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In this issue: we brought together the world's best ad platforms to discuss the future of measurement. Good news, the future is bright 🌞

This week in data

A wave of positive conversion rate swings is saving everybody's month. I used to work in Health & Wellness (buy Form Nutrition btw) and the real resolutioners start to kick in right around the end of January.

This is the time you'll be locking in new lifetime customers. People are permanently changing their lives right about now, and it's your job to be there when they're ready. 

Still, for whatever reason, the "best of the rest" ad platforms are seeing reduced share. I wouldn't call this an early signal: it's just the health and wellness businesses grabbing what they can off Facebook and Google. 

Now's a fantastic time for you to test channels like Vibe, Axon, Pinterest, YouTube, Snap, Tiktok, and MNTN, in no particular order. Speaking of...

We chatted with the world's best ad platforms about views.

Last week, we held a huge roundtable webinar with MNTN, Meta, Pinterest, Snapchat, TikTok, and Vibe to discuss how advertisers are supposed to think about attribution in 2026 and beyond. 

Yes, sounds like every webinar ever. But this is, in my memory, the first time anybody's gotten all the platforms on one call to discuss measurement together. 

Here's our seven key takeaways. If you've ever felt like your attribution reporting is missing something (spoiler: it is), this one's for you.

1. Clicks only tell part of the story.

Let's be honest: click-based attribution leaves something to be desired. It's been undercounting upper-funnel channels for years, and we all know it. Channels built for discovery and awareness (think CTV, social, video) get undermeasured, then underfunded, then underscaled. Not because they don't work, but because traditional attribution can't see them working.

2. Enter C+DV: Clicks + Deterministic Views

Northbeam's new attribution model adds verified view events on top of your existing click data. Nothing gets taken away. Clicks stay exactly where they are. But now you're also capturing real impressions from platforms like Meta, TikTok, Snap, Pinterest, and CTV providers, matched deterministically using first-party data (order IDs and hashed emails). No modeling. No guesswork. Just real, deduplicated exposure tied to actual conversions.

3. The lifts are massive when C+DV is turned on. 

Once advertisers flipped on C+DV, the numbers shifted:

• Meta: 47% more orders attributed, 49% more revenue (Vessie case study)
• TikTok: 300% increase in attributed revenue, 4x ROAS improvement (Olukah)
• Snap: 50% lift on 1-day windows, up to 600%+ on 30-day windows (Ridge)
• Pinterest: 552% average conversion lift, 400% revenue lift in alpha testing
• CTV: Infinite lift (because, you know, you can't click a TV ad)

4. CTV finally gets a seat at the performance table.

For years, connected TV has been treated as a "brand play" with fuzzy ROI. C+DV changes that. Now, CTV impressions show up in the same system as search and social, with real conversion credit. Brands like Blindster saw a 19% MER lift and 11% CAC reduction after launching Vibe with C+DV enabled. The message? CTV isn't just awareness. It's a demand creation engine.

5. Upper-funnel drives more demand than you think.

Platforms like TikTok, Snap, and Pinterest consistently showed 90%+ new customer rates, a clear signal they're driving fresh demand. But in last-click models, that value was invisible. With C+DV, brands are reallocating spend away from saturated lower-funnel tactics and toward efficient upper-funnel acquisition. Same total budget, better overall ROAS.

6. This isn't a replacement for MMM or Incrementality. 

C+DV is part of the measurement trifecta: MTA + MMM + Incrementality. It's the connective tissue that makes everything else make sense. Use C+DV for day-to-day optimization, MMM for strategic planning, and incrementality tests to validate big bets. Together, they give you the full picture.

7. The CFO vs. CMO debate just got easier. 

We've all heard it: "I know TikTok works, but can you prove it to my CFO?" C+DV gives you one unified metric that finance and marketing can both trust. It's real-time, deterministic, cross-channel, and reconciles back to actual revenue. No more dueling dashboards. No more "trust me" conversations. Just data everyone can get behind.

Watch the full webinar on our YouTube now. 

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

🚚 Agencies keep shifting their entire portfolios to Northbeam. What are you waiting for? 

🚨 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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