Can you trust the numbers in Northbeam?

Northbeam is a marketing measurement suite that offers multi-touch attribution, incrementality and media mix modeling to help make marketing more profitable. Its own help pages give 4 reasons its numbers can look different from what you expect. The first to rule out: Revenue credited to an ad channel can differ between Northbeam and the ad platform itself, because, as Northbeam's docs explain, ad platforms generally credit sales by their own rules.

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Money · Is money moving the way it should?

Is it broken, or just counted differently?

A number can look wrong because the business changed, or because of how Northbeam counts it. Below is what Northbeam keeps, where its help pages say the numbers can differ, and how to check them yourself.

What does Northbeam keep track of?

Northbeam keeps the individual ad touches behind each order, and its touchpoints file lists them one per row.
In Northbeam's own words: Each row represents a single touchpoint. Northbeam Touchpoints Export, read 2026-11-12.
Northbeam keeps ad platform figures like spend and impressions, taking them straight from each ad platform's connection.
In Northbeam's own words: All metrics below are pulled directly from each ad platform via API connection. Northbeam Metrics 101, read 2026-11-12.

What can make Northbeam's numbers look wrong?

Revenue credited to an ad channel can differ between Northbeam and the ad platform itself, because, as Northbeam's docs explain, ad platforms generally credit sales by their own rules.
In Northbeam's own words: Ad platforms generally report using their own attribution rules. Why Northbeam Differs From Another Platform, read 2026-11-12.
Revenue in Northbeam may not equal the store's own sales total, and Northbeam's help pages say Shopify is where the gap shows up most.
In Northbeam's own words: Our revenue calculation is oftentimes different from other platforms, especially Shopify. Understand Northbeam's Multi-Touch Attribution vs. In-Platform Metrics, read 2026-11-12.
A day's ad spend can look too high or too low next to the ad platform, since Northbeam's docs say spend close to midnight can be counted on a different date.
In Northbeam's own words: Spend near midnight can fall on different dates. Spend or Impressions Are Missing, read 2026-11-12.
Northbeam can receive an order without tying it to any customer journey, as its docs explain, so that order may not be credited to any ad channel.
In Northbeam's own words: Northbeam received the order but could not attribute it to a customer journey. Purchases or Orders Are Missing, read 2026-11-12.

How do I check Northbeam's numbers myself?

Before setting Northbeam revenue against the store's sales, switching Northbeam to Cash Snapshot mode puts both on a closer footing.
In Northbeam's own words: To compare Northbeam to your eCommerce data, make sure to use the Cash Snapshot accounting mode. Understand Northbeam's Multi-Touch Attribution vs. In-Platform Metrics, read 2026-11-12.
If daily spend does not line up, checking that Northbeam and the ad platform use the same time zone can explain the difference.
In Northbeam's own words: Compare the Northbeam account timezone in Profile with the ad platform's timezone. Spend or Impressions Are Missing, read 2026-11-12.

How does Northbeam work with Feder?

Connect Northbeam to Feder and it joins your Money apps. Feder only reads. It never changes anything in Northbeam.

When you connect Northbeam, Feder checks the connection straight away and shows Connected only when that check passes. If a reading cannot be taken later, Feder shows it as not read, never as zero.

Other apps that feed Money

Striperevenue
PayPalrevenue
WooCommercerevenue
Rechargesubscription revenue
Zohoinvoiced
Wave Accountinginvoiced

Questions owners ask about Northbeam

Why did my attributed revenue drop in Northbeam?If an order never reaches Northbeam from the store or order feed, it is missing from revenue.
Why doesn't my Northbeam export match the dashboard?An export and the dashboard only agree when both use the same settings and the same moment's data, so a difference in either can change the numbers.
Why did revenue for an earlier day change in Northbeam?Recent days can still move as new orders, spend and attribution inputs are processed, so a day's revenue can change after it ends.

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Where do these answers come from?

Everything this page says about Northbeam comes from Northbeam's own pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.

Know the day a number breaks, not the month after.

Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.

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