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It’s not easy. With respect to different systems you need to prime your clients about what they are likely to see. For example, Meta Ads often over reports conversions.. it’s helpful to separate out view through from click through although that’s still only half the battle.
Next, ensure as best you can that you activate every possible feature for Google Ads and Analytics tracking. This includes enhanced tracking as well as Tag Gateway.
Ideally you should also set up server side tracking, but of course that’s complicated and clients will have to pay hosting and ongoing maintenance which many simply won’t agree to.
One thing you can consider doing for reporting is standardizing on one system, often that ends up being GA4.
But you still need native data to support bidding and optimization.
It’s a real rat race!
