Overview
Once your integration is active, you can use Northbeam’s multi-touch attribution models and MMM insights to evaluate how Performance TV contributes to revenue, conversions, and cross-channel lift.
This article explains where to find MNTN data in Northbeam and how to interpret it.
Before You Begin
To see MNTN results in Northbeam, make sure you've followed these setup steps:
Clicks + Deterministic Views is enabled in Northbeam.
You must enable Clicks + Deterministic Views and select “MNTN” as a platform.
The integration is connected in MNTN.
Go to My Account > Integrations and confirm Northbeam is connected.
You are reviewing data using the Clicks + Deterministic Views attribution model in Northbeam.
MNTN performance only populates when Clicks + Deterministic Views is selected.
Your attribution and look back windows are 30+ days.
Ensure your attribution window and look back reporting window match your sales cycle and the typical CTV consideration period.
⚠️ Warning: If any of these are incomplete, you won’t see MNTN data in Northbeam.
Review Northbeam Reports
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.
MNTN View
Sign in to Northbeam.
On the homepage, open the dropdown next to Default Overview.
Select MNTN View.
Use this to compare MNTN performance against other channels.
Review New Customer performance.
Sales Attribution Report
Sign in to Northbeam.
On the left side, hover over the Home icon and click Sales Attribution.
Filter by Platform > MNTN.
Adjust KPIs at the top of the trend line.
Review campaign-level performance in the lower table.
Customize columns to surface your primary metrics.
📝 Note: Under Adset and Ad, performance data is duplicative since MNTN campaigns don’t use an Adset structure.
How Northbeam Attributes MNTN Performance
Northbeam’s Clicks + Deterministic Views model:
Assigns fractional conversion and revenue credit across all channels in the customer journey.
Gives click touch point receives its own a share of attribution credit.
Groups all impressions by platform and splits credit evenly within each pool (regardless of ad type or funnel stage).
Allocates credit proportionally based on view count.
Does not attribute Visits for MNTN (CTV cannot pass UTMs).
How MNTN and Northbeam Attribution Differ
MNTN | Northbeam |
Attributes all conversions from a household following a Verified Visit. | Uses multi-touch, fractional attribution across all touch points in the customer journey. |
Uses deterministic, household-level matching. | Does not receive or use Verified Visit data. |
Uses separate attribution windows for Verified Visits and conversions. | Assigns fractional credit across all channels based on the Clicks + Deterministic Views model. |
Focuses on household-level influence. | Focuses on channel-level credit distribution. |
⚠️ Warning: Due to these differences, discrepancies between MNTN and Northbeam 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.
What to Expect During Ramp-Up
No historical data backfill after integrating
Newer channels may take some time to ramp-up to the expected volume as impressions that led to conversions accumulate
30+ days of ramp-up to account for the full customer consideration cycle
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?
Why does performance look different in Northbeam vs. MNTN?
Because they use fundamentally different attribution models and do not share all the same data inputs. See How Northbeam Attributes MNTN Performance above.
How are Visits attributed to MNTN campaigns in Northbeam?
How are Visits attributed to MNTN campaigns in Northbeam?
They aren’t. Northbeam attributes Visits using UTM parameters, which only come from clickable ads. MNTN tv ads are not clickable, so Northbeam has no way to tie a Visit back to MNTN.
Because of this, we don't recommend reviewing Visits in Northbeam for MNTN campaigns.
Why don’t I see MNTN data in my report?
Why don’t I see MNTN data in my report?
Confirm all requirements in Before You Begin are complete. You may also find additional troubleshooting steps here.
How does MNTN impact Northbeam’s MMM product?
How does MNTN impact Northbeam’s MMM product?
MNTN spend data flows automatically into Northbeam, giving MMM accurate inputs without manual uploads.
Next Steps
To explore other available integrations, click the button below.