The platform for machine-learning powered advertising attribution.
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Northbeam retweeted
Super sick billboard in Venice Beach by @hexclad.
They just bolted a ton of their bakeware to a wall so you can touch it.
Genius out-of-home stuff
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Northbeam retweeted
more of this coming. follow @northbeam
Northbeam's data across thousands of Meta advertisers: CPMs are up 25% on this time last year, and the Black Friday spike that started in November last year started in September this time.
That matches what I'm seeing on my own accounts. What I'd change if you're spending on Meta into Q4:
1. Re-run your break-even now, not in November. If first-order profit was $20 at last year's CPMs, it's gone at these. Know the number before the spend goes up.
2. Move money from cold prospecting to creator Partnership ads. Same product, creator's name on the ad, and on our accounts they come in cheaper per thousand and convert better. Meta is rewarding them this year.
3. Pull the evergreen offer forward. If the promo spike has moved to September, the brands waiting until Black Friday to put an offer out are paying November prices for October traffic.
4. Don't chase it with budget. Rising CPMs at flat conversion means every extra dollar buys less. Hold spend, fix the creative mix, then scale what's still working.
I'm less sure the cause is the attribution change Northbeam points at. It might just be more brands pushing earlier. Either way the CPM is already climbing.
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A new normal of performance on Meta is here.
Northbeam's data across thousands of Meta advertisers: CPMs are up 25% on this time last year, and the Black Friday spike that started in November last year started in September this time.
That matches what I'm seeing on my own accounts. What I'd change if you're spending on Meta into Q4:
1. Re-run your break-even now, not in November. If first-order profit was $20 at last year's CPMs, it's gone at these. Know the number before the spend goes up.
2. Move money from cold prospecting to creator Partnership ads. Same product, creator's name on the ad, and on our accounts they come in cheaper per thousand and convert better. Meta is rewarding them this year.
3. Pull the evergreen offer forward. If the promo spike has moved to September, the brands waiting until Black Friday to put an offer out are paying November prices for October traffic.
4. Don't chase it with budget. Rising CPMs at flat conversion means every extra dollar buys less. Hold spend, fix the creative mix, then scale what's still working.
I'm less sure the cause is the attribution change Northbeam points at. It might just be more brands pushing earlier. Either way the CPM is already climbing.
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Meta Ads CPMs are skyrocketing.
This is the most expensive CPMs on Meta have been during "normal" selling periods in the last ~18 months.
We track billions in ad spend across thousands of advertisers. This is the trend we're seeing in our data.
On average across all our advertisers, CPMs are going up in 2026.
There was a slight increase through Q1 2025, then CPMs plateaued for the rest of the year.
Then at the start of 2026, CPMs began to rise. They peaked and stabilized all summer, but now are rising again.
We are at +25% increase in CPMs compared to the same time last year.
The Black Friday Cyber Monday CPM spike we saw in 2025 didn't start until November.
This year we're seeing this spike happen in September.
While CPMs aren't a core metric, they are a basic measure for how far your dollar goes on Meta. High CPMs can eat away at the efficiency in your account.
But what is causing this increase?
Our data cannot identify a root cause, we can only demonstrate that something is happening.
Meta made a ton of changes in the last year. The algorithm is just different now.
For example, Meta rolled out changes to click through attribution in March 2026 - and CPMs rose to new normals immediately following.
It's correlation, not causation. So what are advertisers supposed to do?
This much is clear:
What qualifies as "normal" performance on Meta is changing
Advertisers must adjust their expectations, arithmetic, and strategies to this new normal.
The future is here and now. It will destroy advertisers who cannot adapt.
Charts and analysis by @bryanbumgardner 🛰️
ALT Meta CPMs, 2025-2026
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Northbeam retweeted
We just presented at a private summit about what’s driving growth in 2026.
If you want a copy of the presentation, tag someone below who needs to see it and DM us.
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Ad spend is up >30% on average in Q3, according to @northbeam data.
This chart shows year-over-year changes in performance across a variety of metrics across all advertisers tracked by Northbeam.
The percentiles show the distribution of performance within each metric and spend category.
Although spend is going up for most, so is revenue, new and recurring.
Ad accounts spending $200k-$500k a month show the best performance on average, likely because they retain a level of nimbleness that larger accounts don't, but they are resourced enough to adapt to changing marketing trends.
CAC was more challenging. The largest brands in the space saw better CAC improvements than smaller brands. Brand equity is valuable - the bigger you get, the stickier your conversion rate.
Still, growth is looking good. The 75th percentile in each category was able to find double-digit improvements in revenue.
Where do you stack up?
Find the column that best reflects your ad spend, then calculate your year-over-year changes for each metric.
Where you fall in the percentiles determines how you're performing against your competition.
Charts and analysis by @BryanBumgardner
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Northbeam retweeted
Meta Ads: are your ads performing better or worse than you expected this October?
10%
Better
62%
Worse
28%
Show me the answer
289 votes • 3 days
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🤔 Where are you in your "investment wave?"
@MAustinHarrison sat down with @JensNicolaysen, CMO & Co-Founder of Shinesty, the Boulder-based apparel brand that has been growing for more than a decade.
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All time, @northbeam has tracked:
$36.57 billion in ad spend
2.59 trillion (with a T) impressions
$182.73 billion in attributable revenue
🛰️
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This week's Media Buyer Index, brought to you by @northbeam.
Highlights:
1. CAC is improving across the board
2. Conversion rate is increasing
3. Black Friday ad spend hasn't fully kicked in, and likely won't until November 1.
Get this data every week - link in thread.
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Northbeam retweeted
Amazon's Big Deal Days are cannibalizing Black Friday.
Nearly $2 billion dollars of revenue were generated during Big Deal Days, and some portion of that was likely demand captured early when it would have landed originally on Black Friday.
This event sustained excellent new customer acquisition performance across platforms last week.
At @northbeam we track billions in ad spend a year across thousands of ad accounts.
The coming weeks are a golden time of year: brands are laying the groundwork for excellent BFCM acquisition with awareness campaigns, new channel testing, and locking in offers.
In about two weeks, we're going to see everything break loose. CPMs will skyrocket, conversion lags will increase, and ROAS will drop right up to the big day.
Watch this space and subscribe to our newsletter to get this data before everyone else.
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Northbeam Apex lets you influence how your ads are delivered to prospects. 🏍️
When you can give your ad platform a better understanding of performance, then those ad platforms can target better prospects.
When your ads are delivering better, your results will be more efficient. It's that simple.
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If you want to attribute revenue to top of funnel and awareness marketing, you need @northbeam
Listen to @mkobach and @MAustinHarrison explain: 🎙️
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