Triple Whale

Name: Triple Whale
Brand: Triple Whale
Price: 0219 USD

The DTC operator's dashboard, with its own pixel and an AI that now takes actions

Triple Whale is an ecommerce analytics and attribution platform for direct-to-consumer brands, built primarily around Shopify, that uses its own first-party Triple Pixel to track customer journeys, offers seven attribution models including Total Impact and deterministic view-through, unifies revenue, ad spend, MER, ROAS, and profit across channels in one dashboard, and layers creative analytics, cohort and lifetime-value reporting, marketing mix modelling, and the Moby AI agents on top.

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Overview

Triple Whale was built for a specific person: the DTC operator who wakes up, checks yesterday's revenue against yesterday's ad spend, and needs to decide within an hour whether to scale or kill a campaign. Its Summary dashboard, which is what most customers actually use every day, puts blended revenue, spend, MER, ROAS, contribution margin, and profit in one place across Shopify, Meta, Google, TikTok, Klaviyo, and the rest of the stack, which is the report the ad platforms deliberately do not give you because it would show them competing.

The attribution engine underneath is the Triple Pixel, a first-party tracker that follows customer journeys rather than accepting each platform's self-reported conversions. Seven attribution models are available, including first click, last click, linear, Clicks and Deterministic Views, and the vendor's own Total Impact model, and the Compass measurement product combines multi-touch attribution with marketing mix modelling and incrementality testing. That combination matters after Apple's App Tracking Transparency, because pure click-based attribution stopped seeing enough of the journey and the credible vendors now triangulate rather than insist on one method.

The 2026 version of the product has moved from analytics toward agentic operations. Moby 2, released in April 2026, is positioned as an autonomous ecommerce employee that can launch ads, rebalance budgets, and audit performance rather than merely answer questions, with Sonar handling data activation back to the ad platforms. Whether a brand wants an AI adjusting budgets is a genuine question, but the direction tells you Triple Whale intends to be the operating system rather than the reporting layer.

Pricing is the part that catches people out. There is a real free plan with first and last click attribution, a blended view, up to ten users, and a twelve-month lookback, which is unusually generous. Paid plans start at $219 a month for Foundation and $749 for Automate, but the vendor is explicit that prices are based on a combination of your brand's annual GMV and the package, so your quote is a function of your revenue and paid plans run on twelve-month subscriptions. There is a 14-day trial and a 60-day money-back guarantee, which softens the commitment considerably.

Best for

Direct-to-consumer ecommerce brands on Shopify spending meaningful money across Meta, Google, and TikTok who need one blended view of revenue, spend, and profit plus attribution they can act on before the day is over.

Not the right fit for

B2B companies of any kind; the entire data model assumes orders, GMV, and a purchase event, and there is no pipeline, account, or buying committee concept here.
Brands not on Shopify; Triple Whale is Shopify-first and the Starter tier is explicitly Shopify-only, so a WooCommerce or custom-stack merchant should look elsewhere.
Small stores with low ad spend; when paid plans are priced against GMV and start at $219 a month on twelve-month terms, a brand doing modest revenue is better served by the free plan or by Shopify's own reporting.
Anyone who wants a simple website analytics dashboard; this is an ecommerce operating platform with an enormous surface area and it will overwhelm a team that just wants traffic numbers.
Buyers who need a flat published price they can budget against; the vendor states plainly that pricing is a function of your annual GMV, so the headline numbers are a starting point rather than your bill.

How it works

1
You install the Triple Pixel on your Shopify store, typically through the Shopify app, and connect your ad accounts, email platform, and other channels. The pixel is first-party and tracks customer journeys itself rather than relying on Meta or Google to report their own conversions, which is the technical basis for every number that follows.
2
Data from Shopify, Meta, Google, TikTok, Klaviyo, Amazon, and dozens of other sources lands in one place, where blended metrics get calculated: total revenue against total spend gives MER, channel-level ROAS sits alongside it, and cost of goods, shipping, and fees turn revenue into contribution margin and profit rather than stopping at top line.
3
Attribution runs across seven models so you can see the same spend under first click, last click, linear, Clicks and Deterministic Views, and Total Impact. Compass adds marketing mix modelling and incrementality testing on top of multi-touch attribution, which is how a serious brand triangulates rather than trusting a single method in a post-ATT world.
4
The operating layer sits above that. Creative Cockpit pulls every ad creative across platforms into one view for image, video, and copy level comparison, cohort and lifetime-value reporting shows what customers acquired in a given month are actually worth, Sonar activates data back to the ad platforms, and the Moby AI agents analyse, recommend, report, and in the 2026 release act on your behalf.

Feature breakdown

26 features in 5 modules

Blended dashboards and financial reporting

The screen DTC operators open first, and the reason most of them subscribe.

Summary dashboard: Revenue, ad spend, MER, ROAS, orders, AOV, and profit blended across every channel in one view, which is the report no individual ad platform will ever show you.
Marketing efficiency ratio (MER): Total revenue divided by total ad spend, the blended metric DTC operators actually steer on, presented alongside channel-level ROAS rather than instead of it.
Contribution margin and profit: Cost of goods, shipping, transaction fees, and other costs subtracted so the dashboard reports profit rather than stopping at revenue, which changes which campaigns look successful.
Custom dashboards: Configurable metric views per role, so a media buyer, a founder, and a finance lead each get the numbers they act on.
Real-time updates: Intraday data so a scaling decision can be made during the day rather than the following morning.
Mobile app: The daily numbers on a phone, which is how most DTC founders actually check their business.

Attribution and measurement

Seven models plus MMM and incrementality, which is the honest post-ATT answer.

Triple Pixel: A first-party tracker that follows customer journeys itself rather than accepting Meta's or Google's self-reported conversions, which is what stops the same order being claimed by three platforms.
Seven attribution models: First click, last click, linear, Clicks and Deterministic Views, Total Impact, and further variants, so a conclusion can be tested across models rather than taken from one.
Total Impact model: Triple Whale's own model, designed to credit channels whose influence click-based attribution misses, which is the specific gap that opened after Apple's App Tracking Transparency.
Compass unified measurement: Multi-touch attribution, marketing mix modelling, and incrementality testing combined into one measurement view, which is the methodologically serious answer to a world where no single method sees the whole journey.
Marketing mix modelling: Statistical modelling of spend against outcomes that works without user-level tracking, and therefore keeps working as privacy restrictions tighten further.
Cohort and lifetime-value analysis: What customers acquired in a given month are actually worth over time, which is the number that decides whether an expensive acquisition channel is genuinely expensive.

Creative and product analytics

The layer that turns measurement into next week's ads.

Creative Cockpit: Every ad creative across every platform in one dashboard, compared at image, video, and copy level, so creative decisions stop being made from three separate ad managers.
Product analytics: Performance by SKU and product line joined to marketing spend, revealing which products actually carry the paid acquisition budget.
Creative performance attribution: Attribution applied at the creative level rather than only the campaign level, which is where DTC performance decisions are actually made.
Audience and cohort insights: Customer segment behaviour over time, feeding both creative direction and retention planning.

AI agents and activation

The 2026 pivot from analytics to autonomous operations.

Moby AI: Conversational analysis across your whole dataset, answering questions like which campaign drove last week's margin drop without building a report.
Moby 2 agents: Released in April 2026, positioned as an autonomous ecommerce employee that can launch ads, rebalance budgets, and audit performance rather than only answering questions. Whether you want that is a real decision, not a feature checkbox.
Automated reporting: Scheduled AI-written summaries so the daily and weekly numbers reach the team without anyone assembling them.
Sonar activation: Sonar Send and Sonar Optimize push first-party conversion data back to ad platforms so their bidding optimises against your real outcomes; now standard on paid plans.
Anomaly detection and alerts: Automatic flagging of performance shifts, which is how a spend problem gets caught on the day rather than at month end.

Integrations and platform

Broad on the ecommerce side, narrow everywhere else.

Shopify-native: Installed and billed through the Shopify app ecosystem, with orders, products, and customers flowing natively; the Starter tier is Shopify-only.
Ad platform connectors: Meta, Google, TikTok, Snapchat, Pinterest, Amazon, and others, pulling spend and campaign structure alongside the pixel's own journey data.
Email and SMS platforms: Klaviyo and comparable platforms so owned channels appear in the blended view rather than being invisible next to paid.
Retention and Conversion add-ons: Separately priced modules at $19 and $79 a month respectively, which is worth noting because the headline plan price is not the whole product.
Data exports: Granular exports and hourly conversion data on higher tiers, for brands that want the numbers in their own warehouse.

Use cases

4 documented

DTC brand spending $50,000 a month across Meta and Google

Meta reports one revenue figure, Google reports another, and the two together substantially exceed what Shopify actually recorded. The media buyer wants budget moved and nobody can agree on the basis.

The Triple Pixel credits each order once, the Summary dashboard shows blended MER against real Shopify revenue, and comparing Total Impact against last click reveals whether the conclusion is robust. At that spend level, the subscription is a small fraction of one percent of media budget.

Founder checking the business on a phone

Wants to know before breakfast whether yesterday was profitable, not just whether revenue was up.

Contribution margin and profit on the mobile app, with cost of goods and fees already subtracted, so the answer is about profitability rather than top line. This is the feature that generates the daily habit the whole product depends on.

Performance marketer managing dozens of creatives

Creative decisions are being made by flipping between three ad managers, and nobody can say which video actually carried last month.

Creative Cockpit compares performance at image, video, and copy level across platforms in one view, with attribution applied at creative level, so the next production brief is based on evidence.

Growing brand outgrowing the free plan

The free tier's first and last click attribution and blended view have been enough, but the team now needs Total Impact, MMM, and Sonar activation.

Foundation at $219 a month, adjusted for GMV, unlocks the fuller measurement stack on a twelve-month term, with the 60-day money-back guarantee providing a real exit if it does not stick.

Pricing

from $0 (free plan), then $219 per month (Foundation)

Freemium, with paid packages priced as a function of the brand's annual GMV combined with the package chosen, sold on twelve-month subscriptions, plus separately priced Retention and Conversion add-ons.

Plan	Price	Includes
Free	$0 per month	First click and last click attribution Blended analytics view Up to 10 users 12-month lookback window Shopify integration Unusually generous for this category, and enough for a small store that mostly needs the blended dashboard.
Foundation	From $219 per month, scaled by annual GMV, 12-month term	Full attribution model set including Total Impact Creative Cockpit and product analytics Cohort and lifetime-value reporting Sonar activation Moby AI
Automate	From $749 per month, scaled by annual GMV, 12-month term	Everything in Foundation Moby 2 agents with autonomous actions Advanced automation and alerting Deeper measurement tooling
Enterprise	Custom quoted, annual	Compass unified measurement with MMM and incrementality Granular exports and hourly conversion data Dedicated strategist and success management Custom integrations and SLA

Add-ons

Retention ($19 per month): Retention module priced separately from the base plan.
Conversion ($79 per month): Conversion module priced separately from the base plan.

Billing notes

The vendor states explicitly that all prices are based on a combination of your brand's annual GMV and the package chosen, so the $219 and $749 figures are entry points rather than your bill. A brand doing eight figures of GMV should expect a materially higher quote.
Paid plans are twelve-month subscriptions, not monthly rolling, which is a real commitment; the 60-day money-back guarantee is the safety valve and is worth confirming in writing before signing.
Retention at $19 and Conversion at $79 a month are separate modules, so the plan price is not the full product cost for brands that want them.
At $50,000 a month of ad spend, a $219 to $749 subscription is between 0.4 and 1.5 percent of media budget, which is the ratio that makes the tool trivially justifiable for brands at that scale and hard to justify below it.

Value assessment: For a DTC brand spending real money, Triple Whale is priced sensibly against the decisions it informs: a fraction of a percent of media budget for the ability to credit each order once and see profit rather than revenue. The free plan is genuinely useful, which is rare, and makes the product easy to try before committing. What tempers the verdict is the structure rather than the level: GMV-linked pricing means your bill grows with your success regardless of whether your usage does, the twelve-month term removes the option to leave mid-year, and the Retention and Conversion add-ons mean the advertised plan is not the whole product. Read the quote carefully, use the 60-day guarantee as a real evaluation window, and treat the free tier as the honest starting point rather than a teaser.

Strengths & limitations

Strengths

The blended Summary dashboard genuinely solves the DTC operator's daily problem, showing revenue, spend, MER, and profit across every channel in one place.
Its own first-party Triple Pixel means attribution does not depend on the ad platforms' self-reported conversions, which is the root cause of the double-counting problem.
Seven attribution models plus marketing mix modelling and incrementality testing in Compass is a methodologically honest answer to the post-ATT measurement gap, rather than insisting one model is correct.
Contribution margin and profit reporting rather than top-line revenue changes which campaigns look successful, and it is calculated rather than left as a spreadsheet exercise.
Creative Cockpit consolidates creative performance across platforms at image, video, and copy level, which is where DTC decisions actually get made.
A real free plan with first and last click attribution, blended reporting, ten users, and a twelve-month lookback, which very few competitors offer.
Deep Shopify integration and a large connector set across Meta, Google, TikTok, Amazon, and Klaviyo, so the blended view is genuinely complete for a typical DTC stack.
Well capitalised with roughly $53M to $55M raised and around 200 employees, so it is a substantial supplier rather than a side project.

Limitations

Pricing is a function of your annual GMV, so the published entry prices are not a budget you can rely on and successful brands pay progressively more for the same product.
Paid plans run on twelve-month subscriptions, which removes the ability to leave mid-year if the tool does not earn its place.
Shopify-first to the point that the Starter tier is Shopify-only, so brands on other platforms are second-class or excluded.
Entirely irrelevant to B2B: there is no pipeline, account, or buying committee model anywhere in the product.
The surface area is large and the product now spans dashboards, attribution, creative, MMM, AI agents, and activation, which is a lot to evaluate and a lot that can go unused.
Retention and Conversion are separately priced add-ons, so the headline plan price understates the cost of the full product.
The Moby 2 agents that can autonomously launch ads and rebalance budgets are a significant trust decision, and any brand enabling them should understand exactly what authority they are delegating.
Cross-session identity means cookies and a consent banner, so this is not a privacy-first tool and should not be evaluated as one.

Head-to-head comparisons

5 alternatives

Triple Whale vs Attribution

from $199 per month (Shopify plan), $399 per month (Pro)

Attribution's $199 Shopify plan does the modelling side more rigorously, with five models across four configurable modes and visit-level auditability where every number drills back to its underlying visits. Triple Whale wraps a lighter attribution engine inside a full ecommerce operating platform with creative analytics, profit reporting, MMM, and AI agents. Buy Attribution when the number itself has to survive scrutiny; buy Triple Whale when you want one place to run the business from.

Full Triple Whale vs Attribution comparison

Triple Whale vs Usermaven

from $84 per month (Growth, 250,000 events)

Usermaven is platform-agnostic and built around B2B SaaS, with product analytics, contact and company profiles, and CRM revenue joining at a flat $199. Triple Whale is Shopify-native, GMV-priced, and built entirely around orders and creative. There is almost no overlap in who should buy them: if you sell subscriptions to businesses, Usermaven; if you sell products to consumers on Shopify, Triple Whale.

Full Triple Whale vs Usermaven comparison

Triple Whale vs Databox

from $0 (Free), then $64 per month billed annually (Analyst)

Databox is a general marketing dashboard that pulls Shopify, Meta, Google, and Klaviyo into one board from $64 a month, with no attribution logic of its own: it faithfully reproduces each platform's self-reported numbers. Triple Whale runs its own pixel and credits each order once. If your problem is that the numbers are scattered, Databox is cheaper; if your problem is that the numbers are wrong, Databox cannot help.

Full Triple Whale vs Databox comparison

Triple Whale vs Supermetrics

from €49 per month (Starter), or €39 per month billed yearly

Supermetrics is the pipeline that moves ad platform data into Sheets, Looker Studio, or a warehouse from €49 a month, and like Databox it reports what the platforms claim rather than adjudicating between them. Triple Whale is the adjudicator, plus the dashboard, plus the creative and profit layers. Agencies serving many DTC brands often run Supermetrics for reporting plumbing and Triple Whale for the brands large enough to justify it.

Full Triple Whale vs Supermetrics comparison

Triple Whale vs Dreamdata

from Free plan at $0; paid plan is custom-quoted

Dreamdata is the B2B counterpart: account-level journeys, CRM stitching, EU processing, audience and conversion sync back to ad platforms, and a free tier of its own. Triple Whale is the same instinct applied to DTC ecommerce, with GMV rather than pipeline as the outcome. Neither is a substitute for the other, and which one is right is determined entirely by whether your customer is a company or a person.

Full Triple Whale vs Dreamdata comparison

Implementation & onboarding

Setup time: A day for the pixel and the core connectors through the Shopify app, and a further week or two before the attribution data is dense enough to trust. Cost of goods and fee configuration for accurate profit reporting is the piece teams most often postpone and most regret postponing.
Learning curve: The Summary dashboard is immediately readable, which is why adoption is fast. The rest of the platform, particularly the seven attribution models, Compass, and the AI agents, requires real study, and a team that does not understand the difference between Total Impact and last click will misread the output.
Onboarding: Self-serve through Shopify with a free plan and a 14-day trial. Higher tiers include a dedicated strategist, and Enterprise adds success management. The 60-day money-back guarantee is the practical evaluation window given twelve-month terms.
Migration notes: The Triple Pixel starts collecting from installation, so attribution history does not backfill and the first month of data is thinner than the twelve-month lookback suggests. Triple Whale is additive rather than a replacement: GA4, Shopify reporting, and the ad platforms all stay in place. Expect its numbers to be lower than Meta's and Google's combined claims, because that is the entire point.

Platform, API & security

Platforms: Web appShopify appiOS and Android mobile appsTriple Pixel first-party tracking
API: Data exports with granular and hourly conversion data on higher tiers; API access and custom integrations are part of the Enterprise conversation.
Compliance: GDPR data processingCCPAShopify app ecosystem requirements
Data residency: Not published as a self-serve regional option; raise residency requirements during the sales process.
SSO: Available on higher tiers as part of enterprise arrangements rather than as a published self-serve feature.
Security notes: The Triple Pixel tracks customer journeys across sessions, which requires identity and cookies, so a consent banner is required in Europe and this should not be confused with a privacy-first tool. The compensating benefit is first-party data collection, which is more resilient to ad platform restrictions than relying on third-party pixels.

Support & resources

Channels: In-app chatEmail supportDedicated strategist on higher tiersDedicated success manager on Enterprise
Documentation: Extensive documentation and a large body of educational content aimed at DTC operators, including the vendor's own comparison and methodology writing.
Community: Large and active DTC community presence, including a well-known operator community, events, and agency partner network.

Company

Founded: 2021
Headquarters: Columbus, Ohio, United States
Ownership: Venture-backed
Founders: AJ Orbach, Maxx Blank
Employees: Approximately 200
Funding: Roughly $53M to $55M raised across three rounds, with a $25M Series B in February 2023.

Funding history

Round	Amount	Year	Notes
Seed and Series A	Approximately $28M combined	2021 to 2022	Early rounds funding the Shopify-native analytics product.
Series B	$25M	2023	Closed in February 2023, bringing total funding to roughly $53M to $55M.

Timeline

2021Triple Whale is founded in Columbus, Ohio by AJ Orbach and Maxx Blank, building a blended analytics dashboard for Shopify DTC brands.
2022The Triple Pixel and Creative Cockpit establish the product as the default operator dashboard for a large part of the DTC ecosystem after Apple's App Tracking Transparency broke platform-reported attribution.
2023A $25M Series B closes in February, bringing total funding to roughly $53M to $55M.
2024Moby AI launches, moving the product from dashboards toward conversational analysis across the whole dataset.
2025Compass unifies multi-touch attribution, marketing mix modelling, and incrementality testing; Sonar becomes standard on paid plans.
2026Moby 2 ships in April, repositioning the AI from answering questions to taking actions such as launching ads and rebalancing budgets.

Integrations

Shopify
Meta Ads
Google Ads
TikTok Ads
Snapchat and Pinterest Ads
Amazon
Klaviyo
Attentive and SMS platforms
Google Analytics
Data exports to warehouses on higher tiers

Frequently asked questions

10 questions

What is Triple Whale?

Triple Whale is an ecommerce analytics and attribution platform for direct-to-consumer brands, built primarily around Shopify. It uses its own first-party Triple Pixel to track customer journeys, offers seven attribution models including Total Impact, blends revenue, ad spend, MER, ROAS, and profit across every channel in one dashboard, and adds creative analytics, cohort and lifetime-value reporting, marketing mix modelling, and the Moby AI agents.

How much does Triple Whale cost?

There is a free plan with first and last click attribution, blended reporting, up to ten users, and a twelve-month lookback. Paid plans start at $219 a month for Foundation and $749 for Automate, with Enterprise quoted. The important caveat is that the vendor states pricing is based on a combination of your annual GMV and the package, so those are entry points rather than your bill, and paid plans are twelve-month subscriptions. There is a 14-day trial and a 60-day money-back guarantee. Retention and Conversion are separate add-ons at $19 and $79 a month.

Do I need a cookie consent banner with Triple Whale?

Yes, in the EU and UK. The Triple Pixel tracks customer journeys across sessions, which requires identity and cookies, so it processes personal data and falls inside GDPR and ePrivacy consent requirements. This is not a privacy-first product and should not be compared with Plausible or Pirsch on that basis: cross-session identity is exactly what you are paying for.

Which attribution models does Triple Whale support and how honest is it about post-ATT limits?

Seven models, including first click, last click, linear, Clicks and Deterministic Views, and its own Total Impact. The more important answer is Compass, which combines multi-touch attribution with marketing mix modelling and incrementality testing, because that is an implicit admission that no click-based model sees the whole journey after Apple's App Tracking Transparency. Triangulating across three methods is the methodologically honest position, and Triple Whale takes it more clearly than most.

Is the free plan actually usable?

Yes, more than most free tiers in this category. First and last click attribution, the blended analytics view, up to ten users, and a twelve-month lookback cover the daily question of what revenue came in against what spend went out. What you do not get is Total Impact, Creative Cockpit, cohort and lifetime-value reporting, Sonar activation, or the AI agents, which is what the paid plans are for.

Does Triple Whale work if I am not on Shopify?

Poorly. The product is Shopify-first, installed and billed through the Shopify app ecosystem, and the Starter tier is explicitly Shopify-only. Connectors exist for the ad platforms and other tools, but a merchant on WooCommerce, BigCommerce, or a custom stack is not the customer this was built for and should evaluate alternatives.

What does it cost at $50,000 a month of ad spend?

Somewhere between roughly $219 and $749 a month depending on the package, adjusted upward for your annual GMV, plus any add-ons. That is between about 0.4 and 1.5 percent of your media budget, which is the ratio that makes the decision straightforward at that spend level. Below roughly $10,000 a month of spend the arithmetic stops working and the free plan is the right answer.

Should I let Moby 2 take actions on my ad accounts?

That is a genuine decision rather than a feature toggle. Moby 2, released in April 2026, is positioned as an autonomous agent that can launch ads, rebalance budgets, and audit performance. The analysis and recommendation capabilities are useful with no real downside; delegating budget authority to an agent is a trust and governance question, and any brand enabling it should understand exactly what limits are in place before it starts spending money.

Why do Triple Whale's numbers not match Meta and Google?

Because Meta and Google each claim full credit for conversions they merely touched, so their combined reported revenue routinely exceeds your actual revenue. Triple Whale's pixel credits each order once against real Shopify revenue, so its numbers will be lower than the platforms' and closer to your bank account. That gap is the product working, not a bug.

Who is behind Triple Whale?

It was founded in 2021 in Columbus, Ohio by AJ Orbach and Maxx Blank, and has raised roughly $53M to $55M across three rounds including a $25M Series B in February 2023, with around 200 employees. That makes it one of the larger and better capitalised suppliers in this category, though venture backing also means the pricing and packaging can be expected to keep moving.

Editorial verdict

Triple Whale is the right tool for a DTC brand on Shopify spending serious money, and close to useless for anyone else. The blended dashboard answers the question a founder actually has every morning, the Triple Pixel stops Meta and Google both claiming the same order, and Compass is refreshingly honest in combining multi-touch attribution with marketing mix modelling and incrementality rather than pretending one model still sees everything after App Tracking Transparency. The free plan is genuinely useful, which makes trying it easy. Go in with your eyes open on commercials: pricing scales with your GMV rather than your usage, paid plans are twelve-month commitments, and Retention and Conversion cost extra. Use the 60-day money-back guarantee as a real evaluation, and think carefully before handing Moby 2 the authority to move your budgets on its own.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.

Awards & badges

1 held

Triple Whale holds 1 award from the SaaSTracker editorial program. Badges may be displayed by the vendor; each embed links back to this profile.

Momentum · GTM Analytics

“The DTC operator's dashboard grew its own pixel and an AI that now takes actions, not just notes.”

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