Your Northbeam dashboard will show some data discrepancy and it should be expected
Our models are opinionated and will divide credit across multiple sources to more accurately reflect a customer's journey. Although each platform will have its accounting method, there are several things to keep in mind:
- We give less credit to the bottom of funnel efforts, so branded search, organic, and organic search all receive less attribution in our system. This is especially true in our Clicks and Views filter.
- Google Analytics only reports the time of conversion, which is analogous to our Cash Snapshot view.
- Northbeam uses multi-touch attribution, while many platforms (including Google Ads and Google Analytics) do not.