Day by day
Each day's sends and events, its forecast, and what actually happened. Days still ahead show the forecast only.
Emails and texts: last year vs this year
Who we sent to, when, what it earned and what each recipient was worth, matched to last year's same weekday.
By month
Send by send
How the numbers are calculated
The same formulas sit behind every on the page. Hover or tap one to see it with the real numbers filled in.
Sources and caveats
Revenue and new customers
- Revenue is every site order in Klaviyo (Placed Order), by Eastern-time day. It matches site revenue and runs within about 2% of Northbeam.
- A new customer is a Klaviyo profile with no earlier order on record (history back to Dec 2021).
- Northbeam's own first-time flag isn't used. Since the Oct 26 site migration it calls 98 to 99% of orders first-time, up from about 81% before, which would inflate new-customer ROAS.
Spend and forecast
- Spend is Northbeam, all platforms summed (Google, Meta, Microsoft and any others with spend).
- Only complete days count. The page refreshes each morning with yesterday's full day; today is never included.
Sends
- Campaign revenue and recipients come from Klaviyo's campaign report, so they use Klaviyo's attribution window. Last year's texts came from Attentive, with its own attribution, so compare them loosely.
- Flows (welcome, cart, browse) aren't included. These are one-off campaigns only.
- Recent sends keep collecting revenue for several days, so the newest rows will rise.