As a B2B SaaS startup founder, the author discusses the challenges faced with using data tools that are both easy to use and reliable, highlighting the complexity and reliability issues with their previous data stack, which included Segment, Google Analytics, and others. The author illustrates these challenges through a case study involving three paid campaigns tracked via multiple methods, such as backend alerts, Google and Facebook platforms, Google Analytics, and Datagran's platform. Discrepancies in user conversion data across these platforms revealed inaccuracies in Google Analytics' attribution, suggesting potential setup errors and emphasizing the complexity of integrating various systems and APIs. The author argues for a more holistic approach to data tools that not only track UTMs but also verify actual consumer data on the backend to ensure data quality and aid decision-makers in the data era.