Understand missing data and reported metric differences

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Compare like with like

1. Account: confirm the same platform and account or property, including manager/client context.
2. Dates: use identical start and end dates and check whether today is partial.
3. Timezone: check the reporting boundary used by each source.
4. Metric: compare the same conversion action, event, purchase definition, or result type.
5. Attribution: inspect available attribution settings and reporting timing. Platform-reported results can be updated after the original report.
6. Currency: keep local currencies separate unless a stated conversion method has been verified.
7. Completeness: check failed sources, result limits, pagination, filters, and suppressed segments.

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Missing is different from zero

Reconcile this difference for the named account and exact dates.
State the metric definition, timezone, currency, filters, and source
retrieval time you can verify. Identify incomplete requests or limits.
If the evidence cannot explain the difference, say what is missing.
Do not change measurement or campaign settings.

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Be careful with combined metrics