What is Northbeam's MTA Methodology?

Northbeam is an unbiased multi-touch attribution (MTA) solution. We are not incentivized to attribute to any specific channel, and that is the key difference from most ad platforms.

Here is how we do it:

• Rely on first-party data
• Fractionalizes transactions and revenue across all relevant touchpoints, and
• Show which marketing activities are driving profitable results.

To give you a better understanding of our methodology, here is an example of a $100 purchase journey compared between Other Platforms and Northbeam:

• Most traditional platform-based attribution (like Google, Pinterest, or Facebook) uses Last-Click Attribution where they will independently claim full credit for a single transaction. So here, you can see that Shopify has attributed the credit to Facebook:

• In the image below, Northbeam applies the Linear Attribution using a Click-Based model in Accrual Performance Accounting Mode. Norhtbeam provides a balanced view of performance that is tracked across all touchpoints:

Our methodology is important to understand because we're focused on first-party data that provides an accurate view of performance. This instills confidence in your data when making decisions, as well as insights into which channels are working to drive conversions.