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Every day, advertising platforms make decisions on your behalf.
Their algorithms determine who sees your ads, how much to bid, where to allocate budget, and which customers are most likely to convert.
As those algorithms grow more sophisticated, the marketer's job needs to grow with it.
Yes, getting the right combination of targeting, bids, and campaign structure still matters — but now you need to thinking about something bigger: Are your platforms working from an accurate understanding of your business?
They see the activity happening inside their own environment, but privacy restrictions, browser limitations, inconsistent tracking, and fragmented customer journeys have chipped away at that visibility.
A platform doesn't automatically know the full path your customers take, how you evaluate performance across channels, or which outcomes actually matter to your business.
That gap between how you measure performance and how your campaigns get optimized shows up in familiar ways.
You might be trying to acquire new customers while the platform prioritizes shoppers who are already close to purchase. You might rely on first-click attribution to judge acquisition while the platform places more weight on the final interaction before a sale.
Usually, the platform isn't making a bad call; it's simply making the best decision it can with the signals it has.
Sonar Optimize gives your ad platforms a more complete picture to work from.
Signal quality has traditionally been treated as a technical box to check: install the pixel, set up server-side tracking, confirm events are firing. That’s it.
So when performance dips, marketers look everywhere else first. Creative. Audiences. Offers. Budgets. Bids. These levers matter, but they all depend on the data foundation underneath.
If an ad platform can't reliably observe a conversion or connect it to the right customer, it has less to work with when targeting, bidding, and allocating budget. And if that data is missing context — like whether someone's a new or returning customer — the platform can end up optimizing toward results that look great in its own dashboard while missing the mark for what you're actually trying to achieve.
That makes signal quality more than a tracking concern.
It's a real driver of ad performance, and it's a lot more fragile than most marketers think. A website update, a tracking change, even a newly installed app can quietly degrade pixel health and ultimately, the data your platforms are working from.
You don't set up signal infrastructure once and move on. It's an ongoing input that's shaping your performance right now.
Better tracking alone doesn't entirely close the performance gap.
A platform can know a purchase happened without understanding whether it came from a new customer, whether your campaign is what introduced them to the brand, or whether they were already likely to buy anyway. More visibility into conversions doesn't automatically tell a platform which of those conversions matter most to you. You still need a way to communicate that.
Sonar Optimize connects Triple Whale to your advertising platforms and uses enriched first-party customer, conversion, and attribution data to strengthen the signals they receive, through two distinct, yet connected capabilities.
The first is strengthening the conversion data itself.
Triple Pixel captures onsite activity and conversions across the customer journey, and Sonar Optimize enriches those events with additional first-party data from your ecommerce stack before sending them to platforms like Meta, Google, and TikTok through their Conversions APIs.
When a platform pixel also captures the same event, deduplication reconciles the two so your platforms are working from a richer, more complete dataset — one that helps them identify conversions more reliably and make better targeting, bidding, and budget decisions.
The second is telling the platform what to actually optimize for.
With Attribution Passback, eligible advertisers can use their preferred Triple Whale attribution model to directly send attribution data sent back to the platform, bringing campaign optimization much closer to how marketers already evaluate performance and make investment decisions using their source of truth.
One Triple Whale customer has long relied on Triple Whale to compare cross-channel performance through a consistent, source-of-truth attribution lens. When they began passing their preferred first-click attribution data back to Meta, via an integration with Sonar Optimize, the goal wasn't simply to send Meta more data — it was to tell Meta which interactions they considered most valuable.
The resulting campaigns delivered some of the strongest first-click performance and new-visitor results the business had seen from Meta in a long time. It also gave the marketing team more control over campaign intent: acquisition campaigns could optimize toward first-click outcomes, while lower-funnel campaigns could use signals better suited to retargeting or retention.
“With Sonar Optimize, we're able to bring Meta closer to the same signals we trust internally. Once that alignment happened, it felt like the system was finally working toward the definition of success we care about — driving an increase in new customer purchases by 213%.” - Alex Stark, CMO at OGEE
The platform still made its own delivery decisions; the business just gave it clearer direction.
Across more than 1,500 brands, Triple Whale found that Sonar Optimize users achieved an 11% higher median ROAS than non-users.
Results across individual platforms included:
These results point to a meaningful opportunity for ecommerce businesses.
Improving performance doesn't always mean spending more. Sometimes it starts with giving the platforms you're already spending on a clearer understanding of the customers and conversions driving your revenue.
Sonar Optimize can be activated in minutes, without a heavy technical lift, so the performance data you already rely on in Triple Whale can start informing your campaigns across Meta, Google, TikTok, AppLovin, X — without adding ongoing manual work.
We're also making Sonar Optimize available for ChatGPT Ads, helping brands send stronger conversion signals back to OpenAI so the platform can optimize around higher-quality data. Learn more about Sonar Optimize for ChatGPT here.
Your measurement platform shouldn't stop at helping you understand what already happened — it should help improve what happens next.
Triple Whale brings your customer, revenue, and performance data into one trusted measurement layer, and Sonar Optimize carries that intelligence from measurement into action, turning it into a live input for your ad platforms.
That connection will only matter more as advertising platforms take on more of the campaign optimization. Marketers will spend less time managing individual inputs and more time defining the outcomes and business context that guide these increasingly automated systems.
The real advantage won't come from collecting the most data, it will come from connecting the right data and putting it to work. Book a demo.
Every day, advertising platforms make decisions on your behalf.
Their algorithms determine who sees your ads, how much to bid, where to allocate budget, and which customers are most likely to convert.
As those algorithms grow more sophisticated, the marketer's job needs to grow with it.
Yes, getting the right combination of targeting, bids, and campaign structure still matters — but now you need to thinking about something bigger: Are your platforms working from an accurate understanding of your business?
They see the activity happening inside their own environment, but privacy restrictions, browser limitations, inconsistent tracking, and fragmented customer journeys have chipped away at that visibility.
A platform doesn't automatically know the full path your customers take, how you evaluate performance across channels, or which outcomes actually matter to your business.
That gap between how you measure performance and how your campaigns get optimized shows up in familiar ways.
You might be trying to acquire new customers while the platform prioritizes shoppers who are already close to purchase. You might rely on first-click attribution to judge acquisition while the platform places more weight on the final interaction before a sale.
Usually, the platform isn't making a bad call; it's simply making the best decision it can with the signals it has.
Sonar Optimize gives your ad platforms a more complete picture to work from.
Signal quality has traditionally been treated as a technical box to check: install the pixel, set up server-side tracking, confirm events are firing. That’s it.
So when performance dips, marketers look everywhere else first. Creative. Audiences. Offers. Budgets. Bids. These levers matter, but they all depend on the data foundation underneath.
If an ad platform can't reliably observe a conversion or connect it to the right customer, it has less to work with when targeting, bidding, and allocating budget. And if that data is missing context — like whether someone's a new or returning customer — the platform can end up optimizing toward results that look great in its own dashboard while missing the mark for what you're actually trying to achieve.
That makes signal quality more than a tracking concern.
It's a real driver of ad performance, and it's a lot more fragile than most marketers think. A website update, a tracking change, even a newly installed app can quietly degrade pixel health and ultimately, the data your platforms are working from.
You don't set up signal infrastructure once and move on. It's an ongoing input that's shaping your performance right now.
Better tracking alone doesn't entirely close the performance gap.
A platform can know a purchase happened without understanding whether it came from a new customer, whether your campaign is what introduced them to the brand, or whether they were already likely to buy anyway. More visibility into conversions doesn't automatically tell a platform which of those conversions matter most to you. You still need a way to communicate that.
Sonar Optimize connects Triple Whale to your advertising platforms and uses enriched first-party customer, conversion, and attribution data to strengthen the signals they receive, through two distinct, yet connected capabilities.
The first is strengthening the conversion data itself.
Triple Pixel captures onsite activity and conversions across the customer journey, and Sonar Optimize enriches those events with additional first-party data from your ecommerce stack before sending them to platforms like Meta, Google, and TikTok through their Conversions APIs.
When a platform pixel also captures the same event, deduplication reconciles the two so your platforms are working from a richer, more complete dataset — one that helps them identify conversions more reliably and make better targeting, bidding, and budget decisions.
The second is telling the platform what to actually optimize for.
With Attribution Passback, eligible advertisers can use their preferred Triple Whale attribution model to directly send attribution data sent back to the platform, bringing campaign optimization much closer to how marketers already evaluate performance and make investment decisions using their source of truth.
One Triple Whale customer has long relied on Triple Whale to compare cross-channel performance through a consistent, source-of-truth attribution lens. When they began passing their preferred first-click attribution data back to Meta, via an integration with Sonar Optimize, the goal wasn't simply to send Meta more data — it was to tell Meta which interactions they considered most valuable.
The resulting campaigns delivered some of the strongest first-click performance and new-visitor results the business had seen from Meta in a long time. It also gave the marketing team more control over campaign intent: acquisition campaigns could optimize toward first-click outcomes, while lower-funnel campaigns could use signals better suited to retargeting or retention.
“With Sonar Optimize, we're able to bring Meta closer to the same signals we trust internally. Once that alignment happened, it felt like the system was finally working toward the definition of success we care about — driving an increase in new customer purchases by 213%.” - Alex Stark, CMO at OGEE
The platform still made its own delivery decisions; the business just gave it clearer direction.
Across more than 1,500 brands, Triple Whale found that Sonar Optimize users achieved an 11% higher median ROAS than non-users.
Results across individual platforms included:
These results point to a meaningful opportunity for ecommerce businesses.
Improving performance doesn't always mean spending more. Sometimes it starts with giving the platforms you're already spending on a clearer understanding of the customers and conversions driving your revenue.
Sonar Optimize can be activated in minutes, without a heavy technical lift, so the performance data you already rely on in Triple Whale can start informing your campaigns across Meta, Google, TikTok, AppLovin, X — without adding ongoing manual work.
We're also making Sonar Optimize available for ChatGPT Ads, helping brands send stronger conversion signals back to OpenAI so the platform can optimize around higher-quality data. Learn more about Sonar Optimize for ChatGPT here.
Your measurement platform shouldn't stop at helping you understand what already happened — it should help improve what happens next.
Triple Whale brings your customer, revenue, and performance data into one trusted measurement layer, and Sonar Optimize carries that intelligence from measurement into action, turning it into a live input for your ad platforms.
That connection will only matter more as advertising platforms take on more of the campaign optimization. Marketers will spend less time managing individual inputs and more time defining the outcomes and business context that guide these increasingly automated systems.
The real advantage won't come from collecting the most data, it will come from connecting the right data and putting it to work. Book a demo.
Body Copy: The following benchmarks compare advertising metrics from April 1-17 to the previous period. Considering President Trump first unveiled his tariffs on April 2, the timing corresponds with potential changes in advertising behavior among ecommerce brands (though it isn’t necessarily correlated).
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