Data Appears as Organic, Other, or Unattributed

These labels describe different problems. Identify the label first, then follow the matching checks.

Label	What it usually means
Organic	Northbeam did not detect a paid-media signal for the visit.
Other	Northbeam detected source information but could not map it to the expected channel or campaign.
Unattributed	Northbeam received the server-side conversion but could not match it to the required pixel data.

Traffic appears as Organic or Other

Open the UTM Guide and compare its parameters with the affected ad’s final URL.
Follow the URL through every redirect and confirm that its UTMs and click IDs remain present.
Open Connections and confirm that the correct ad account is connected without errors.
Check whether the issue affects one campaign naming pattern, ad platform, domain, or redirect flow.

For platforms not listed in the UTM Guide, follow Tracking for Other Platforms.

Open Orders and inspect an example order.

If Attributed is no, check firePurchaseEvent and the order ID.
If the order was placed through an offline, recurring, marketplace, or other non-web flow, missing pixel data may be expected.
If an online checkout order should be pixel-tracked, continue to Troubleshooting Pixel Tracking.

Do not exclude unexpected unattributed orders. First confirm why the pixel data is missing.