Press

Less than 15% of marketers trust the data their systems report and for good reason. Each platform reports conversions slightly different, so CRM and marketing data from platforms such as Google, Facebook, Microsoft and others typically don’t align.

There are almost always data discrepancies between CRM and platform data. A chart created by search agency Hanapin Marketing and published Thursday in the report “Understanding Why Your Data Has Discrepancies” shows the wacky inconsistencies when trying to match data from CRM and marketing platforms.

The report also makes recommendations, such as always using internal data for official results and never just using platform data, given the many variables that can lead to data inaccuracies.