+19% Meta ROAS with the press of a button?

We just made a huge leap forward: Northbeam Apex can now pass order-level data back to Meta’s ad algorithms. 

You can also aim your Meta ad delivery algorithms toward a specific “North Star” metric you choose, powered by your own Northbeam data. 

We’ve been beta testing this for weeks, and the early results are stunning. 

We A/B tested the exact same campaigns. One was running on Meta’s normal ad algorithm, the other on Apex.

On average, advertisers using Apex saw: 

What this means: if you’re a Northbeam user, you could potentially add +20% efficiency to your ads with the press of a button. 

How is this even possible? Isn’t this too good to be true?

These results are possible because Apex enriches the entire dataset powering your ad delivery on Meta. 

It’s like putting rocket fuel in your car. 

As we all know, Meta’s ad algorithm chooses who to show your ads to, and when, based on performance and budget targets you set.

Like any machine-leaning model, this algorithm improves based on the successful results it can see. 

The more “context” that Meta’s models have, the better it can deliver your ads to the right audience. 

Basically the more clearly you can tell Meta “this ad worked, this ad didn’t” the better delivery becomes. It’s a self-improving system. 

Meta can’t access some of this contextual data because it’s locked inside your other ad platforms, your website, your Shopify. CAPI delivers some of that data to Meta, which is why you usually see a boost when you turn that on. 

But there’s a limit. Meta’s own in-platform data can only see one slice of the customer journey: the one that happens inside Meta’s properties, like Facebook, Instagram, WhatsApp. 

But we all know the customer journey is never limited to just one platform. 

When you feed Meta’s ad delivery algorithm a wider view of performance across all your channels, that ad algorithm can target your prospects, net new customers, and new audiences better. 

This means the best-converting ad algorithm in the world can be even better. 

Northbeam is an independent set of performance data on your ads. It’s independent of the ad platforms, giving you a more comprehensive view of your performance across channels. 

Northbeam Apex sends your Northbeam data back to Meta’s ad algorithm, giving Meta even wider context on the performance of your ads. With this data, Meta can immediately improve delivery of your ads. Better targeting, better results, and better performance. 

The smartest marketers we know are optimizing their Meta advertising algorithms against first-party data. 

Not only are these advertisers running ad experiments based on their first-party data results, they’re actually INFLUENCING the delivery of their ads with Northbeam data. 

Previously, Apex was limited to account-level data, meaning your Meta algorithms were optimized against daily aggregate data. 

Now with Apex you can send order-level data back to Meta to influence your ad algorithm.

Even more: now you can A/B test ad performance with Apex at the ad set level, so you can fully understand the new world of performance before you switch over your entire account to the new data. 

We’ve been testing this for weeks, and the results are stunning. 

We A/B tested dozens of identical campaigns across a set of advertisers. One campaign was powered by Apex, another by Meta’s base ad algorithm. 

What we saw was an increase in quality of traffic: Apex puts your ads in front of the right people at the right time better than ever. 

The average results of Apex campaigns, compared to baseline:

What this means: You could see double-digit increases in ROAS with the press of a button. 

Northbeam’s data is so accurate that Meta’s algorithms thrive on it. Jet fuel in the “car” of your ad account, to revisit the metaphor. 

Simply just piping new data in drives improvements - that’s why this can happen with the press of one button. 

Our mission at Northbeam is to empower the world’s best advertisers. 

To that end, Northbeam Apex is still free for all Northbeam customers.

Apex is just a part of our DNA. If you could get +20% ROAS on all your campaigns tomorrow, Northbeam basically pays for itself multiple times over. 

If you’re on Apex before your competition is, you could enjoy months or even years of competitive advantages before the industry catches up and Apex becomes the standard. 

If you want to see this in action, book a demo with us today and our team will show you. 

Already a Northbeam customer? Reach out to your media strategist, account manager, or submit a ticket and we’ll help you set up Apex. 

☠️ Meta CPCs and CVRs are at 12-month lows. Exploring an industry-wide trend in data.

🎨 Meta explained what they mean by “creative diversity.” Start here before listening to anybody on “ecomm twitter.”

🤨 Why are CMOs disappearing? Connor MacDonald from The Ridge lays out his perspective.

🧪 Your incrementality is broken, but we’re here to fix it. Discovering what makes Northbeam Incrementality so unique.

🏍️ Want to know more about Northbeam Apex? Check out the documentation at this link.

🧠 Jon Loomer tested ChatGPT ads for a week and called them "limited." Translation: don't reshuffle your media plan yet, but absolutely keep watching.

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