Read advertising and sales reports together

A practical sequence

1. Identify the reporting unit in each system. An ad conversion may be an event; a CRM report may count people or deals.
2. Trace a sample using the agreed identifier. Document duplicates, missing source fields and late updates.
3. Group outcomes by acquisition cohort as well as by closing date. These views answer different operational questions.
4. Separate explainable attribution differences from data defects. Assign each unresolved defect a next check and owner.

The decision to take away

A reconciliation table is useful even when it leaves some differences open. It makes the uncertainty inspectable.

Sources and review date

Sources read on: 2026-09-11. A source review is not an audit of the agency’s systems.

• support.google.com/google-ads/answer/2998031 ↗