My FB ROAS is 0.7 in Northveam, is this normal?

Compared to typical reporting, which is based on a cash accounting mode and last-touch attribution, your numbers in Northbeam will almost always appear much lower (with spend being an exception).

This is primarily due to two reasons:

1. Our accrual accounting mode lags behind cash accounting on a day-to-day basis
2. Our attribution model(s) splits transactions and revenue (credit) across touchpoints

On a 1-day attribution window, this means that your transactions, revenue, ROAS, etc. will look lower when viewed through the Northbeam platform.

However, the numbers displayed in the Northbeam platform represent more factual aggregate data compared to looking at data between platforms. Why?

• Northbeam is unbiased and aims to show the true value of marketing campaigns
• Platforms are intrinsically inventive and inflate numbers

The numbers we display empower media buyers to make more profitable decisions based on the entire customer journey.