Library · Traffic · How to run this
Halo dollars are not direct dollars
Halo $ and direct $ are two books. Halo share % = halo / (halo + direct) × 100. Type halo $ and direct $.
Pair: Halo vs direct on Traffic. Modeled: platform vs modeled. Holdout: incrementality holdout.
What you type
Halo $ — halo / assisted attributed dollars in the window (export).
Direct $ — direct attributed dollars in the same window.
Halo share % = halo / total × 100. Direct share % = direct / total × 100. Reconcile bids when share is material — do not invent a share chip.
What not to do
Do not invent a share percent. Do not mix platform billed $ into halo without splitting. Do not treat holdout lift as halo $. Do not average every channel when one owns the hole.
Related: Traffic, platform vs modeled, incrementality holdout, multi-touch vs last-click.
Procedure
- Type halo $ and direct $.
- Read halo share %.
- Reconcile bids when share is material.
Failure modes
- Inventing a share percent.
- Mixing platform billed $ into halo without splitting.
- Treating holdout lift as halo $.
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
- Halo attributed share %
- Halo $ ÷ (halo $ + direct $) × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this platform vs modeled?
- Related attribution. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) is platform $ vs modeled revenue. This page is halo $ vs direct $ share.
- Is this incrementality holdout?
- Related lift. [Incrementality holdout](/manuals/northbeam-incrementality-holdout) prices holdout lift vs spend. This page is halo vs direct attributed $.
- What share % should I invent?
- None. Type halo $ and direct $ from the attribution export.