# Master the Mechanics of Scalable Growth Dive into strategy, trends, and actionable insights to power data-driven growth. \\ \\ January 16, 2026\\ \\ Whitepaper\\ \\ 21\\ \\ min read\\ \\ **Whitepaper: **2025 Year In Review**** **A data-backed look at how ecommerce performed in 2025, including where growth concentrated, where efficiency swung, and how results differed by size, industry, and channel.**\\ \\ \\ \\ **Andrew Kaszuba**\\ \\ Head of Insights\\ \\ **‍**](https://www.northbeam.io/ebook/2025-year-in-review-data-report) Categories View allBlogsWhitepapersEbooksProduct news #### search Thank you! Your submission has been received! Oops! Something went wrong while submitting the form. Date Desc Thank you! Your submission has been received! Oops! Something went wrong while submitting the form. \\ \\ \\ \\ March 27, 2026\\ \\ Blog\\ \\ **The $100k–$200k monthly spend band is Amazon's efficiency frontier** \\ \\ Why the $100k–$200k monthly spend tier succeeded\\ \\ \\ \\ Humza Khan](https://www.northbeam.io/blog/the-100k--200k-monthly-spend-band-is-amazons-efficiency-frontier) \\ \\ \\ \\ March 26, 2026\\ \\ Blog\\ \\ **What is gross profit? Definition, formula, & examples** \\ \\ And why marketers should care\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-gross-profit-definition-formula-examples) \\ \\ \\ \\ March 25, 2026\\ \\ Blog\\ \\ **How to calculate marginal cost: Formula, examples, and calculator** \\ \\ A step-by-step guide to marginal cost\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/how-to-calculate-marginal-cost-formula-examples-and-calculator) \\ \\ \\ \\ March 24, 2026\\ \\ Blog\\ \\ **Planning Q1–Q2 2026: Lessons from Last Year's Performance Patterns** \\ \\ Early 2026 revenue is stronger, but new-customer economics remain under pressure\\ \\ \\ \\ Eric Traub](https://www.northbeam.io/blog/planning-q1-q2-2026-lessons-from-last-years-performance-patterns) \\ \\ \\ \\ March 19, 2026\\ \\ Blog\\ \\ **Attribution Models 101: From First-Touch to Linear** \\ \\ And how to choose the right window\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/attribution-models-101-from-first-touch-to-linear) \\ \\ \\ \\ March 17, 2026\\ \\ Blog\\ \\ **Behavioral Segmentation: How to Build Audiences from Actions** \\ \\ With examples and use cases\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/behavioral-segmentation-how-to-build-audiences-from-actions) \\ \\ \\ \\ March 13, 2026\\ \\ Blog\\ \\ **February 2026 Data: How Enterprise Businesses Are Performing** \\ \\ When Growth Outpaces Efficiency, the New-Customer Numbers Tell the Real Story\\ \\ \\ \\ Andrew Kaszuba](https://www.northbeam.io/blog/february-2026-data-how-enterprise-businesses-are-performing) \\ \\ \\ \\ March 11, 2026\\ \\ Blog\\ \\ **UPT (Units per Transaction) Explained: How to Calculate and Improve Retail Performance** \\ \\ Use Units per Transaction to Grow basket size profitably\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/upt-units-per-transaction-explained-how-to-calculate-and-improve-retail-performance) \\ \\ \\ \\ March 9, 2026\\ \\ Blog\\ \\ **Data Mapping Demystified: How to Connect and Visualize Your Data Sources** \\ \\ Data mapping examples, visualization frameworks, and governance best practices for marketing and analytics teams\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/data-mapping-example-demystified) \\ \\ \\ \\ March 3, 2026\\ \\ Blog\\ \\ **How to Calculate CPM: Formula, Examples, and a CPM Calculator** \\ \\ Use Cost Per Mille responsibly as an exposure signal\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/how-to-calculate-cpm-formula-examples-and-a-free-cpm-calculator) \\ \\ \\ \\ March 2, 2026\\ \\ Blog\\ \\ **How to Identify Anonymous Website Visitors and Boost B2B Leads** \\ \\ Turn Anonymous Traffic Into Account-Level Insight\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/how-to-identify-anonymous-website-visitors-and-boost-b2b-leads) \\ \\ \\ \\ February 25, 2026\\ \\ Blog\\ \\ **The Cost Of Growth: What 2025 Teaches DTC Businesses About Unit Economics In 2026** \\ \\ Growth is back…but at what cost?\\ \\ \\ \\ Brayden Cruz](https://www.northbeam.io/blog/the-cost-of-growth-what-2025-teaches-dtc-businesses-about-unit-economics-in-2026) \\ \\ \\ \\ February 23, 2026\\ \\ Blog\\ \\ **How to Measure Content Marketing ROI (and Why Marketers Struggle with It)** \\ \\ A practical guide to measuring content impact across the marketing funnel\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/how-to-measure-content-marketing-roi-and-why-marketers-struggle-with-it) \\ \\ \\ \\ February 18, 2026\\ \\ Blog\\ \\ **January 2026 Benchmarks: The Gap Between Typical And Top Performing Businesses** \\ \\ The gap between median and top-quartile performance in January shows what disciplined growth actually looks like in 2026.\\ \\ \\ \\ CJ Hunter](https://www.northbeam.io/blog/january-2026-benchmarks-the-gap-between-typical-and-top-performing-businesses) \\ \\ \\ \\ February 16, 2026\\ \\ Blog\\ \\ **Lead Attribution to Revenue: Tracking Marketing’s Impact on Sales** \\ \\ How to Connect Marketing Activity to Pipeline and Revenue \\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/lead-attribution-to-revenue-tracking-marketings-impact-on-sales) \\ \\ \\ \\ February 12, 2026\\ \\ Blog\\ \\ **When Marketing Intelligence Fails (And How to Fix It Before It Costs You)** \\ \\ What to Avoid When Scaling Marketing Data\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/when-marketing-intelligence-fails) \\ \\ \\ \\ February 11, 2026\\ \\ Blog\\ \\ **Industry Power Rankings: Which Ecommerce Verticals Actually Won 2025?** \\ \\ 2025 Was A Year Of Trade-Offs, Not Universal Wins\\ \\ \\ \\ CJ Hunter](https://www.northbeam.io/blog/industry-power-rankings-which-ecommerce-verticals-actually-won-2025) \\ \\ \\ \\ February 10, 2026\\ \\ Blog\\ \\ **Setting SEO Objectives: How to Align Search Metrics with Business Goals** \\ \\ Define, Measure, And Operationalize SEO Objectives\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/setting-seo-objectives-how-to-align-search-metrics-with-business-goals) \\ \\ \\ \\ February 5, 2026\\ \\ Blog\\ \\ **Marketing Intelligence: Using Data to Outsmart Your Competition** \\ \\ Turn Performance Data and Market Signals Into a Competitive Advantage\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/marketing-intelligence-using-data-to-outsmart-your-competition) \\ \\ \\ \\ February 4, 2026\\ \\ Blog\\ \\ **The Struggle Under $5M: Why Early-Stage Businesses Saw Revenue Declines In 2025** \\ \\ Growth headlines hid a painful reality; what are the lessons for 2026?\\ \\ \\ \\ Humza Khan](https://www.northbeam.io/blog/the-struggle-under-5m-why-early-stage-businesses-saw-revenue-declines-in-2025) \\ \\ \\ \\ February 3, 2026\\ \\ Blog\\ \\ **What Does AOV Stand For? Increasing Your Average Order Value In Ecommerce** \\ \\ How to Calculate, Analyze, and Increase AOV Without Hurting Conversion or Retention\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-does-aov-stand-for-increasing-your-average-order-value-in-ecommerce) \\ \\ \\ \\ February 2, 2026\\ \\ Blog\\ \\ **5 Takeaways From Moderating Our Clicks + Deterministic Views Webinar With Leading Platforms** \\ \\ What platform leaders agree on about attribution, deterministic views, and why clicks alone can’t explain modern buying behavior.\\ \\ \\ \\ Zach Sherrod](https://www.northbeam.io/blog/5-takeaways-from-moderating-our-clicks-deterministic-views-webinar-with-leading-platforms) \\ \\ \\ \\ January 29, 2026\\ \\ Blog\\ \\ **SaaS Email Marketing: Strategies to Onboard, Engage, & Retain Your Users** \\ \\ Design Effective Lifecycle Email Campaigns\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/saas-email-marketing-strategies-to-onboard-engage-retain-your-users) \\ \\ \\ \\ January 27, 2026\\ \\ Blog\\ \\ **Ensuring Data Reliability: How to Trust Your Marketing Analytics** \\ \\ Trustworthy Data for Reporting, Attribution, & Decision-Making\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/ensuring-data-reliability-how-to-trust-your-marketing-analytics) \\ \\ \\ \\ January 21, 2026\\ \\ Blog\\ \\ **Ad Operations 101: How Digital Ads Get Delivered** \\ \\ Ad Ops Systems, Workflows, and Delivery Mechanics\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/ad-operations-101-how-digital-ads-get-delivered) \\ \\ \\ \\ January 19, 2026\\ \\ Blog\\ \\ **How to Build a Customer Acquisition Funnel (Step-by-Step Guide)** \\ \\ Designing, Measure, and Optimize Customer Acquisition\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/how-to-build-a-customer-acquisition-funnel-step-by-step-guide) \\ \\ \\ \\ January 15, 2026\\ \\ Blog\\ \\ **Mid-Funnel Strategies: Nurturing Prospects from Consideration to Intent** \\ \\ Don’t Lose Momentum Mid-Funnel\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/mid-funnel-strategies-nurturing-prospects-from-consideration-to-intent) \\ \\ \\ \\ January 12, 2026\\ \\ Blog\\ \\ **Measuring Brand Performance: How to Track Awareness, Loyalty, & Perception** \\ \\ Connect Brand Health to Real Business Impact\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/measuring-brand-performance-how-to-track-awareness-loyalty-perception) \\ \\ \\ \\ January 8, 2026\\ \\ Blog\\ \\ **Points of Parity vs. Points of Difference: Finding Your Brand’s Competitive Sweet Spot** \\ \\ Meet Category Expectations While Standing Out in Meaningful Ways\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/points-of-parity-vs-points-of-difference-finding-your-brands-competitive-sweet-spot) \\ \\ \\ \\ January 6, 2026\\ \\ Blog\\ \\ **Performance Marketing Channels: A Guide to PPC, Affiliates, & More** \\ \\ Your end-to-end playbook for selecting the right performance channels\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/performance-marketing-channels-a-guide-to-ppc-affiliates-more) \\ \\ \\ \\ January 2, 2026\\ \\ Blog\\ \\ **What Is the Meta Conversions API? Implementing Server-Side Tracking in a Privacy-First World** \\ \\ Pair Pixel with CAPI for Accurate Measurements\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-the-meta-conversions-api-implementing-server-side-tracking-in-a-privacy-first-world) \\ \\ \\ \\ December 29, 2025\\ \\ Blog\\ \\ **Gamification Marketing: Using Game Mechanics to Boost Ad Engagement & Attribution** \\ \\ How can gamification help your marketing ads and attribution?\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/gamification-marketing-using-game-mechanics-to-boost-ad-engagement-attribution) \\ \\ \\ \\ December 26, 2025\\ \\ Blog\\ \\ **LinkedIn Segment Reporting: How to Analyze Your Ad Audiences on LinkedIn** \\ \\ Use LinkedIn for Smarter Targeting, Creative, and Budget Decisions\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/linkedin-segment-reporting-how-to-analyze-your-ad-audiences-on-linkedin) \\ \\ \\ \\ December 22, 2025\\ \\ Blog\\ \\ **Cyber Week 2025: A Data‑Driven Look at Performance and Strategy** \\ \\ A data-driven look at how DTC brands actually performed during Cyber Week 2025, and why you should adjust your channel mix, pacing, and benchmarks before next year.\\ \\ \\ \\ Brayden Cruz](https://www.northbeam.io/blog/cyber-week-2025-a-data-driven-look-at-performance-and-strategy) \\ \\ \\ \\ December 18, 2025\\ \\ Blog\\ \\ **Second-Party Data: Tapping Into Trusted Partner Data for Marketing** \\ \\ A Practical Guide to Partner-Sourced Data\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/second-party-data-tapping-into-trusted-partner-data-for-marketing) \\ \\ \\ \\ December 15, 2025\\ \\ Blog\\ \\ **Is Your Company Data-Mature? Understanding Data Maturity Models for Marketing** \\ \\ Is Your Team Really “Data Driven?” \\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/is-your-company-data-mature-understanding-data-maturity-models-for-marketing) \\ \\ \\ \\ December 11, 2025\\ \\ Blog\\ \\ **Introducing Incrementality by Northbeam: Automated Lift Testing You Can Trust** \\ \\ Run incrementality tests end-to-end inside Northbeam—automated design, rigorous validation, and unified results alongside your MTA and MMM for confident, daily decision-making.\\ \\ \\ \\ Bryan Bumgardner](https://www.northbeam.io/blog/introducing-incrementality-by-northbeam-automated-lift-testing-you-can-trust) \\ \\ \\ \\ December 3, 2025\\ \\ Blog\\ \\ **Reporting on Marketing Automation Performance: Proving the ROI of Your Drip Campaigns** \\ \\ Measure, Attribute, and Prove Business Value\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/reporting-on-marketing-automation-performance-proving-the-roi-of-your-drip-campaigns) \\ \\ \\ \\ December 2, 2025\\ \\ Blog\\ \\ **Marketing Funnel Automation: Scaling Engagement on Autopilot** \\ \\ Build, Automate, and Measure\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/marketing-funnel-automation-scaling-engagement-on-autopilot) \\ \\ \\ \\ November 26, 2025\\ \\ Blog\\ \\ **Why New Customer ROAS Matters More Than Blended Metrics** \\ \\ Why optimizing to New Customer ROAS (nROAS) — not blended ROAS — is the only way to scale net‑new growth, with a simple daily workflow to make it operational. \\ \\ \\ \\ CJ Hunter](https://www.northbeam.io/blog/why-new-customer-roas-matters-more-than-blended-metrics) \\ \\ \\ \\ November 20, 2025\\ \\ Blog\\ \\ **Channel Strategy: How to Choose the Right Marketing Channels for Your Business** \\ \\ Evaluate, Test, and Optimize Your Marketing Channels\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/channel-strategy-how-to-choose-the-right-marketing-channels-for-your-business) \\ \\ \\ \\ November 17, 2025\\ \\ Blog\\ \\ **Ad Fatigue in Digital Marketing: How to Recognize & Remedy It** \\ \\ How to Know When Your Audience Has Seen Enough\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/ad-fatigue-in-digital-marketing-how-to-recognize-remedy-it) \\ \\ \\ \\ November 13, 2025\\ \\ Blog\\ \\ **Churn Analysis: Identifying Why Customers Leave (And How to Win Them Back)** \\ \\ Uncover Churn Drivers and Build Stronger Retention Strategies\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/churn-analysis-identifying-why-customers-leave-and-how-to-win-them-back) \\ \\ \\ \\ November 10, 2025\\ \\ Blog\\ \\ **Funnel Creation Made Simple: How to Map Out Your Marketing Funnel** \\ \\ Map, Measure, and Optimize the Customer Journey\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/funnel-creation-made-simple-how-to-map-out-your-marketing-funnel) \\ \\ \\ \\ November 10, 2025\\ \\ Blog\\ \\ **Kill Last‑Click Bias: A Simple Playbook for Reads During BFCM** \\ \\ A practical, windowed-read playbook—short for capture, longer for prospecting—to avoid last‑click bias during Cyber Five.\\ \\ \\ \\ Andrew Kaszuba](https://www.northbeam.io/blog/kill-last-click-bias-a-simple-playbook-for-reads-during-bfcm) \\ \\ \\ \\ November 7, 2025\\ \\ Blog\\ \\ **The Cyber Five Pattern: What to expect Heading Into BFCM** \\ \\ Planning Cyber Five with pattern‑based pacing and clear measurement reads.\\ \\ \\ \\ Brayden Cruz](https://www.northbeam.io/blog/the-cyber-five-pattern-what-to-expect-heading-into-bfcm) \\ \\ \\ \\ November 5, 2025\\ \\ Blog\\ \\ **What Is MAU? Tracking Monthly Active Users to Gauge Growth** \\ \\ Learn what Monthly Active Users (MAU) means, how to measure it accurately, and how to use MAU trends to improve product engagement, retention, and growth.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-mau-tracking-monthly-active-users-to-gauge-growth) \\ \\ \\ \\ November 3, 2025\\ \\ Blog\\ \\ **User Segmentation Strategies: How to Personalize Marketing for Every Audience** \\ \\ Learn how to build and activate user segments that power personalized marketing, boost engagement, and drive long-term customer loyalty.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/user-segmentation-strategies-in-marketing-audience-personalization) \\ \\ \\ \\ October 31, 2025\\ \\ Blog\\ \\ **Which Campaigns Benefit Most from C+DV? Prospecting, Reach/Traffic, and Retention by the Numbers** \\ \\ Learning How C+DV Evens the Playing Field\\ \\ \\ \\ Andrew Kaszuba](https://www.northbeam.io/blog/which-campaigns-benefit-most-from-c-dv-clicks-deterministic-views) \\ \\ \\ \\ October 29, 2025\\ \\ Blog\\ \\ **Fogg Behavior Model: Motivation, Ability, and Prompts** \\ \\ Apply Behavior Design Principles to Your Marketing Strategy\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/fogg-behavior-model-motivation-ability-and-prompts) \\ \\ \\ \\ October 27, 2025\\ \\ Blog\\ \\ **Lifecycle Marketing 101: Engaging Customers at Every Stage of the Journey** \\ \\ Build Customer Relationships That Last\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/lifecycle-marketing-101-engaging-customers-at-every-stage-of-the-journey) \\ \\ \\ \\ October 25, 2025\\ \\ Blog\\ \\ **Benchmarks & Stoplights: Turning Data Into Daily Decisions for Ad Optimization** \\ \\ Turn your best performance days into a live decision system with clear green, yellow, and red signals—so your team knows exactly when to scale, pause, or pivot.\\ \\ \\ \\ CJ Hunter](https://www.northbeam.io/blog/benchmarks-stoplights-turning-data-into-daily-decisions-for-ad-optimization) \\ \\ \\ \\ October 22, 2025\\ \\ Blog\\ \\ **Behavioral Data In Marketing: How User Behavior Drives Growth** \\ \\ Optimize journeys and personalize experiences\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/behavioral-data-in-marketing-how-user-behavior-drives-growth) \\ \\ \\ \\ October 20, 2025\\ \\ Blog\\ \\ **Cohort Analysis for Marketers: Uncovering Trends In Customer Behavior** \\ \\ Learn how to use cohort analysis to track retention, forecast LTV, and drive sustainable growth.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/cohort-analysis-for-marketers-uncovering-trends-in-customer-behavior) \\ \\ \\ \\ October 17, 2025\\ \\ Blog\\ \\ **User Stickiness: The Metric to Measure Customer Engagement (and How to Improve It)** \\ \\ Discover how to calculate and improve user stickiness (DAU/MAU) — the key metric for measuring customer engagement and loyalty.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/user-stickiness-the-metric-to-measure-customer-engagement-and-how-to-improve-it) \\ \\ \\ \\ October 15, 2025\\ \\ Blog\\ \\ **The PESO Model: Integrating Paid, Earned, Shared, and Owned Media** \\ \\ Learn how the PESO model unifies Paid, Earned, Shared, and Owned media into one powerful strategy. \\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/peso-model-integrating-paid-earned-shared-and-owned-media) \\ \\ \\ \\ October 14, 2025\\ \\ Blog\\ \\ **7 Reasons Your Awareness Campaigns Aren’t Driving Revenue** \\ \\ How evolving attribution models, creative strategy, and platform dynamics are redefining top-of-funnel success this BFCM season.\\ \\ \\ \\ Brian Bumgardner](https://www.northbeam.io/blog/7-reasons-your-awareness-campaigns-arent-driving-revenue) \\ \\ \\ \\ October 9, 2025\\ \\ Blog\\ \\ **First vs Second vs Third-Party Data: What Are They and Why They Matter** \\ \\ Learn the differences between first-, second-, and third-party data.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/first-vs-second-vs-third-party-data-what-are-they-and-why-they-matter) .avif)\\ \\ \\ \\ October 7, 2025\\ \\ Blog\\ \\ **How Omnilux Drove a 659% ROAS Lift on Pinterest with Northbeam’s Clicks + Deterministic Views** \\ \\ A case study with Northbeam's newest attribution model.\\ \\ \\ \\ Bryan Bumgardner](https://www.northbeam.io/blog/how-omnilux-drove-a-659-roas-lift-on-pinterest-with-northbeams-clicks-deterministic-views) \\ \\ \\ \\ October 7, 2025\\ \\ Blog\\ \\ **Introducing Clicks + Deterministic Views by Northbeam** \\ \\ A revolutionary new viewthrough model, now available in Northbeam.\\ \\ \\ \\ Bryan Bumgardner](https://www.northbeam.io/blog/discover-clicks-deterministic-views) \\ \\ \\ \\ October 2, 2025\\ \\ Blog\\ \\ **Contextual Targeting In Advertising: Reaching Audiences Without Cookies** \\ \\ Discover how contextual targeting delivers privacy-first, high-performing ads without cookies.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/contextual-targeting-in-advertising-reaching-audiences-without-cookies) \\ \\ \\ \\ September 29, 2025\\ \\ Blog\\ \\ **Zero-Party Data: The New Gold Standard in Privacy-First Marketing** \\ \\ Learn best practices for collection, activation, and governance to drive trust and ROI.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/zero-party-data-privacy-first-marketing) \\ \\ \\ \\ September 23, 2025\\ \\ Blog\\ \\ **The Marketer’s Guide to Customer Journey Mapping** \\ \\ Turn messy customer paths into data-driven strategies for growth\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/customer-journey-mapping-for-marketers) \\ \\ \\ \\ September 22, 2025\\ \\ Blog\\ \\ **A Beginner’s Guide to Marketing Attribution: Understanding the Fundamentals** \\ \\ Learn what marketing attribution is and how to harness its power in an ever-changing digital landscape\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/a-beginners-guide-to-marketing-attribution) \\ \\ \\ \\ September 18, 2025\\ \\ Blog\\ \\ **The Explore–Exploit Cycle of Meta’s Algorithm** \\ \\ Why Meta’s algorithm makes performance swing — and how to ride the cycle instead of panicking through the dips.\\ \\ \\ \\ Andrew Clay](https://www.northbeam.io/blog/the-explore-exploit-cycle-of-metas-algorithm) \\ \\ \\ \\ September 17, 2025\\ \\ Blog\\ \\ **Probabilistic vs. Deterministic Attribution Approaches In a Cookieless Future** \\ \\ Combine probabilistic and deterministic models for future-proof attribution\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/probabilistic-vs-deterministic-attribution-marketing) \\ \\ \\ \\ September 15, 2025\\ \\ Blog\\ \\ **Multi-Touch Attribution Models: A Complete Guide to Measuring Every Marketing Touchpoint** \\ \\ Understand, compare, and implement MTA for smarter marketing measurement\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/multi-touch-attribution-models-guide) \\ \\ \\ \\ September 10, 2025\\ \\ Blog\\ \\ **What Is GCLID? Complete Guide to Google Click Identifier** \\ \\ Learn what GCLID is, how it works, and why it’s essential for accurate Google Ads tracking.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/gclid-guide-google-click-identifier) \\ \\ \\ \\ September 8, 2025\\ \\ Blog\\ \\ **Meta’s Sensitivity Category Restrictions: A Guide for Ecommerce Brands** \\ \\ How to get to grips with Meta's privacy restrictions\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/meta-sensitivity-category-restrictions) \\ \\ \\ \\ September 5, 2025\\ \\ Blog\\ \\ **Marketing Efficiency Ratio (MER): Definition, Benchmarks, and How it Differs from ROAS** \\ \\ Use MER and ROAS Together for Smarter Decisions\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/marketing-efficiency-ratio-mer-roas) \\ \\ \\ \\ September 3, 2025\\ \\ Blog\\ \\ **Beyond Walled Gardens: How Marketers Can Thrive in a Fragmented Digital Landscape** \\ \\ Embrace open web strategies in the evolving digital ad landscape\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/walled-gardens-digital-marketing-advertising) \\ \\ \\ \\ September 2, 2025\\ \\ Blog\\ \\ **Beyond ROAS: Fundamentals of Advertising In 2025** \\ \\ Why relying on ROAS alone can stunt growth—and the metrics that reveal if your ads are truly building a brand.\\ \\ \\ \\ Andrew Clay](https://www.northbeam.io/blog/fundamentals-of-advertising-beyond-roas) \\ \\ \\ \\ August 29, 2025\\ \\ Blog\\ \\ **What is fbclid? A Complete Guide to Facebook Click Identifiers and Tracking Ad Performance** \\ \\ This small URL parameter powers big improvements in Meta ad attribution\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-fbclid-guide-to-facebook-click-identifiers) \\ \\ \\ \\ August 28, 2025\\ \\ Blog\\ \\ **iOS 26 Won’t Kill Your UTMs – Here’s Proof** \\ \\ Despite headlines warning of doom, our testing shows iOS 26 leaves Northbeam’s UTMs untouched.\\ \\ \\ \\ Bryan Bumgardner](https://www.northbeam.io/blog/ios-26-wont-kill-your-utms) \\ \\ \\ \\ August 27, 2025\\ \\ Blog\\ \\ **What is Media Mix Modeling (MMM)?** \\ \\ Wondering what exactly comprises Media Mix Modeling? Get a comprehensive overview of MMM\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/media-mix-modeling-mmm-guide) \\ \\ \\ \\ August 22, 2025\\ \\ Blog\\ \\ **What Is Incrementality In Marketing? A Guide to Measuring True Campaign Impact** \\ \\ The Critical Role of Attribution Models in Unlocking Growth\\ \\ \\ \\ Brayden Cruz](https://www.northbeam.io/blog/what-is-incrementality-in-marketing) \\ \\ \\ \\ August 20, 2025\\ \\ Blog\\ \\ **UTM Tracking 101: How to Use UTM Parameters to Measure and Improve Campaign Performance** \\ \\ Learn how to use UTM parameters to track campaign performance, improve attribution, and optimize ROI with this step-by-step guide for marketers.\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/utm-tracking-parameters-for-ad-campaigns) \\ \\ \\ \\ August 14, 2025\\ \\ Blog\\ \\ **What Is Data-Driven Marketing? A Complete Guide to Transforming Your Marketing Strategy with Data** \\ \\ Leverage data to improve your marketing strategies\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-data-driven-marketing) \\ \\ \\ \\ August 8, 2025\\ \\ Blog\\ \\ **What Is ROAS? A Beginner’s Guide to Return on Ad Spend** \\ \\ Learn why ROAS matters and how to maximize your returns\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-roas-a-beginners-guide-to-return-on-ad-spend) \\ \\ \\ \\ April 29, 2025\\ \\ Blog\\ \\ **What is AppLovin and How to Leverage it For Marketing Success** \\ \\ Why DTC brands are flocking to AppLovin, and how to make it work for you\\ \\ \\ \\ Drew Carr](https://www.northbeam.io/blog/what-is-applovin-and-how-to-leverage-it-for-marketing-success) \\ \\ \\ \\ April 15, 2025\\ \\ Product news\\ \\ **Northbeam’s Profitability Benchmarks: Tailored Performance Targets for Your Business** \\ \\ Define success on your terms with data-driven performance targets\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/product-news/northbeams-profitability-benchmarks-tailored-performance-targets-for-your-business) \\ \\ \\ \\ March 11, 2025\\ \\ Blog\\ \\ **Creating a Seamless Omnichannel Marketing Strategy: Tips & Best Practices** \\ \\ Mastering Omnichannel Marketing by creating a Seamless, Data-Driven Customer Journey\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/creating-a-seamless-omnichannel-marketing-strategy-tips-best-practices) .avif)\\ \\ \\ \\ February 25, 2025\\ \\ Blog\\ \\ **Beyond Acquisition: Why Retention Should Be Every Marketer’s Priority** \\ \\ Shifting Focus: Why Retention Is the Key to Sustainable Growth and Profitability\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/beyond-acquisition-why-retention-should-be-every-marketers-priority) \\ \\ \\ \\ February 13, 2025\\ \\ Blog\\ \\ **Super Bowl 2025 Advertising Trends & Performance Analysis** \\ \\ The Big Game, Big Spends, and Even Bigger Marketing Moves\\ \\ \\ \\ Drew Carr](https://www.northbeam.io/blog/super-bowl-2025-advertising-trends-performance-analysis) \\ \\ \\ \\ February 11, 2025\\ \\ Blog\\ \\ **Ad Spend Optimization: How to Get More ROI from Every Marketing Dollar** \\ \\ Stop Wasting Ad Spend: How Smarter Strategies and Tools Can Maximize ROI\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/ad-spend-optimization-how-to-get-more-roi-from-every-marketing-dollar) .avif)\\ \\ \\ \\ February 4, 2025\\ \\ Blog\\ \\ **5 Strategies to Maximize ROI During Economic Uncertainty** \\ \\ Use data-driven techniques to thrive during challenging times\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/5-strategies-to-maximize-roi-during-economic-uncertainty) \\ \\ \\ \\ January 14, 2025\\ \\ Blog\\ \\ **Top Marketing Metrics to Track for Long-Term Success** \\ \\ Track these essential metrics to drive sustainable growth\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/top-marketing-metrics-to-track-for-long-term-success) \\ \\ \\ \\ January 6, 2025\\ \\ Product news\\ \\ **Announcing Metrics Explorer: Correlation Analysis in Northbeam** \\ \\ Discover hidden relationships in your data with Northbeam's newest tool.\\ \\ .avif)\\ \\ Bryan Bumgardner](https://www.northbeam.io/product-news/announcing-metrics-explorer-correlation-analysis-in-northbeam) \\ \\ \\ \\ December 13, 2024\\ \\ Blog\\ \\ **BFCM 2024 Predictions: How Did We Do?** \\ \\ Wins, surprises, and lessons for 2025\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/bfcm-2024-predictions-how-did-we-do) \\ \\ \\ \\ November 13, 2024\\ \\ Blog\\ \\ **What is Pixel Tracking?** \\ \\ Unlock the Power of Pixel Tracking for Better Marketing Insights\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-pixel-tracking) \\ \\ \\ \\ August 21, 2024\\ \\ Blog\\ \\ **Accounting Modes 101: What Marketers Need to Know** \\ \\ Understanding cash snapshot and accrual performance modes\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/accounting-modes-101-what-marketers-need-to-know) \\ \\ \\ \\ August 13, 2024\\ \\ Blog\\ \\ **Google Chrome Won’t be Deprecating Cookies — Yet** \\ \\ Google's decision to retain third-party cookies, and what it means for you\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/google-chrome-wont-be-deprecating-cookies----yet) \\ \\ \\ \\ July 24, 2024\\ \\ Blog\\ \\ **2025 Marketing Trends to Watch Out For: Part 2** \\ \\ CTV growth, evolving search, nano-influencers, and data privacy\\ \\ \\ \\ The Northbeam Team](https://www.northbeam.io/blog/2025-marketing-trends-to-watch-out-for-part-2) \\ \\ \\ \\ July 17, 2024\\ \\ Blog\\ \\ **2025 Marketing Trends to Watch Out For: Part 1** \\ \\ Navigating a Shifting Landscape of Generative AI, Social Media, and Data Privacy\\ \\ \\ \\ The Northbeam Team](https://www.northbeam.io/blog/2025-marketing-trends-to-watch-out-for-part-1) \\ \\ \\ \\ June 27, 2024\\ \\ Blog\\ \\ **What is Marketing Intelligence Software?** \\ \\ Capture the right data for informed marketing decisions\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-marketing-intelligence-software) \\ \\ \\ \\ June 21, 2024\\ \\ Blog\\ \\ **What is Marketing ROI and How Can You Improve It?** \\ \\ Understand and enhance your marketing ROI\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/what-is-marketing-roi-and-how-can-you-improve-it) \\ \\ \\ \\ June 10, 2024\\ \\ Blog\\ \\ **Media Mix Modeling (MMM): Build or Buy?** \\ \\ Evaluating the best approach to implementing MMM\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/media-mix-modeling-mmm-build-or-buy) \\ \\ \\ \\ June 4, 2024\\ \\ Blog\\ \\ **The Marketer’s Guide to AI** \\ \\ How modern marketers can best harness the power of AI\\ \\ \\ \\ Drew Carr](https://www.northbeam.io/blog/the-marketers-guide-to-ai) \\ \\ \\ \\ May 29, 2024\\ \\ Blog\\ \\ **The 2024 Guide to Incrementality** \\ \\ A guide to measuring marketing impact\\ \\ \\ \\ Drew Carr](https://www.northbeam.io/blog/the-2024-guide-to-incrementality) \\ \\ \\ \\ April 22, 2024\\ \\ Blog\\ \\ **The Future with YouTube Advertising** \\ \\ Navigating rising digital ad costs with Northbeam\\ \\ \\ \\ Craig Graham](https://www.northbeam.io/blog/the-future-with-youtube-advertising) \\ \\ \\ \\ April 15, 2024\\ \\ Blog\\ \\ **Serious Data For Serious Growth: How Northbeam Enables HexClad To Stay Efficient with Scale** \\ \\ Leveraging Northbeam for scalable efficiency\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/serious-data-for-serious-growth-how-northbeam-enables-hexclad-to-stay-efficient-with-scale) \\ \\ \\ \\ March 27, 2024\\ \\ Blog\\ \\ **Why You Should Care About MTA, MMM, and Incrementality** \\ \\ Transform Your Marketing Performance\\ \\ \\ \\ Jack Browning](https://www.northbeam.io/blog/why-you-should-care-about-mta-mmm-and-incrementality) No items found. No items found. No items found. ## **Supercharge your next quarter** with unparalleled marketing intelligence. There’s a reason our brands grow up to 20% faster than their competitors. Find out today. [book a demo](https://www.northbeam.io/demo)