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How it works

Three-way reconciliation, explained in plain language.

What we read, what we compute, what we don’t do. Designed to be printed and read on a flight by a CFO who wants to know exactly what’s happening with their data.

Connects with what you already use

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Step 1

Source systems

OAuth-scoped read on every connector. Tokens encrypted at rest.

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Step 2

Reconciliation engine

Three-way match: source platform · accounting · CRM. Mismatches surface as decisions.

↳ Normalize to canonical shape

↳ Three-way reconcile

↳ Audit-log every event (7y)

Step 3

Aligned dashboards

Both leaders see the same numbers. Every cell drillable to the source row.

  • CFO · variance + recon
  • CMO · TRUE COST loaded
  • Unified · joint review
Read-only on your source systems · audit log retained 7 yearsNo HTTP method other than GET against any source-system API.

What Eline reads

Six categories of source. Read-only OAuth, every one.

Ad platforms

Google Ads · LinkedIn Ads · Meta Ads · Bing Ads

Reads: Daily spend by campaign · impressions · clicks · conversions

CRM

HubSpot · Salesforce

Reads: Deals, contacts, companies · stage transitions · attributed source

Accounting

QuickBooks Online · Xero (planned)

Reads: Invoices · bills · vendors · chart of accounts · GL postings

Spend tools

Brex · Ramp (planned) · Mercury (planned)

Reads: Card transactions · expense categories · merchant detail

Email inbox

Gmail · Outlook (planned)

Reads: Read-only OAuth · invoice attachments only · matched by vendor sender pattern

Subscription billing

Stripe (planned) · Chargebee (planned)

Reads: Active subscriptions · MRR · churn · expansion

The reconciliation engine

Source → canonical → reconciled → rendered.

  1. 1. Pull from each source

    Every connector polls on its own cadence (15 min for ad platforms, 1 hour for CRM, daily for accounting). Tokens are OAuth-scoped read-only and refreshed automatically. We never write back.

  2. 2. Normalize to a canonical shape

    A LinkedIn campaign and a Google Ads campaign both become canonical "campaigns" with the same fields. A QuickBooks invoice and a Brex transaction both become canonical "spend events" tagged with vendor and category.

  3. 3. Three-way reconcile

    For every dollar of marketing activity, Eline matches the source-platform record to the GL booking to the closed-won deal. Mismatches surface as findings on /app/recommendations — usually a delayed accounting close or a budget over-run.

  4. 4. Surface in dashboards

    Both leaders read the same numbers — CFO sees variance + recon, CMO sees TRUE COST loaded ROAS. Each cell drills back to the source row that built it.

Worked example

One LinkedIn campaign, end to end.

Worked example · Q1 2026

One LinkedIn campaign, three views.

Source platform

LinkedIn Campaign Manager

Reports $40K spend over 6 weeks

$40,000platform-reported ad spend

Accounting

QuickBooks Online

GL line: $52K (incl. agency creative + tracking + FTE)

$52,000fully-loaded cost from books

Pipeline outcome

HubSpot CRM

One deal closed at $60K · four open ($240K) · one lost

$60,000revenue · period-attributed

Reconciled output

One row, three views agree.

  • True cost$52,000
  • Closed-won this period$60,000
  • Open pipeline$240,000
  • True ROAS · booked0.97×
  • True ROAS · pipeline4.62×

What the CFO sees: $52K booked, $60K closed, margin defensible.
What the CMO sees: $52K real cost, 4.62× pipeline ROAS, working channel.

You run a LinkedIn ABM campaign in March. LinkedIn reports $32,000 in ad spend. Your agency invoices $4,800 for the quarter (a portion allocates to this campaign). Your attribution platform credits the campaign with $480,000 of influenced pipeline. HubSpot shows two closed-won deals attributed to the same source totaling $124,000 ARR.

Eline reads all four of those records and reconciles them into a single canonical row. The agency cost is allocated proportionally across the campaigns it served; tool costs (Outreach, Pavilion attendance) are allocated by usage; FTE cost is loaded based on time tracked. Total true cost: ~$54,000.

True ROAS = $124,000 closed-won / $54,000 true cost = 2.30×. Headline ROAS reported by LinkedIn alone would have been 3.88×. The 1.58× delta is the difference between what the ad platform claims and what your books actually paid for it — and the conversation a CFO and CMO have had every quarter forever, written down once.

Operating rhythm

Every week, the same 20-minute meeting.

  1. Mon · 9 am

    Joint review

    20 min · CFO + CMO read the same dashboard. Decisions logged with actor + timestamp.

  2. Tue – Thu

    Decisions in flight

    Approvals, vendor renewals, channel re-allocations. Each surface routes to its owner.

  3. Fri · 5 pm

    Close + audit log

    Reconciliation runs. Mismatches surface in the Unified review queue. Audit log retained 7 years.

  4. Next Mon

    Decisions logged

    Last week's decisions surface as commitments. New variance loops back into the meeting.

No async slide deck. No 90-minute Unified review. The output of the meeting is a decision log — what was decided, by whom, when. Every following Monday opens with that log.

What Eline does not do

Where Eline is not the right tool.

We do not replace your FP&A tool.

Mosaic, Cube, and Anaplan plan and budget at company level across every department. Eline goes deep on the marketing-spend slice and feeds clean numbers into your FP&A — we don’t replace it.

We do not replace your attribution platform.

HockeyStack, Dreamdata, and Bizible attribute pipeline to ad spend. Eline reconciles all marketing spend (including tools, agencies, contractors, events) to that pipeline. Many customers run both, with attribution data flowing into Eline.

We do not do bookkeeping.

Your accountants own the chart of accounts and the ledger. Eline reads what they’ve booked and reconciles it to platform-side reality. We don’t propose journal entries or write back to QuickBooks.

We are not a spend management tool.

Vendr, Zylo, and Tropic manage software subscriptions and run renewals. Eline reads vendor-level spend across every category — paid media, agencies, freelancers, tools, events — and ties it to outcomes.

Operational details

Refresh cadence, latency, retention, security.

Refresh cadence

  • · Ad platforms · 15 min
  • · CRM · 1 hour
  • · Accounting · daily
  • · Email inbox · daily
  • · Subscription billing · 1 hour

Retention

  • · Live data · 36 months
  • · Audit log · 7 years (SOX)
  • · Cancel = read-only 30d, archive 90d
  • · Full CSV + JSON export anytime

Security posture

  • · TLS 1.3 in transit
  • · AES-256 at rest
  • · SOC 2 Type II in progress · Q3 2026
  • · GDPR + CCPA · DPA on request
  • · Read-only OAuth · zero write paths

Detailed security architecture and data-flow diagram on /trust.

See it on real numbers. Aligned.

Thirty minutes, real reconciliation, written gap report — yours to keep.

Get alignedSee it live

See our security posture →