Please imagine that you are working a PPC manager and one of your clients has sent you the following email:

"Client: Peter from an Online Pharma Company

Subject: Mismatches - Google Analytics & Backend

Hi,

I was looking through our PPC reports and I feel like something is off. Why doesn’t my Google Ads and Google Analytics report match up with our internal reports? My boss is very concerned about us not getting any value for our money and are worried about the quality of the reports we receive from you. Can you please advise on the next steps for aligning these numbers?

Thanks,
Peter"

Please respond to the email received from Client X. 

(There's no expectation how long your answer should be. But certainly do not spend endless hours on it :))