How to Trust Your Google Analytics Data

L of R brands will come to us because their data stack might be a mess and they just don't trust it so they're looking to us to help solve it. Even after brands are live either a month a year or three years with us, we still get that question of okay how can I trust that my Google Analytics data is indeed accurate. How do you manage that question? So is there studies around the bias of people that they're going to pick the first thing in your form or is a recency bias or can you just talk a little bit more about how that plays in your world and survey and direct from the customer data.