Understand the placement before the revenue story.

Define what is being sold

Specify whether a campaign includes audio messages, website banners, sponsored pages, or several formats. Record location, duration, approval responsibilities, and any exclusivity. Keep the deliverable separate from audience claims. A promise of exposure is not a substitute for a mutually understood placement and delivery record.

Protect editorial and commercial boundaries

Keep advertiser-supplied claims reviewable and distinguish paid messages from independent editorial judgments. US FTC guidance addresses recognizable advertising and clear disclosures; other jurisdictions and formats may require additional review. Do not invent personal use, audience characteristics, or outcomes to make an endorsement more persuasive.

Interrogate the report

Ask what each metric actually measures and which limitations apply. A file request, a page view, and an attributed purchase are not interchangeable. Mark missing data as unavailable instead of estimating it from an unrelated number. Compare net operating effort as well as headline fees when considering an arrangement.