Analytics shows 120 successful-form events. The CRM shows 95 leads. Neither total alone tells you where the missing leads went.
Start by agreeing on the unit. An event row, an accepted inquiry, a unique person, a qualified lead and a closed deal are different objects. Choose one cohort and use the original inquiry time consistently.
Here is an original synthetic example, not a client or website result. For October 1–7 in America/Los_Angeles, an accepted-request log has 100 production inquiry IDs. Analytics has 120 rows: 100 first emissions, 15 repeats and five internal tests. The CRM has 95 matching records. A delivery log identifies three queued inquiries and two rejected deliveries.
The reconciliation is:
- 120 event rows − 15 repeats − 5 tests = 100 comparable inquiries.
- 95 CRM records + 3 queued + 2 rejected = 100 inquiries accounted for.
That explains the example. It does not prove that queued or rejected inquiries have been delivered. The integration owner still needs to inspect and safely retry them, then verify the destination record.
Preserve the evidence and transformation rule for every subtraction. Do not remove a row simply because it helps two dashboards agree. In real data, consent coverage can also leave the CRM with inquiries that analytics never collected. The bridge can run in either direction.
Keep qualification separate from delivery. A CRM record can be present and unqualified; a person may also make multiple distinct inquiries. State the deduplication rule rather than hiding it in a spreadsheet formula.
The completed reconciliation worksheet includes sources, owners and a repair decision for each group.
Top comments (0)