Library · Traffic · How to run this
Northbeam paid vs organic is not Triple Whale paid vs organic
Stack paid attributed $ against organic attributed $. Take |paid − organic| ÷ paid. That is channel-gap %.
Pair: Paid-vs-organic gap on Traffic. Triple Whale twin: paid-vs-organic. Mix twin: new-vs-returning.
What you type
Paid attributed $ — Northbeam dollars tagged paid-channel in the named span.
Organic attributed $ — Northbeam dollars tagged organic-channel in that same span.
Channel-gap % = |paid − organic| ÷ paid × 100. When channel-gap % runs hot, revisit UTMs and channel maps on Northbeam — never invent a channel-gap chip.
What not to do
Skip inventing channel-gap %. Skip dropping a Triple Whale or Rockerbox export into Northbeam fields. Skip treating new-vs-returning dollars as paid vs organic. Skip merging spans when one campaign owns the skew.
Related: Traffic, paid-vs-organic, new-vs-returning, first-vs-last-touch.
Procedure
- Type paid attributed $ and organic attributed $.
- Read gap %.
- Revisit UTMs when gap % is material.
Failure modes
- Inventing gap %.
- Dropping a Triple Whale or Rockerbox export into Northbeam fields.
- Treating new-vs-returning dollars as paid vs organic.
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
- Paid-vs-organic gap %
- |Paid attributed $ − Organic attributed $| ÷ Paid attributed $ × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this Triple Whale paid-vs-organic gap?
- Different attribution book. [Paid-vs-organic gap](/manuals/triple-whale-paid-vs-organic-gap) reads Triple Whale. Here you only stack Northbeam paid $ against Northbeam organic $.
- Is this Northbeam new-vs-returning share?
- Sibling Northbeam mix. [New-vs-returning share](/manuals/northbeam-new-vs-returning-share) is NC vs returning dollars. This page is paid vs organic channel credit.
- What channel-gap % should I invent?
- None. Pull paid attributed $ and organic attributed $ from the same Northbeam span.