Comparison
Wicked Reports vs Triple Whale
Both serve ecommerce. Wicked Reports is first-party, click-based attribution that separates new customers from repeat buyers and pushes the new-customer event back to Meta; plans start at $499/month by revenue band. Triple Whale is a store analytics platform with its own pixel, a free tier and paid plans quoted by GMV.
At a glance
| Wicked Reports | Triple Whale | |
|---|---|---|
| What it is | First-party, click-based attribution for ecommerce and agencies | Ecommerce analytics and attribution |
| Built for | Ecommerce, subscriptions, and agencies managing paid budgets in the hundreds of thousands | DTC and ecommerce brands running paid ads at scale |
| Conversion it measures | Ecommerce and subscription revenue, new vs repeat customers | Ecommerce order |
| Published pricing | From $499/month (Measure), $699 (Scale) and $999 (Maximize) up to $2.5M of annual revenue; every plan rises with your revenue band (for example $799 / $999 / $1,299 at $2.5M-$5M), and Enterprise starts at $4,999. Bands follow your last 12 months of gross revenue. Meta CAPI signal and 5 Forces AI are +$199/month each below Maximize. | Free tier, then Foundation, Automate and Enterprise quoted by GMV: the pricing page no longer lists amounts (checked November 2026). |
verified 4 November 2026.
Key differences
New-customer CAC vs blended store metrics
Wicked Reports splits new customers from repeat buyers down to campaign and creative, so you get a new-customer CAC you can defend in front of a client. Triple Whale centralises paid, owned, subscription and organic performance into blended ROAS and LTV.
Price
Wicked Reports publishes its bands: $499 Measure, $699 Scale and $999 Maximize up to $2.5M of annual revenue, each rising with the revenue band, and Enterprise from $4,999; the Meta CAPI signal and 5 Forces AI are +$199/month each below Maximize. Triple Whale has a free tier and quotes paid plans by GMV.
Feeding the ad platform
Wicked Reports sends a verified new-customer event back to Meta through the Conversions API, so it improves the algorithm instead of only describing it. Triple Whale's edge is its operator experience, including Moby in Slack.
Which one fits your funnel
| If your conversion is… | You need… | Built for it |
|---|---|---|
| A lead form on a landing page, with Meta traffic | CPL per creative × landing page, click identifier kept on the landing page domain | DropCPL |
| An ecommerce order | Order-level ROAS, new vs repeat customers, LTV | Triple Whale, Wicked Reports |
Choose Wicked Reports if
- →Revenue-side, not lead-side: it attributes real orders and separates new customers from repeat buyers, so you get a new-customer CAC, not just a cost per form fill.
- →It pushes a verified new-customer event back to Meta through the Conversion API, so it improves the algorithm instead of only describing it.
- →Its own validation guide is unusually honest: it tells you to expect a first-party number at or above 80% of what the ad platform reports, and a match within roughly 3% of your order system over a 3-7 day window.
Choose Triple Whale if
- →It is built around the order, not the lead. For a store, order-level tracking with cross-device matching is the correct primitive.
- →A genuinely useful free tier, which is rare in this category.
- →Blended ROAS, LTV and subscription metrics out of the box — the numbers an ecommerce operator actually steers by.
Pricing compared
As published on each vendor's pricing page, checked on 4 November 2026.
Wicked Reports
From $499/month (Measure), $699 (Scale) and $999 (Maximize) up to $2.5M of annual revenue; every plan rises with your revenue band (for example $799 / $999 / $1,299 at $2.5M-$5M), and Enterprise starts at $4,999. Bands follow your last 12 months of gross revenue. Meta CAPI signal and 5 Forces AI are +$199/month each below Maximize.
Wicked Reports pricing → See Wicked Reports's pricing page →
Triple Whale
Free tier, then Foundation, Automate and Enterprise quoted by GMV: the pricing page no longer lists amounts (checked November 2026).
Verdict
Pick Wicked Reports if you need a defensible new-customer CAC and want a verified purchase signal fed back to Meta. Pick Triple Whale if you want a free start and one store dashboard for the whole team. For leads collected on landing pages, DropCPL measures the real CPL per ad and landing page.
A third option if you generate leads on Meta
If the conversion you pay for is a form on a landing page, both tools above measure something adjacent to your problem. DropCPL attributes each lead to the ad and the landing page that produced it and reports the real CPL of every combination, at a flat $49, $89 or $159 per month.
DropCPL vs Wicked Reports → DropCPL vs Triple Whale → Features →
More comparisons
Sources: the vendors' own pricing pages and documentation, linked above, checked on 4 November 2026.