Report Accuracy Verification (QA)

Report Accuracy Verification (QA)

1. 01

   Confirm each data source connection is active and pulling fresh data

   Check the integration status for every ad platform, analytics tool, and CRM linked to the report. A stale connection silently produces outdated numbers that erode client trust.

2. 02

   Spot-check raw numbers against the source platform

   Pull the same metric and date range directly from Google Ads or GA4 and compare it to what the reporting tool displays. Discrepancies above 2% usually indicate a mapping or aggregation error.

3. 03

   Verify date ranges match the client's reporting period

   Ensure the report covers the exact period agreed in the statement of work, including timezone alignment. A one-day shift can misrepresent campaign performance and trigger client questions.

4. 04

   Review metric definitions for consistency with client KPIs

   Confirm that terms like 'conversions' or 'ROAS' match the definitions used in the client's own dashboards. Mismatched definitions are a common source of disputes during retainer reviews.

5. 05

   Test white-label branding and link delivery before sending

   Open the report as the client would see it, checking logo placement, colors, and the live link or PDF attachment. A broken link or missing brand element undermines the professional impression.

6. 06

   Flag anomalies or data gaps for narrative commentary

   If a metric spikes or drops unexpectedly, note it for the account team to explain in the narrative layer. Automated tools like Swydo or Two Minute Reports standardize the 'what happened' but not the 'why'.