Why are my numbers good on Clicks+Views but bad on Clicks-Only?

Our Clicks-Only attribution model only attributes credit to factual clicks. While extremely valuable, it under-values brands and ads that rely more heavily on view-based attribution.

Since platforms do not pass view-level data to Northbeam, our proprietary machine-learning model takes into consideration your factual click-level data and its correlation with organic touchpoints to attribute view-based credit where appropriate.

We've built Clicks+Views Enhanced, which ingest impressions data from TikTok and AppLovin that relies on deterministic modeling, versus probabilistic (Clicks-Only).

Is there a normal/standard delta between Clicks+Views and Clicks-Only?

Much like comparing the cash/accrual delta, there is not a standard delta between metrics resulting from viewing our Clicks+Views and Clicks-Only attribution models.

Not only is the delta unique to your business and customer journey(s), but our modeled view-based attribution is dependent on how your advertising efforts are categorized in Northbeam.

For example, YouTube ads will receive a greater share of view-based credit than Facebook.