One $100 order can receive credit in more than one channel report. Keep channel credit separate from the deduplicated transaction before using a dashboard to allocate budget.
Triple Whale's attribution-model guide, reviewed November 4, 2026, describes platform-level credit in Triple Attribution and the risk of summing that credit as All Channels revenue. It also describes distinct linear models. The appropriate model depends on the question.
Here is illustrative allocation arithmetic for a single Meta → Google → purchase path:
| Reporting question | Meta credit | Google credit | Deduplicated order |
|---|---|---|---|
Each touched paid channel receives full platform-level credit | $100 | $100 | $100 |
Equal credit across those two paid touches | $50 | $50 | $100 |
The first row sums to $200 of channel credit; it does not create a second $100 transaction. The second allocates credit, but does not prove each channel caused half the sale.
For three equal touches, use $33.33, $33.33 and $33.34 when displaying a $100 total to cents. Rounding should not turn the ledger into $99.
Compare platforms only after reconciling windows, view/click treatment, identity, eligible channels and refunds. Meta and Google do not have one universally identical last-click configuration.
Use attribution to inspect the buying path and a suitable experiment for a causal budget question. No model is the universal best, and changing a model's credit cannot itself increase the business's revenue.
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Choose the model for the decision