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Library · Traffic · How to run this

Northbeam brand-search skew is not assist-vs-direct

How to run thisTraffic3 steps
CalculatorNorthbeam branded-vs-nonbrand gap · Calculator lives in the articleOpen

Open one Northbeam brand-search cut. Take |branded $ − nonbrand $|. Divide by nonbrand $. The readout is NB brand-gap %.

Pair: Branded-vs-nonbrand gap on Traffic. Assist twin: assisted-vs-direct. Paid twin: paid-vs-organic.

Brand-search columns

Branded revenue $ — Dollars Northbeam tagged as brand-search on the cut.

Nonbrand revenue $ — Dollars Northbeam tagged as nonbrand on that same cut.

NB brand-gap % = |branded $ − nonbrand $| ÷ nonbrand $ × 100. A fat readout usually means brand-search maps disagree with nonbrand bids — chase that fork; blank chips stay blank.

Hard stops

Do not invent NB brand-gap %. Do not drop an assist-vs-direct or paid-vs-organic export into these boxes. Do not stuff organic $ into the branded column. Do not blend media buys when one brand-search cut owns the fork.

Related: Traffic, assisted-vs-direct, paid-vs-organic, halo vs direct.

Procedure

  1. Type branded revenue $ and nonbrand revenue $.
  2. Read NB brand-gap %.
  3. Reconcile brand-search vs nonbrand when NB brand-gap % is material.

Failure modes

  • Inventing NB brand-gap %.
  • Pasting an assist-vs-direct file into brand-search fields.
  • Folding organic $ into the branded 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-gap %
|Branded $ − Nonbrand $| ÷ Nonbrand $ × 100 on one Northbeam brand-search cut.

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FAQ

Is this Northbeam assisted-vs-direct gap?
Brand-search dollars vs assist-vs-direct. [Assisted-vs-direct gap](/manuals/northbeam-assisted-vs-direct-gap) nets assist against direct. Here you only net branded $ against nonbrand $.
Is this Northbeam paid-vs-organic gap?
Brand keyword mix vs paid/organic fork. [Paid-vs-organic gap](/manuals/northbeam-paid-vs-organic-gap) stays on that fork. Here both dollars are brand-tagged vs nonbrand-tagged on Northbeam.
What NB brand-gap % should I invent?
None. Source branded revenue $ and nonbrand revenue $ from the same Northbeam brand-search cut.