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In this issue: the annual (foolish?) consolidation of ad spend toward Meta around BFCM, plus our final plug for the only ad optimization framework you need this holiday season. 🏝️

Download now: The Daily Ad Optimization Framework, by Northbeam.

The Northbeam Method

Northbeam isn’t just an attribution solution. It’s a methodology. 

Customers and prospects are constantly asking me: “okay, I’ve got Northbeam, I have excellent insights into my advertising performance… now what do I do?”

That’s why Ryan Kovach, Northbeam’s Head of Media Strategy, wrote our new ebook: The Daily Optimization Framework.

We mentioned this framework a few issues ago. I’m bringing it up again because BFCM is almost upon us. I’ve watched your favorite ecomm marketers use this exact framework to optimize millions in spend hour-by-hour on Black Friday. 

So in the interest of not gatekeeping, we’ve now published their process for you to copy. 

The problem: lack of direction

If I had to guess, you’re probably seeing erratic week-over-week paid media performance. Results that don’t make sense. You pull one lever and get an unexpected result somewhere else. 

No judgement, I’ve been in your shoes many times as a Head of Growth. 

That erratic cause-effect isn’t a mystery. It’s the result of inconsistent decision making. You don’t know what to do next in your growth marketing because you don’t have good data. And even good marketers aren’t immune to emotional bias when managing paid media. 

The Daily Ad Optimization Framework transforms your workflow into a systematic series of IF-THEN decisions powered by reliable first-party attribution through Northbeam. It tells you exactly what to do next based on the signal you receive. 

The concept is straightforward: superior data enables clearer decisions, which drive consistent, compounding performance. This is the methodology you deserve. This is what those ecommerce influencers on Twitter are doing every day to scale their businesses. We know because we work with them.

This playbook delivers the precise checklist Northbeam's strategy teams execute daily (or every 1–3 days for smaller budgets). It focuses on how to read and action on the metrics and thresholds that matter for profitable new customer acquisition: nROAS, nCAC, New Visit %, and New Customer %.

You'll discover how to reconcile differences between platform-reported ROAS and Northbeam's multi-touch attribution, apply accrual windows strategically, and scale winning campaigns without over-investing in retargeting or catalog ads that appear successful in-platform but fail to drive incremental customer growth. It’s just science. 

We'll demonstrate how teams leverage Benchmarks, Stoplights, and custom dashboards to minimize decision fatigue and make quick, accurate choices.

Who needs this guide?

• Performance marketers managing budgets across Meta, TikTok, Axon, YouTube, Google, and CTV who need a dependable, platform-agnostic attribution solution
• Teams frustrated with last-click attribution who want clearer visibility into incrementality and new customer acquisition
• Leaders seeking to standardize high-quality decision-making across their media buying team on a daily basis

This guide prioritizes clarity and practicality: we explain the rationale, include relevant calculations, and eliminate unnecessary content. That's the Northbeam approach.

This is the last time I'll dedicate a full issue to this guide, but it'll always be available on our site. Download it now.

Or watch our webinar where our team guides you through the approach with a real Northbeam dashboard. 

Missed yesterday’s session about Clicks + Deterministic Views?

There's a new model on the horizon you need to know about. We had an incredible webinar with Brayden Cruz and Andrew Kaszuba breaking down how Clicks + Deterministic Views (C+DV) closes the measurement gap.

They showed exactly how marketers can:

• Spot the blind spots in clicks-only attribution

• Tie impressions deterministically to real orders (no black-box modeling)

• Keep attribution fair with guardrails that prevent “view flooding”

• Reallocate budget with confidence by seeing which campaigns actually drive demand

If you couldn’t join live, you can still catch the full recording.
👉 Watch the replay now!

In town for AdWeek next week?

Join us for a happy hour with Vibe.co 🎉

📆 Tuesday, October 7th
⏰ 5:30pm - 7:30pm
📍 Close by with nice panoramic view of NYC

Space is limited, RSVP now to save your spot! 👈

🚨 JOB: Senior Manager of Growth, JAXXON: seeking a master of product drops and growth frameworks. Contact richard@jaxxon.com if you're interested!

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