CTC and Northbeam Partner to Bring Enterprise Attribution to 7-Figure DTC Brands

CTC and Northbeam are officially partnering to bring enterprise-grade deterministic attribution to 7-figure DTC brands. Taylor Holiday, CEO of Common Thread Collective, sat down with Austin Harrison, founder and CEO of Northbeam, to announce the partnership and walk through what it means for growing eCommerce brands that have been making budget decisions on incomplete measurement data.

The conversation covers why two people who publicly disagreed about attribution for years ended up building something together, how multi-touch attribution has evolved beyond what most operators realize, and how Northbeam's data now flows directly into Statlas to change the daily decisions media teams make.

Why Did CTC and Northbeam Partner on Attribution?

Taylor and Austin's relationship goes back to October 2020, when they met in person during the pandemic to discuss attribution and measurement. For years, Taylor was a vocal critic of MTA while Austin was building Northbeam's machine learning models for marketing measurement. They took different paths, but both were trying to solve the same problem: helping brands understand what is actually driving revenue.

The turning point came when Taylor watched Northbeam evolve in ways that addressed his core objections. Northbeam began passing attribution data directly back to Meta through Apex, moved into incrementality and geo holdout testing, and launched clicks plus deterministic views (C+DV), a capability that tracks ad exposure across platforms even when users never click. These steps moved the two perspectives closer together rather than further apart.

How Has Deterministic Attribution Changed for eCommerce?

The biggest evolution in Northbeam's measurement is what they call clicks plus deterministic views (C+DV). When a customer views an ad on Meta but never clicks and then converts 45 days later, Northbeam can now track and report that touchpoint. This works across platforms, so if a customer sees ads on Meta, TikTok, Snapchat, and CTV, Northbeam divides credit across all four touchpoints over extended time horizons.

This matters because Meta's longest DTC attribution window is 7-day click, which is structurally insufficient for brands with longer consideration cycles or high average order values. Brands selling products with $2,500 AOVs and 60-day consideration periods are making optimization decisions on a fraction of the data that actually matters.

What Does the Northbeam Integration Look Like Inside Statlas?

CTC has integrated Northbeam's channel-level performance data directly into Statlas. When the Northbeam integration is active, brands see metrics including new visit percentage, new customer acquisition cost, new customer AOV, and aMER across every channel, with adjustable attribution windows that match each brand's actual purchase timeline.

This is not a separate dashboard or a side-by-side comparison. Northbeam data lives inside the same platform CTC uses to manage growth strategy, which means it informs daily media decisions in real time rather than sitting in a separate tool that gets checked weekly.

Why Can CTC Deliver Northbeam to 7-Figure Brands?

Northbeam's platform requires significant data processing and infrastructure, which makes it expensive to run and difficult to price for smaller brands. Austin explained that their focus has naturally shifted toward mid-market and enterprise accounts where the complexity of measurement justifies the investment.

CTC's service model changes the math. Because CTC handles onboarding, support, and growth execution as part of its operating model, the cost of implementing Northbeam can be absorbed into the broader service relationship. The pricing CTC offers through this partnership is exclusive and is the most accessible in the market for brands at the 7-figure stage. No other partner has this arrangement.

Taylor framed the mission clearly: bringing enterprise-grade solutions to growing brands is how CTC helps entrepreneurs succeed. If the tools that drive better measurement and smarter spending exist but are priced out of reach, the brands that need them most never get access. This partnership closes that gap.

What Comes Next for CTC and Northbeam?

The partnership is focused on the 7-figure and 8-figure DTC market, with CTC serving as the operational layer that brings Northbeam's measurement capabilities to life for brands that are on their way to incrementality testing but are not yet at the scale where geo holdouts produce reliable data. Northbeam's first-party identity resolution, new versus returning customer segmentation, and deterministic view tracking give these brands a measurement foundation that platforms alone cannot provide.

Both teams will be at the Meta Performance Summit together, with additional announcements and video content planned. For brands currently making spending decisions based solely on platform-reported data, this conversation is worth watching in full.

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If your brand is ready for enterprise-grade attribution without the enterprise price tag, our team can walk you through how the Northbeam integration works inside Statlas and what it would look like for your business.

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