If your marketing data isn’t adding up, the first thing is not to panic — but don’t ignore it either. I’d start by breaking it down: check the sources, the timeframes, the tracking methods. Are you comparing like-for-like? Is there a tagging issue? Did a campaign run longer in one report than another? These small details often hide big answers. In one project, I noticed a sharp drop in attributed sales overnight. Turns out, someone had removed a key UTM tag from paid ads — not a data issue, a tracking one. Data doesn’t lie, but sometimes it’s just misunderstood….

Roll back and do a top to bottom approach There might be attribution issues, maybe assumptions in the data part. If these issues aren’t present, then break the days based on funnels, platforms and see if the formulas used are right & the P&L flow is correct

Audit your data sources: Verify the integrity of each source to ensure they're providing accurate information. Standardize data formats: Different foramts can cause inconsistencies; align them to a common standard. Implement data validation rules: Set up checks to catch errors before they impact your analysis.

To address discrepancies in marketing, focus on unifying messaging, aligning strategies with overall business goals, and ensuring consistent data tracking. This involves establishing a clear brand voice, aligning marketing and customer service efforts, and implementing robust data management practices.