Our Metrics
We provide a variety of metrics to help you with decision making. 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 Sales Page
- Click Customize Table
From here, you'll see a list of all the metrics we provide and you're able to add/remove any to your view.
To understand our metrics, use this guide to see a list of all their definitions and formulas.
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. |
Northbeam Subscription Metrics
Our Subscription Metrics are based on Order Tags. To learn more about how this works, reference Subscription Analytics.
| Metric Name | Definition | Formula |
|---|---|---|
| Subscription Transactions | All Subscription Transactions | Orders with tags mapped to any subscription category |
| Subscription Transactions (1st Time) | First-Time Subscription Transactions | Orders with tags mapped to the "First Time" subscription category |
| Subscription Transactions (Recurring) | Recurring Subscription Transactions | Orders with tags mapped to the "Recurring" subscription category |
| Subscription Transactions (Other) | Other Subscription Transactions | Orders with tags mapped to the "Other" subscription category |
| Subscription Revenue | All Subscription Revenue | Revenue from Orders with tags mapped to any subscription category |
| Subscription Revenue (1st Time) | First-Time Subscription Revenue | Revenue from Orders with tags mapped to the "First Time" subscription category |
| Subscription Revenue (Recurring) | Recurring Subscription Revenue | Revenue from Orders with tags mapped to the "Recurring" subscription category |
| Subscription Revenue (Other) | Other Subscription Revenue | Revenue from Orders with tags mapped to the "Other" subscription category |
| Subscription Refunds | All Subscription Refunds | Refunds from Orders with tags mapped to any subscription category |
| Subscription Refunds (1st Time) | First-Time Subscription Refunds | Refunds from Orders with tags mapped to the "First Time" subscription category |
| Subscription Refunds (Recurring) | Recurring Subscription Refunds | Refunds from Orders with tags mapped to the "Recurring" subscription category |
| Subscription Refunds (Other) | Other Subscription Refunds | Refunds from Orders with tags mapped to the "Other" subscription category |
| Subscription Shipping | All Subscription Shipping | Shipping from Orders with tags mapped to any subscription category |
| Subscription Shipping (1st Time) | First-Time Subscription Shipping | Shipping from Orders with tags mapped to the "First Time" subscription category |
| Subscription Shipping (Recurring) | Recurring Subscription Shipping | Shipping from Orders with tags mapped to the "Recurring" subscription category |
| Subscription Shipping (Other) | Other Subscription Shipping | Shipping from Orders with tags mapped to the "Other" subscription category |
| Subscription Tax | All Subscription Tax | Tax from Orders with tags mapped to any subscription category |
| Subscription Tax (1st Time) | First-Time Subscription Tax | Tax from Orders with tags mapped to the "First Time" subscription category |
| Subscription Tax (Recurring) | Recurring Subscription Tax | Tax from Orders with tags mapped to the "Recurring" subscription category |
| Subscription Tax (Other) | Other Subscription Tax | Tax from Orders with tags mapped to the "Other" subscription category |
| Subscription Discounts | All Subscription Discounts | Discounts from Orders with tags mapped to any subscription category |
| Subscription Discounts (1st Time) | First-Time Subscription Discounts | Discounts from Orders with tags mapped to the "First Time" subscription category |
| Subscription Discounts (Recurring) | Recurring Subscription Discounts | Discounts from Orders with tags mapped to the "Recurring" subscription category |
| Subscription Discounts (Other) | Other Subscription Discounts | Discounts from Orders with tags mapped to the "Other" subscription category |
Updated 5 months ago