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Business metrics will almost always be lower in Northbeam than in-platform, 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 1.4, while
  • Facebook-reported 1-day ROAS is 4.2
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.