zach

head of growth + partnerships @northbeam

[zach @_zsherr]

@growthzacks Was so busy I didn’t even see this!!!

[zach @_zsherr]

This is a tad confusing but this is using our MTA model, and is on an accrual accounting basis.

Often leads to CAC looking higher and ROAS looking lower than in platform.

It’s a far more accurate number to baseline daily performance, and often far more correlated to business performance.

Also makes for really accurate YoY comparisons, but it’s our recommended lens for making daily decisions

[zach @_zsherr]

A bit misleading, this number likely backs into a 1.1x ROAS in platform. This data is using MTA, which ofc fractionalizes credit, but more importantly is using our accrual accounting methodology.

If you look at the biggest subscription brands on our website, many of them scale meta at a .2/.3 Northbeam 1DC accrual.

It’s an uber-conservative lens at what you can control in the ad account today, and makes for v accurate YoY comparisons.

Feel free to dm me 🫡

[zach @_zsherr]

Not exactly.

Happy to send over the report we’re referencing when we release it. We analyzed YoY performance trends across those metrics and then segmented brands into cohorts based on overall business performance.

One of the clearest patterns: the fastest-growing, most efficient brands were also launching materially more creative.

[zach @_zsherr]

@cpgjosh @northbeam Blended business performance, not attribution.

Revenue growth, CAC trends, MER, and ability to scale spend efficiently.

The top quartile grew +77% YoY while lowering CAC.

[zach @_zsherr]

This isn’t attribution data :)

The cohorting is based on blended business outcomes:
revenue growth, CAC efficiency, and MER improvement.

The top quartile grew revenue +77% YoY while scaling spend and lowering CAC.

One consistent pattern across that cohort:
they launched more creative.

[zach @_zsherr]

@SchmelebeckPPC I don’t know TW metrics that much but think you’re looking at CPC as reported by platform vs triple pixel metrics

[zach @_zsherr]

A B2B SaaS like rippling has a fully loaded CAC of $10k+. Probably 2x- 3x higher depending on what’s included in total GTM costs.

Doesn’t matter if they convert immediately, many of these leads will convert eventually when they outgrow gusto, etc.

Whether or not this ad ‘works’ - I’m
Not sure, but rippling has the LTV to justify an additional 1-5% increase on CAC.

[zach @_zsherr]

@Bbruhis Selkirk? Ripped eagle pass last year was unreal!

[zach @_zsherr]

@SteveLeq30 is this supposed to look good

[zach @_zsherr]

@RMHildebrandt Send !

[zach @_zsherr]

@ZohaibRattu I thought this got debunked that they don’t work lol

[zach @_zsherr]

@lucataormina6 Hahahah bruh

[zach @_zsherr]

@Bbruhis @HansHarrisMKTG @DenneyDara Need a Kno x jibberish colab asap

[zach @_zsherr]

@coreyepstein @LiveRecover Burning man nurul

[zach @_zsherr]

@lucataormina6 Great example: Lil yachty w the new banger w Fred again. AND skepta the UK rapper has transitioned to making house music. House is timeless.

[zach @_zsherr]

@SteveLeq30 That’s actually how I imagine you in a sauna lol

[Jonathan Snow, DMD @drsnow]

If I'm a brand right now, I'm putting 100% of my influencer dollars into TikTok Shop affiliates.

[zach @_zsherr]

@ZohaibRattu Fire. I actually have both