Guides
For the people who have to explain the numbers. Why two honest systems report two different counts of one campaign, and how to find out where each missing impression went.
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Reference
- What gap is acceptable Where the 10% rule comes from, what it actually says, and why a gap inside it can still be worth explaining.
- Discrepancy calculator Enter what you were billed for and what was measured: see the gap, what it cost, and whether it is inside the 10% rule.
- Glossary Billed, served, measurable, viewable, GIVT, SIVT and the rest, each defined in a sentence or two.