Deterministic reconciliation · no LLM
The same clients, in the ad platforms and the CRM. Names differ, conversions are double-counted across channels, some records are stale, some live in one system only.
CRM: business truth
| Client | Verified leads | Booked spend € | Revenue € | Last synced |
|---|---|---|---|---|
| Café Nordic Oy | 500 | 8000 | 28000 | 2026-06-01 |
| Helsingin Remontti Ky | 300 | 6000 | 41000 | 2026-06-01 |
| Pohjola Kuntosali Oy | 150 | 2000 | 12000 | 2026-06-01 |
| Verkkokauppa Nordic Oy | 700 | 14000 | 95000 | 2026-06-01 |
| Brändi Toimisto Oy | 90 | 8000 | 2024-01-10 |
Ad platforms: performance
| Client | Channel | Conversions | Spend € | Month |
|---|---|---|---|---|
| Kahvila Nordic | Meta | 500 | 4200 | 2026-05 |
| Kahvila Nordic | 380 | 3900 | 2026-05 | |
| Helsingin Remontti | Meta | 210 | 2600 | 2026-05 |
| Helsingin Remontti | 260 | 3100 | 2026-05 | |
| Pohjola Kuntosali | Meta | 180 | 1800 | 2026-05 |
| Verkkokauppa Nordic | 640 | 7400 | 2026-05 | |
| Verkkokauppa Nordic | Meta | 520 | 6100 | 2026-05 |
| Saaristo Matkat | Meta | 70 | 900 | 2023-08 |
| Verkkokauppa Suomi | Meta | 120 | 1500 | 2026-05 |
One row per client. Leads from the CRM (system-of-record), spend from the platforms, each kept figure tagged with where it came from.
| Client | Verified leads | Platform-claimed | Spend | Revenue | Channels | Flags |
|---|---|---|---|---|---|---|
| Brändi Toimisto Oy | 90 | — | — | €8,000 | — | SINGLE-SOURCE: in CRM, no ads ran this period STALE: CRM not synced since 2024-01-10 (29 months old, verify) |
| Café Nordic Oy | 500 | 880 | €8,100 | €28,000 | Meta, Google | ok |
| Helsingin Remontti Ky | 300 | 470 | €5,700 | €41,000 | Meta, Google | ok |
| Pohjola Kuntosali Oy | 150 | 180 | €1,800 | €12,000 | Meta | ok |
| Saaristo Matkat | — | 70 | €900 | — | Meta | SINGLE-SOURCE: ads ran, client not in CRM (leads unverified) STALE: platform data from 2023-08 (34 months old, verify) |
| Verkkokauppa Nordic Oy | 700 | 1,160 | €13,500 | €95,000 | Meta, Google | ok |
| Verkkokauppa Suomi | — | 120 | €1,500 | — | Meta | AMBIGUOUS: identity ~ Verkkokauppa Nordic Oy (81%), below the 82% safe-merge line (human decides) |
Provenance: leads ← CRM (verified) · spend ← ad platforms (billing) · revenue ← CRM (finance). A kept lead count is always the CRM number, never a platform number relabelled.
When the platforms and the CRM disagreed, a written rule decided, and the losing value is kept beside the winner, never silently dropped. When no rule could decide, the engine refused to guess and escalated the call to a human. That refusal is the judgment worth paying for.
| Field | CRM value | Platform value | Resolved | Rule applied |
|---|---|---|---|---|
| Client name | Café Nordic Oy | Kahvila Nordic | Café Nordic Oy[CRM] | CRM is the legal-entity master |
| Leads | 500 | 880 (Meta 500 + Google 380) | 500[CRM] | CRM is system-of-record for leads; cross-channel duplicates collapse to one record |
| Ad spend | €8,000 | €8,100 | €8,100[PLATFORM] | Ad platform is system-of-record for spend; CRM booked an estimate, the platform billed the actual |
| Field | CRM value | Platform value | Resolved | Rule applied |
|---|---|---|---|---|
| Client name | Helsingin Remontti Ky | Helsingin Remontti | Helsingin Remontti Ky[CRM] | CRM is the legal-entity master |
| Leads | 300 | 470 (Meta 210 + Google 260) | 300[CRM] | CRM is system-of-record for leads; cross-channel duplicates collapse to one record |
| Ad spend | €6,000 | €5,700 | €5,700[PLATFORM] | Ad platform is system-of-record for spend; CRM booked an estimate, the platform billed the actual |
| Field | CRM value | Platform value | Resolved | Rule applied |
|---|---|---|---|---|
| Client name | Pohjola Kuntosali Oy | Pohjola Kuntosali | Pohjola Kuntosali Oy[CRM] | CRM is the legal-entity master |
| Leads | 150 | 180 (Meta 180) | 150[CRM] | CRM is system-of-record for leads; cross-channel duplicates collapse to one record |
| Ad spend | €2,000 | €1,800 | €1,800[PLATFORM] | Ad platform is system-of-record for spend; CRM booked an estimate, the platform billed the actual |
| Field | CRM value | Platform value | Resolved | Rule applied |
|---|---|---|---|---|
| Client name | Verkkokauppa Nordic Oy | Verkkokauppa Nordic | Verkkokauppa Nordic Oy[CRM] | CRM is the legal-entity master |
| Leads | 700 | 1,160 (Meta 520 + Google 640) | 700[CRM] | CRM is system-of-record for leads; cross-channel duplicates collapse to one record |
| Ad spend | €14,000 | €13,500 | €13,500[PLATFORM] | Ad platform is system-of-record for spend; CRM booked an estimate, the platform billed the actual |
| Field | CRM value | Platform value | Resolved | Rule applied |
|---|---|---|---|---|
| Identity | Verkkokauppa Nordic Oy (81%) | Verkkokauppa Suomi | UNRESOLVED: human decides[ESCALATED] | match 81% is below the 82% safe-merge line; refuse to auto-merge |
The same verified number, in each format they ask for. The client report wants the deduped total; the media-buyer view wants the raw per-channel gross. Copy or download as text.