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X Ads FAQ

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1. How do I connect an extra account or remove an account?

Reference our step-by-step guide below:

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2. Why do I see a data discrepancy?

Discrepancies in Revenue and Orders are expected. This is due to differences between Northbeam’s attribution models and X’s attribution model. Each attribution model has its own method for assigning conversion credit. For example, Northbeam’s Clicks-Only model considers touchpoints across channels. X uses its own platform attribution logic and mainly sees activity associated with X. To take it one step further, let’s say both Northbeam and in-platform are using Last Click. Northbeam is unique in that we recognize all touchpoints from every single channel. Whereas most platforms only recognize touchpoints from that same platform. In addition, there’s often a difference in the attribution window. By default, Northbeam leverages a 1-Day window, which is different than many other platforms’ default. To get the most apples to apples comparison, be sure to compare data using same Attribution Model and Attribution Window. But keep in mind, it will never be exact.

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Attribution Models and Windows

X:
  • Attribution Model: Platform-defined
  • Attribution Window: Based on your X Ads attribution settings
Northbeam:
  • Attribution Model: Varies by selected model
  • Attribution Window: 1-Day by default, with additional configurable options

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3. Suspect a Tracking Issue?

Please reference our Troubleshooting Northbeam Data.
  • Connection: Make sure your Ad Account is still connected. Open Connections and check for any errors. Connections could break for a variety of reasons, but most commonly, the User losing access to the Ad Account.
  • UTMs: Ensure all your ads contain Northbeam UTMs, as listed in the UTM step above.
  • Northbeam Pixel: Ensure the Northbeam Pixel is firing on your landing page. Note that some site themes may not automatically transfer to landing pages on certain third-party apps, necessitating manual pixel placement.
  • Purchase Pixel: Confirm that the Purchase Pixel is firing on your checkout page.
  • A-Record Setup: Verify that the A-Record is correctly configured in your DNS Settings.