Skip to main content
This guide will answer the following question:
  • Why is my [platform] [metric] in Northbeam much lower/higher than in-platform?
Examples:
“My Facebook ROAS in Northbeam is 0.8, but Facebook Ads Manager is reporting a 2.1”
“My Google CAC in Northbeam is $60, but Google Ads Manager is reporting $25”
“My Pinterest ROAS in Northbeam is 0.5, but Pinterest Ads Manager is reporting a 1.7” Ad performance discrepancies are expected. This boils down to 3 core principles:
  1. Attribution Model
  2. Attribution Window
  3. Customer Journey

​
Key Takeaways

  • Northbeam’s attribution model and attribution window are different from legacy models that platforms use. This creates a difference in credit allocation and performance across your campaigns.
  • Northbeam recognizes touchpoints from all channels within the customer journey, whereas in-platform does not. That said, even if you’re using the same attribution model and window, a difference in credit allocation and performance is expected.
If there are discrepancies between in-platform and Northbeam in regards to a specific campaign or channel, this is expected. Our approach to weighting credit is different from how in-platform metrics traditionally weigh credit. In short, this boils down to differences between our Multi-Touch Attribution (MTA) model and in-platform traditional models. Our MTA divides credit between touchpoints, whereas in-platform models tend to give full credit to a single touchpoint (usually on a last-touch basis).

​
Example

Let’s say somebody placed an order for $100. Below is their customer journey:
  • User clicks on FB Campaign called “Prospecting”
  • User clicks on FB Campaign called “Retargeting”
  • User clicks on Klaviyo Email
  • User clicks on Branded Search ad and purchases
See the credit allocation for each touchpoint across a few different attribution models. Here are the biggest differences:
  • Our MTA models (Clicks-Only and Clicks + Modeled Views) divide credit among all touchpoints
  • The Northbeam Pixel recognizes touchpoints across the full journey (from all channels) - hence the difference in Last Touch
Other differences that aren’t depicted above are:
  • Attribution Windows
  • Accounting Modes
All of these create differences in performance when comparing Northbeam to legacy platform reporting. We believe this is a more accurate way to make media buying decisions. See the article below for more information and scenarios. The article speaks specifically to Facebook, but the concept can be applied to all platforms. “What are the differences between Northbeam and in-platform reporting”

​
Need additional help?

If you need further assistance, reach out to Support!