The Best Northbeam Alternative

Wicked Reports is the best alternative to Northbeam for solving your marketing attribution needs. Wicked offers attribution for all three funnel stages - TOF, MOF, and BOF using deep CRM integrations.


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Wicked Reports offers top, middle, and bottom funnel attribution based on click tracking, CRM conversions and segmentation, dozens of shopping cart integrations (yes, Shopify!) and subscription/recurring revenue attribution.

We also specialize in TOF + MOF attribution using deep CRM integrations to complement the click and revenue tracking.

Northbeam only offers first, last, and multi-touch attribution based on click tracking and Shopify sales. It is very similar in feel to Google Analytics and has an ‘all or nothing’ approach to multi-touch that dilutes ROAS numbers and clarity into TOF + MOF campaigns.


Customer Journey Tracking

Marketers buy media by targeting cold/TOF traffic, retargeting warmer MOF traffic, or direct sales response BOF traffic.

You need marketing attribution that buckets the performance of your marketing in this same Top/Middle/Bottom targeting approach to correctly measure your results.

Wicked Reports attributes your data into easy to understand metrics for each funnel stage.

Northbeam only offers first click, last click, or leverages the credit across the journey to give one number

visualize attribution


This is important because Media buyers nearly alway segment their paid campaigns based on cold or warm traffic.

Weaker attribution platforms offer first click, last click, or multi-touch models. All of these models downplay the impact of Top and Middle of the funnel paid ads.

CRM integrations have to be used by attribution platforms to ensure that traffic is correctly segmented as Cold or Warm.  Otherwise, you get misled to thinking your bottom of funnel campaigns are the only ones earning high ROAS


Northbeam has no CRM integration for the purpose of auto-segmentation or attribution of traffic. Northbeam has no concept of TOF/MOF/BOF segmentation.

simple analytics

Wicked reports vs northbeam get a free video demo

Wicked reports vs northbeam book a live demo

Customer Journey Conversion Path Reporting

Get a visual representation of the common paths people take to convert.

Wicked Reports has a stunning, easy to read visual journey to show you how conversions and channels overlap.

Northbeam customer journey data is almost identical to the list-style Google Analytics conversion path

customer journey explorer

Top of the funnel attribution

60% of budgets on average are allocated to the top of the funnel.

Facebook & Google’s top of funnel conversion tracking is very, very weak - so a marketing attribution platform needs to nail this.


Northbeam only offers top funnel attribution and multi-touch models share credit across all clicks without segmentation or validation of data against your CRM.


Middle Funnel Attribution

Over 50% of last click conversions happen on Branded Search, Email/SMS, and Organic.

Those conversions ONLY happen because of marketing elsewhere - likely PPC!

Marketers need an easy, transparent way to see the paid media driving the branded owned media conversions so they can scale the marketing that is driving those last clicks.


Northbeam's linear model weights all touches equally and does not segment between Top/Middle/Bottom conversions

attribution windows

Wicked reports vs northbeam get a free video demo

Wicked reports vs northbeam book a live demo

Subscription Recurring Revenue Attribution

Your customers that continue to pay you are the most valuable.  Those recurring sales do not hit a pixel.  They simply must be accounted for if you are going to make the best ad buying decisions.

ReCharge recurring revenue attributed back to TOF, MOF, and BOF campaigns that drove the initial conversion.

Get a clear breakdown of one-time vs subscription revenue at channel, campaign, and ad level.

Northbeam has no concept of subscription tracking or attribution

wicked reports vs northbeam subscription recurring revenue attribution

Delayed Conversion Time

Many sales conversions take time to occur post click.  The ability of the marketing attribution platform to attribute this back in time, and educate the user on the impact, can help brands drive a lot more top and middle of the funnel ROAS.

Specific report on delayed conversion time and it is a primary focus of the Scale/Kill/Chill framework for data decisions.

Northbeam has very limited delayed conversion segmentation

visualize attribution

Customer LTV

It is critical that attribution time windows allow for customer lifetime value to be continuously attributed back to ad spend for accurate ROAS.

Transparent TOF (industry’s only) and customer cohort reports for precise future Customer LTV impact

Northbeam merely forecasts LTV based on models from data engineers

simple analytics ltv

Tracking Effectiveness

Every platform claims it is easy to set up, but there are times when tracking needs debugged and verified.

Wicked Reports allows you to always know if you're tracking correctly with real-time tracking tests and tracking performance data.

Northbeam only states their goal is to offer 90% accuracy of clicks tracked


View-Through Conversion Tracking

No matter where you're at on measuring the effectiveness of Facebook's view through conversion data, Wicked gives you the option to customize it in real time.

Use this to measure campaigns that seem to produce sales for your lower consideration product via BOF videos 

Northbeam only gives a 'black box' solution that includes their own version of views

facebook view through confidence scores

Data & Refresh Availability

Wicked Reports
Live Data - 20 min & 24 hour refresh

6 hour and 1 hour refresh

Email & SMS Tracking

Wicked Reports
Auto tracking for most popular email apps, no need for UTMs

Only integrates with Klaviyo and UTMs from Klaviyo


Wicked Reports
Quick integration with all major CRMs and Shopping carts, plus inbound API for CRM/Cart conversions

Very Limited Integrations

Custom Conversions

Wicked Reports
Automatic new lead conversion detection and attribution

No CRM integration or new lead conversion tracking

Organic Traffic Tracking

Wicked Reports
Organic revenue attribution to the landing page of lead visit

Organic tracking limited to channel level, no details in campaigns

Conversion API

Wicked Reports
Google offline conversion and future revenue matched to GCLIDS

None offered

Scheduled Email reports

Wicked Reports
Unlimited reports emailed to you

None offered

Experience & Support

Wicked Reports
Unmatched exepertise, live chat with a human, dedicated Slack channels for agencies

No live support offered, help offered via knowledge base only

In-App guidance

Wicked Reports
Insights right inside your account so you can turn data into action

No in-app guidance

Unlimited users

Wicked Reports
Get a seat for everyone who needs it

Limited seating

best-price (5)

Wicked Reports
Pricing based on CRM contacts

Northbeam pricing based on page views

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