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

Finding Metrics in the Dashboard

To find full list of our metrics within the dashboard:

Navigate to the Attribution Page
Click Customize ⚙️

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

Northbeam Conversion Metrics

It goes without saying but conversion metics are by far the most commonly used metrics within Northbeam.

NOTE: All Conversion Metrics in Accrual Accounting 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 our Attribution Windows here.

For simplicity, we decided to omit the attribution windows from the list below.

Metric Name	Definition	Calculation or Notes
Transactions	Number of Transactions from All Customers	-
Transactions (1st Time)	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 (1st Time)	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 (1st Time)	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 (1st Time)	Average Order Value from New Customers	Cash: Rev (1st Time) ÷ Transactions (1st Time) Accrual: Attributed Rev (1st Time) ÷ Transactions (1st Time)
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 (1st Time)	Returns, refunds, AND cancellations from First Time Customers	-
Refunds (Returning)	Returns, refunds, AND cancellations from Returning Customers	-
Shipping	Shipping Costs from All Customers	-
Shipping (1st Time)	Shipping Costs from New Customers	-
Shipping (Returning)	Shipping Costs from Returning Customers	-
Tax	Taxes from All Customers	-
Tax (1st Time)	Taxes from New Customers	-
Tax (Returning)	Taxes from Returning Customers	-
Discounts	Discounts from All Customers	-
Discounts (1st Time)	Discounts from New Customers	-
Discounts (Returning)	Discounts from Returning Customers	-
CAC	All Customer Acquisition Cost	Spend ÷ Transactions
CAC (1st Time)	New Customer Acquisition Cost	Spend ÷ Transactions (1st Time)
CAC (Returning)	Returning Customer Acquisition Cost	Spend ÷ Transactions (Returning)
ROAS	Return on Ad Spend from All Customers	Attributed Rev ÷ Spend
ROAS (1st Time)	Return on Ad Spend from New Customers	Attributed Rev (1st Time) ÷ Spend
ROAS (Returning)	Return on Ad Spend From Returning Customers	Attributed Rev (Returning) ÷ Spend
MER	Media Efficiency Ratio from all Customers	Rev ÷ Spend
MER (1st Time)	Media Efficiency Ratio from New Customers	Rev (1st Time) ÷ Spend
MER (Returning)	Media Efficiency Ratio from Returning Customers	Rev (Returning) ÷ Spend
ECR	E-Commerce Conversion Rate from All Customers	Transactions ÷ Visits
ECR (1st Time)	E-Commerce Conversion Rate from New Customers	Transactions (1st Time) ÷ Visits
ECR (Returning)	E-Commerce Conversion Rate from Returning Customers	Transactions (Returning) ÷ Visits

Northbeam Click Metrics

Below are Click-Based metrics. Keep in mind, when calculating these formulas, we use Visits -- 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 of these metrics are pulled from in-platform.

Metric Name	Definition	Calculation or Notes
Spend	Ad spend	Fetched via API Connection or Custom Spendsheet
Impression	How many times your ads were served	Fetched via API connection. Only available for API Channels.
Facebook Reported	Click, Creative, and Conversion Metrics reported by Facebook	Fetched via API connection. Only available for Facebook Ads.
TikTok Reported	Click, Creative, and Conversion Metrics reported by TikTok	Fetched via API connection. Only available for TikTok Ads.
Google Reported	Click, Creative, and Conversion Metrics reported by Google	Fetched via API connection. Only available for Google Ads.
Snapchat Reported	Click, Creative, and Conversion Metrics reported by Snapchat	Fetched via API connection. Only available for Snapchat Ads.
Pinterest Reported	Click, Creative, and Conversion Metrics reported by Pinterest	Fetched via API connection. Only available for Pinterest Ads.