Inside Vessi’s New Approach to Meta Measurement

Vessi relied heavily on Meta to drive both awareness and conversion, but click-only attribution painted an incomplete picture of the customer journey.

Without visibility into how views influenced final purchases, it was difficult to measure upper-funnel impact or justify incremental spend.

Like many DTC businesses, Vessi needed a deterministic way to connect view-based impressions to real orders—moving beyond modeled assumptions and into verified truth.

Vessi implemented Northbeam’s Clicks + Deterministic Views (C+DV), a next-generation attribution model that connects verified Meta view data with first-party pixel and order data.

Unlike probabilistic view-through models that estimate conversions, C+DV deterministically identifies which ad views actually contributed to purchases—clarifying Meta’s influence across the entire funnel.

Quantitative impact
• 46.61% more transactions identified through deterministic view data
• 49.44% lift in Meta-attributed revenue
• $262,792 in previously unaccounted Meta-driven revenue
• 1,841 additional orders tied to view-based touchpoints

Qualitative impact
Clear evidence of Meta’s upper-funnel contribution Confidence to scale Meta budgets with verified results Improved creative strategy using real, deterministic view insights