Library · Traffic · How to run this
Northbeam retarget-vs-prospect skew is not branded-vs-nonbrand
On one Northbeam audience-split book, net |retarget $ − prospect $| against prospect $. That quotient is NB retarget-prospect gap %.
Pair: Retarget-vs-prospect gap on Traffic. Brand twin: NB brand-gap. Halo twin: halo-vs-assisted.
Audience-split inputs
Retarget revenue $ — Northbeam dollars tagged to retarget / remarketing audience paths.
Prospect revenue $ — Northbeam dollars tagged prospect / cold audience on that same book.
NB retarget-prospect gap % = |retarget $ − prospect $| ÷ prospect $ × 100. When NB retarget-prospect gap % climbs, reconcile retarget spend against prospect bids — leave empty chips empty.
What not to do
Skip inventing NB retarget-prospect gap %. Skip loading a branded-vs-nonbrand CSV into retarget/prospect boxes. Skip stuffing organic $ into the retarget field. Skip blending campaigns when one audience-split book owns the swing.
Related: Traffic, NB brand-gap, halo-vs-assisted, paid-vs-organic.
Procedure
- Type retarget revenue $ and prospect revenue $.
- Read NB retarget-prospect gap %.
- Reconcile retarget vs prospect when NB retarget-prospect gap % is material.
Failure modes
- Inventing NB retarget-prospect gap %.
- Pasting a branded-vs-nonbrand file into retarget/prospect fields.
- Folding organic $ into the retarget 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 retarget-prospect gap %
- |Retarget $ − Prospect $| ÷ Prospect $ × 100 on one Northbeam audience-split book.
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FAQ
- Is this Northbeam branded-vs-nonbrand gap?
- Retarget vs prospect audience split vs brand-keyword split. [Branded-vs-nonbrand gap](/manuals/northbeam-branded-vs-nonbrand-gap) stays on brand vs nonbrand. Retarget / prospect dollars never leave this page.
- Is this Northbeam halo-vs-assisted gap?
- Audience retarget vs prospect mix — not halo vs assist. [Halo-vs-assisted gap](/manuals/northbeam-halo-vs-assisted-gap) nets halo against assist. Here you only compare retarget $ to prospect $.
- What NB retarget-prospect gap % should I invent?
- None. Source retarget revenue $ and prospect revenue $ from the same Northbeam audience-split book.