What counts as a result
A specific ad change or campaign on a paid platform, with at least one reported number.
Evidence grades
- Controlled test: A split test, holdout or same-window A/B: the strongest evidence here.
- Before / after: Compared with the period before the change, not a split test.
- Campaign result: A described campaign with no control group.
- Multi-advertiser study: An aggregate across many advertisers.
- Account snapshot: Numbers with no stated change.
- Claim: Reported without supporting data.
What we index
A result page is indexed only when it reports a specific change or campaign, a number, and at least five conversions behind that number, and carries our full write-up.
Everything else stays on the site but out of search.
How we fact-check pages
Pages with a “Fact-checked” badge went through a separate fact-check review after they were written.
The review is an AI fact-checking pass, run apart from the writing step.
It checks every number against the original record in our database and the source, and the riskiest outside claims against their sources.
Claims that don't match are corrected; claims the sources don't support are softened or removed.
The date on the badge is the date of that review.
Pages without the badge haven't had it yet.
Vendor-reported results
When a platform or tool publishes a result about its own feature, we label it vendor-reported and treat it as a best case.