> ## Documentation Index
> Fetch the complete documentation index at: https://docs.northbeam.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Email/SMS/Retention Team

> Below is a video walkthrough that details how Email, SMS, and Retention Teams can effectively use Northbeam to evaluate their impact and make decisions around lifecycle marketing.

Please note:

* It is important for Retention Teams to understand this logic as it is materially different than the rest (Email/SMS).
* Clicks-Only & Clicks + Modeled Views may discredit Email/SMS.

# Walkthrough Video

<Frame>
  <iframe src="https://www.loom.com/embed/d5db18de1c284a29b9403708a95029ea?sid=d5d93a34-a33d-4de7-bf51-6865cd8b36fb" width="100%" height="450" allowfullscreen />
</Frame>

<Tip>
  Recommended Dashboard Settings:

  * **Attribution Model**:
  * Last Non-Direct Touch, *if you are comparing performance (also for decision-making as it gives the most credit to decision-making*, OR
  * Clicks-Only, *if you are trying to see an email's independent impact when it is not tied to Paid Campaigns*
  * **Attribution Window**: 1 Day
  * **Accounting Mode**: Accrual Accounting
  * **Filter by**: Email, SMS
  * **Granularity**: Daily
  * **Time Period**: 7 Days
  * **Time Comparison**: Previous Period
  * **Breakdown By**: Category and your designated [Labels](/docs/manage-breakdowns), specifically for Email & SMS.
</Tip>

<Tip>
  You can use the [Model Comparison feature](https://dashboard.northbeam.io/model-comparison) to compare 2 Attribution Models: Last Non-Direct Touch and Clicks-Only.

  * **Granularity**: Campaign
  * **Breakdown By**: Email, SMS

  **Northbeam's** models are designed to **de-weight lower-funnel channels** (like Email and SMS) in favor of top-funnel touchpoints when appropriate.

  By comparing these two models, you can see how much credit stays with Email/SMS and how much is reattributed to Paid Channels.

  This information helps Retention Teams understand where their efforts are directly converting versus assisting Paid.

  You can learn more about [Northbeam's Model Comparison here](/docs/what-is-northbeam-model-comparison-tool).
</Tip>

### TL;DR

**Here are a few key metrics you can use to identify which flows or campaigns are working better so you can lean into those**:

* Revenue Per Visit
* New Customer vs. Returning Customer Traffic
* New Order vs. Returning Order/ Revenue
* E-commerce Conversion Rate (ECR)

**Which Dashboard is the best suited to look at this data:**

* Most Retention Teams will spend time on the All Sales page to monitor campaign-level performance.
* For deeper questions (Ex: Paid vs. Lifecycle relationships), explore features like Customer Paths or Customer LTV to conduct your analysis.

**When to use Custom Labels to Distinguish Campaigns from Flows:**

* For cleaner reporting, set up UTM rules to segment Email/SMS traffic into Campaigns vs. Flows
  * Review and refine this [Label](/docs/manage-breakdowns) by regularly ensuring accurate grouping.

We recommend that you create and save a custom "Email/SMS View" for yourself so you can always refer back to this data. **While you won't have Spend data, tracking Clicks and Revenue from Flows and Campaigns is insightful to understanding lifecycle performance**.

Please reach out to your Media Strategist, Customer Success Manager, or contact [Support](https://www.northbeam.io/submit-a-support-ticket) if you have any questions.