"We looked at a number of competitors in the space, but ultimately chose ThoughtMetric because of its easy-to-understand interface and the support offered during and after implementation."
"With ThoughtMetric, we were able to refine our analytics and provide verifiable proof of the revenue we were driving in a previously underperforming area of the business."
ThoughtMetric’s Custom Reports vs. Triple Whale’s Custom Dashboards
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Custom reporting is one of the most important features in an attribution platform. It allows you to quickly view the metrics you check most. ThoughtMetric and Triple Whale approach custom reporting differently when it comes to ease of use, limitations, and how much AI is involved.
Here’s the breakdown:
ThoughtMetric’s Custom Reports Feature
Custom Reports lets you build the view you need. You pick the metrics, the widget type, and where each piece sits on the page.
Eleven Custom Widget Types ThoughtMetric offers eleven custom widgets, so you can pick the visual type that works best for the metrics you are presenting. You can also add filters to show only the most important data.
Pre-built Widgets On top of the custom widgets, ThoughtMetric offers a library of pre-built widgets that cover common e-commerce KPIs.
Move, Resize, and Arrange Widgets
Custom Reports lets you drag widgets into position and resize in a way that makes sense to you and your team.
Create Custom Metrics
Within Custom Reports, you can create formulas to calculate things like add to cart rate or revenue minus tax.
Create Multiple Reports
You may need different reports for different functions. ThoughtMetric lets you create as many as you want. Build one per team member, one per marketing channel, or one for whatever else deserves its own view.
Or Use Claude Most teams prefer to build custom reports in ThoughtMetric. The builder is fast and intuitive, and you can see the layout as you work. However, there is an option to use AI instead. Connect ThoughtMetric to Claude using our AI Connectors and prompt it to pull the data and create a report there.
Anything else you have connected to Claude can go in the same view, so channel revenue from ThoughtMetric and email metrics from your email platform end up in one report.
In Practice
“Custom Reports have also been a game changer because we can now see all our essential day-to-day data in a single view. This includes everything from channel breakdowns and product insights to LTV and order volume." - Gardening Express, ThoughtMetric user
The Custom Reports feature in ThoughtMetric is built to be intuitive. Anyone on your team can build a report without asking for help.
Triple Whale’s Custom Dashboards Feature
Triple Whale also has a custom dashboards feature. Building a dashboard in Triple Whale starts with a library filled with 68 templates. You can select a template and then make adjustments using Moby (the in-app AI feature) or go into the widget and edit it manually.
Editing a Chart Manually When editing a chart manually, you can switch out the metrics or change the chart type. You do not have the ability to add filters like you do in ThoughtMetric.
Editing a Chart with Moby You can enter a prompt describing the kind of chart you’d like to create, and Moby will generate it. From there, you can iterate on it, which takes more time. You do have to review it carefully as AI can make mistakes.
Here’s an example where Moby generated a pie chart showing revenue by channel. It mistakenly included the total as 50% of the pie.
Seven Different Chart Types Triple Whale offers seven different chart types.
Triple Whale limits you to six sections per dashboard, and each section holds one chart. Therefore, a report can only get so detailed before you have to create another dashboard.
Pricing
Cost is usually a factor when deciding which tool to pick. ThoughtMetric offers the same core functionality as Triple Whale for less.
ThoughtMetric starts at $99 per month for 50,000 pageviews. Every feature is included in every plan, Custom Reports included.
Triple Whale Foundation starts at $219 per month for brands with an annual GMV less than $250k. This is the entry paid tier and the first tier that includes the No-Code Custom Dashboard Builder.
How to Choose
The main differences come down to how much you can add to a report and how easy it is to make adjustments.
ThoughtMetric has eleven widget types, custom metrics, and no cap on how much you can add to a report. You can also generate a report using AI with ThoughtMetric’s AI Connectors.
Triple Whale gives you seven chart types and caps you at six charts per dashboard. These reports can be generated through Moby. However, it might take a little longer and a few iterations to get the exact report you’d like to see.
Overall, ThoughtMetric is the easier tool to use without giving up any of the depth. You can build a simple report in a couple of minutes or a detailed one with custom metrics, and neither takes much effort.
