> ## Documentation Index
> Fetch the complete documentation index at: https://docs.northbeam.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Diagnose a ROAS drop

> Six checks, in order of likelihood

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

## 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](/docs/attribution-models) and [attribution window](/docs/attribution-windows) — most gaps close right there.

## The checks

Work downward. Stop when your numbers match.

<Steps>
  <Step title="Differences in ad performance">
    The most common cause: Northbeam and the platform measure with different models and see different touchpoints.
    [Differences in ad performance →](/docs/differences-ad-performance)
  </Step>

  <Step title="Differences in ad spend">
    Check how and when spend syncs from the platform.
    [Differences in ad spend →](/docs/differences-in-ad-data)
  </Step>

  <Step title="Differences in unattributed data">
    Confirm what's counted as unattributed vs. organic.
    [Unattributed data →](/docs/differences-in-unattributed-data) · [Organic vs. unattributed →](/docs/whats-the-difference-between-organic-vs-unattributed)
  </Step>

  <Step title="Differences in visits and journeys">
    How visits and journeys are counted.
    [Differences in visits →](/docs/differences-in-visits)
  </Step>

  <Step title="Shopify doesn't match">
    Compare against a Shopify Orders export — not a Shopify report.
    [Northbeam vs. Shopify →](/docs/why-doesnt-northbeam-match-my-shopify-reporting)
  </Step>

  <Step title="FB ROAS specifically">
    Platform-reported ROAS vs. multi-touch attribution.
    [Why is my FB ROAS lower? →](/docs/why-is-my-fb-roas-so-much-lower-in-northbeam)
  </Step>
</Steps>

## 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](https://www.northbeam.io/submit-a-support-ticket) with the checks you ran.

## Related

[Attribution models](/docs/attribution-models) · [Attribution windows](/docs/attribution-windows) · [Accounting modes](/docs/accounting-modes)