Head-to-head · Ad Tracking Software
Triple Whale vs Funnel
Triple Whale leads on 1 check, Funnel on 0, and 5 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.
Our verdict
- Free planonly Triple Whale
Triple Whale and Funnel score identically on our rubric (8.0 out of 10) for ad tracking software; Triple Whale sits at #8 and Funnel at #12 in our editorial ranking, so the choice comes down to fit.
Triple Whale offers free plan; Funnel doesn't.
Triple Whale is the better fit for shopify brands that want one tracker to replace platform pixels across Meta, Google, TikTok, Snap and Pinterest. Funnel is the better fit for data and marketing-ops teams who need ad spend plus conversions normalised across many sources, not just ad platforms.
- Triple Whale fits best
Shopify brands that want one tracker to replace platform pixels across Meta, Google, TikTok, Snap and Pinterest
- Funnel fits best
Data and marketing-ops teams who need ad spend plus conversions normalised across many sources, not just ad platforms
Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.
Side by side
| Feature | Triple Whale 8.0/10 Visit ↗ | Funnel 8.0/10 Visit ↗ |
|---|---|---|
| At a glance | ||
| Editor score | 8.0 | 8.0 |
| Ranking | #8 in Ad Tracking Software | #12 in Ad Tracking Software |
| Best for | Shopify brands that want one tracker to replace platform pixels across Meta, Google, TikTok, Snap and Pinterest | Data and marketing-ops teams who need ad spend plus conversions normalised across many sources, not just ad platforms |
| Pricing model | Free plan + paid | Paid |
| Starting price | — | $300/mo |
| Free plan | ✓ (best) | — |
| Free trial | — | — |
| Deployment | Cloud, Mobile | Cloud, Browser extension |
| Platforms | Web, iOS, Android | Web |
| Support | Docs | Live chat, Docs |
| Compliance | SOC 2, SSO/SAML | GDPR, ISO 27001, SSO/SAML |
| Integrations | 60+ integrations | 640+ integrations |
| Built for | Small business, Mid-market, Enterprise | Small business, Mid-market, Enterprise |
| Features Triple Whale 5/5 · Funnel 5/5 | ||
| Multi-platform ad tracking | ✓ | ✓ |
| Server-side tracking | ✓ | ✓ |
| ROAS and spend reporting | ✓ | ✓ |
| Cross-device tracking | ✓ | ✓ |
| Ad platform postbacks | ✓ | ✓ |
| Our review | ||
| Pros |
|
|
| Cons |
|
|
| Our verdict | Triple Whale tracks ad performance the way a Shopify store's own order data does: its Triple Pixel is built on an identity graph and server-side technology, reconciling purchases against Meta, Google, Snapchat, Pinterest and TikTok… Read the review → |
Funnel is a marketing data platform rather than a dedicated ad tracker, but its ad-tracking capability is substantial: 640 connectors span Meta, Google, TikTok, LinkedIn and Microsoft alongside warehouses and BI tools, and conversion… Read the review → |
Strengths and trade-offs
Triple Whale — where it wins
- Triple Pixel attributes purchases back to Meta, Google, Snapchat, Pinterest and TikTok from one install
- Sonar Optimize sends enriched first-party conversion data server-to-server, including a pure S2S Events API connection for TikTok
- An identity graph keeps a visitor's journey intact across devices, cleared cookies and incognito browsing
- A genuine free plan (10 users, 12 months of data) rather than a time-boxed trial
Where it doesn't
- Paid tiers (Foundation, Automate, Enterprise) carry no public price — every number above the free plan is a sales conversation
- Built around Shopify commerce data first; a non-Shopify advertiser is not its core use case
- No published free-trial length for the paid tiers, only the free plan itself
Funnel — where it wins
- 640 connectors including Meta, Google, TikTok, LinkedIn and Microsoft, far broader than a tracker-only tool
- Server-to-server connections between workspaces and advertising platforms for conversion uploads
- Defines three distinct ROAS variants (MTA ROAS, Platform ROAS, Lastclick ROAS) rather than one blended number
- Seven conversion APIs: Meta CAPI, TikTok Events API, Pinterest, Snapchat, Google Enhanced Conversions, Microsoft Ads
- A dedicated cross-device-tracking article naming both deterministic (hashed email/user ID) and probabilistic (IP, browser, OS) matching
Where it doesn't
- No free plan — Starter begins at $300/month on annual billing
- Its own documentation is candid that MTA "can't always track users moving across devices" under cookie restrictions
- Built as a broad data platform first; a buyer wanting only ad conversion tracking pays for far more connectors than they'll use
- Triple Whale8.0/10 · Free plan
Shopify-native ad tracking built around a server-side pixel and an identity graph, with a real free tier.
Visit Triple WhaleFull verdict → - Funnel8.0/10 · Paid
A 640-connector marketing data platform with seven ad-platform conversion APIs and an explicit, hedged cross-device claim.
Visit FunnelFull verdict →
More comparisons
All ad tracking software comparisons → · Full ranking →
Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026
Last updated · How we research and update