> ## 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.

# Why is my FB ROAS so much lower in Northbeam?

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

<Frame>
  <img src="https://mintcdn.com/northbeam/EpMPeQ8Ec2Yrg9EI/images/readme/633f9083-image.png?fit=max&auto=format&n=EpMPeQ8Ec2Yrg9EI&q=85&s=c3e5ad0ab4410d4b13844373d15f249c" alt="" width="1638" height="418" data-path="images/readme/633f9083-image.png" />
</Frame>

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](/docs/what-is-a-good-bad-number-in-northbeam).