic-channel attributed dollars in that same window.
Gap % = |paid − organic| ÷ paid × 100. Fat gap % usually means channel maps or UTMs — reconcile those paths; do not invent a gap chip.
What not to do
Never invent gap %. Never paste a Rockerbox export into Triple Whale fields. Never treat MER revenue as paid attributed $. Never blend windows when one campaign owns the hole.
Related: Traffic, Rockerbox paid-vs-organic, MER-vs-cash gap, blended-CAC gap.
Procedure
- Type paid attributed $ and organic attributed $.
- Read gap %.
- Reconcile channel maps when gap % is material.
Failure modes
- Inventing gap %.
- Pasting Rockerbox dollars into Triple Whale fields.
- Treating MER revenue as paid attributed $.
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
- Paid-vs-organic gap %
- |Paid attributed $ − organic attributed $| ÷ paid attributed $ × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this Rockerbox paid-vs-organic gap?
- Different attribution book. [Paid-vs-organic gap](/manuals/rockerbox-paid-vs-organic-gap) reads Rockerbox. Here you line up Triple Whale paid $ against Triple Whale organic $.
- Is this MER-vs-cash gap?
- Sibling Triple Whale dollar cut. [MER-vs-cash gap](/manuals/triple-whale-mer-vs-cash-gap) pits MER revenue against bank cash. This page is paid vs organic attribution dollars.
- What gap % should I invent?
- None. Use paid attributed $ and organic attributed $ from the same Triple Whale window.