Myth: Trust the platform's performance report; that's what you paid for.

Myth: Trust the platform's performance report; that's what you paid for.
Wrong. Self-reported numbers from the party selling you traffic are marketing, not measurement. Reconcile monthly:
— Export platform-reported clicks, impressions, conversions
— Pull your own server logs and analytics for the same window
— Compute the click delta — platform clicks vs LP hits that actually loaded
— Compute the conversion delta against your backend of record
— Investigate any gap over 20% before paying the invoice
— Withhold payment on unreconciled discrepancies
Supposedly the platform has 'no reason to inflate'. It has every reason — its revenue is your reported spend. Did you ever once match their report to your own logs, or just wire the money on faith?