What are Northbeam's Attribution Models

Northbeam uses Attribution Models to analyze what parts of your marketing funnels and customer journeys drive the most impact and revenue.

There are 6 Attribution Models available, including two unique Northbeam Multi-Touch Attribution Models.

Simple Attribution Models

• First Touch: All revenues are attributed to the first marketing touchpoint in the customer journey (i.e., top of the funnel).   
• Last Touch: All revenues are attributed to the last marketing touchpoint in the customer journey (i.e., bottom of the funnel). 
• Last Non-Direct Touch: If the last touch was a direct visit, we skip that touchpoint and attribute the revenue to the last marketing touchpoint before that visit. For example, a customer was served an Instagram ad but didn't convert. A few days later, they return to your website and purchase. In this case, revenue would be attributed to that Instagram ad instead of the direct visit. 

Multi-Touch Attribution Models 

• Linear: Revenues are split evenly across all marketing touchpoints in the customer journey. For example, a customer was served multiple types of Instagram and Google ads and an email remarketing campaign before eventually converting. In this case, all touchpoints would get equal credit for that conversion. 
• Clicks Only: Northbeam's proprietary Clicks Only model is similar to Linear, but it doesn't give attribution credit to any direct, organic search, paid branded search, or email/ SMS if there is any other touchpoint source in the customer's journey. This model uses ML to give marketing touchpoints more weighting vs. direct visits to divide credit across multiple sources, resulting in a more accurate view of a customer's journey. 
• Clicks and Views: Our second proprietary model builds on Clicks Only but also gives appropriate credit to Views at any point throughout the customer's journey. This model provides a better understanding of digital performance vs. Clicks Only if your business relies more on Views than Clicks. 

Attribution Windows 

Unlike Facebook or Google dashboards, Northbeam can offer several attribution windows depending on how you want to slice the data. 

• 1-Day: Shows all revenue recognized the same day the ad was served. Example: View an ad and purchase immediately.
• 7-Day: Shows all revenue recognized within seven days of the ad being served. Example: View an ad and purchase 4-5 days later.
• LTV: An indefinite attribution window; this shows all revenue recognized from an ad regardless of how long it took for the customer to convert. 

Example: