Library · Traffic · How to run this
Northbeam paid media vs owned media is not paid vs organic
On one Northbeam channel book, take |paid media $ − owned media $| over owned media $. That quotient is NB paid-owned gap %.
Pair: Paid-vs-owned gap on Traffic. Organic twin: NB paid-vs-organic. Audience twin: NB retarget-prospect.
Channel-book inputs
Paid media revenue $ — Northbeam dollars tagged paid media / paid social / paid search paths.
Owned media revenue $ — Northbeam dollars tagged owned / email / SMS / on-site paths on that same book.
NB paid-owned gap % = |paid media $ − owned media $| ÷ owned media $ × 100. When NB paid-owned gap % climbs, reconcile paid media spend against owned media cadence — leave empty chips empty.
What not to do
Skip inventing NB paid-owned gap %. Skip loading a paid-vs-organic CSV into paid/owned boxes. Skip stuffing retarget $ into the paid media field. Skip blending campaigns when one Northbeam channel book owns the swing.
Related: Traffic, NB paid-vs-organic, NB retarget-prospect, brand-gap.
Procedure
- Type paid media revenue $ and owned media revenue $.
- Read NB paid-owned gap %.
- Reconcile paid media vs owned media when NB paid-owned gap % is material.
Failure modes
- Inventing NB paid-owned gap %.
- Pasting a paid-vs-organic file into paid/owned boxes.
- Folding retarget $ into the paid media 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 paid-owned gap %
- |Paid media $ − Owned media $| ÷ Owned media $ × 100 on one Northbeam channel book.
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FAQ
- Is this Northbeam paid-vs-organic gap?
- Paid media vs owned media — not paid vs organic channel credit. [Paid-vs-organic gap](/manuals/northbeam-paid-vs-organic-gap) stacks paid against organic. Here you only compare paid media $ to owned media $.
- Is this Northbeam retarget-vs-prospect gap?
- Channel ownership vs audience split. [Retarget-vs-prospect gap](/manuals/northbeam-retarget-vs-prospect-gap) nets retarget against prospect. This page is paid media dollars against owned media dollars.
- What NB paid-owned gap % should I invent?
- None. Source paid media revenue $ and owned media revenue $ from the same Northbeam channel book.