It's important to understand what our different metrics mean and how they may be different from the metrics you're used to seeing.

Finding Metrics in the Dashboard

To find the full list of our metrics within your dashboard:

Navigate to the Attribution Page
Click Customize ⚙️

From here, you'll see a list of all the metrics we provide and you'll be able to add/remove any from your view:

Northbeam Conversion Metrics

Conversion metics are by far the most commonly used metrics within Northbeam.

Note: All conversion metrics in Accrual Accounting mode are reported in an Attribution Window, which is denoted in the metric name.

Examples:

Transactions (1d) - Transactions completed in a 1-day window
Attributed Rev (1d) - Revenue in a 1-day window
ROAS (7d) - Return on Ad Spend calculated with Revenue in a 7-day window

Learn more about ourAttribution Windows here.

For simplicity, we have omitted the attribution windows from the list below.

Metric Name	Definition	Calculation or Notes
Transactions	Number of Transactions from All Customers
Transactions (New)	Number of Transactions from New Customers
Transactions (Returning)	Number of Transactions from Returning Customers
Attributed Rev	Attributed Revenue from All Customers	Revenue attributed to touchpoints in the given time period. Available in Accrual Accounting.
Attributed Rev (New)	Attributed Revenue from New Customers	Revenue attributed to touchpoints in the given time period. Available in Accrual Accounting.
Attributed Rev (Returning)	Attributed Revenue from Returning Customers	Revenue attributed to touchpoints in the given time period. Available in Accrual Accounting.
Rev	Revenue from All Customers	Only available in Cash Accounting. No attribution windows available.
Rev (New)	Revenue from New Customers	Only available in Cash Accounting. No attribution windows available.
Rev (Returning)	Revenue from Returning Customers	Only available in Cash Accounting. No attribution windows available.
AOV	Average Order Value from All Customers	Cash: Rev ÷ Transactions Accrual: Attributed Rev ÷ Transactions
AOV (New)	Average Order Value from New Customers	Cash: Rev (New) ÷ Transactions (New) Accrual: Attributed Rev (New) ÷ Transactions (New)
AOV (Returning)	Average Order Value from Returning Customers	Cash: Rev (Returning) ÷ Transactions (Returning) Accrual: Attributed Rev (Returning) ÷ Transactions (Returning)
Refunds	Returns, refunds, AND cancellations from All Customers
Refunds (New)	Returns, refunds, AND cancellations from First Time Customers
Refunds (Returning)	Returns, refunds, AND cancellations from Returning Customers
Shipping	Shipping Costs from All Customers
Shipping (New)	Shipping Costs from New Customers
Shipping (Returning)	Shipping Costs from Returning Customers
Tax	Taxes from All Customers
Tax (New)	Taxes from New Customers
Tax (Returning)	Taxes from Returning Customers
Discounts	Discounts from All Customers
Discounts (New)	Discounts from New Customers
Discounts (Returning)	Discounts from Returning Customers
CAC	All Customer Acquisition Cost	Spend ÷ Transactions
CAC (New)	New Customer Acquisition Cost	Spend ÷ Transactions (New)
CAC (Returning)	Returning Customer Acquisition Cost	Spend ÷ Transactions (Returning)
ROAS	Return on Ad Spend from All Customers	Attributed Rev ÷ Spend
ROAS (New)	Return on Ad Spend from New Customers	Attributed Rev (New) ÷ Spend
ROAS (Returning)	Return on Ad Spend From Returning Customers	Attributed Rev (Returning) ÷ Spend
MER	Media Efficiency Ratio from all Customers	Rev ÷ Spend
MER (New)	Media Efficiency Ratio from New Customers	Rev (New) ÷ Spend
MER (Returning)	Media Efficiency Ratio from Returning Customers	Rev (Returning) ÷ Spend
ECR	E-Commerce Conversion Rate from All Customers	Transactions ÷ Visits
ECR (New)	E-Commerce Conversion Rate from New Customers	Transactions (New) ÷ Visits
ECR (Returning)	E-Commerce Conversion Rate from Returning Customers	Transactions (Returning) ÷ Visits

Northbeam Click Metrics

Below are Click-Based metrics. Keep in mind, we use Visits when calculating these formulas, not Clicks.

Metric Name	Definition	Calculation or Notes
Visits	Visits to your website	Tracked via Northbeam Pixel. Visits are different from Clicks. Not all Clicks result in a Visit, so Visits are usually lower than in-platform Clicks.
New Visits	Visits to your website from new visitors	New Visitors are determined by the Northbeam Pixel and our device graph.
% New Visits	Percentage of first-time website visitors	(New Visits ÷ Visits) × 100
CPM	Cost Per Mille, or Cost per 1000 Impressions	(Spend ÷ Impressions) × 1000
CTR	Click-Thru Rate	Visits ÷ Impressions We use Visits in this formula, not Clicks.
eCPC	Cost per Visit	Spend ÷ Visits We use Visits in this formula, not Clicks.
eCPNV	Cost per New Visit	Spend ÷ New Visits

In-Platform Metrics

All metrics below are pulled directly from each ad platform via API connection.

Platform	What's Included	Attribution Model	Default Attribution Window
Spend	Ad spend across all platforms	--	--
Impressions	Number of times ads were served	--	--
Facebook	Clicks, creative data, and conversion metrics reported by Facebook	Last-click	Attribution windows are labeled directly in each metric name
TikTok	Clicks, creative data, and conversion metrics reported by TikTok	Last-click	Reflects the account's Attribution Manager settings. Default: 7-day click / 1-day view-through
Google	Clicks, creative data, and conversion metrics reported by Google	Data-driven (default) or Last-click	Reflects the window configured per conversion action in the account. Default: 30-day click / 1-day view-through
Axon by AppLovin	Clicks, creative data, and conversion metrics reported by Axon by Applovin	Last-click	Attribution windows are labeled directly in each metric name
Snapchat	Clicks, creative data, and conversion metrics reported by Snapchat	Last-click	Reflects the account's Optimization Window setting. Default: 28-day swipe / 1-day view-through
Pinterest	Clicks, creative data, and conversion metrics reported by Pinterest	Last-click	30-day click / 30-day view-through
Twitter (X)	Clicks, creative data, and conversion metrics reported by Twitter	Last-click	Reflects the window configured per conversion event in the account. Default: 30-day post-engagement / 1-day post-view
MNTN	Clicks, creative data, and conversion metrics reported by MNTN	Last-click	Reflects the account's Verified Visit window settings. Default: 7-day visit window (Retargeting) / 14-day visit window (Prospecting) + fixed 30-day conversion window)