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© 2026 RKD Group · Digital Intelligence

RKD Group
Intelligence Platform
Purpose:Assess data quality, attribution confidence, and reconciliation across CRM, GA4, and platform sources.|Lens:CRM Source of Truth|Highconfidence|Freshness:T+N/A day

Attribution Integrity

Data quality grade, reconciliation drivers, and tracking fixes to improve confidence

CConfidence

Confidence Drivers

What's driving the grade
UTM Coverage
N/A

N/A% of sessions have UTM parameters. N/A% fall to direct/none — investigate missing tags on email and social links.

Direct / None Inflation
N/A

N/A% of conversions attributed to "direct/none" — above the N/A% benchmark. Likely under-tagged campaigns.

Campaign Naming Compliance
N/A

N/A% of campaign URLs follow naming conventions. N/A% use non-standard names making them harder to attribute.

Conversion Tracking Completeness
N/A

All key conversion events (donation, form_start, form_submit) are firing consistently. No anomalies detected.

Source-of-Truth Alignment
N/A

CRM revenue is N/A% higher than GAN/A-attributed revenue — within expected range but worth monitoring for drift.

What to Fix Next

Top contributors to low confidence
  1. N/A% of conversions attributed to "direct/none" — above the N/A% benchmark. Likely under-tagged campaigns.
  2. N/A% of sessions have UTM parameters. N/A% fall to direct/none — investigate missing tags on email and social links.
  3. CRM revenue is N/A% higher than GAN/A-attributed revenue — within expected range but worth monitoring for drift.

Revenue Reconciliation Waterfall

From CRM total to platform-reported total

N/A

Why Numbers Differ Across Sources

  • CRM Revenue captures all gifts regardless of channel or tracking — it is the financial source of truth.
  • GA4 only tracks digitally attributed sessions; offline gifts, cash, and cross-device gaps are excluded.
  • Platform Totals (Google Ads, Meta, etc.) include view-through conversions and modeled attribution that inflate numbers.
  • The gap between CRM and GA4 is structural, not an error.
  • Platform totals are not additive — adding Google + Meta + Email over-counts shared conversions.

How to Report Across Audiences

  • Board / Leadership: Use CRM total revenue as the measure of organizational performance.
  • Digital Strategy: Use GA4 for channel optimization and behavior analysis.
  • Platform Optimization: Use platform data directionally for bid/budget decisions, not as absolute truth.
  • Cross-Channel: Use the reconciliation waterfall to explain and contextualize differences.

Important Disclaimer

These reconciliation numbers represent structural differences in how each system measures revenue. Differences are expected and healthy — they indicate that each system is doing its job correctly. The absence of a gap would be more concerning than the presence of one.