Proposal Comparison
Part of Agency reporting and accountability
Reviewing data sources behind agency performance reports
Trace agency report figures to their source, check metric definitions and reconcile differences without hiding them.
For each headline figure, record its source system, the measure it counts, and the settings used to produce it. A client should be able to open the same source view or use the same export specification and reproduce the figure.
Trace the figures that drive decisions
Begin with the headline figures, not every chart. For each one, record:
- The source system and account or property.
- The report, metric, and any event or conversion-action name.
- The date range, time zone, market, channel and other filters.
- Whether the figure is observed, modelled, sampled, preliminary or manually adjusted, where relevant and known.
- Who exported it, when, and how it was joined to another dataset.
Name the source system and the exact measure or action counted; “lead” alone is not a definition. If a lead combines calls, forms or imported outcomes, record each component and ask the source owner to confirm what qualifies.
Steps to Trace and Validate Agency Performance Figures
- Identify the source system (e.g., GA4, Google Ads, Search Console)Record account or property name
- Note the exact report, metric, and conversion actionInclude event names and filters used
- Confirm date range, time zone, market, and channel filtersEnsure consistency across systems
- Document whether data is observed, modelled, sampled, or adjustedNote any manual interventions
- Verify who exported the data and how it was joinedTrack data lineage for transparency
Check what the platforms measure
Keep Google Search Console, Google Ads and Google Analytics 4 (GA4) figures labelled separately. Record the report or view, measure name, date range, filters and refresh time so the agency figure can be compared with the same platform settings.
For Google Search Console, note the specific report and date range used. For GA4, check the data-quality caveat shown for the report or exploration and carry any displayed caveat into the comparison.
Google Ads has primary and secondary conversion actions, as well as conversion-lag reporting. Record which conversion actions and campaign goals are included, whether each action is primary or secondary, and whether the figure comes from conversion-lag reporting.
Do not treat the platform labels as a complete definition of a reported lead or conversion. Write down the counted action and any included components; if the figure comes from a sales or order system, name that system and ask its owner to confirm the definition.
Platform-Specific Measurement Definitions in Australian Context
- Google Search Console – Clicks
- Clicks from search results (AUS only, filtered by region)
- GA4 – Lead Count
- Form submissions + call tracking events (GST-inclusive reporting)
Reconcile the differences
Compare one reporting period in the agency report with the matching source view using the same settings. Check definitions, date boundaries, filters and refresh times, changing one difference at a time and noting whether the figures move closer.
For example, if the reporting periods have different date boundaries, align them and compare again. If the gap closes, record the date boundary as the reason; if it remains, record the residual as the agency figure minus the source figure and label it unresolved.
Do not adjust unlike measures merely to make their totals match. Keep the comparison notes with the report, including any unresolved remainder and whether it could affect the decision.
Reconciling Agency Report Figures with Source Platform Data
- Time Zone
- Agency: AEST Source: AEST
- Conversion Action Included
- Primary: Contact Form Submit Secondary: Phone Call Initiated
- Figure Match Status
- Matched after aligning date boundaries and time zone
