How to Track CTV ROAS in Northbeam and Triple Whale

On Vibe.co, CTV spend appears in Northbeam and Triple Whale alongside Meta and Google from the first campaign — no separate dashboard, no manual reconciliation. The integration works through Vibe’s pixel: once installed, it routes impression-level data into Northbeam’s Clicks + Deterministic Views model and Triple Whale’s attribution stack, so streaming TV conversions land in your existing reporting tools the same way paid social does. Performance advertising runs on three channels now — Search, Social, and TV. The platform you choose for TV determines whether that third channel integrates into your measurement stack or sits outside it, requiring its own reporting layer to justify the spend. CTV that doesn’t show up in Northbeam or Triple Whale alongside your other channels isn’t a performance pillar — it’s a budget line without a denominator. This guide covers the integration setup, attribution model selection, and the results brands see when CTV is tracked through both tools.

How does Northbeam measure CTV ROAS from Vibe?

Northbeam receives impression-level data from Vibe’s pixel and attributes CTV conversions using its Clicks + Deterministic Views model. That model credits two types of conversions: direct clicks (rare in TV, since viewers can’t click an ad on their screen) and view-through conversions tied to a confirmed TV household via deterministic matching. Deterministic matching means the household is verified through login data or device IDs — not probabilistic guessing based on IP overlap. The result is CTV ROAS that shows up in Northbeam’s channel breakdown alongside Meta and Google, attributed with the same confidence as your social and search spend.

TYR, a competitive aquatics brand, ran campaigns on Vibe with Northbeam as the measurement source of truth. In 60 days: 234.6% revenue growth, a 5.24x overall account MER, and a 24.2% reduction in blended CAC — all verified in their existing attribution stack. “Northbeam gives us the true story of the customer journey,” said Natalie McGowan, Paid Media Specialist at TYR. For a deeper look at how Vibe and Northbeam approach incrementality at scale, see the Northbeam x Vibe partner story.

How does Triple Whale measure CTV advertising from Vibe?

Triple Whale’s integration works through the same pixel mechanism: Vibe’s pixel fires on conversion events, and Triple Whale attributes them using Clicks + Deterministic Views. CTV conversions appear in Triple Whale’s Pixel dashboard or Summary page alongside your paid social and Google spend — no separate import, no CSV reconciliation. The Deterministic Views column captures view-through conversions from confirmed TV households specifically; these are the conversions that disappear when you run CTV through a last-click-only window.

One nuance worth knowing: some CTV platforms send data to Triple Whale via API push rather than through a native pixel integration. Data that arrives by API push isn’t always deduplicated across channels and may not feed Triple Whale’s MTA models or AI attribution layer. Vibe’s integration routes through the standard pixel stack, so CTV spend participates in Triple Whale’s full attribution logic. See how leading DTC brands are using this in practice in the Triple Whale x Vibe partner story.

Which attribution window should you use for CTV in Northbeam and Triple Whale?

The default 1-day view-through window undercounts CTV. A TV ad creates purchase intent that converts 3 to 7 days later — the viewer sees the ad on Tuesday, thinks about it, searches on Thursday, buys on Friday. A 1-day window misses that conversion entirely and attributes it to whatever touch came last. Vibe recommends a 7-day view-through window, which matches how most DTC brands already track email and social view-through, and puts CTV on an equal footing with those channels in your attribution model.

Shinesty, a DTC apparel brand, worked with the Vibe team to calibrate their attribution window in Northbeam using the Clicks + Deterministic Views model. They tested window lengths and settled on 7 days as the most accurate representation of their customer journey. With that setup: 70% of CTV-driven purchases were net-new customers — first-time buyers — at a CPM under $19, including Q4. If you’re seeing CTV ROAS that looks low relative to your expectations, attribution window is almost always the first thing to check. See also: how to fix CTV under-attribution for a step-by-step walkthrough of the window calibration process.

How do you set up Northbeam and Triple Whale in Vibe?

Both integrations take less than 15 minutes to configure.

Full integration documentation is on the Northbeam integration page and Triple Whale integration page. Both are native integrations — no third-party connector required.

What do brands see in Northbeam and Triple Whale when CTV is in their stack?

When CTV routes through Northbeam or Triple Whale, it gets managed like any other performance channel: budget scaled or pulled based on ROAS versus blended CAC targets. That’s a meaningful shift from how most brands treat TV — as a fixed awareness line item where results are reported separately from the performance stack, if they’re reported at all.

TYR’s Northbeam-verified results show what changes when CTV enters the attribution stack at parity with other channels: 234.6% revenue growth, 5.24x MER, and a 24.2% blended CAC reduction in 60 days. Sijo Home, a DTC home textiles brand, cut new-customer CAC 57% versus social, also Northbeam-verified. Both results reflect the same dynamic — CTV that shows up in attribution gets optimized, and optimization compounds over time.

Platforms whose results appear in your measurement stack alongside Search and Social are performance pillars. Platforms that route results to their own dashboard and require separate reconciliation are experiments that can’t be scaled with confidence. Vibe earned the G2 Best Estimated ROI award in the Mid-Market category — a signal that the performance integrations translate to measurable returns, not just attribution credit. For a closer look at how to structure CTV incrementality testing alongside Northbeam and Triple Whale attribution, or how to build a CTV test-and-learn framework from scratch, those guides cover the next step.

FAQ

How do e-commerce brands track CTV ROAS in Northbeam and Triple Whale?

On Vibe, CTV spend routes into Northbeam and Triple Whale through a native pixel integration using the Clicks + Deterministic Views model — the same mechanism that attributes Meta and Google spend. Impression-level data flows from the Vibe pixel into your existing attribution dashboard, so CTV ROAS appears alongside your other paid channels. Set the attribution window to 7 days for CTV view-through to match how you track email and social.

How to measure CTV advertising in Triple Whale?

In Triple Whale, connect Vibe under Pixel integrations and set the view-through window to 7 days. CTV conversions appear in the Deterministic Views column — view-through conversions tied to confirmed TV households, captured separately from last-click conversions. Use Vibe’s native pixel integration rather than a platform that pushes data by API, which may not feed Triple Whale’s MTA or AI attribution models.

What attribution model should I use for CTV in Northbeam?

Use Northbeam’s Clicks + Deterministic Views model for CTV. It credits both direct-click conversions and view-through conversions tied to confirmed TV households via deterministic matching — giving CTV its accurate share of attribution without relying on probabilistic overlap. Set a 7-day view-through window to match the typical CTV purchase cycle.

Why does my CTV ROAS look lower in Northbeam than in the Vibe dashboard?

Attribution window is the most common cause. The Vibe dashboard default window may differ from your Northbeam setting. Align both to a 7-day view-through window and compare again. The second cause: Northbeam deduplicates conversions across channels, so a purchase last-touched by Meta won’t also appear in CTV’s column. That’s accurate attribution, not undercounting — and it’s why Northbeam’s cross-channel view is more reliable than platform-reported ROAS from any single channel.

Do I need an incrementality test alongside Northbeam attribution for CTV?

Attribution in Northbeam tells you where conversions are assigned; holdout-based incrementality testing tells you whether those conversions would have happened anyway. For budgets where CTV is scaling past a meaningful portion of spend, running a Haus incrementality test alongside Northbeam attribution gives you both the attribution signal and the causal confirmation. Vibe supports both natively — see how CTV measurement works for a full breakdown of the measurement stack.