Library · Traffic · How to run this
Spend coverage is not modeled ROAS
(Platform − tracked) ÷ platform make coverage gap %. Type both.
Pair: Spend coverage gap on Traffic. Revenue: platform vs modeled. Peer: platform vs TW gap.
What you type
Tracked spend $ — spend dollars Northbeam ingested in the window.
Platform spend $ — spend dollars the ad platform booked in that same window.
Coverage gap % = (platform − tracked) ÷ platform × 100. Fix pixel / connector coverage when gap % is fat — do not invent a coverage chip.
What not to do
Do not invent coverage gap %. Do not mix modeled revenue into spend $. Do not treat contribution as tracked spend. Do not average every channel when one owns the hole.
Related: Traffic, platform vs modeled, platform vs TW gap, incrementality holdout.
Procedure
- Type tracked spend $ and platform spend $.
- Read coverage gap %.
- Fix connectors when gap % is material.
Failure modes
- Inventing coverage gap %.
- Mixing modeled revenue into spend $.
- Treating contribution as tracked spend.
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
- Spend coverage gap %
- (Platform spend − tracked spend) ÷ platform spend × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this platform vs modeled?
- Sibling attribution grain. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) is revenue ROAS gap. This page is (platform − tracked) spend ÷ platform.
- Is this ad-platform vs Triple Whale?
- Related spend gap. [Platform vs TW gap](/manuals/triple-whale-ad-platform-gap) compares platform $ to Triple Whale. This page is Northbeam spend coverage.
- What coverage gap % should I invent?
- None. Type tracked spend $ and platform spend $ from the same window.