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Put definitions side by side — internal vs external, or across platforms — to see exactly where they agree and where they don’t. Never combine metrics whose definitions materially differ.

Cross-platform presets: Clicks across ad platforms Impressions across ad platforms Reach across ad platforms Frequency across ad platforms Click-through rate across ad platforms

Presets:

RevenueGA4 · Purchase Revenue

Attribute	Revenue Internal	GA4 · Purchase Revenue External
Origin	Internal	External · GA4
Definition	Total income generated from ordinary business activities before deductions.	Revenue from purchase events tracked in GA4 (pre-refund, tag-dependent).
Unit	currency	—
Aggregation	sum	—
Formula	SUM(Revenue)	SUM(value from purchase events)
Includes	—	Tagged purchase events
Excludes	—	Refunds (unless refund events sent) Offline/finance adjustments
Applicable dimensions / channels	—	Date Channel Country
Known limitations	—	Depends on correct event tagging Not the source of truth for finance
Comparability notes	—	GA4 purchase revenue ≠ recognized Revenue — timing and refund handling differ. Finance mart is source of truth.
Comparability to internal	Internal source of truth	Partially comparable

AI interpretation

AI-generated · review before relying on it

These definitions come from different sources. Review each object’s scope, formula, and comparability before combining them in a single report.