Northbeam: marketing attribution and measurement

Northbeam's pixel, order feed and connected channel records form the data foundation for its measurement views. Overview is the first operating surface after login: teams can rearrange tiles, choose metrics such as ROAS, CAC or transactions, rename and save views, and share those views across the team. A configurable dashboard improves access to the data but does not resolve missing events, conversion lag or disagreement between source definitions.

Metrics Explorer is the investigation surface for comparing selected metrics, attribution models, channels and dimensions without limiting analysis to a fixed dashboard tile. Growth teams use it to move from a high-level performance change to a narrower operating question. The interpretation still depends on the chosen model, date range and source completeness, so a chart difference is not automatically a causal effect.

Multi-Touch Attribution gives a growth team a daily operating view of customer touchpoints and attributed revenue across channels. Northbeam's models split credit according to documented definitions so operators can compare campaigns and budget decisions at a tactical cadence. The output is attributed performance under a model, not direct proof of incremental revenue.

Clicks + Deterministic Views extends attribution beyond click events to supported view-through impressions. It helps teams inspect the revenue impact assigned to video and reach activity, subject to the participating platform data and the model's documented scope.

Northbeam's diagnostic views break attributed performance into questions about creative, products and subscription behavior rather than stopping at a channel total. Operators use these views to identify what deserves a closer test or budget discussion. They inherit the same event, model and lag boundaries as the wider measurement system and should not be presented as a separate source of causal truth.

Media Mix Modeling+ is the longer-horizon forecasting and budget-scenario workspace for the wider marketing mix. Teams can model spend, promotions and seasonality, then compare alternative allocations in a self-service dashboard. It supports planning over weeks or months and complements, rather than replaces, the tactical touchpoint view.

Incrementality testing asks whether a marketing action caused lift that would not otherwise have occurred. Northbeam presents it alongside MTA and MMM as a distinct measurement method that can help calibrate broader decisions. Test design, eligible channels, holdouts, timing and statistical interpretation need to be confirmed for the account; an incrementality label alone does not validate every campaign result.

Northbeam Apex is an activation integration that sends an ad-level and order-level Northbeam signal back to a supported ad-platform algorithm. The team selects a North Star revenue type, attribution model, window and accrual basis, connects the required account permissions and allows calibration; changing that North Star can reset a roughly two-week calibration period. Data sharing and live optimization are separate states, current platform support is uneven, and the integration is additive rather than a replacement for the platform pixel or CAPI.