Why do we have different numbers reported in our CRM system compared with my report?

This is usually down to attribution - an ad platform generally counts a conversion if the person has clicked on an ad and then converted within 30 days. This means that your analytics might attribute to something else like organic or direct. Users (especially new ones) take multiple clicks to convert That is why we want to see the benefit of the ad spend over 30 days. In general platforms will always attribute differently based on how they process data