From Media Buyer to Growth Architect
Before Andrew took the reins as Tumble’s Director of Growth, he was deep in the trenches of digital marketing at MuteSix, a performance marketing agency. That’s where he first encountered the world of MTA (multi-touch attribution) platforms. “Northbeam was always at the top of the list,” Andrew recalls. “When I joined Tumble, I knew we needed a more sophisticated way to measure performance.”
For the first year, Tumble relied on platform-reported metrics (we see you, Meta) and last-click data, which, in Andrew’s words, “is more limited... since it's single session.” But something wasn’t adding up. The team knew there was a better way to see the full picture.
In December 2023, they turned to Northbeam.
“We needed a tool that gave us a unified view of performance across channels and helped us cut through the noise of over-inflated platform metrics,” Andrew said.
The Problem: Are Kids’ Rugs a Flop or a Hidden Goldmine?
Tumble launched a kids’ rug collection late last year, hoping to expand beyond their traditional washable rugs. After a slow start to sales, they made a more aggressive push to market the product via partnerships and Meta advertising, tailored toward parents of infants and toddlers.
That’s when they turned to Northbeam to cut through the noise.
Instead of guessing, they leaned on Northbeam’s product attribution tool to analyze performance across channels. They ramped up their Meta advertising, built a dedicated kids’ funnel, and did a campaign push with Babylist.
The Northbeam Unlock: Proving the Demand Was There
Northbeam didn’t just help Tumble track revenue—it helped them see what was actually driving it.
“When we pulled the numbers in Northbeam, we realized that our kids’ rug campaigns were performing at the same efficiency as our best-selling washable rugs,” Andrew says. “If we had just looked at platform-reported data, we wouldn’t have seen that.”
The real kicker? 40% of the attributed revenue from these campaigns was coming from those new kids’ designs. With over 80 other designs for customers to choose from outside of their kids collection, it was a very encouraging signal.
“That’s when we knew,” Andrew says. “There was real demand, and we felt comfortable scaling up.”
With that clarity, they doubled down, spending more aggressively on the kids’ funnel and shifting their approach on creative and audience targeting.
Clicks + Views = Better Decision-Making
Initially, Tumble used a conservative one-day click attribution. With their consideration window expanding as they scaled, Northbeam helped them realize they were missing a huge chunk of conversions by relying on one-day click.
“We knew that directionally our average time to convert and average number of touchpoints to convert had grown as they continued to scale up our customer acquisition efforts, and through additional testing and analysis, 7-day click/1-day view was a better performance indicator for us specifically.”
The addition of Northbeam's Clicks + Views Enhanced model has also given them more confidence when making optimizations on TikTok and AppLovin as they continued to expand on both channels.
By the Numbers: How Northbeam Transformed Tumble’s Growth
The proof is always in the data, and Tumble’s numbers tell a story of transformation:
- Total revenue and new customer transactions have continued to grow, both up over 150% YoY with the help of Northbeam.
- Kids Rug attributed revenue is up 183% over the last 60 days with Northbeam's data providing more confidence in scaling.
- Meta spend increased by 275%, yielding a 335% boost in revenue.
“Northbeam hasn’t just helped us see our data—it has helped us act on it.” Andrew says.
Scaling Smarter, Not Harder
Now that Tumble has a full year of Northbeam data, they’re not just scaling—they’re scaling intelligently.
“Northbeam ROAS and New Customer ROAS, along with new visits percentage are my first checks every single day,” Andrew says. “We also use them to compare against holistic performance, and make real-time adjustments.”
And it’s not just about numbers—it’s about action.
“With Northbeam, we get insights that also help us make better creative decisions,” he adds. “We can drill down into what’s working, optimize funnels, and help validate spend in a way that wasn’t really possible prior to that.”
Why Northbeam?
Andrew doesn’t mince words: “Northbeam gives us a clearer, unified view of our ad performance. It helps us level the playing field, cut through inflated platform-reported metrics, and make more confident scaling decisions.”
And the result? Tumble isn’t just another DTC brand throwing money at ads and hoping for the best. They’re winning—because they have the data to prove it.
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