When your sources disagree: GA4, platform and CRM

Why GA4, the ad platform and the CRM give different numbers, how to pick a canonical source per metric, and the order to reconcile in.

Each system tells a different story and none of them lies. The five structural reasons, how to pick a canonical source per metric, and the order to reconcile in.

Category: Analytics

Three systems, three stories

Five structural reasons they differ

Pick a canonical source per metric

The order to reconcile in

When it is an actual bug

FAQ