Evidence governance
No public number without a traceable evidence record
Every quantitative Audiencelab claim must have an owner, exact approved wording, source URL or internal evidence location, customer permission where required, sample and dates, baseline, methodology, limitations, allowed channels, and review date. Unsupported historical claims are deprecated until that record exists.
Overview
01Verified
A verified claim has a reviewable source, approved wording, scope, limitations, channel permissions, and current review date.
02Qualified
A qualified claim can be used only with the stated campaign, source, date, and limitation. Customer case-study results fall into this category.
03Deprecated or internal-only
Claims without sufficient evidence, context, or permission are removed from public pages and schema. They may not be recycled into blog posts or machine-readable files.
Process
- Submit exact wording and source
- Document sample, dates, baseline, and method
- Record permission and allowed channels
- Complete product, customer, and legal review as needed
- Publish with source, limitation, and expiry date
Requirements
What needs to be true for this approach to apply.
- Named claim owner
- Primary evidence and stable source
- Customer permission when identifiable
- Review and expiry date
Limitations
What this page does not prove or guarantee.
- A partner-published case study may not expose every experiment variable.
- A statistically associated result is not automatically incremental.
- Expired claims must be reviewed before reuse.
Questions
- Which performance evidence is currently public?
- The official TikTok for Business Nanobit case study reports $1.13 CPI, 2.08 total ROAS, and 1.68 day-7 ROAS.
- What happened to the 53%, 12x, and 95% claims?
- They are deprecated for public use until a complete evidence and permission record is approved.
- Can a sales deck use an internal-only claim?
- Only if its channel permission explicitly allows that use and the audience receives the required context.