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Library · Traffic · How to run this

Triple Whale pixel LTV ROAS is not Northbeam MTA LTV

How to run thisTraffic3 steps
CalculatorTriple Whale LTV vs day-0 ROAS · Calculator lives in the articleOpen

Triple Whale can put a lifetime pixel ROAS next to a same-day pixel ROAS on one ad window. Gap points = lifetime − same-day. Type both fields from that window.

Pair: LTV vs day-0 ROAS on Traffic. MTA twin: Northbeam LTV vs day-0. Journey twin: path-concentration.

What you type

LTV ROAS — Lifetime / multi-cycle pixel ROAS Triple Whale shows for the cohort.

Day-0 ROAS — Same-day pixel ROAS on that ad window.

Gap points = LTV ROAS − day-0 ROAS. A wide gap means Triple Whale is booking payback after day-0. A narrow gap means day-0 already carries the return. Never invent a gap chip.

What not to do

Do not invent gap points. Do not paste Northbeam MTA ROAS or Hyros call-path ROAS into Triple Whale boxes. Do not swap path-concentration dollars or cash LTV:CAC for ROAS points. Do not blend a Triple Whale pixel week with a Northbeam MTA export.

Related: Traffic, Northbeam LTV vs day-0, path-concentration, cash LTV:CAC.

Procedure

  1. Type LTV ROAS and day-0 ROAS.
  2. Read gap points.
  3. Bid or creative when the gap is material vs written payback.

Failure modes

  • Inventing gap points.
  • Dumping a Northbeam MTA or Hyros call-path ROAS export into these fields.
  • Treating path-concentration or cash LTV:CAC as ROAS points.

Worked example

None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.

Glossary

Gap points
LTV ROAS minus day-0 ROAS.

Work with us — We run this job on your accounts. Services

FAQ

Is this Northbeam LTV vs day-0 ROAS?
MTA modeled clocks vs pixel clocks. [Northbeam LTV vs day-0 ROAS](/manuals/northbeam-ltv-vs-day0-roas) reads Northbeam MTA books. Here both ROAS figures come from one Triple Whale pixel book.
Is this Triple Whale path-concentration share?
Journey mix vs payback clocks. [Path-concentration share](/manuals/triple-whale-path-concentration-share) is top-path $ ÷ total. This page subtracts same-day ROAS from lifetime ROAS.
What gap should I invent?
None. Export lifetime ROAS and same-day ROAS from the same Triple Whale pixel ad window.