Every reporting meeting turns into a numbers debate.
People spend the first 20 minutes arguing about which revenue figure is right instead of deciding what to do next.
Analyze Pillar · Ad Revenue Accuracy
Tired of explaining why revenue doesn't match? Let's fix the gaps and set the rules.
We reconcile GA4, ad platforms and backend revenue, quantify the variance, and help you define once and for all which numbers to use in which conversations.
- Map where and why GA4, Ads and finance diverge.
- Get variance into a documented, acceptable band.
- Align teams on a shared source of truth for revenue.
Most clients aim for <1–3% variance after the engagement.
Why ad revenue feels unreliable
It’s not realistic for everything to match exactly—but it's dangerous not to know how far off you are.
Our goal isn't perfection. It's a measured, finance-aligned understanding of how each system sees revenue—and a clear rulebook for which one wins where.
Ad platforms claim more revenue than actually hit the bank.
Meta and Google Ads show higher "conversion value" than finance sees—and nobody can fully explain the gap.
GA4 doesn’t match Shopify, Stripe or your CRM.
Cross-domain flows, tagging issues, refunds and subscription logic create gaps that never got fully reconciled.
Nobody has quantified "how wrong is acceptable."
Without a documented variance band, every discrepancy feels like a crisis instead of a known, managed trade-off.
What ad revenue accuracy engagements include
Less drama in reporting meetings. More confidence in big decisions.
We untangle the numbers, then leave you with a clean rulebook and a monitoring layer—so you don't have to repeat this exercise every quarter.
Reconcile all the key revenue views.
- GA4 vs Shopify/Stripe/backend revenue mapped and compared.
- Ad platform conversion values reconciled against finance figures.
- Refunds, cancellations, partial payments and subscriptions included.
Quantify variance and its causes.
- Documented variance ranges per system, per funnel or product line.
- Root causes identified: technical, attribution, policy or behavior.
- Views separated by "can be fixed" vs "must be accepted."
Define the source of truth per decision.
- Decide which system owns which question (e.g. finance vs GA4 vs Ads).
- Create playbooks for CAC, ROAS, LTV and payback calculations.
- Write simple rules for how to explain differences to stakeholders.
Build monitoring and guardrails.
- Implement alerts for variance crossing agreed thresholds.
- Define cadence and ownership for regular reconciliation checks.
- Document standards so new funnels and markets don’t break alignment.