Overview

MNTN’s integration with Northbeam brings Performance TV campaigns into full view, helping advertisers measure CTV’s influence in driving conversions and revenue, alongside every other digital channel in their lineup.

Why it matters

Unified measurement: See CTV’s impact on conversions and revenue, evaluated next to paid, organic, email, and social.
Clear results: Northbeam’s machine learning ties all your first-party data together for precise multi-touch attribution (MTA) and media mix modeling (MMM).
Trustworthy insights: Get an unbiased, apples-to-apples view of your overall marketing performance to optimize spend and improve ROI.

How it works

Once integrated, MNTN sends hourly batch updates of impression, conversion, and spend data to Northbeam so they can run attribution using their multi-touch platform.

Verified Visit data isn't shared with Northbeam.
Northbeam matches incoming data against customer journeys and attributes conversions to MNTN.
All MNTN performance must be viewed using Northbeam's Clicks + Deterministic Views attribution model.

Set It Up

Enable the integration in Northbeam.
1. Generate a MNTN API Key.
2. In Northbeam, go to Settings > Connections > MNTN.
3. Under MNTN Channels, select the channels you want to connect.
4. Under API Key, enter your MNTN API key.
5. Click Connect.
  
  💡 Pro Tip: See Northbeam's help documentation here.
6. Go to Settings > Model Settings.
7. Under Attribution Models Available, check the box for both:
  - Clicks + Deterministic Views
  - MNTN
    
    ⚠️ Warning: The MNTN integration is specific to Northbeam's Clicks + Deterministic Views attribution model. Make sure it's enabled to see MNTN results.
Enable the integration in MNTN.
1. Sign in to your MNTN account.
2. From the account dropdown in the top right, select My Account.
3. In the left pane under MY ACCOUNT, click Integrations.
4. Under Analytics Integrations, find Northbeam and click Connect.
  A confirmation message appears, and data begins syncing automatically.
Verify Order ID alignment.
This integration uses Order IDs for deterministic matching. To confirm alignment:
1. In Northbeam: Go to Orders > Order ID and note the format (for example, Shopify order numbers).
2. In MNTN: When installing your Conversion Pixel, use the same Order ID format.
  - Existing MNTN advertisers: Go to Reporting > Campaign > Conversion Details to confirm your current Order ID format.
  - Using Shopify in both systems? Order IDs align automatically.
3. If your Order IDs don't align, please adjust the mapping on your conversion pixel or reach out to us for help with pixel changes.
Understand data processing.
After setup, the first data sync may take up to 72 hours.

Ongoing processing works like this:
- MNTN sends data to Northbeam hourly
- Northbeam processes that data three times per day
In your Northbeam dashboard, you'll see two timestamps:
- Last retrieved — when Northbeam last received data from MNTN
- Last processed — when that data was processed and made visible in reporting

Understand MNTN Performance in Northbeam

Attribution Model

Always evaluate MNTN performance in Northbeam using the Clicks + Deterministic Views attribution model.

Accounting Mode

Accrual Performance: Revenue and transactional credit attributed on the day the marketing touchpoint occurred (for example, the MNTN ad impression date).
Cash Snapshot: Revenue and transactional credit attributed on the day the order occurred.

Attribution Window

Ensure your attribution window and look back reporting window match your sales cycle and the typical CTV consideration period.

We recommend at least a 30 day window for both attribution and look back.

Review Northbeam Reports

Important Performance Data Considerations

Expect a ramp-up period after enabling the integration.
Use a 30-day attribution window.
Under ATTRIBUTION MODEL, make sure Clicks + Deterministic Views is selected.

MNTN View Report

Once your integration is active, your Northbeam representative will enable your MNTN View.

Sign in to Northbeam.
On the Northbeam homepage, open the dropdown next to Default Overview and select MNTN View.
Compare MNTN performance trends against other channels over time.
Review New Customer performance.

Sales Attribution Report

You can also review MNTN performance in your Sales Attribution report:

Sign in to Northbeam.
On the left side, hover over the Home icon and click Sales Attribution.
Compare MNTN performance against overall efforts, or isolate MNTN data by filtering for Platform > MNTN.
Adjust KPIs at the top of the trend line to review daily performance.
Review campaign-level performance in the lower table.
Customize columns to surface your primary KPIs.

Data under Adset and Ad will be duplicative for your creative performance, since MNTN campaigns don't have an Adset in their structure.

Understand Clicks + Deterministic Views

Northbeam's Clicks + Deterministic Views attribution model assigns fractional conversion and revenue credit across all channels in the customer journey.

MNTN attribution differs: MNTN tracks all conversions and revenue from a targeted household within your attribution window following a Verified Visit.

Unlike inferred view-through attribution, Northbeam links views deterministically — every impression tied to a conversion is verified.

How Clicks + Deterministic Views assigns credit

Each click touch point receives its own a share of attribution credit.
All view touch points are grouped by platform and split equally within a single pool for each platform.
Credit is assigned equally across platforms (regardless of ad type or funnel stage).
A platform's credit is proportional to the number of views in its pool.

⚠️ Warning: MNTN tracks all conversions and revenue from a targeted household within a 30-day window following a Verified Visit. Northbeam's Clicks + Determination fractional attribution may differ — discrepancies are expected.

Like any multi-touch attribution model, this discrepancy depends heavily on other channels in your mix. If a customer journey includes many touch points, fractional credit gets split among multiple channels — potentially increasing the variance between Northbeam and MNTN.

Expect a normal performance ramp-up period

Historical data does not backfill after integrating.
Northbeam assigns fractional credit across all touch points in the customer journey, so newer channels may take time to ramp-up to the expected volume of all TV impressions that led to a customer conversion.
Allow at least 30 days of ramp-up to account for the full customer consideration funnel — from first exposure to eventual purchase.
Brands with longer consideration cycles or higher price points, may see results continue to improve beyond 30 days.

Quick Answers

Why does performance look different in Northbeam vs. MNTN?

Discrepancies are expected.

MNTN uses Verified Visits attribution.
Northbeam uses Clicks + Deterministic Views fractional attribution across all of your digital channels.

Keep these factors in mind:

Attribution windows in each platform.
Clicks + Deterministic Views assigns conversion and revenue credit based on the impression.
MNTN's model incorporates Verified Visit attribution in the path to conversion attribution. MNTN uses windows for both Verified Visits and conversions.
Northbeam doesn't include Visits in Clicks + Deterministic Views, so we don't recommend including this metric in your performance analysis.
MNTN reports a holistic view of all transactions that your TV campaigns influenced.

How are Visits attributed to my MNTN campaigns in Northbeam?

Visits are not included in the Clicks + Deterministic View model. Northbeam only attributes conversion and revenue credit based on deterministic views, and visit events are attributed via UTM parameters present in the website visit (which is made possible through an ad click).

Because MNTN ads are non-clickable and can't pass UTMs, Visits won't be attributed to MNTN in Northbeam. Therefore, we don't recommend reviewing Visits in Northbeam for MNTN campaigns.

Why don't I see MNTN data in my report?

Check the following:

Clicks + Deterministic View is enabled (and "MNTN" is selected as a platform).
The integration is connected in your MNTN account.
You're viewing the Clicks + Deterministic Views attribution with a long enough window (30+ days).
The integration has had time to ramp up.