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Most email and SMS flows are built around automation. Welcome flows. Browse abandonment. Abandoned cart. Post-purchase follow-ups. Winbacks.
These automations respond to real-time customer behavior, driving “always-on” revenue quietly in the background. For lifecycle marketers, they are the backbone of retention. When they’re working well, traffic comes in, shoppers engage, flows trigger, and revenue follows, all without additional ad spend.
But there’s a reality many teams don’t see unless they look closely at performance: Standard tracking does not catch every onsite event.
If you are running flows in Klaviyo, Attentive, or Omnisend, a meaningful percentage of shoppers, almost 40%, never enter the automations you carefully built. Simply because your platform never saw the event in the first place.
That isn’t a deliverability or a segmentation issue. It’s an identity recognition gap that's costing your brand more than you think. It’s shoppers you'll never reach and revenue you’ll never see in your bottom line.
Most email service providers, including Klaviyo, Omnisend, and Attentive, rely on client-side, cookie-based tracking.
When someone visits your site, a cookie is placed in their browser to track activity. If they add to cart and leave, that cookie helps trigger your abandoned cart flow. In theory, it works. But cookies are fragile.
Cookies are cleared constantly by users and browsers. They get rejected by privacy-conscious browsers or ad blockers. They expire after a set time period. And they don't connect activity across devices, so if a shopper browses on mobile and returns later on desktop, they often look like two different people to your ESP.
From your perspective as a lifecycle marketer, everything appears to be working. Your flows are live. Your logic is correct. Your reporting shows strong performance. But a portion of abandoners never enter your flows, which means your marketing automations never fire because your platform didn’t receive the right data at the right moment.
Your flows are operating with incomplete data, and you’re leaving potential flow revenue on the table.
To make it concrete, here’s exactly where client-side, cookie-based tracking breaks:
Over time, that missing visibility adds up, resulting in dozens of missed opportunities. Shoppers who showed intent yet never received a follow-up.
Sonar Send, Triple Whale’s email and SMS enrichment solution, takes a fundamentally different approach that captures up to 40 percent more shoppers than standard tracking alone.
At the foundation is Triple Pixel, a client-side pixel that runs directly in the browser and captures onsite activity like page views, clicks, and add-to-carts as it happens. Each device is assigned a unique Triple ID, and those signals are sent to Triple Whale’s backend in real time where signals are combined with server-side data sources such as checkout events and order webhooks. This ensures deterministic and probabilistic signals, so Sonar Send isn't relying solely on browser cookies to understand who's who. Identity is resolved and maintained server-side, resulting in more anonymous activity linked to known customer profiles.
When a visitor converts by placing an order or signing up for email, Triple Whale's identity resolution algorithm scans all Triple IDs associated with that device, collapses them into a single unified identity in the ID Graph, and attaches any collected identifiers to that profile. The identity then becomes persistent and cross-device.
If that same person later visits from a new device and identifies themselves, whether by clicking an email, making a purchase, or signing up, that new device’s Triple ID is added to the same profile in the ID Graph, connecting it to everything Triple Whale already knows about that person.
This is what makes Sonar Send resilient to ad blockers, iOS privacy changes, and cookie degradation. This complete customer picture powers Sonar: it takes that unified customer data, applies additional signal enrichment, and sends relevant events back into your email and SMS platforms. The result is more reliable flow triggers and stronger coverage across your abandonment journeys.
Sonar Send works alongside your ESP, strengthening the data layer that powers your existing automations.
Your flows remain unchanged. Your strategy stays the same. But more shopper activity is captured. More events are delivered to your ESP. And when more events are delivered, more flows trigger.
Your marketing platform handles the customers it can see just fine. Sonar Send ensures you're not missing revenue from the ones it cannot. It extends flow coverage in a way that is compliant, accurate, and fully additive to your existing retention stack.
For a lifecycle marketer, Sonar Send is not about creating something new. It’s about making the automations you already manage more effective.
Setting up Sonar Send follows a similar approach across platforms. You run parallel flows triggered by Triple Pixel events alongside your existing automations.
If your ESP captures the shopper through default tracking, they move through your existing flow. If not, the Sonar-powered flow ensures they still enter the right journey. For you, that means less troubleshooting, and more confidence that your flows are actually reaching the shoppers they were built for.
You clone your abandonment flows, including cart, checkout, browse, and product abandonment, and create parallel versions triggered by Sonar Send and Triple Pixel server-side events.
Conditional logic added to each cloned flow routes shoppers to the correct path, preventing overlap while expanding coverage. If Klaviyo successfully tracks the event, shoppers enter your standard flow as normal. If Klaviyo cannot track them, they're automatically routed through the Sonar-powered flow instead.
Sonar Send auto-configures these flows for you. Setup is quick and seamless, with the only key consideration being any A/B tests running in your existing flows, which are easy to account for with proper segmentation.
You duplicate your existing automations and replace default Omnisend triggers with Triple Pixel custom events, such as "Added to Cart - Triple Pixel." Clear naming conventions make it easy to compare performance in Triple Whale and measure the incremental impact of Sonar-powered flows.
You can also configure exit conditions to remove contacts when they move further down the funnel, and use Omnisend’s contact skipping rules to prevent duplicate messaging between your existing automations and Sonar-powered ones.
Sonar Send delivers server-side events to Attentive as custom journey triggers, including "Active on Site - Triple Pixel."
From there, you build journeys using those triggers the same way you would with native events, with profile matching handled automatically.
Across platforms, implementation is simple. Most teams are fully set up in minutes, and once Sonar Send is live, there is no ongoing maintenance required.
Once it’s turned on, the impact shows up quickly.
More shoppers begin entering your flows because your platform is finally receiving more complete customer events. That added visibility translates into more triggered sends and more recovered revenue from the automations you already rely on.
That’s why Sonar Send tends to have such an outsized impact.
The reason Sonar Send performs so well is simple. You’re identifying and activating shoppers who were previously invisible.
When those shoppers enter abandonment flows, they convert much like your existing triggered audience. The difference is that they weren’t given the chance before.
Brands consistently see measurable incremental revenue from their marketing automations after enabling Sonar Send.
For Origin, a prominent apparel brand known for its high-quality apparel, boots, and gear, Sonar Send generated $450,000 in incremental revenue within one year.
"Within a year of setting up Sonar Send, it generated $450k in incremental revenue for us. At roughly 40% margins, that's $168,000 of profit generated by Sonar. The value of Sonar alone makes the ROI of Triple Whale significant. It pays for itself many times over." — Justin Parker, Director of Ecommerce at Origin
Paw.com, a premium pet products brand. They integrated Sonar Send with their Klaviyo flows and saw a 14.2% increase in incremental revenue from their abandonment flows within just two months.
"Our abandoned cart emails have always performed well, but since integrating Sonar, they've become one of our top-performing flows," says Gina Finn, Director of Email & SMS Marketing at Paw.com. "We've seen a 14.2% increase in revenue from these flows alone, and the unsubscribe rates have stayed low, which is really encouraging. Sonar has been a win-win for us, especially since it integrates seamlessly with Klaviyo."
Because Sonar-powered flows run in parallel with your existing automations, the incremental lift is easy to measure. You can compare performance directly and see how much additional revenue is being captured by Sonar flows.
The Sonar Send Delivery Overview makes that visibility clear, showing how much additional revenue Sonar Send is generating compared to your standard flows.
For retention marketers, the difference is complete clarity.
At significantly lower costs than advertising, email and SMS are two of the most powerful revenue drivers in ecommerce. But their performance depends entirely on clean event capture.
If your retention flows generate meaningful revenue, Sonar Send isn't optional, it's the difference between capturing every shopper and systematically losing revenue to tracking gaps.
To clarify, Sonar Send works with your existing ESP, not instead of it.
Klaviyo, Attentive, and Omnisend are great at what they do. Their flows are sophisticated, their segmentation is powerful, their deliverability is industry-leading. But even the best automation depends on accurate event capture.
Sonar Send strengthens that data foundation.
It's the enrichment layer that ensures your abandonment flows actually reach everyone who abandons, not just the shoppers your default tracking can see.
If you’re a lifecycle marketer, you’ve already done the hard part. You built the flows and put real thought into what happens when a shopper abandons.
Sonar Send makes sure they reach the full audience they were designed for.
For Triple Whale customers, enabling Sonar Send is a quick and easy win. It integrates directly into your existing marketing tools, runs alongside your current flows, and starts capturing incremental revenue as soon as those enriched events begin flowing into your marketing platforms.
Most brands see an average of 15% more incremental revenue when Sonar Send runs alongside their retention stack.
And because Sonar Send is included for free with every paid Triple Whale subscription, it’s the only data enrichment tool that comes with no downside. There's no added cost and no new vendor to manage. Just stronger flow coverage and more revenue captured from shoppers who would have otherwise been missed.
Enable Sonar Send in Triple Whale today and make sure every abandoned cart, checkout, and browse session has the chance to convert. Available for Klaviyo, Omnisend, and Attentive.
Most email and SMS flows are built around automation. Welcome flows. Browse abandonment. Abandoned cart. Post-purchase follow-ups. Winbacks.
These automations respond to real-time customer behavior, driving “always-on” revenue quietly in the background. For lifecycle marketers, they are the backbone of retention. When they’re working well, traffic comes in, shoppers engage, flows trigger, and revenue follows, all without additional ad spend.
But there’s a reality many teams don’t see unless they look closely at performance: Standard tracking does not catch every onsite event.
If you are running flows in Klaviyo, Attentive, or Omnisend, a meaningful percentage of shoppers, almost 40%, never enter the automations you carefully built. Simply because your platform never saw the event in the first place.
That isn’t a deliverability or a segmentation issue. It’s an identity recognition gap that's costing your brand more than you think. It’s shoppers you'll never reach and revenue you’ll never see in your bottom line.
Most email service providers, including Klaviyo, Omnisend, and Attentive, rely on client-side, cookie-based tracking.
When someone visits your site, a cookie is placed in their browser to track activity. If they add to cart and leave, that cookie helps trigger your abandoned cart flow. In theory, it works. But cookies are fragile.
Cookies are cleared constantly by users and browsers. They get rejected by privacy-conscious browsers or ad blockers. They expire after a set time period. And they don't connect activity across devices, so if a shopper browses on mobile and returns later on desktop, they often look like two different people to your ESP.
From your perspective as a lifecycle marketer, everything appears to be working. Your flows are live. Your logic is correct. Your reporting shows strong performance. But a portion of abandoners never enter your flows, which means your marketing automations never fire because your platform didn’t receive the right data at the right moment.
Your flows are operating with incomplete data, and you’re leaving potential flow revenue on the table.
To make it concrete, here’s exactly where client-side, cookie-based tracking breaks:
Over time, that missing visibility adds up, resulting in dozens of missed opportunities. Shoppers who showed intent yet never received a follow-up.
Sonar Send, Triple Whale’s email and SMS enrichment solution, takes a fundamentally different approach that captures up to 40 percent more shoppers than standard tracking alone.
At the foundation is Triple Pixel, a client-side pixel that runs directly in the browser and captures onsite activity like page views, clicks, and add-to-carts as it happens. Each device is assigned a unique Triple ID, and those signals are sent to Triple Whale’s backend in real time where signals are combined with server-side data sources such as checkout events and order webhooks. This ensures deterministic and probabilistic signals, so Sonar Send isn't relying solely on browser cookies to understand who's who. Identity is resolved and maintained server-side, resulting in more anonymous activity linked to known customer profiles.
When a visitor converts by placing an order or signing up for email, Triple Whale's identity resolution algorithm scans all Triple IDs associated with that device, collapses them into a single unified identity in the ID Graph, and attaches any collected identifiers to that profile. The identity then becomes persistent and cross-device.
If that same person later visits from a new device and identifies themselves, whether by clicking an email, making a purchase, or signing up, that new device’s Triple ID is added to the same profile in the ID Graph, connecting it to everything Triple Whale already knows about that person.
This is what makes Sonar Send resilient to ad blockers, iOS privacy changes, and cookie degradation. This complete customer picture powers Sonar: it takes that unified customer data, applies additional signal enrichment, and sends relevant events back into your email and SMS platforms. The result is more reliable flow triggers and stronger coverage across your abandonment journeys.
Sonar Send works alongside your ESP, strengthening the data layer that powers your existing automations.
Your flows remain unchanged. Your strategy stays the same. But more shopper activity is captured. More events are delivered to your ESP. And when more events are delivered, more flows trigger.
Your marketing platform handles the customers it can see just fine. Sonar Send ensures you're not missing revenue from the ones it cannot. It extends flow coverage in a way that is compliant, accurate, and fully additive to your existing retention stack.
For a lifecycle marketer, Sonar Send is not about creating something new. It’s about making the automations you already manage more effective.
Setting up Sonar Send follows a similar approach across platforms. You run parallel flows triggered by Triple Pixel events alongside your existing automations.
If your ESP captures the shopper through default tracking, they move through your existing flow. If not, the Sonar-powered flow ensures they still enter the right journey. For you, that means less troubleshooting, and more confidence that your flows are actually reaching the shoppers they were built for.
You clone your abandonment flows, including cart, checkout, browse, and product abandonment, and create parallel versions triggered by Sonar Send and Triple Pixel server-side events.
Conditional logic added to each cloned flow routes shoppers to the correct path, preventing overlap while expanding coverage. If Klaviyo successfully tracks the event, shoppers enter your standard flow as normal. If Klaviyo cannot track them, they're automatically routed through the Sonar-powered flow instead.
Sonar Send auto-configures these flows for you. Setup is quick and seamless, with the only key consideration being any A/B tests running in your existing flows, which are easy to account for with proper segmentation.
You duplicate your existing automations and replace default Omnisend triggers with Triple Pixel custom events, such as "Added to Cart - Triple Pixel." Clear naming conventions make it easy to compare performance in Triple Whale and measure the incremental impact of Sonar-powered flows.
You can also configure exit conditions to remove contacts when they move further down the funnel, and use Omnisend’s contact skipping rules to prevent duplicate messaging between your existing automations and Sonar-powered ones.
Sonar Send delivers server-side events to Attentive as custom journey triggers, including "Active on Site - Triple Pixel."
From there, you build journeys using those triggers the same way you would with native events, with profile matching handled automatically.
Across platforms, implementation is simple. Most teams are fully set up in minutes, and once Sonar Send is live, there is no ongoing maintenance required.
Once it’s turned on, the impact shows up quickly.
More shoppers begin entering your flows because your platform is finally receiving more complete customer events. That added visibility translates into more triggered sends and more recovered revenue from the automations you already rely on.
That’s why Sonar Send tends to have such an outsized impact.
The reason Sonar Send performs so well is simple. You’re identifying and activating shoppers who were previously invisible.
When those shoppers enter abandonment flows, they convert much like your existing triggered audience. The difference is that they weren’t given the chance before.
Brands consistently see measurable incremental revenue from their marketing automations after enabling Sonar Send.
For Origin, a prominent apparel brand known for its high-quality apparel, boots, and gear, Sonar Send generated $450,000 in incremental revenue within one year.
"Within a year of setting up Sonar Send, it generated $450k in incremental revenue for us. At roughly 40% margins, that's $168,000 of profit generated by Sonar. The value of Sonar alone makes the ROI of Triple Whale significant. It pays for itself many times over." — Justin Parker, Director of Ecommerce at Origin
Paw.com, a premium pet products brand. They integrated Sonar Send with their Klaviyo flows and saw a 14.2% increase in incremental revenue from their abandonment flows within just two months.
"Our abandoned cart emails have always performed well, but since integrating Sonar, they've become one of our top-performing flows," says Gina Finn, Director of Email & SMS Marketing at Paw.com. "We've seen a 14.2% increase in revenue from these flows alone, and the unsubscribe rates have stayed low, which is really encouraging. Sonar has been a win-win for us, especially since it integrates seamlessly with Klaviyo."
Because Sonar-powered flows run in parallel with your existing automations, the incremental lift is easy to measure. You can compare performance directly and see how much additional revenue is being captured by Sonar flows.
The Sonar Send Delivery Overview makes that visibility clear, showing how much additional revenue Sonar Send is generating compared to your standard flows.
For retention marketers, the difference is complete clarity.
At significantly lower costs than advertising, email and SMS are two of the most powerful revenue drivers in ecommerce. But their performance depends entirely on clean event capture.
If your retention flows generate meaningful revenue, Sonar Send isn't optional, it's the difference between capturing every shopper and systematically losing revenue to tracking gaps.
To clarify, Sonar Send works with your existing ESP, not instead of it.
Klaviyo, Attentive, and Omnisend are great at what they do. Their flows are sophisticated, their segmentation is powerful, their deliverability is industry-leading. But even the best automation depends on accurate event capture.
Sonar Send strengthens that data foundation.
It's the enrichment layer that ensures your abandonment flows actually reach everyone who abandons, not just the shoppers your default tracking can see.
If you’re a lifecycle marketer, you’ve already done the hard part. You built the flows and put real thought into what happens when a shopper abandons.
Sonar Send makes sure they reach the full audience they were designed for.
For Triple Whale customers, enabling Sonar Send is a quick and easy win. It integrates directly into your existing marketing tools, runs alongside your current flows, and starts capturing incremental revenue as soon as those enriched events begin flowing into your marketing platforms.
Most brands see an average of 15% more incremental revenue when Sonar Send runs alongside their retention stack.
And because Sonar Send is included for free with every paid Triple Whale subscription, it’s the only data enrichment tool that comes with no downside. There's no added cost and no new vendor to manage. Just stronger flow coverage and more revenue captured from shoppers who would have otherwise been missed.
Enable Sonar Send in Triple Whale today and make sure every abandoned cart, checkout, and browse session has the chance to convert. Available for Klaviyo, Omnisend, and Attentive.
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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