Platform reports are accurate within their own walls. The problem is that decisions don't live within those walls — and the walls are the part that's misleading.
The silo problem
When every report tells you the world from one platform's vantage point, the same person becomes multiple people. The same exposure becomes multiple impressions. The same money looks like more.
What a better framework looks like
It starts with the audience, not the channel. Once you can identify the same person across screens, every other metric — reach, frequency, response — becomes a more honest version of itself.