KPI OVERVIEW

Display top-level metrics like total spend, delta, and divergence percentages

DATA COLLECTION

Gather spend data from Meta Ads and UTMfy tracking sources

SCHEMA MAPPING

Align field names and structures between Meta Ads and UTMfy datasets

SPEND COMPARISON

Cross-reference reported costs from both platforms in detailed tables

DIVERGENCE ANALYSIS

Calculate and flag discrepancies between Meta Ads and UTMfy spend figures

VALIDATION

Apply statistical checks to confirm data accuracy and highlight anomalies

INSIGHTS REPORT

Summarize key findings and actionable recommendations from the analysis