Every system collects data differently. And then there’s the switch to GA4, consent mode, cookie deprecation, generative AI… the numbers just don’t align. If you are stuck in the usual purgatory of trying to explain why numbers in one system are different from those in another to client, get trending! Myriam and Sarah show how to use trend analysis to navigate the intricacies of reconciling data variations over time. They use real-world examples give you great communication tools to move forward with trend analysis, avoid the debates in the big meetings about which number is right, and stop letting the data drive all over you.