Define each report
Store reports may summarize orders or settlements while marketing reports allocate credit to touchpoints. The totals need not match, even when both refer to the same transactions. Write down the metric definitions first.
Trace a small sanitized sample
Choose a fixed period and compare identifiers, time zones, currency, discounts, tax, shipping, refunds and channel information. Ten orders can be a practical starting point, not a statistically representative experiment or a claimed client result.
Separate faults from different definitions
Duplicate events, the wrong currency and unexcluded test orders need correction. Different windows and attribution rules need documentation. Do not delete valid orders simply to make dashboards agree.
Build a shared operating view
Keep net sales, marketing attribution and settlement views with their boundaries clearly labeled. Record measurement fixes separately from commercial experiments so a tracking change is not mistaken for improved advertising.
