🌚 Offline Channel

Offline Channels (like Podcast, Linear, DOOH, Direct Mail, and CTV) do not generate clicks, so Northbeam can't directly attribute conversions to them the way it does for digital channels.

Instead, we can use correlative analysis, aka our Metrics Explorer, to understand the potential impact of offline spend.

• Metric Explorer looks for patterns and relationships between offline spend and performance metrics like First-Time Revenue. This is a correlation analysis, not causation.
• For example, if you spend $30,0000 on a TV Ad, Northbeam may identify a lift in First-Time Revenue proportional growth over that time period and suggest a possible relationship.
• You can also use Custom Labels and Regex (Regular Expressions) to separate and analyze different versions of TV Ads in their own campaigns.
  • Isolate TV Ad Version A vs. Version B to measure each one's specific impact on First-Time Revenue.
• Even if TV Spend does not directly increase First-Time Revenue, you might see a lift in other digital channels like Google or Meta. This known as the halo effect, where spend in one channel indirectly boosts attributed performance in another.

While attribution is limited, spend efficiency and performance trends can still be analyzed to inform decisions.

Please reach out to your Paid Media Strategist, Customer Success Manager, or [email protected] if you have any questions.