Start with the question
Decide what the team needs to understand before choosing a metric. A channel review, a business-unit review and a company revenue review may require different sources and aggregation rules.
Normalize the context
Campaign names and business labels often vary across platforms. Connect them to a consistent channel, business unit and reporting period while retaining the original source. This makes comparisons understandable without erasing important differences.
Keep attribution visible
Several platforms can take credit for the same outcome. Review channel-attributed results on their own basis and use a separate company or website measure for the broader picture. A clean visual should never hide an incompatible denominator.
Check the measurement before the move
A missing tag, stale feed or incomplete mapping can look like a performance change. Review measurement coverage before reallocating investment. The next action may be a tracking fix rather than a campaign change.