Why is my FB ROAS so much lower in Northbeam?

As discussed in the previous section, business metrics will almost always be lower in Northbeam due to the accounting mode, attribution model, and look-back window used.

Below is a real (anonymized) example of a current Northbeam client (accrual, Clicks-Only, 1-day lookback). The Northbeam-reported

• 1-day ROAS is #, while
• Facebook-reported 1-day ROAS is #

The delta is unique to your business and empowers directional decision-making. A low number in Northbeam does not necessarily mean low performance.

What’s important here is correlating your platform/ ad set/ ad level data to your top-line business performance over a given period to determine whether the numbers are “good” or “bad”.

We'd recommend Profitability Benchmarks to understand what is a good/bad number.