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Below is a walkthrough video to show Paid Social Best Practices for our customers. The goal of this video — and this guide — is to help you make smarter optimization decisions using Northbeam’s data, especially when it’s different from in-platform reporting.

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Walkthrough Video

Recommended Dashboard Settings:
  • Attribution Model: Clicks-Only or Clicks + Modeled Views
  • Attribution Window: 1 Day
  • Accounting Mode: Accrual Accounting
  • Granularity: Daily
  • Time Period: 7 Days
  • Time Comparison: Previous period

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TL;DR

Here are key metrics to use:
  • Spend
  • New Customer % (unique to Northbeam)
  • ROAS (1-Day Window)
  • Auction and softer funnel metrics (secondary but helpful)
When to make decisions:
  • Avoid making decisions too early
  • Rule of thumb: Wait until a campaign has 5-10x your Average Order Value (AOV) in Spend
    • Example: If AOV is 80,waitfor80, wait for 400-800 in Spend
  • After reaching this threshold, you will know that Northbeam data is accurate so you can start making optimization calls.
When to scale or bail:
  • Follow your normal scaling rules, but base your decisions on Northbeam’s directional insights, especially in the first 30 to 60 days.
    • Remember to look at how your performance is pacing and to look at a longer period of time, so you know when to scale (add money) or when to bail (turn off a campaign).
Watch out for Click-Through-Rate (CTR) Decay:
  • If your CTR is dropping over time (Eg., from 0.8% to 0.4%), head over to Creative Analytics to diagnose and improve on creative performance.
You can refer to our Breakdown FAQ to label your campaigns. Labeling is a great way to give your ads a naming taxonomy so you can aggregate based on specific parameters. As always, remember that Northbeam’s numbers will look different. This can also be managed by leveraging your Profitability Benchmarks once you have a minimum of 90 days with Northbeam data. Please reach out to your Media Strategist, Customer Success Manager, or contact Support if you have any questions.