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:

Navigate to the Attribution Page
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 our Attribution 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 (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	-
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 2.0 Conversion Metrics

OLD Metric Name	NEW Metric Name	NEW Definition	Calculation or Notes
CAC	CPO (New)	Cost Per Order (New)	Spend ÷ Transactions (New) In NB 2.0, the current CAC columns are renamed “CPO" (Cost Per Order).
	CPO	Cost Per Order	Spend ÷ Transactions
	CPA	Spend Per Order	Not sure if this is included
	CPA (New Purchases)	A customer who made a purchase for the first time (never purchases before).	Not sure if this is included
	CPA (Returning Purchases)	A customer who is returning to purchase.	Not sure if this is included
	CPA (Subscription)	A customer who has an ongoing subscription.	Not sure if this is included
CAC		Customer Acquisition Cost	Spend ÷ Customers
	CAC (New)	Customer Acquisition Cost (New)	Spend ÷ New Customers
	CAC (Returning)	Customer Acquisition Cost (Returning)	Spend ÷ Returning Customers
	Customer	A user who has made at least one purchase.	Transactions ÷ Number of returning transaction the customer
	Customer (New)	A NEW user who has made at least one purchase.	Attributed 1st transactions
	Customer (Returning)	A RETURNING user who has made at least one purchase.	Attributed transactions ÷ Number of returning transaction the customer made over reporting period

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. This is an event-based attribution.
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

Northbeam 2.0 Click Metrics

NEW Metric Name	Definition	Calculation or Notes
CPV	Cost Per Visitor	Spend ÷ Attributed Visitors
CPV (New)	Cost Per Visitor (NEW)	Spend associated with first click ÷ Attributed 1st time visitor
CPV (Returning)	Cost Per Visitor (RETURNING)	Spend associated with all clicks except first click ÷ Attributed returning visitor
Visitors	A user who has landed on your site.	Attributed visits to ad key ÷ Number of return visits user made over reporting period
Visitors (New)	A NEW user who has landed on your site.	Number of 1st time visits to ad key over reporting period
% New Visitors	Percentage of Visitors who are New	Visitors (New) ÷ Visitors
Visitors (New Returning)
Visitors (Returning)	A RETURNING user who has landed on your site.	Attributed return visits to ad key ÷ Number of return visits user made over reporting period Attributed return visits to ad key = Number of visits to the ad key ÷ Total number of 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.

If you have any questions, please reach out to your Media Strategist, Customer Success Manager, or submit a Support Ticket anytime.