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Profflow vs Triple Whale

Two tools.
Two different questions.

Triple Whale is a large, well-built analytics platform for direct-to-consumer brands: its own pixel, multi-touch attribution, an AI operator called Moby, and — at the top of the range — marketing mix modelling and incrementality testing. Profflow is a narrower product with a different first question: what stayed, after every cost, including the VAT that sits inside a European price rather than on top of it.

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Checked 20 September 2026 against Triple Whale’s own public pages. Not affiliated with Triple Whale.

What it is forKnowing what the month madeKnowing which ad caused the sale
Who it is built aroundA store owner in EuropeA growth or media team
How it is pricedPublished, on the pricing pageFree plan published; paid plans quoted on a walkthrough
Where it is strongestThe arithmetic under a profit figureAttribution, and the depth of measurement around it

How each one gets its numbers

Two products can read the same accounts and still answer different questions. This is the part that decides which.

Profflow

Net profit after every cost, day by day

A finished financial model of one store. Fixed screens, no building required.

Profflow connects to the accounts a store already runs — the store platform, the ad accounts, the payment processors — and reads them. Nothing is written back; every connection is read-only, and stays read-only.

What comes back is put through one model: revenue, refunds, VAT, cost of goods, payment and platform fees, advertising and fixed costs, resolved to the day an order was placed rather than the day money moved. Costs carry the date they changed, so a month that has closed keeps the figures it closed with.

The result is a single figure with its arithmetic attached. Every number on every screen can be opened to the lines beneath it, because a profit figure nobody can check is a profit figure nobody will act on.

Built for Shopify stores selling in Europe.

Triple Whale

Blended performance and attribution across channels

A platform with a builder attached: dashboards, custom metrics, a SQL editor and an AI that can act.

Triple Whale’s centre of gravity is measurement. The Triple Pixel tracks visitors across devices and platforms, a post-purchase survey adds what the pixel cannot see, and the paid plans carry every attribution model and every lookback window rather than the first-and-last-click pair the free plan gives.

Profit sits on top of that as one metric among several hundred. Their developer documentation publishes the formula in full: order revenue, plus marketplace sales where a marketplace is connected, less refunds, less ad spend, less total costs — where total costs are cost of goods net of refunded goods, payment gateway costs, shipping, handling fees, taxes, and any custom expense rows.

It is a real net profit figure, and a more detailed one than most tools carry. What the published formula does not describe is what happens to a tax that is inside the price: it takes a taxes column from the order and subtracts it.

Built for DTC brands, largely US-based, spending heavily on ads.

What “after every cost” means

A month of orders, and what was left of it. Every line below is read from an account rather than typed into a settings page, and the arithmetic is printed so it can be checked.

Revenue€7,940What the store platform reports. Where most dashboards stop.
Refunds−€167Taken off the month they belong to, not the month they were issued.
VAT inside the price−€1,429Never the store’s money. In Europe it sits inside the price, not on top of it.
Cost of goods−€2,103At the cost each item carried on the day it sold.
Payment fees−€135Read from the payment accounts. Measured, not a percentage guessed at.
Advertising−€1,180Every connected ad account, spend as billed.
Fixed costs−€405Rent, tools, salaries — the costs that arrive whether or not anything sells.
Net profit€2,52131.8% of revenue. The figure the month actually made.

Side by side

Grouped by the question being asked. “Not documented” means their public pages do not say — their dashboards need an account, and this page was written without one.

The profit question
What it doesProfflowTriple WhaleWhat that means
Net profit after every costTheir documented formula takes refunds, ad spend, cost of goods, payment gateway costs, shipping, handling, taxes and custom expenses off revenue. It is a full formula, and it is published, which most are not.yesyesTheir documented formula takes refunds, ad spend, cost of goods, payment gateway costs, shipping, handling, taxes and custom expenses off revenue. It is a full formula, and it is published, which most are not.
Fixed costs in the figureRent, salaries and tools are a first-class cost here. Theirs arrive as custom spend rows you maintain.yesin partRent, salaries and tools are a first-class cost here. Theirs arrive as custom spend rows you maintain.
Cost of goods with the date it changedBoth hold cost of goods, and both can take it from the store platform. Ours carries the date a cost changed, so a closed month keeps the figure it closed with.yesin partBoth hold cost of goods, and both can take it from the store platform. Ours carries the date a cost changed, so a closed month keeps the figure it closed with.
Payment fees measured, not typedTheirs come in as payment gateway costs on the order. Ours are read from Stripe, PayPal and Klarna, as charged.yesyesTheirs come in as payment gateway costs on the order. Ours are read from Stripe, PayPal and Klarna, as charged.
Every figure opens to its arithmeticTheirs publishes the formula in documentation, which is more than most. Ours shows the lines under the figure on the screen itself.yesin partTheirs publishes the formula in documentation, which is more than most. Ours shows the lines under the figure on the screen itself.
Selling in Europe
What it doesProfflowTriple WhaleWhat that means
VAT inside the priceTheir net-profit documentation lists “taxes” as a column taken from the order. It does not describe VAT that is included in the price rather than added to it, which is how a European price is quoted.yesnot documentedTheir net-profit documentation lists “taxes” as a column taken from the order. It does not describe VAT that is included in the price rather than added to it, which is how a European price is quoted.
OSS and the destination countryNot something their public pages describe.yesnot documentedNot something their public pages describe.
More than one VAT rate in one monthA store selling into several EU countries charges several rates. Not documented on their side.yesnot documentedA store selling into several EU countries charges several rates. Not documented on their side.
Prices and reports in eurosBoth handle multiple currencies; Triple Whale carries multi-geo reporting on paid plans.yesyesBoth handle multiple currencies; Triple Whale carries multi-geo reporting on paid plans.
Attribution and measurement
What it doesProfflowTriple WhaleWhat that means
First-party pixelTriple Pixel is theirs and is one of the strongest parts of the product. Ours is newer, consent-aware, and reports last, first and linear over 7 and 28 days.yesyesTriple Pixel is theirs and is one of the strongest parts of the product. Ours is newer, consent-aware, and reports last, first and linear over 7 and 28 days.
Every attribution model and windowTheir paid plans carry all models and all windows; the free plan is first and last click with a lifetime window. We do three models and two windows, and do not pretend to more.in partyesTheir paid plans carry all models and all windows; the free plan is first and last click with a lifetime window. We do three models and two windows, and do not pretend to more.
Marketing mix modellingTheirs, as an add-on and included at the top of the range. We do not have it.noyesTheirs, as an add-on and included at the top of the range. We do not have it.
Incrementality and geo-lift testsTheirs. We do not have it.noyesTheirs. We do not have it.
Post-purchase surveyTheirs, in a light version even on the free plan.noyesTheirs, in a light version even on the free plan.
Creative analysisThey analyse ad creative and, at the top of the range, generate variations. We do not.noyesThey analyse ad creative and, at the top of the range, generate variations. We do not.
Break-even ROAS per channelThe ad return a channel has to clear before it makes money, from that channel’s own margin. Not something their public pages describe.yesnot documentedThe ad return a channel has to clear before it makes money, from that channel’s own margin. Not something their public pages describe.
Working with the data
What it doesProfflowTriple WhaleWhat that means
Build your own dashboardsNo-code dashboards, custom metrics and a SQL editor are theirs. Ours are fixed screens plus exports, an API and a Google Sheets feed.in partyesNo-code dashboards, custom metrics and a SQL editor are theirs. Ours are fixed screens plus exports, an API and a Google Sheets feed.
Your own data warehouseData warehouse export is an add-on on their plans. We sync to a database you already own, nightly.in partyesData warehouse export is an add-on on their plans. We sync to a database you already own, nightly.
Ask questions of your own figuresMoby answers and, on the higher plans, acts on ad accounts under your control. Ours answers and explains; it changes nothing on its own.yesyesMoby answers and, on the higher plans, acts on ad accounts under your control. Ours answers and explains; it changes nothing on its own.
A morning brief on TelegramNot something their public pages describe.yesnot documentedNot something their public pages describe.
Retail and marketplace dataWalmart, Target, Sephora and others are theirs at the top of the range. We read Shopify.in partyesWalmart, Target, Sephora and others are theirs at the top of the range. We read Shopify.
Commercials
What it doesProfflowTriple WhaleWhat that means
Published priceThey publish a free plan; Foundation, Automate and Enterprise are quoted on a walkthrough. Our prices are on the pricing page, with the first invoice shown before anything is signed.yesin partThey publish a free plan; Foundation, Automate and Enterprise are quoted on a walkthrough. Our prices are on the pricing page, with the first invoice shown before anything is signed.
Free to try without a cardTheir free plan is genuinely free. Our live demo runs the whole product on a full month of figures, then the trial runs on yours, both without a card.yesyesTheir free plan is genuinely free. Our live demo runs the whole product on a full month of figures, then the trial runs on yours, both without a card.
Unlimited historyTheirs is unlimited on paid plans and twelve months on the free one.yesin partTheirs is unlimited on paid plans and twelve months on the free one.
SOC 2 Type 2Theirs. We are a smaller company and do not hold it; our security page says exactly what we do hold.noyesTheirs. We are a smaller company and do not hold it; our security page says exactly what we do hold.

The parts worth explaining

Why the tax line is the whole argument

In the United States, sales tax is added at the checkout: the price is $40, the tax is $3.20, the customer pays $43.20, and the tax was never part of the price. A profit formula can take a tax column off revenue and be right.

In Europe the price is the price. A €40 product in Germany contains €6.39 of VAT at 19%; the customer pays €40. If revenue is read as €40 and the VAT is not removed, the month looks 19% richer than it was — on every order, all year.

Triple Whale’s published formula subtracts a taxes column taken from the order. Whether that column holds included VAT for a European store, at the rate of the destination country, is not something their documentation says. It may well do so. The point of a comparison page is not to guess, and this is a question worth asking them directly before you buy.

Attribution and profit are different questions

Attribution asks which advertisement caused a sale. It is a hard question, it needs a pixel, models and windows, and Triple Whale has spent years building an answer to it.

Profit asks what was left at the end of the month. It needs no pixel at all. It needs every cost, at the right date, at the right rate, and the discipline to leave nothing out.

The two get confused because both are sold as “analytics”, and a store that needs one often thinks it needs the other. A store spending €200,000 a month on ads across five channels needs attribution, and should buy it. A store with €30,000 a month in revenue, three channels and a VAT return to file needs to know what it kept.

What “AI operator” means on each side

Moby sits on Triple Whale’s data and, on the higher plans, does work: it schedules reports, runs repeatable checks, and takes action on ad accounts inside the guardrails a team sets.

Profflow’s assistant answers and explains, and prepares a decision with the figures attached. It changes nothing in a store or an ad account on its own, and there is no plan on which it does.

Which is better depends on what you want from it. A team that wants execution should look at theirs. An owner who wants an explanation they can check should look at ours.

Where Triple Whale is ahead

Written at the same length as everything else on this page. A comparison that finds the other product has no strengths is an advertisement.

Measurement depth

Marketing mix modelling, incrementality and geo-lift tests and every attribution model in one place — a serious answer to “did this advertisement cause the sale”, which we do not attempt.

Scale and coverage

Their pricing page claims more than 65,000 brands. Retail and marketplace data, keyword-level attribution, cohort and product analysis, industry benchmarks and SOC 2 Type 2 come with that scale.

A platform you can build on

No-code dashboards, a segment builder, custom metrics and a SQL editor. If your team wants to build its own views, theirs is the product that lets it.

Creative and audience work

Creative analysis, audience building and pushing first-party signals back to the ad platforms.

Which one to pick

Choose Triple Whale if

You are a US or global DTC brand, ads are the biggest line in the business, and the question that keeps you up is which channel caused which sale. You have somebody whose job is measurement, and you want a platform they can build on.

Choose Profflow if

You sell in Europe, and the question is what is left after VAT, goods, fees, refunds and the costs that arrive whether or not anything sells — with the arithmetic on the screen, and a price on the pricing page.

Free for your first 2 months, then £163 a month. The demo is free and needs no card.

Questions people ask

Can I run both?
Yes, and some stores should. They answer different questions and read the same accounts. Nothing in either one stops the other working.
Is Triple Whale more expensive?
Their paid plans are quoted on a walkthrough, so there is no honest answer to give here. Our prices are published. Compare the two quotes when you have theirs.
Does Profflow do attribution at all?
Yes, and less of it than they do. A consent-aware first-party pixel, three models — last, first and linear — over 7 and 28 day windows. No marketing mix modelling, no incrementality testing.
Why is there no “Triple Whale gets this wrong” section?
Because we have not used it. Everything here comes from their published pages, and where those pages are silent the table says so rather than guessing.

How this page was written

Their own pages, nothing else

Every claim comes from the company’s pricing page, developer documentation or help centre, each linked at the foot of the page. No review sites, no third-party roundups, no claims repeated from somebody else’s comparison.

Silence is not a no

Where a public page does not answer a question, the table says “not documented”. Their dashboards need an account, and this page was written without one.

Their strengths in full

Each page has a section on what the other product does better, written at the same length as the rest. Three of them do things Profflow does not do at all.

Dated, and correctable

Checked 20 September 2026. Products change weekly; if something here has gone stale, tell us and it is fixed.

Where this came from

Prices and features change. If something here is out of date, tell us and it will be corrected. Prices shown in GBP.

Other comparisons

Profflow vs Polar AnalyticsA warehouse and a semantic layer for ecommerce dataProfflow vs HyrosAd tracking built to feed the ad platforms