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.

What is THE WICKED DIFFERENCE?

✔ 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

CRM INTEGRATIONS FOR PPC 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.

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

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

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

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

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

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.

What is THE WICKED DIFFERENCE?

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

CRM INTEGRATIONS FOR PPC ATTRIBUTION

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

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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

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

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

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Subscription Recurring Revenue Attribution

✗ Northbeam has no concept of subscription tracking or attribution

Delayed Conversion Time

✗ Northbeam has very limited delayed conversion segmentation

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

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

Data & Refresh Availability

Email & SMS Tracking

Integrations

Custom Conversions

Organic Traffic Tracking

Conversion API

Scheduled Email reports

Experience & Support

In-App guidance

Unlimited users

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