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In this issue: the biggest data drop we've ever done. How does your performance stack up? 👇

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. 

The highlights:

⚖️ Growth in 2025 was unevenly distributed by company size. Smaller brands largely played defense, mid‑market brands pushed for disciplined expansion, and upper‑mid/enterprise advertisers did most of the heavy lifting on topline growth.

🔻 Median revenue growth was positive in most months, but new customer
revenue lagged and was often negative. Only a few months successfully paired strong topline growth with new customer gains, highlighting brief pockets of efficient acquisition. Overall, 2025 growth leaned heavily on existing customers, with new customer acquisition remaining the key limiter on sustained scale.

💸  The more you spend, the more ad creative you need. Across platforms, 2025 made one thing clear: scale didn’t just mean spending more, it meant operating differently. As brands moved up the monthly spend curve, they launched dramatically more ads, increased creative velocity, and accepted wider swings in efficiency to unlock incremental reach and revenue.

Want more? Click the link below and make sure you've had your coffee. 

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

💥 WEBINAR: We brought together all the top ad platforms to talk about Clicks + Deterministic Views. Join this one-of-a-kind roundtable later this month. 

🚨 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. 

💰 9 Operators explored our data live on their podcast. Featuring some familiar faces from the Northbeam side. 

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