The platform for machine-learning powered advertising attribution.
Joined March 2021
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Ad spend is up >30% on average in Q3, according to @northbeam data.
This chart shows year-over-year changes in performance across a variety of metrics across all advertisers tracked by Northbeam.
The percentiles show the distribution of performance within each metric and spend category.
Although spend is going up for most, so is revenue, new and recurring.
Ad accounts spending $200k-$500k a month show the best performance on average, likely because they retain a level of nimbleness that larger accounts don't, but they are resourced enough to adapt to changing marketing trends.
CAC was more challenging. The largest brands in the space saw better CAC improvements than smaller brands. Brand equity is valuable - the bigger you get, the stickier your conversion rate.
Still, growth is looking good. The 75th percentile in each category was able to find double-digit improvements in revenue.
Where do you stack up?
Find the column that best reflects your ad spend, then calculate your year-over-year changes for each metric.
Where you fall in the percentiles determines how you're performing against your competition.
Charts and analysis by @BryanBumgardner
🤔 Where are you in your "investment wave?"
@MAustinHarrison sat down with @JensNicolaysen, CMO & Co-Founder of Shinesty, the Boulder-based apparel brand that has been growing for more than a decade.
All time, @northbeam has tracked:
$36.57 billion in ad spend
2.59 trillion (with a T) impressions
$182.73 billion in attributable revenue
🛰️
This week's Media Buyer Index, brought to you by @northbeam.
Highlights:
1. CAC is improving across the board
2. Conversion rate is increasing
3. Black Friday ad spend hasn't fully kicked in, and likely won't until November 1.
Get this data every week - link in thread.
Northbeam retweeted
Amazon's Big Deal Days are cannibalizing Black Friday.
Nearly $2 billion dollars of revenue were generated during Big Deal Days, and some portion of that was likely demand captured early when it would have landed originally on Black Friday.
This event sustained excellent new customer acquisition performance across platforms last week.
At @northbeam we track billions in ad spend a year across thousands of ad accounts.
The coming weeks are a golden time of year: brands are laying the groundwork for excellent BFCM acquisition with awareness campaigns, new channel testing, and locking in offers.
In about two weeks, we're going to see everything break loose. CPMs will skyrocket, conversion lags will increase, and ROAS will drop right up to the big day.
Watch this space and subscribe to our newsletter to get this data before everyone else.
Northbeam Apex lets you influence how your ads are delivered to prospects. 🏍️
When you can give your ad platform a better understanding of performance, then those ad platforms can target better prospects.
When your ads are delivering better, your results will be more efficient. It's that simple.
If you want to attribute revenue to top of funnel and awareness marketing, you need @northbeam
Listen to @mkobach and @MAustinHarrison explain: 🎙️
We love one-day last-click...
But it can't be your only attribution model.
Let @BryanBumgardner explain 🎤
Q3 @northbeam performance metrics benchmarks are here.
@BryanBumgardner will be in the thread breaking this down.
Northbeam retweeted
~$1B in midterm money is flooding the ad platforms.
Right before BFCM.
@BryanBumgardner from @Northbeam says it’s the most chaotic run-up he’s seen since the last election:
“You need to have your performance benchmarks set and just focus on your own stuff.”
His checklist:
→ Flighting
→ Conversion lag
→ Benchmarks
“You can’t time it, so don’t try.”
What are you seeing in your accounts this week?
Conversion performance is improving on Meta, TikTok and AppLovin.
As "Prime Deal Days" approached, CVR and ROAS jumped week over week.
Hard to say if this is early BFCM sales, mini-Prime Day growth, or what.
Or maybe Venus is in retrograde and people are changing things up and need new stuff (according to my wife.)
Either way, this is a "shoulder season" of performance before BFCM. A lot of smart operators are riding a nice little wave of efficiency right now.
I don't expect the true BFCM chaos to begin until the first week of November.
The spikes in spending have always started in that week, in the four years I've been tracking this data.
Of course, this year we have a mid-term election and a billion dollars of political ad spend clouding the field.
Remember: just like the stock market, you cannot time ad auctions.
Set your profitability benchmarks, set your conversion lag multipliers, and be sure you know what your metric targets are.
That will tell you if you need to scale or cut back budget, no matter what happens over the next three months.
