Library · Traffic · How to run this
Northbeam first vs last touch is not modeled vs cash
Stack first-touch $ beside last-touch $. Take |first − last| ÷ last. That is gap %.
Pair: First-vs-last-touch gap on Traffic. Cash twin: modeled-vs-cash. Platform twin: platform vs modeled.
What you type
First-touch $ — Northbeam revenue credited to the first touch in the named span.
Last-touch $ — Northbeam revenue credited to the last touch in that same span.
Gap % = |first − last| ÷ last × 100. When gap % runs hot, revisit path length and assist rules — never invent a gap chip.
What not to do
Do not invent gap %. Do not drop bank cash into either touch field. Do not treat MMM vs MTA as first vs last. Do not merge spans when one campaign owns the skew.
Related: Traffic, modeled-vs-cash, platform vs modeled, assisted share.
Procedure
- Type first-touch $ and last-touch $.
- Read gap %.
- Revisit path length and assist rules when gap % is material.
Failure modes
- Inventing gap %.
- Dropping bank cash into either touch field.
- Treating MMM vs MTA as first vs last.
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
- First-vs-last-touch gap %
- |First-touch $ − Last-touch $| ÷ Last-touch $ × 100.
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FAQ
- Is this modeled-vs-cash gap?
- Different Northbeam cut. [Modeled-vs-cash gap](/manuals/northbeam-modeled-vs-cash-gap) pits modeled $ against bank cash. This page pits first-touch credit against last-touch credit.
- Is this platform vs modeled?
- Sibling Northbeam book. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) is ad-platform $ vs modeled $. Here you only compare first-touch $ to last-touch $.
- What gap % should I invent?
- None. Pull first-touch $ and last-touch $ from the same Northbeam span.