Meta says $2.1M.
Google says $1.8M.
Shopify says $1.9M.

Same brand. Same month. Different rev numbers.

That’s what I just heard from a DTC brand founder last night.

Their agency had the latest attribution models and some, I’ll admit, very pretty dashboards.

But the exec still asked me: “Which number do I believe?”

See this way too often.

“More” Data isn’t the problem.
Clarity is.

One version of the truth > 10 reports you can’t trust.