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

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.

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.

Great reminder that data integrity isn’t just about dashboards—it’s about decisions. At Bold Copy Agency, we treat every campaign like a ledger: debits, credits, and conversions all need to reconcile. We regularly audit sources, standardize formats across channels, and use automation to flag anomalies in real time. The result? Clearer insights, smarter strategies, and more confident clients. 🤓 Gotta make sure the debits and credits add up, right? #MarketingAnalytics #DataDrivenMarketing #DigitalMarketingStrategy #MarketingOperations #BusinessIntelligence

I've always found fixing the numbers is the easy part. More important is figuring out why the were wrong in the first place. Was it your tracking? Different teams pulling reports differently? A dodgy integration? A few things that have worked well for me in the past is... Pick one source of truth... and then stick with it. It avoids the “my dashboard says this” debate. Define your key terms... things like “lead”, “conversion” or “engagement” mean different things to different teams. Talk about the data regularly... not just when it’s broken. At the end of the day, good data doesn’t just make marketing better, it makes teamwork easier too. Teams get on with each other better when they're not blaming each other for wrong results.

Verify the Data Sources Check data collection methods: Review how the data is being collected. Ensure that all data collection tools, such as web analytics software, customer relationship management (CRM) systems, and survey platforms, are configured correctly. For example, make sure that website tracking codes are properly installed and are capturing all relevant user interactions. Examine data integration processes: If data is being pulled from multiple sources and integrated into a central database or analytics platform, check for any errors in the integration process. Look for issues such as incorrect data mappings, data loss during transfer, or conflicts between different data formats. What do you think ?

When marketing data doesn't add up, I start with a full-source audit and cross-platform comparison to pinpoint inconsistencies. Standardizing data structures and setting up automated validation rules ensures reliability. Regular reviews and cleanups keep everything accurate and decision-ready.

To fix data that doesn’t match, try using data validation rules. These rules help you check if the numbers are right when they go in. First, look at where the data comes from. Make sure it’s clean and from the right place. Then, set simple rules like “no blanks” or “only numbers”. This stops mistakes early. You can also use tools that show errors fast. If things still don’t look right, talk to your team and check the process step by step. Good rules and checks keep your data strong and your reports true.