When your client asks “why don’t the numbers add up?

You’ve probably had this happen:

Client/CMO: “Meta says $112K. Shopify says $143K. Which is it?”
You: “…uhh, let me get back to you.”

That gap isn’t just embarrassing. It kills confidence.
Your boss doesn’t trust the numbers. Your client starts questioning spend.

And if you’re running the account, you’re stuck trying to explain numbers that don’t even line up.

This isn’t rare. Almost every media buyer I talk to deals with this.

I walk through why it happens (and how we close the gap from 65% match → 92%) here:

🎥 Watch the 5-min breakdown of how we fixed it 

— Saku
Founder, Paid Media Lab™