Tracking for All Other Platforms
This guide will show you how to set up tracking for platforms that do not natively integrate with Northbeam.
For context, this is any platform that is not listed in our Connections page (Settings > Connections).
Examples:
- Any Email/SMS Channel (ex. Yotpo, Omnisend, GetResponse, Sendlane, Mailchimp)
- Influencers
- Podcasts
- Direct Mail
- PostScript
- ImpactRadius
- ShareASale
- StackAdapt
- Taboola
- Grin
Setting up tracking involves two simple steps.
Step 1: Insert UTM Parameters
Step 2: Upload Costs via Custom Spendsheet
UTM parameters are used to track Visits, Revenue, and Orders.
Custom Spendsheet are used to track associated costs or spend data.
Step 1: Insert UTM Parameters
If your platform is in our UTM guide, please use the listed parameters.
To find our UTM guide:
- Navigate to Settings
- Under Onboarding Tasks, click on UTM Guide
If your platform is NOT in the guide, please use standard UTM parameters:
- utm_source
- utm_medium
- utm_campaign
- utm_term**
- utm_content**
**optional
Use any values you'd like, but be mindful of how the the data pulls into the dashboard.
| UTM Parameter | Where it pulls in Northbeam |
|---|---|
| utm_source | Campaign Level |
| utm_medium | Campaign Level |
| utm_campaign | Campaign Level (line item) |
| utm_term | Adset Level (line item) |
| utm_content | Ad Level (line item) |
Below is a visual on how utm_campaign is reported within your Sales page.
Example
Let's say you're running influencer campaigns and want to see performance by each individual influencer. It'd make the most sense to insert the influencer name into utm_campaign -- each row on the campaign level is segmented by the utm_campaign value. See picture above.
To take it one step further, maybe you want to track another variable, like the offer. You could insert this into utm_term.
Example URL: https://mystore.com?utm_campaign=influencer-name&utm_term=offer
Using Vanity Links
We understand it's challenging to embed UTMs on all links - especially from channels that often utilize discount codes -- like Influencers, Affiliates, and Podcasts.
As a workaround, we've seen our customers find success with Vanity Links. Vanity links can be used to redirect users to a UTM-embedded URL, but tend to be more shareable.
Ex) mystore.com/influencer1 redirects to mystore.com?utm_source=influencer&utm_campaign=influencer1
mystore.com/influencer1 is likely more easily shared than mystore.com?utm_source=influencer&utm_campaign=influencer1
If you're on Shopify, here's an article on how to create redirects.
Step 2: Upload Costs via Custom Spendsheet
This step is optional. This is only if you wish to upload associated costs. Without a Custom Spendsheet, we'll still track Visits, Revenue, and Orders and report the data in the dashboard -- as long as UTM parameters are in use.
Part 1: Request a Custom Spendsheet
Please submit an inquiry and specify which type of Custom Spendsheet you'd like.
| Type | Description | Use Cases |
|---|---|---|
| Daily Spendsheet | Spend is segmented by day | Variable costs. Ex) Twitter Ad spend that's different everyday |
| Monthly Spendsheet | Spend is segmented by month | Fixed costs. Ex) Monthly software fees |
To keep it simple, you could use a Daily Spendsheet for Monthly costs.
For example, let's say your monthly cost is $1000. Take $1000 and divide it by the number of days in the month. Enter that number for every day of the month.
Part 2: Fill out the Custom Spendsheet
Find the document in your dashboard under Settings > Data Spreadsheets, under Custom Spend Spreadsheets.
You'll see directions in the first tab.
- In the Input tab, enter your spend sources in Row 1 (A1, B1, C1, etc). You’ll likely see placeholders, so please rename to anything you'd like.
- Insert the corresponding costs. Add them on a daily, weekly, or monthly basis.
- If easier, feel free to use automations/formulas to pull in spend into the "Input" tab (ex. IMPORTRANGE, VLOOKUP)
- Please do not edit the tab called “IMPORT_TARGET”
Once your costs are added, expect them to populate in the next data refresh.
Part 3: Re-Categorize Custom Spend
When your spend data is uploaded to your dashboard, it's grouped into the Platform called "Other". If you'd like to move it to a different Platform group, we can use our Breakdowns Manager.
Learn below:
FAQ
I uploaded my spend numbers, but I can't find them.
Please be sure to look in the 'Other' platform group. If you'd like to group together the spend and revenue, you could use a Label.
Can I use Northbeam UTM parameters on my ads? ("NB" "NBT")
We only support the Northbeam parameters on our UTM Guide. If you don't see your platform on your guide, please refrain from using Nortbeam parameters as they will not do anything -- as they are not mapped in our backend.
Instead, please use Standard UTM Parameters, listed above in "Step 1".
Standard UTM Parameters will not a negative impact on tracking. They track just as well as Northbeam UTM Parameters.
Can I track using Discount Codes?
Currently, all the data we pull into the Sales page are primarily segmented by UTM parameters and not Discount Codes. However, we are working on a solution for Discount Code tracking yet no timeline at the moment.
In the meantime, feel free to reference Discount Codes in your Customer LTV page, which reflect the average lifetime value of each code.
Vanity Links could be used as a workaround. See under "Step 1".
Why do I see a data discrepancy?
Discrepancies in Revenue, Orders, and Visits are expected. The reason for this lies in the differences between Northbeam's attribution model and the corresponding platform's attribution model. Each attribution model has a unique method of allocating credit.
For example, Northbeam's Clicks-Only model divides credit across all touchpoints and tries to push credit to your upper funnel channels. Let's say your in-platform model uses Last Click, which gives credit to the last touchpoint in the journey. This is going to cause a discrepancy.
To take it one step further, let's say both Northbeam and in-platform are using Last Click. Northbeam is unique in that we recognize all touchpoints from every single channel. Whereas most platforms only recognize touchpoints from that same platform.
In addition, there's often a difference in the attribution window. By default, Northbeam leverages a 1-Day window, which is different than many other platforms' default.
To get the most apples to apples comparison, be sure to compare data using same Attribution Model and Attribution Window. But keep in mind, it will never be exact.
If you suspect a tracking issue, please review the following checklist:
- UTMs: Ensure all your ads contain Northbeam UTMs, listed above under Step 2.
- Northbeam Pixel: Ensure the Northbeam Pixel is firing on your landing page. Note that some site themes may not automatically transfer to landing pages on certain third-party apps, necessitating manual pixel placement.
- Purchase Pixel: Confirm that the Purchase Pixel is firing on your checkout page.
- A-Record Setup: Verify that the A-Record is correctly configured in your DNS Settings.
Updated 6 days ago