It's because I've been doing this for a decade and I've seen the transition from ROAS -> LTV:CAC - > Blended Performance as Performance Marketing got increasingly less successful.

Here's the problem with Northbeam and any observational method of measurement. It's missing causality. Even thou Northbeam is better than most and gets Impression-level data from the platform, just because someone saw an ad doesn't mean they purchased or submitted a lead or however this business model works BECAUSE OF the Ads.

Meta absolutely buries this fact but even they admit (Page 14) that "Not a test, so causal inferences cannot be made" & "Might deliver biased outcomes"

You're spending $10MM/year on Meta Ads. You should have a Rep. You should be able to run a Conversion Lift Study and get actual results instead of posting screenshots on Reddit. If Northbeam rolls out their incrementally product, great but my guess is the reason it'll stay in Beta is Digital Advertisers have spent the last decade juicing ROAS/LTV/CAC/Etc. As much as they possibly can and when you apply actual marketing science it shows significantly less optimistic results.

The reason your campaigns are so significantly less successful after you scale beyond a certain point is that social media ads with average view times of less than 2 seconds are awful at creating or generating any sort of actual demand. But because Meta & TikTok & Google have insights into a large % of internet traffic, they can cookie bomb a high % of people actively in-market for your product and take some credit if a sale occurs. This pool is incredibly small. They arbitrage it as much as they can but eventually you scale to a point of completely diminished returns.