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Northbeam MTA LTV ROAS is not Hyros call-path LTV
On one Northbeam MTA spend book, gap points ask how far modeled lifetime ROAS sits from same-day ROAS. Lifetime ROAS is the first field. Same-day ROAS is the second.
Pair: LTV vs day-0 ROAS on Traffic. Call-path twin: Hyros LTV vs day-0. Journey twin: path-concentration.
What you type
LTV ROAS — Northbeam's modeled lifetime return on the MTA cohort.
Day-0 ROAS — Northbeam's same-day return on that spend book.
Gap points = LTV ROAS − day-0 ROAS. When the stretch is fat, the MTA book is paying back later than day-0 says. When it is thin, day-0 already holds most of the return. Never invent a gap chip.
What not to do
Skip inventing gap points. Skip pasting a Hyros call-path export into Northbeam fields. Skip treating path-concentration dollars or cash LTV:CAC as ROAS points. Skip mixing a Northbeam week with a Hyros clock.
Related: Traffic, Hyros LTV vs day-0, path-concentration, cash LTV:CAC.
Procedure
- Type LTV ROAS and day-0 ROAS.
- Read gap points.
- Bid or creative when the gap is material vs written payback.
Failure modes
- Inventing gap points.
- Dumping a Hyros call-path ROAS or Northbeam path-concentration export into these fields.
- Treating cash LTV:CAC as ROAS points.
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
- Gap points
- LTV ROAS minus day-0 ROAS.
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FAQ
- Is this Hyros LTV vs day-0 ROAS?
- Call-path clocks vs MTA modeled clocks. [Hyros LTV vs day-0 ROAS](/manuals/hyros-ltv-vs-day0-roas) reads Hyros call paths. Here both ROAS figures come from one Northbeam MTA book.
- Is this Northbeam path-concentration share?
- Journey mix vs payback clocks. [Path-concentration share](/manuals/northbeam-path-concentration-share) is top-path $ ÷ total. This page subtracts same-day ROAS from modeled lifetime ROAS.
- What gap should I invent?
- None. Pull LTV ROAS and day-0 ROAS from the same Northbeam MTA spend book.