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Best for: anyone whose ROAS moved and needs to know whether it’s the data or the marketing.

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Before you start

Note which surface you’re comparing against (Meta Ads Manager, Google Ads, Shopify) and make sure both sides use a matching attribution model and attribution window — most gaps close right there.

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The checks

Work downward. Stop when your numbers match.
1

Differences in ad performance

The most common cause: Northbeam and the platform measure with different models and see different touchpoints. Differences in ad performance →
2

Differences in ad spend

Check how and when spend syncs from the platform. Differences in ad spend →
3

Differences in unattributed data

Confirm what’s counted as unattributed vs. organic. Unattributed data → · Organic vs. unattributed →
4

Differences in visits and journeys

How visits and journeys are counted. Differences in visits →
5

Shopify doesn't match

Compare against a Shopify Orders export — not a Shopify report. Northbeam vs. Shopify →
6

FB ROAS specifically

Platform-reported ROAS vs. multi-touch attribution. Why is my FB ROAS lower? →

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What to expect

Most investigations end at the first or second check. If you walk all six and something still doesn’t add up, submit a support ticket with the checks you ran. Attribution models · Attribution windows · Accounting modes