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Library · Traffic · How to run this

Triple Whale dark-spend is not Hyros dark-spend

How to run thisTraffic3 steps
CalculatorTriple Whale unattributed-spend share · Calculator lives in the articleOpen

No-channel spend $ ÷ total spend $ make TW dark-spend %. Type both.

Pair: Unattributed-spend share on Traffic. MMM: MMM vs MTA gap. Revenue twin: unattributed-revenue share.

What you type

Unattributed spend $ — Triple Whale media dollars still marked with no channel credit in the window.

Total spend $ — Total media dollars in that same Triple Whale window.

TW dark-spend % = unattributed spend $ ÷ total spend $ × 100. Chase mapping when TW dark-spend % is fat. Do not invent a TW dark-spend chip.

What not to do

Do not invent TW dark-spend %. Do not paste Hyros or Northbeam unattributed-spend exports into Triple Whale counts. Do not treat orphan sales or MMM vs MTA dollars as dark spend. Do not blend brands when one pixel owns the hole.

Related: Traffic, MMM vs MTA gap, unattributed-revenue share, Hyros dark-spend.

Procedure

  1. Type unattributed spend $ and total spend $.
  2. Read TW dark-spend %.
  3. Chase pixel mapping when TW dark-spend % is material.

Failure modes

  • Inventing TW dark-spend %.
  • Dumping a Hyros or Northbeam unattributed-spend file into Triple Whale spend fields.
  • Folding Triple Whale orphan sales or MMM vs MTA into dark-spend dollars.

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 dark-spend %
Unattributed spend $ ÷ Total spend $ × 100.

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

FAQ

Is this Triple Whale MMM vs MTA gap?
Sibling Triple Whale book. [MMM vs MTA gap](/manuals/triple-whale-mmm-vs-mta-gap) compares model dollars. This page is no-channel spend $ ÷ total spend $.
Is this Triple Whale unattributed-revenue share?
Revenue twin. [Unattributed-revenue share](/manuals/triple-whale-unattributed-revenue-share) is no-credit sales ÷ total sales. This page is Triple Whale spend share.
What TW dark-spend % should I invent?
None. Type no-channel spend $ and total spend $ from the same Triple Whale window.