Why does nobody on my team trust our analytics data?

The core reason is almost always that your team has experienced real problems with the data before. When they've caught discrepancies multiple times, confidence breaks down completely-and once trust is lost, it's incredibly difficult to rebuild.

The actual data problems behind this distrust are usually one of a few things. You're likely tracking too much-hundreds of events where only a fraction are actually used for decisions, which means things break constantly and nobody wants to fix them. Or your events are named inconsistently across platforms (signup_complete on web, SignUpDone on mobile), so your funnels are silently wrong. Or identity stitching is broken and the same person shows up as multiple profiles.

The fix isn't to overhaul everything at once-that's how these projects die. Start by picking five core metrics your team actually uses for decisions, audit and fix the tracking for just those five, and verify every event fires correctly. Make the structure simple and easy to understand, because when trust is low, your team will avoid anything that looks complicated. Once they see that one part working reliably, trust starts to come back.