7 resources from Triple Whale we point founders to, and the questions each answers.
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Benchmarks pulled from ~35,000 real ecommerce brands across 15 verticals, so you can sanity-check your CPM, CTR and ROAS against your actual category instead of a made-up '4x is good' rule. The honest median (~1.9-2x) resets unrealistic expectations.
Resets unrealistic expectations with real 2025 benchmark data by vertical, useful for checking your ROAS against your actual category instead of a made-up universal target.
A privacy-compliant, statistically grounded alternative to pixel-based attribution, worth understanding even if you don't buy it, because MMM is becoming the operating standard post-iOS14.
Explains exactly why last-click, single-platform attribution double-counts sales across Meta and Google, and what a multi-touch model actually corrects for.
The clearest explanation of incrementality testing available, with practical guidance on running a geo holdout test yourself before paying for an enterprise incrementality tool.
Triple Whale sits inside thousands of DTC ad accounts as an analytics tool, so this is written specifically for ecommerce operators rather than general marketers.
Breakeven ROAS equals 1 divided by contribution margin, so a 40% margin brand breaks even at 2.5x.
The calculation accounts for COGS, shipping, payment processing and fixed overhead, not just the media spend itself.
Two brands can post the identical ROAS and be in completely different financial shape depending on where that number sits relative to their own breakeven.
