Triple Whale and Profit Compass answer different questions. Triple Whale leads with attribution and measurement: the Triple Pixel, multiple attribution models, MMM and incrementality testing, and an AI operator, Moby, that can act on what it finds. Profit Compass leads with the numbers an operator runs the business on: contribution margin (what you keep after product costs, shipping, fees, and ads), new customers, and revenue, with numbers that match your books. Every number in that lead view is built from your own orders, ad spend, and costs. Some clients run both.
If you want to see your own contribution margin, start with a free audit. If you only want the software, request early access.
Start with cost. Profit Compass is free in every Human engagement, and as standalone software your first 100 days are free. Triple Whale's paid plans are 12-month subscriptions priced by annual GMV, so the bill climbs as a brand scales.
Profit Compass: A plain-language profit scorecard for top-level decisions: contribution margin, new customers, and revenue first, used to decide whether to push, hold, or pull back on spend.
Triple Whale: Attribution and measurement (multi-touch attribution, MMM, incrementality) plus an AI operator, Moby, that can act in your ad accounts.
Profit Compass: Ecommerce brands that want marketing and finance reading one profit number. Available inside a Human engagement or as standalone software.
Triple Whale: Triple Whale lists founders, marketing leaders, performance marketers, ops managers, data analysts, and agencies. Its Enterprise plan is generally aimed at $10M+ GMV.
Profit Compass: Done for you: we connect your accounts, pull COGS from Shopify if it's stored there, you confirm merchant fees and shipping & handling, and we make sure the numbers match your books. Set up within 24 hours; a couple of hours with proper access and data.
Triple Whale: Self-serve. Triple Whale says most brands are up and running in 15 minutes with no engineer. COGS is imported from your store or entered in Cost Settings.
Profit Compass: MER, the standard way (all ecommerce revenue ÷ all ecommerce ad spend), aMER (new-customer revenue ÷ all ecommerce ad spend), CAC, break-even CAC, with blended ROAS alongside as a signal.
Triple Whale: Blended ROAS (order revenue ÷ blended ad spend); MER inverted from the standard (blended ad spend ÷ order revenue); NC ROAS (new-customer order revenue ÷ blended ad spend).
Profit Compass: Included free in every active Human engagement. Standalone software is in early access, with your first 100 days free from go-live.
Triple Whale: Priced by annual GMV and package (Free, Foundation, Automate, Enterprise), so the price rises as your revenue grows. Paid plans are 12-month subscriptions, billed monthly or annually. Its Shopify App Store listing shows Foundation from $219/month and Automate from $749/month; Enterprise is custom-priced. See Triple Whale's pricing page.
Profit Compass: Use Profit Compass as the number your weekly and monthly reviews open with: contribution margin, new customers, revenue.
Triple Whale: Keep Triple Whale for channel and creative decisions inside the ad accounts.
If the question is which campaign or creative drove the sale, that's Triple Whale's job. If the question is whether yesterday made money after product costs, shipping, fees, and ads, and whether new customers are worth what you paid for them, that's Profit Compass.
Triple Whale details come from Triple Whale's public website, documentation, and Shopify App Store listing, checked on October 6, 2026. Features and pricing change, so check triplewhale.com for current details.
Triple Whale is built to show what's driving revenue across channels and to help teams act on it fast. That means first-party tracking with the Triple Pixel, multiple attribution models, and, on its Enterprise plan, Compass, which combines attribution, MMM, and incrementality testing.
Its AI operator, Moby, can act in your ad accounts on the Automate plan and above, within approval settings you control. It connects to storefronts, ad platforms, email, shipping, and marketplaces, and Triple Whale says most brands are up and running in 15 minutes with no engineer.
Profit Compass is built around the numbers decisions run on: contribution margin, new customers, and revenue, drawn from your own orders, ad spend, and costs, with numbers that match your books.
The top-level view opens with three numbers, contribution margin, new customers, and revenue, each with a status and its trend against the prior week and the prior year, so you can see at a glance whether the business is moving forward or backward. Under that sits every key lever, so you can see what's moving it. That matters because, without the whole business in one view, it's easy for a team to run hard in one direction, pushing media spend or steering by one channel's model, while margin or new-customer growth quietly slips.
Illustrative data for a fictional brand.
Your numbers match your books, and your books stay the system of record. The methodology is written out in the app, including how customers are classified as new or returning and how LTV is calculated.
Contribution margin comes from your actual orders: COGS by SKU (or a blended rate), discounts and refunds netted out, shipping revenue counted in, and postage and merchant fees counted against. Day-over-Day Profitability puts daily contribution margin next to ad spend, with goals and ROAS target bands that flag drift in either direction, because a ROAS that's too high can mean underinvestment and a missed chance to scale.
When a number moves, the next views explain why: Lifetime Value, Product Merchandising down to the variant, refunds, and a marketing timeline of promotions and launches. AI & Traffic Sources breaks out traffic and revenue from ChatGPT, Perplexity, Claude, Gemini, and Copilot.
Marketing Efficiency: Blended ROAS, aMER, New Customers, Contribution Margin
Ad Spend: Total Ad Spend
You can view details, changes, or year over year, project the current month with Pacing, and split ecommerce from Amazon.
Illustrative data for a fictional brand.
Does Triple Whale track profit and contribution margin?#
Yes. Triple Whale's documentation defines Net Profit and a product-level Contribution Margin, and it can import product costs from your store. The difference is less about whether a profit number exists and more about which number leads, who sets up and checks the costs, and whether anyone runs your account on it.
With Profit Compass, we connect your costs and make sure the numbers match your books before go-live, and contribution margin is the first number every review opens with.
MER is revenue divided by ad spend. That's the standard definition, and it's how Profit Compass and Human use it (all ecommerce revenue ÷ all ecommerce ad spend). Triple Whale's documentation flips it, defining MER as ad spend divided by revenue. So a "25%" in Triple Whale and a "4.0" in Profit Compass can describe the same week.
Triple Whale's Blended ROAS (order revenue ÷ blended ad spend) is its revenue-over-spend view, so it's the Triple Whale number closest to standard MER. Note the naming: in Human's usage, blended ROAS means platform-attributed revenue rolled up across channels, which is not MER. Its NC ROAS (new-customer order revenue ÷ blended ad spend) is a similar idea to aMER (new-customer revenue ÷ all ecommerce ad spend), though the revenue and spend inputs may be defined differently. For the full breakdown, see MER vs ROAS vs aMER. And a higher efficiency number isn't automatically better: here's why a high ROAS can mean under-bought growth.
Can you use Profit Compass and Triple Whale together?#
Yes, and some clients do. A common split is Triple Whale for attribution and creative decisions inside the ad platforms, and Profit Compass for the profit scorecard the weekly review opens with.
For the profit job, yes: if what you need is daily contribution margin and new-customer economics you can trust, Profit Compass is built for exactly that. For multi-touch attribution, MMM, or incrementality testing, it isn't a replacement, and Triple Whale is the stronger fit.
There are two ways in. Work with Human, where every new client engagement opens with a free Profit Compass audit and the software comes included, or use Profit Compass as standalone software through early access, with your first 100 days free.
Profit Compass is set up within 24 hours.
See Your Contribution Margin This Week
Working with Human? Every new client engagement opens with a free Profit Compass audit. We connect Meta, Google, Shopify, and GA4, pull in revenue and customer counts (no personal data), bring COGS over from Shopify if you keep it there, and ask you to confirm the usual assumptions: merchant fees and shipping & handling. Human does the work. If the numbers say your current strategy is working, we'll tell you that too. Profit Compass is included at no additional charge in every active engagement.
What is the difference between Profit Compass and Triple Whale?
Triple Whale is an attribution, measurement, and AI platform built to show what's driving revenue and act on it. Profit Compass is a daily profit scorecard that leads with contribution margin, new customers, and revenue, and its numbers match your books. It shows whether the business made money and whether new customers are worth what you paid.
Is Profit Compass a Triple Whale alternative?
For profit visibility, yes. For multi-touch attribution, MMM, or incrementality testing, no; Triple Whale is built for that. Many brands can run both.
Can I use Profit Compass and Triple Whale together?
Yes. Some clients run both: Triple Whale for channel and creative decisions, Profit Compass for the contribution margin scorecard their reviews open with.
Is Profit Compass the same as Compass by Triple Whale?
No. Compass is Triple Whale's measurement product that combines attribution, MMM, and incrementality testing. Profit Compass is a separate contribution margin platform built by Human.
Why is MER different in Triple Whale and Profit Compass?
Profit Compass uses the standard definition, revenue ÷ ad spend (all ecommerce revenue ÷ all ecommerce ad spend), the same way Human's MER guide does. Triple Whale inverts it, defining MER as ad spend ÷ revenue. Triple Whale's NC ROAS is a similar idea to Profit Compass's aMER (new-customer revenue ÷ all ecommerce ad spend), though the inputs may be defined differently.
How long does Profit Compass take to set up?
Profit Compass is set up within 24 hours. With proper access and data in place, it takes a couple of hours. We connect your store, ad accounts, and GA4, you confirm merchant fees and shipping & handling, and we make sure the numbers match your books before you rely on them.
How do I get started, and what does it cost?
Profit Compass is free in every active Human engagement, which opens with a free audit. As standalone software it's in early access, with your first 100 days free from go-live. Triple Whale prices its paid plans by annual GMV and package, so the price rises as you scale; see its pricing page.
Joel Brda is Founder & CEO of Human and built Profit Compass with Scott Williams.
