Northbeam Metrics 101

Use this guide to understand our metrics

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:

  1. Navigate to the Attribution Page
  2. 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 of these metrics are pulled from in-platform.

Metric NameDefinitionCalculation or Notes
SpendAd spendFetched via API Connection or Custom Spendsheet
ImpressionHow many times your ads were servedFetched via API connection. Only available for API Channels.
Facebook ReportedClick, Creative, and Conversion Metrics reported by FacebookFetched via API connection. Only available for Facebook Ads.
TikTok ReportedClick, Creative, and Conversion Metrics reported by TikTokFetched via API connection. Only available for TikTok Ads.
Google ReportedClick, Creative, and Conversion Metrics reported by GoogleFetched via API connection. Only available for Google Ads.
Snapchat ReportedClick, Creative, and Conversion Metrics reported by SnapchatFetched via API connection. Only available for Snapchat Ads.
Pinterest ReportedClick, Creative, and Conversion Metrics reported by PinterestFetched via API connection. Only available for Pinterest Ads.