How do I connect app analytics, subscriptions, CRM and ad platforms so the numbers match?
When the ad dashboard, analytics and revenue reports disagree, nobody trusts any of them.
- Our numbers never match.
- Which tool is the source of truth?
- How do we send events to ad platforms?
Write one event plan: install, signup, activation, trial start, purchase, renewal and churn, with the same names everywhere. Use a subscription tool or your backend as the source of truth for revenue, and send events from it to analytics, your CRM and ad platforms through an attribution partner. Reconcile monthly and explain known differences.
Source of truth
| Data | Source |
|---|---|
| Revenue and subscriptions | Subscription tool or backend |
| Behaviour | Product analytics |
| Ad attribution | Attribution partner |
| B2B accounts | CRM |
How we look at it at ShoutEx
Our developers build event pipelines and integrations; we set up reporting. Event tracking plan covers naming.
- Different event names per tool.
- Revenue from ad dashboards.
- No reconciliation.
- Silent integration failures.
- One event plan.
- Revenue source of truth.
- Monthly reconciliation.
- Integration alerts.
What developers and the app stores say
Here is what developers say.
Developers discuss analytics and subscription tool setups.
Browse the threads →Apple's attribution framework affects how numbers line up.
Read Apple's docs →Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll build the event plan and integrations.
Book a call →Follow-up questions
Which analytics tool?
Mixpanel, Amplitude, PostHog and Firebase all work.
Do we need a data warehouse?
As you grow, often yes.
How do B2B apps connect to CRM?
Send account-level usage to the CRM.