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Clicks & Views Enhanced (C+Ve) is in beta.

This documentation may be incomplete or contain out-of-date information. CVE is not available to all Northbeam users at this time.

Direct questions or comments to success@northbeam.io.

What is Clicks + Views Enhanced?

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Northbeam’s C+Ve model is a transformative shift in attribution, designed to provide brands with fully factual, deterministic data while remaining conservative in its revenue attribution.

Despite the low CPMs of impression-based ad platforms like TikTok, Snapchat, or Applovin, brands often struggle with a fundamental question:

"We believe these ads are working, but how can we measure the impact of them?"

The skepticism stemmed from a reliance on traditional click-based attribution, which undervalues view-heavy contributions. This lack of visibility led advertisers to pull back spend or prioritize channels with clearer, albeit incomplete, attribution models.

The solution: Clicks + Views Enhanced

Clicks + Views Enhanced (C+Ve) is a new, advanced multi-touch attribution (MTA) model that improves on Northbeam’s Clicks-Only model by incorporating proprietary in-app engagement events (e.g. impressions) from participating ad platforms. These third-party events are validated by Northbeam’s first-party pixel data, offering a more complete and accurate view of marketing performance.

Clicks + Views Enhanced is available as an attribution model throughout Northbeam.

Why is Clicks + Views Enhanced useful?

In the modern marketing environment, many ad platforms have idiosyncrasies in user behavior that result in engagement metrics being more impactful on conversion than most conversion-tracking software can measure. For example, on platforms like Snapchat and TikTok, impressions are extremely important.

Users are less likely to click off of those platforms to make a conversion, but research from Snap and TikTok both prove that users have high brand recall off ads they've seen on those respective platforms. However, rather than leaving the app instantly to make a purchase, the users are making purchases later - leaving conversions that are unattributed to ads without our C+Ve model.

Clicks + Views Enhanced helps you track the real value of your ads on more impression-focused platforms. This helps you better understand the impact of your top-of-funnel awareness and helps you break out of the last-click ad fallacy.

What are the differences between Clicks + Views Enhanced and Clicks Only models?

Clicks + Views Enhanced improves the Clicks Only model with the following logic:

• Find orders that Clicks Only considered to be Direct , Organic , Organic Search , Paid- Branded Search
• Find matches for ad platform events that occurred before the order that match the user. If found, attribute revenue to that ad platform on that date.

Some examples:

Example 1 ❌

A user:

1. Sees a TikTok ad for Narwhal’s Naturals, but does not click.
2. Visits Narwhal’s Naturals after clicking on an organic search result.
3. Visits Narwhal’s Naturals after clicking on a Meta ad.
4. Makes a purchase.

In this case, this user record is NOT view-through eligible because they clicked on a Meta Ad, which is not classified as a bottom-of-funnel channel.

Example 2 ❌

A user:

1. Sees a TikTok ad for Narwhal’s Naturals, but does not click.
2. Visits Narwhal’s Naturals after clicking on an organic search result
3. Makes a purchase on TikTok Shops.

In this case, this user is NOT view-through eligible, because there is a synthetic touchpoint representing the TikTok Shop association, and those touchpoints are not considered bottom-of-funnel.

Example 3 ✅

A user:

1. Sees a TikTok ad for Narwhal’s Naturals, but does not click.
2. Visits Narwhal’s Naturals after clicking on an organic search result.
3. Makes a purchase during the visit.

In this case, the user is view-through eligible, because their only touchpoints are bottom-of-funnel channels.

Understanding the impact of Clicks + Views Enhanced

C+Ve is additive. It will not override click credit that an ad platform already earned through Clicks Only. It will only assign credit to orders that were previously considered “free”.

C+Ve is deterministic the same way that Clicks Only is deterministic. It is a model based on events that we, or the ad platform KNOWS have happened.

C+Ve is better over longer attribution windows. Clicks Only is already very good at representing performance marketing when there is very little lag time between a user seeing an ad, generating a click-though, and purchasing on a website where the Northbeam pixel exists.

Top of funnel channels will see the largest lift from C+Ve models. If you have channels that do a lot of demand generation or have low click-through rates, you will see the highest impact from this model there.

Enabling Clicks + Views Enhanced in your account

To activate C+Ve, you must activate the connection in Northbeam.

Under settings > connections in Northbeam, you can configure each of your ad platform connections.

Switch on the "Turn on to use Clicks + Views Enhanced" model switch to activate.

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You may need to wait up to 48 hours for the view data to populate and become available in the Northbeam user interface.

FAQs

Why does C+Ve data not match up to my Clicks + Views data? These two are not meant to be compared. They are calculated radically different from each other. C+Ve is best compared to the Clicks Only model.

Why are certain ad channels not getting C+Ve credit for conversions? Clicks + Views is deterministic, so if an ad platform is not participating in the program they will not receive any additional view credit.

Why can't I see in-app views on the order details page? This level of tracking is not permitted under privacy law.

Why can't I see C+Ve for more than one platform? At this time, C+Ve only supports one platform at a time. Split views will ship later in 2025 and be available for Northbeam users.

Does C+Ve work on backdated data? Yes, you will be able to see views for at least the last 30 days.