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Library · Traffic · How to run this

Triple Whale store-pixel paid media vs owned media is not Hyros phone-path

How to run thisTraffic3 steps
CalculatorTriple Whale paid-vs-owned gap · Calculator lives in the articleOpen

Stack paid media attributed $ against owned media attributed $ on one Triple Whale store-pixel summary panel. Take |paid − owned| ÷ owned. That is TW paid-owned gap %.

Pair: Paid-vs-owned gap on Traffic. Hyros twin: HY paid-owned. Organic twin: TW paid-vs-organic.

What you type

Paid media revenue $ — Triple Whale dollars tagged paid-channel on the named summary panel.

Owned media revenue $ — Triple Whale dollars tagged owned-channel on that same panel.

TW paid-owned gap % = |paid media − owned media| ÷ owned media × 100. When TW paid-owned gap % runs hot, revisit UTMs and channel maps on Triple Whale — never invent a paid-owned chip.

What not to do

Skip inventing TW paid-owned gap %. Skip dropping a Hyros or Northbeam export into Triple Whale fields. Skip treating paid-vs-organic dollars as paid vs owned. Skip merging panels when one campaign owns the skew.

Related: Traffic, HY paid-owned, TW paid-vs-organic, retarget-prospect.

Procedure

  1. Type paid media revenue $ and owned media revenue $.
  2. Read TW paid-owned gap %.
  3. Reconcile store-pixel paid media vs owned media when TW paid-owned gap % is material.

Failure modes

  • Inventing TW paid-owned gap %.
  • Pasting a Hyros phone-path file into Triple Whale boxes.
  • Folding retarget $ into the paid media field.

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

TW paid-owned gap %
|Paid media $ − Owned media $| ÷ Owned media $ × 100 on one Triple Whale store-pixel summary panel.

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

FAQ

Is this Hyros paid-vs-owned gap?
Triple Whale store-pixel summary vs Hyros phone-path call book. [Paid-vs-owned gap](/manuals/hyros-paid-vs-owned-gap) stays on Hyros. Store-pixel paid / owned dollars belong on this Triple Whale panel.
Is this Triple Whale paid-vs-organic gap?
Paid media vs owned media — not paid vs organic. [Paid-vs-organic gap](/manuals/triple-whale-paid-vs-organic-gap) stacks paid against organic. Here you only compare paid media $ to owned media $.
What TW paid-owned gap % should I invent?
None. Pull paid media revenue $ and owned media revenue $ from the same Triple Whale store-pixel summary panel.