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There is no single “perfect” source of truth. The key is deciding what each tool is allowed to be right about.
Meta & Google Ads are optimization tools, BUT not neutral reporting. Meta especially will overclaim due to view through attribution. We use platform data to judge campaign performance inside that platform, not total revenue credit.
Shopify is the revenue anchor. Nothing should ever exceed Shopify totals. That’s your north star.
GA4 can be used for directional channel allocation and trends. It will undercount paid social, but it’s consistent and channel agnostic.
Look into investing in third party attribution tools if it becomes a make or break situation with the client in terms of trust. Companies like North Beam or Triple Whale are good options to start.
