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Northbeam brand-vs-performance credit split is not brand-search branded-vs-nonbrand
On one Northbeam campaign-objective split, take |brand-objective $ − performance-objective $| over performance-objective $. That quotient is NB brand-perf gap %. Brand-search keyword cuts and inbox credit books never feed this objective split.
Pair: Brand-vs-performance gap under Traffic. Search twin: NB brand-gap. Inbox twin: NB email-paid.
Campaign-objective split fields
Brand-objective $ — Northbeam dollars tagged upper-funnel reach / awareness campaigns on the campaign-objective split.
Performance-objective $ — Northbeam dollars tagged lower-funnel conversion / ROAS campaigns on that same split.
NB brand-perf gap % = |brand-objective − performance-objective| ÷ performance-objective × 100. When NB brand-perf gap % climbs, objective maps disagree on that split — reconcile those tags; never invent an NB brand-perf chip.
Hard stops
Never invent NB brand-perf gap %. Never paste branded-vs-nonbrand or email-vs-paid exports into brand-objective/performance-objective boxes. Never park owned/organic dollars in the brand-objective field. Never fuse splits when one Northbeam campaign-objective split owns the swing.
See also: Traffic, NB brand-gap, NB email-paid, NB paid-owned.
Procedure
- Type brand-objective $ and performance-objective $.
- Read NB brand-perf gap %.
- Reconcile campaign-objective maps when NB brand-perf gap % is material.
Failure modes
- Inventing NB brand-perf gap %.
- Pasting branded-vs-nonbrand or email-vs-paid exports into brand-objective/performance-objective boxes.
- Parking owned/organic dollars in the brand-objective field.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- NB brand-perf gap %
- |Brand-objective $ − Performance-objective $| ÷ Performance-objective $ × 100 on one Northbeam campaign-objective split.
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FAQ
- Is this Northbeam branded-vs-nonbrand gap?
- Campaign-objective split vs brand-search keyword mix. [Branded-vs-nonbrand gap](/manuals/northbeam-branded-vs-nonbrand-gap) nets branded $ against nonbrand $ on a brand-search cut. Here you only stack upper-funnel brand-objective $ against lower-funnel performance-objective $.
- Is this Northbeam email-vs-paid gap?
- Campaign-objective split vs inbox credit book. [Email-vs-paid gap](/manuals/northbeam-email-vs-paid-gap) stacks email $ against paid $. Here you only compare brand-objective $ to performance-objective $.
- What NB brand-perf gap % should I invent?
- None. Source brand-objective $ and performance-objective $ from the same Northbeam campaign-objective split.