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In this issue: dumbphone users, huge dumps (of data), and snowstorm ecommerce. I'm fine, you're fine, by the way, did you know we have Northbeam Incrementality? Check it out. ❄️

Compare your performance against our year-in-review data. 

You asked, we delivered. Here's 61 pages of exclusive benchmarks, channel by channel performance, spend changes, metrics trends, growth strategies and more. 

This is our biggest whitepaper ever. This report turns Northbeam’s aggregated 2025 performance data into a practical Year in Review; where growth came from, where efficiency broke down, and how operators should plan the next stage of scale.

We analyzed trillions of data points, billions in spend, millions of ad creatives, thousands of ad accounts, and hundreds of different advertisers to bring you this definitive report on what happened in ecommerce in 2025. 

And we seriously pushed ourselves to the limit to create this, easily our finest work. So do me a favor and give it a read. 

This week in data

We're still locked in to Resolutioner's season. CPMs are up while CACs are irregular by platform. We're still seeing a lot of spend focused on the core Meta/Google funnel - what are you doing with your own spend? Could be that perfect opportunity to test Axon or YouTube that you've been dreaming of. Just be sure to use Clicks + Deterministic Views to measure any efforts you take there. 

Short week of insights, so I'll make up for it with an incredible selection of links. 

See what major platforms have to say about the future of ad attribution

Northbeam hosted Meta, TikTok, Snapchat, Pinterest, MNTN, and Vibe for a first-of-its-kind roundtable on how Clicks + Deterministic Views (C+DV) is reshaping cross-channel measurement.

You’ll learn how to:

• Understand how C+DV works

• Measure upper-funnel impact

• See how platforms are adapting

• Prepare for what’s next in 2026

Grab a coffee and hear what they had to say right now!

Watch the recording on demand.

🚀 ICYMI: Northbeam Incrementality is here. Sign up now to join the future of incrementality. 

❄️ Online shopping spikes during snowstorms. ARBITRAGE, PEOPLE! Let's see that spend go UP! 

📌 The new TikTok US business is trying to collect precise user location data. Finally, Larry Ellison will know when you're doomscrolling makeup tutorials on the toilet. But real talk - is this for advertising or what? How will this affect our algos? Only time will tell. 

🍞 Dumbphone users have literally lost their minds. The battle against the iPhone is a battle against performance marketing in general, so we should pay attention as this movement grows. 

👶 Age verification is threatening to upend the hierarchy of social media. Responsible advertising is coming, but can TikTok circumvent it? Do we not, as marketers, need to be thinking more about this?

📲 Instagram wants to be on your TV. It's like I said - everything becomes cable TV eventually. The TV is the biggest screen in your house. They gotta put ads on it. 

📺 Google is adding brand searches to their Demand Gen data. I still trust Northbeam better. 

🚨 JOB: Head of Growth / Javvy Coffee / Remote: join the best marketers in the game, $5m budget, and freedom to make infinite scale happen. This is one of the most exciting roles we've seen in a while. 

🚨 JOB: Kuiu / Planning Director + Apparel Planner / Dixon, CA: this rapidly-growing apparel grand is seeking some experts. Contact garry@kuiu.com for more deets.

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