Usually the figures are text rather than numbers. A number that sits on the left of its cell by default is text; multiplying the column by 1 converts it.
Can I count by text instead?
Yes, COUNTIF(A:A,"North"). Wildcards work too: "North*" matches anything starting with North.
Set by your computer's language, not by the file. A frequent cause of a correct-looking formula being rejected.
Excel version
XLOOKUP, IFS, TEXTBEFORE and TEXTJOIN need Microsoft 365 or 2021; older versions return #NAME? instead. Choosing the older one switches every walkthrough to a formula that works there.