Which number do I believe when tools disagree?

Efri · 1 min read

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Yours. The one from your own reporting.

Not the platform's, because that's their positioning. Not the average of the tools, because averaging four inflated numbers just gives you a smaller inflated number.

You need one source of truth on your side, reconciled against the money actually in your account. Then when the platform says 50 and you have 20, you're not confused. You can see exactly where the other 30 came from.

Without that, you'll keep pouring budget into whichever channel is best at claiming credit, rather than whichever one is actually working.