Agree on metric definitions
Define leads, qualified leads, opportunities, customers, and revenue consistently. Document what each source measures and when records are counted. Many reporting disagreements are really definition or time-window disagreements.
Build a reliable measurement path
Review event collection, campaign tagging, CRM fields, and duplicate handling. Keep access and consent requirements in scope. Dashboards should make missing or delayed data visible instead of presenting uncertain numbers as complete.
Turn reports into decisions
A useful review explains what changed, what may explain it, and what to do next. Separate observed facts from hypotheses. Use reporting cadence and detail that fit the business: operational follow-ups need a different view from strategic budget allocation.
Why do ad platforms and analytics disagree?
They can use different attribution models, lookback windows, time zones, identity signals, and event definitions. Reconcile the definitions and use CRM outcomes to understand the business picture.