Put the counting rules in writing
Ask whether the contract covers unique visitors, unique tracked clicks, or total link clicks. Confirm the deduplication window, traffic exclusions, geography definitions and whether automated or repeat requests are filtered. A seller and an analytics tool may apply different rules even when both reports are honest.
Agree on the delivery window
Some campaigns arrive quickly and others are spread over several sends. Ask when delivery begins, when it ends, whether the seller can pause after a broken landing page, and how you will be told that the order is complete. Sudden spikes can complicate support and attribution; timing should be practical for your funnel.
Write down the remedy
Before paying, ask what happens if the order does not meet the agreed qualifying count. Is there a replacement send, a refund, a dispute procedure, or a specific deadline for reporting differences? Do not infer that a general marketing promise creates an enforceable remedy. See our refund and replacement checklist.
Reconcile two different systems
Save the vendor report, campaign URL and your own landing-page records. Differences may come from redirects, page load failures, bot filtering, privacy settings or different definitions. Document the discrepancy with timestamps and rules rather than subtracting raw totals without context.
A sample delivery clause to clarify
Instead of accepting “200 guaranteed clicks,” ask the seller to specify “200 [uniquely counted or total] eligible link events, measured by [named system], from [named countries], delivered between [dates], with [listed exclusions].” This is a conversation starter, not a legal contract. Agree on how over-delivery is handled and whether the seller can extend the send window without your approval.
Which number should the report contain?
| Measure | What it helps answer |
|---|---|
| Ordered eligible clicks | What you contracted to receive |
| Provider's reported eligible clicks | What the provider says met its rules |
| Total link events | How much repeat or excluded activity may be present |
| Observed page visits | How many analytics events reached your destination |
| Valid sign-ups | How many visitors took your desired next action |
There is no universal rule that these counts must be identical. For instance, the vendor may count a qualifying click when a redirect fires while your analytics waits for the destination page and a tracking script. Compare definitions before alleging a breach.
A useful post-delivery email
“Our order states [quantity and definition]. Your report shows [count] for [period]. Our destination analytics shows [count of a differently defined event]. Could you confirm the eligible-click deduplication window, time zone and applicable exclusions? We have attached the campaign ID and a redacted comparison.” This frames an actionable question without claiming that a discrepancy alone proves a problem.
Agree on what happens next
A vendor might offer additional qualifying delivery, a partial refund or a review under its terms. Do not assume any particular remedy exists; obtain it in writing before purchase. If the order was fulfilled but sign-ups were low, use the landing-page checklist and targeting guide rather than pursuing a click shortfall that never occurred.
Useful next steps
Guide reviewed September 19, 2026. Provider recommendations and purchase terms can change; confirm current details before ordering.