Meeting Title: Northbeam Tracking Implementation Discussion Date: 2025-08-26 Meeting participants: Zoran Selinger, Henry Zhao
WEBVTT
1 00:01:47.310 ⇒ 00:01:49.019 Henry Zhao: Good morning, how are you doing?
2 00:01:49.580 ⇒ 00:01:50.700 Zoran Selinger: Hi, Henry.
3 00:01:51.450 ⇒ 00:01:56.309 Zoran Selinger: Hi, hi. Yeah, I’m doing well. I got a little bit of a cold running.
4 00:01:57.180 ⇒ 00:01:58.300 Henry Zhao: Oh, goodness.
5 00:01:59.110 ⇒ 00:02:06.659 Zoran Selinger: So, my voice is not 100%, but I guess we can still talk, no problem.
6 00:02:06.660 ⇒ 00:02:18.570 Henry Zhao: Okay, I won’t make you talk too much. I think I will just explain to you what we need, and then today can just be a real quick call, where I just kind of explain what the needs are. Okay. Let me know if that’s something that’s in your wheelhouse. Does that work?
7 00:02:18.570 ⇒ 00:02:19.740 Zoran Selinger: Sure, yes.
8 00:02:20.510 ⇒ 00:02:26.899 Henry Zhao: Alright, so the first thing is just two, I guess, kind of basic things, right?
9 00:02:27.690 ⇒ 00:02:30.969 Henry Zhao: Have you worked with, Northbeam before?
10 00:02:32.150 ⇒ 00:02:34.990 Zoran Selinger: No, no, haven’t.
11 00:02:36.540 ⇒ 00:02:44.529 Henry Zhao: Okay, so Northbeam is basically the platform that we use to track ad spend, as well as how they’re doing.
12 00:02:45.250 ⇒ 00:02:48.730 Henry Zhao: Right? So, we spend on Facebook, we spend on Google.
13 00:02:49.240 ⇒ 00:02:49.950 Zoran Selinger: Yep.
14 00:02:49.960 ⇒ 00:02:56.919 Henry Zhao: And the marketers kind of just go in here for all the data, as well as the user journey tracking. One second…
15 00:02:59.570 ⇒ 00:03:03.050 Henry Zhao: And I work more within segments.
16 00:03:03.790 ⇒ 00:03:04.320 Zoran Selinger: Okay.
17 00:03:04.320 ⇒ 00:03:08.779 Henry Zhao: However, I’m more of an analyst… let me stop sharing… I don’t think I’m sharing the right screen.
18 00:03:14.210 ⇒ 00:03:21.149 Henry Zhao: I’m more of, like, an analyst, and able to write queries, I’m able to, kind of play with the data once I have it, but….
19 00:03:21.150 ⇒ 00:03:21.790 Zoran Selinger: Yep.
20 00:03:21.790 ⇒ 00:03:32.809 Henry Zhao: I am not as good as getting the data from point A to point B, and where it needs to be, and making sure it’s clean, and making sure that things are accurately implemented on a, you know, engineering basis.
21 00:03:33.200 ⇒ 00:03:39.379 Henry Zhao: … So what the ask is from marketing is they want us to implement server-to-server tracking.
22 00:03:40.550 ⇒ 00:03:44.009 Henry Zhao: And then also be able to capture data from the edge layer.
23 00:03:44.860 ⇒ 00:03:49.719 Henry Zhao: So, I will show you the exact message that he said. They got it from ChatGPT, so…
24 00:03:50.970 ⇒ 00:03:53.170 Henry Zhao: We just need to make them happy, basically.
25 00:03:54.330 ⇒ 00:04:00.759 Henry Zhao: So, his issue is, he believes that we don’t have enough UTM data, right? There’s too many directs.
26 00:04:00.950 ⇒ 00:04:11.140 Henry Zhao: And he believes that if a page is loading for too long, then we’re losing some of that UTM data, as well as some of that, user tracking. So, he would like…
27 00:04:11.400 ⇒ 00:04:17.040 Henry Zhao: Stuff to be sent using first-party data, whether it’s through a first-party cookie or through cloud… Cloudflare…
28 00:04:17.230 ⇒ 00:04:19.390 Henry Zhao: Workers, whatever it may be, right?
29 00:04:20.480 ⇒ 00:04:23.000 Henry Zhao: But he wants us to…
30 00:04:23.100 ⇒ 00:04:32.579 Henry Zhao: ensure the Northbeam SIDs and UTM parameters are passed into Basque Checkout, which is our online e-commerce platform.
31 00:04:33.080 ⇒ 00:04:33.800 Henry Zhao: Company?
32 00:04:35.490 ⇒ 00:04:44.099 Henry Zhao: So he wants to read everything from server-side, capture them, like the UTMs and the GCLID from session or landing URL.
33 00:04:44.330 ⇒ 00:04:44.860 Zoran Selinger: True.
34 00:04:44.860 ⇒ 00:04:45.510 Henry Zhao: Ask.
35 00:04:46.090 ⇒ 00:04:49.919 Henry Zhao: And then store alongside each other in BigQuery, I could probably do that in segments.
36 00:04:50.240 ⇒ 00:05:00.470 Henry Zhao: And then send server-side first-time purchase events to Northbeam. I don’t think he knows what first-time purchase events means. Let’s just consider all that we can capture. We want to send that to Northbeam, or to BigQuery.
37 00:05:00.630 ⇒ 00:05:05.859 Henry Zhao: And be able to have order ID, email, value, timestamp, the UTMs.
38 00:05:05.860 ⇒ 00:05:06.420 Zoran Selinger: Probably.
39 00:05:06.700 ⇒ 00:05:10.969 Henry Zhao: and then post this data to Northbeam’s Server Ingestion API, which I don’t know what that means.
40 00:05:11.690 ⇒ 00:05:15.009 Henry Zhao: Northbeam says you need to send it to our orders API, right?
41 00:05:15.770 ⇒ 00:05:18.089 Henry Zhao: And then we wanted to duplicate.
42 00:05:18.340 ⇒ 00:05:19.440 Zoran Selinger: Yeah, okay.
43 00:05:19.670 ⇒ 00:05:20.220 Henry Zhao: Yeah.
44 00:05:21.370 ⇒ 00:05:28.580 Henry Zhao: I would send this to you, but it’s all from ChatGPT, so I can send it to you anyway, so you can kind of understand what he asked in his prompt.
45 00:05:28.580 ⇒ 00:05:30.350 Zoran Selinger: Sure, sure.
46 00:05:30.350 ⇒ 00:05:47.279 Henry Zhao: I had a conversation with him on Saturday, and it just seems that he’s not happy with the amount of UTM data we have, and he’s talked to other marketers, and they’ve told him about, Tier 11 Data Suite, which does edge layer tracking, and they said it was a life changer, so now he’s a big believer, and he wants us to implement that.
47 00:05:47.610 ⇒ 00:05:54.439 Henry Zhao: So we need to come back and either say this is not doable, and explain why, or say it is doable, and give him, like, a…
48 00:05:55.010 ⇒ 00:05:56.399 Henry Zhao: A path forward.
49 00:05:56.790 ⇒ 00:05:59.029 Zoran Selinger: That’s basically the situation here.
50 00:05:59.330 ⇒ 00:06:03.059 Zoran Selinger: Is there anything, on Notion that I can read?
51 00:06:04.200 ⇒ 00:06:09.250 Henry Zhao: No, this is all based on Stuart’s personal messages, so I can just send you all of that, or put all of that into a Notion.
52 00:06:09.700 ⇒ 00:06:15.530 Zoran Selinger: Yeah, I mean, okay, whatever you prefer, that is fine, that is fine. …
53 00:06:16.110 ⇒ 00:06:19.950 Zoran Selinger: What do I have? I just have, elemental healthy notion.
54 00:06:22.870 ⇒ 00:06:23.710 Henry Zhao: Yeah, so I can put it on.
55 00:06:23.710 ⇒ 00:06:32.030 Zoran Selinger: this, … This is, … Eden? What’s the climate?
56 00:06:32.220 ⇒ 00:06:32.940 Henry Zhao: Oh, yeah.
57 00:06:33.940 ⇒ 00:06:44.920 Zoran Selinger: Okay, I have access to this notion, so I’ll… I’ll read through, I’ll familiarize myself with, with, with what they’re doing and… and all that, and, …
58 00:06:45.460 ⇒ 00:06:50.370 Zoran Selinger: try to give you… try to give you a clear answer on what I think.
59 00:06:50.600 ⇒ 00:07:01.440 Zoran Selinger: … Yeah, so, generally speaking, the client side, there’s a lot of client-side tracking through… through tags.
60 00:07:02.740 ⇒ 00:07:07.770 Henry Zhao: I don’t know, right now we just have the pixel implemented, and whatever’s coming in is coming in.
61 00:07:08.150 ⇒ 00:07:12.459 Zoran Selinger: okay, okay. Alright.
62 00:07:12.830 ⇒ 00:07:19.930 Zoran Selinger: And that’s the only platform on the client side, what, we are collecting just with NordBeam.
63 00:07:20.750 ⇒ 00:07:23.109 Zoran Selinger: And your seat segment as well, right?
64 00:07:23.110 ⇒ 00:07:27.960 Henry Zhao: Yeah, and we have, obviously, the Facebook Cappy set up, … And a North Beam Pixel.
65 00:07:28.180 ⇒ 00:07:29.220 Zoran Selinger: Okay.
66 00:07:29.220 ⇒ 00:07:29.550 Henry Zhao: Yeah.
67 00:07:29.580 ⇒ 00:07:33.270 Zoran Selinger: Right, right, I’ll have a look, and, ….
68 00:07:33.480 ⇒ 00:07:41.160 Henry Zhao: I’ll send you that notion ASAP, because the notion that you probably have is general. I want to say kind of what Stuart has said, because he’s the person we need to make happy, essentially.
69 00:07:41.160 ⇒ 00:07:44.139 Zoran Selinger: Okay, sure, sure, no problem, no problem.
70 00:07:44.460 ⇒ 00:07:49.049 Zoran Selinger: Okay, cool. If that’s it, yeah, send it over, and I’ll have a look.
71 00:07:49.340 ⇒ 00:07:51.949 Henry Zhao: Yeah, that’s the number one priority, and then afterwards we can talk about other.
72 00:07:51.950 ⇒ 00:07:54.019 Zoran Selinger: Sure, sure, alright, okay.
73 00:07:54.020 ⇒ 00:07:55.249 Henry Zhao: Alright, thank you, talk to you soon.
74 00:07:55.250 ⇒ 00:07:56.429 Zoran Selinger: Thank you, bye-bye.