Triple Whale to Admaxxer: A 30-Day Migration Playbook

The window is the playbook

The headline mechanic of this migration - pasting tokens and installing a pixel - takes about an hour. The reason this playbook is 30 days long is that the value of the migration hides in the overlap: the time it takes for Admaxxer to backfill your Shopify order history, run a parity-check on its pixel events against Triple Whale's, and let your team cycle through their weekly reporting rhythm in both tools so the decision to retire Triple Whale is data-backed.

A same-day cutover gets you running on Admaxxer, but it gives you no leverage to investigate a discrepancy. If on day 7 your CFO points at a number and asks "why is this different from last week," you want both pixels still firing so you can pull the source data from both sides. The 30-day window buys you exactly that.

The other reason: attribution models differ. Triple Whale ships a DTC-flavoured default; Admaxxer ships six toggleable models. Without running both for at least 14 days, you cannot distinguish between a real change in attribution and the mechanical effect of a different model running on the same traffic.

From token paste to retirement, in four phases

Each phase has a clear goal and a quantitative exit criterion. You don't advance to the next phase until the exit criterion is met - that's what keeps the playbook honest against the temptation to rush the parity window.

The full 30-day timeline

Each row is an action and the canonical Admaxxer surface where you perform it. Copy this table into a Notion task list and tick rows as you complete them.

Why running both pixels at once is safe

The first concern every Shopify-savvy operator raises: "won't two pixels conflict?" They won't. Here are the three architectural facts that make the parallel window safe.

• Separate JS namespaces. Triple Whale uses _tw / TripleWhale globals; Admaxxer uses _admaxxer / window.admx. The two never touch the same property on window, never write to the same cookie, never read the same localStorage key. They're effectively in parallel universes inside the same page.
• Separate first-party endpoints. Triple Whale's first-party cloak ends at pxl.so (via your CNAME). Admaxxer's first-party endpoint ends at i.admaxxer.com (also via your CNAME). The two endpoints don't share a request budget, a rate limit, or a third-party-cookie surface.
• Trivial bundle weight cost. Triple Whale's pixel is ~12 KB gzipped, Admaxxer's is ~9 KB. Running both adds 21 KB to your storefront - roughly the size of a single product image. Page-speed impact is undetectable in real-world Web Vitals telemetry.

How to reconcile the historical order import

When you connect Shopify, Admaxxer kicks off a one-time historical order import - every order from the beginning of time, written to the canonical orders datasource. The backfill takes anywhere from a few minutes (boutique stores) to 48 hours (high-volume stores with hundreds of thousands of orders). It runs in the background; you can use Admaxxer while it's running.

The reconciliation step is the most important part of phase 2. Open Shopify Admin -> Reports -> Sales by month, pull the trailing 12 months, and compare each month's order count + net sales against Admaxxer's dashboard for the same month. The numbers should match to the cent.

• Order count off by <0.5%. Typically refunds - Shopify includes refunded orders in some reports, excludes them in others. Compare specifically to the 'Total orders' metric (gross), not the net-of-refunds figure.
• Revenue off by 1-5%. Currency conversion. If your store sells in multiple currencies, Shopify reports in shop currency by default, Admaxxer in your selected reporting currency. Toggle /settings/exchange-rates and reconcile against Shopify's presentment-currency report.
• Revenue off by >5%. Open a support ticket. The backfill job is idempotent; a re-run will not duplicate orders. Most large discrepancies trace back to a multi-store setup (a duplicate store the Shopify token had access to but you didn't intend to connect).

Days 7–14 — the parity check that protects the cutover

For at least 7 consecutive days, both pixels fire on every page view, every add-to-cart, every checkout, every purchase. Each morning, pull /documentation/tracking-health and compare:

• Event-count delta. Admaxxer pixel total page views and total purchases for the trailing 24 hours - should be within 2% of Triple Whale's. Larger deltas usually trace back to one of: the Triple Whale pixel firing on a sub-route Admaxxer isn't (a custom thank-you page, a non-Shopify subscription portal); or a consent-management plugin blocking one but not the other.
• CAPI match rate. Both tools surface a Meta CAPI match score (the % of purchase events Meta could match to a user). Within 5 points is healthy. Larger gaps usually mean Triple Whale's click-ID capture is more aggressive on one surface - toggle Admaxxer's extended click-ID capture in /integrations/meta-ads if the gap persists into day 10.
• Attribution model output. The two tools' default models differ. To compare like-for-like, toggle Admaxxer to last-click 7-day (Triple Whale's default) before pulling the parity report. Once both are on the same model, attribution should agree within 5% on the top-3 acquisition sources.

Why Triple Whale and Admaxxer disagree on top-source ranking

Triple Whale's default model is a DTC-flavoured last-click with a 7-day window and a paid-social bias (the bias is the product's historical positioning - DTC operators wanted to see paid social credited generously). Admaxxer ships six toggleable attribution models and defaults to a neutral last-touch with no platform bias.

In the parity window, set Admaxxer's model to last-click 7-day to match. Once you've confirmed parity at that model, toggle through the other five:

• First-click 7-day — over-credits awareness channels.
• Linear — equal weight to every touch in the path.
• Time-decay — exponential weighting favouring recent touches.
• Position-based — 40/40/20 split (first / last / middle).
• Data-driven (Markov) — credit assigned by removal effect on conversion probability. The most defensible model for DTC stores with multi-touch paths.

See /documentation/attribution-models for the full breakdown and the cases each model is built for.

Triple Whale doesn't export tokens — and that's correct

One question every migration faces: "can I just copy the tokens Triple Whale already has?" The answer is no, and it's the right answer. Triple Whale stores the underlying long-lived tokens encrypted on their side and intentionally doesn't expose them - exposing them would be a security hole (a leaked Triple Whale account becomes a leaked Meta account becomes a leaked ad spend).

What you do instead: regenerate fresh tokens from each ad platform's developer console and paste them into Admaxxer. The process is about 10-15 minutes per platform; the full sequence is documented in /documentation/playbooks/server-side-conversion-api-setup. Your existing campaigns are untouched - the tokens are read-only on Admaxxer's side until you explicitly approve a write via Maxxer.

Meta:        https://developers.facebook.com -> My Apps -> [your app]
                -> System User -> Generate Token (long-lived user token,
                ads_read + ads_management scopes).

Google Ads:  Cloud Console -> APIs & Services -> Credentials -> OAuth 2.0
                client -> Authorized redirect URIs -> add Admaxxer callback.
                Then visit https://admaxxer.com/integrations/google-ads
                -> "Start OAuth" to land a refresh token.
                Developer token: https://ads.google.com/aw/apicenter

TikTok:      https://business-api.tiktok.com -> Apps -> [your app]
                -> Generate App Access Token.

Pinterest:   https://developers.pinterest.com -> Apps -> [your app]
                -> Access Token -> Generate (ads:read + ads:write).

Amazon Ads:  https://advertising.amazon.com/API/docs -> Authorization
                -> LWA -> exchange auth code for refresh token.

What to do with the data you've already paid for

Triple Whale's Pro tier supports CSV exports of historical reports - orders, attribution, creative breakdown, customer journey. Don't throw it away; bring it with you. Admaxxer ingests historical CSV imports as a one-time data sync, writing the events into the corresponding source datasources so you can see your full attribution history in the dashboards from day 1.

The imported data is read-only and kept for retrospective comparison only. Going forward, Admaxxer's own pixel + Shopify backfill becomes the source of truth - but the imported Triple Whale history is what makes year-over-year comparisons possible during the first 12 months of running on Admaxxer.

What to export from Triple Whale before you cancel:

• Orders + attribution CSV for the full available history (typically 24 months).
• Creative-level breakdown CSV (last 12 months) - useful for comparing creative performance year-over-year.
• Post-purchase survey responses if you ran any - Triple Whale's survey product has its own export surface.

What goes wrong when teams rush this

Every mistake on this list has been made by a real customer. Reading them before you start is the highest-leverage 90 seconds of your migration.

1. Skipping the pixel parity window. You retire Triple Whale on day 1, then realize on day 7 that Admaxxer's pixel is missing a checkout event (an old theme override, a non-default thank-you page, a non-Shopify subscription product) and you have 6 days of broken attribution data with no fallback.
2. Assuming the same attribution model. Triple Whale defaults to a DTC-flavoured last-click model that over-credits paid social by ~10-15% in most stores. Admaxxer offers 6 toggleable models - if you don't match defaults in the parity window, you'll see a 'gap' that's really a model difference, not a tracking gap.
3. Not running an incrementality test before reallocating budget. Triple Whale's incrementality module is a paid add-on, so most stores have never seen a clean lift number for their Meta spend. Admaxxer runs incrementality as a first-class surface - running one BEFORE you reallocate prevents the common 'switched tools and revenue dropped' attribution-shock false alarm.
4. Forgetting to regenerate ad-platform tokens. Triple Whale stores the underlying tokens encrypted; you can't export them. If you try to skip token regeneration and copy the Pixel ID alone, you'll see zero data in Admaxxer's dashboards. The fix is mechanical - regenerate per /documentation/playbooks/server-side-conversion-api-setup - but it's a half-day delay if it surprises you on day 1.
5. Cancelling Triple Whale on day 7 instead of day 30. You lose the parallel-tools comparison window. If a finance report in week 2 disagrees with Triple Whale, you can't go re-pull the source numbers. Pay the extra 23 days of Triple Whale subscription - it's cheaper than the cost of one wrong attribution decision.

The five items that close out the migration

About 30 minutes of work on day 30. Each item has a verifiable exit state - don't mark complete until you've checked the artefact.

1. Confirm pixel parity. Open /documentation/tracking-health and verify Admaxxer's pixel event count is within 2% of Triple Whale's for the trailing 14 days. Larger deltas usually mean Triple Whale's first-party cloak is firing on a different subdomain - not a bug, but a known-different baseline.
2. Confirm Shopify backfill completeness. Reconcile total order count + total revenue against Shopify Admin -> Reports for the trailing 12 months. Variance > $5 in either direction triggers a re-run of the backfill job.
3. Cancel Triple Whale subscription. Log into Triple Whale -> Settings -> Billing. Cancel before the next renewal date. Triple Whale does NOT pro-rate, so the cancellation takes effect at the end of the current billing period.
4. Remove Triple Whale tag from Shopify theme. Shopify Admin -> Online Store -> Themes -> Actions -> Edit code. Search for tw. or pxl.so or _tw or TripleWhale. Delete the script block and the snippet include. Commit the theme change.
5. Confirm Triple Whale pixel stops firing. Reload your storefront in a fresh incognito window. Open DevTools -> Network -> filter by pxl.so. There should be zero requests. If anything remains, you missed a tag somewhere - re-search for any of the Triple Whale identifiers and commit a follow-up.

The first 60 days on Admaxxer

Once Triple Whale is retired, three surfaces are worth prioritising in your team's rotation. The first is Maxxer - the AI agent embedded in /chat. Most teams that come from Triple Whale spend the first two weeks learning Maxxer's pattern for the recurring questions they used to answer in Triple Whale's Sonar; the playbook in /documentation/playbooks/ai-ad-operations-maxxer is the canonical onboarding.

The second is incrementality. Admaxxer ships incrementality testing as a first-class surface. Run one within the first 30 days post-migration to establish a baseline lift number for each major paid channel - this is the single most valuable number for budget allocation decisions, and most stores have never had a clean measurement of it.

The third is the forecast surface. Admaxxer's 90-day revenue forecast combines pixel-attributed revenue + ad-platform spend trajectories with weekly seasonality. It's the easiest way to spot a budget shortfall 30 days before it hits - earlier than ad-platform pacing alerts would ever tell you.