Library · Traffic · How to run this
Northbeam search channel vs social channel is not brand-search skew
On one Northbeam MTA channel board, put search-attributed dollars next to social-attributed dollars. Form |search − social| ÷ social. That quotient is NB search-social gap %.
Pair: Search-vs-social gap under Traffic. Sibling on brand-search: NB brand-gap. Sibling on paid-owned: NB paid-owned.
Channel-board dollars
Search revenue $ — Northbeam dollars tagged search-channel on the named MTA channel board.
Social revenue $ — Northbeam dollars tagged social-channel on that same board.
NB search-social gap % = |search − social| ÷ social × 100. Fat NB search-social gap % means audit search vs social maps on Northbeam — blank chips stay blank.
Hard stops
Never invent NB search-social gap %. Never drop a branded-vs-nonbrand or paid-vs-owned export into these boxes. Never stuff retarget $ into the search column. Never merge boards when one campaign owns the skew.
See also: Traffic, NB brand-gap, NB paid-owned, retarget-prospect.
Procedure
- Type search revenue $ and social revenue $.
- Read NB search-social gap %.
- Reconcile search vs social maps when NB search-social gap % is material.
Failure modes
- Inventing NB search-social gap %.
- Pasting a branded-vs-nonbrand export into search/social boxes.
- Folding retarget $ into the search 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 search-social gap %
- |Search $ − Social $| ÷ Social $ × 100 on one Northbeam MTA channel board.
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FAQ
- Is this Northbeam branded-vs-nonbrand gap?
- Search vs social channel dollars vs brand-keyword mix. [Branded-vs-nonbrand gap](/manuals/northbeam-branded-vs-nonbrand-gap) stays on brand-search. Channel search / social dollars belong on this Northbeam cut.
- Is this Northbeam paid-vs-owned gap?
- Search vs social — not paid vs owned. [Paid-vs-owned gap](/manuals/northbeam-paid-vs-owned-gap) stacks paid media against owned. Here you only compare search $ to social $.
- What NB search-social gap % should I invent?
- None. Pull search revenue $ and social revenue $ from the same Northbeam MTA channel board.