Define
Account, platform, post, metric and period
Measurement guide 08
A view guarantee is a contract rule—not a promise that content will go viral.
A usable guarantee names exactly which views count, where the number comes from, when it is measured and what remedy applies if delivery is short. It does not turn views into a guarantee of unique people, sales, profit or brand lift.
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Exclude
Invalid traffic, deleted posts and out-of-scope delivery
Remedy
Write the shortfall response before launch
Start with the target
Write one numeric target and whether it applies across the whole campaign or per platform, account or post. Name the permitted accounts and content versions. A headline such as one million views is incomplete until the eligible population and measurement date are known.
Name the measurement source
The contract should state whether the source is public post counts, native account analytics, an exported platform report or another agreed system. It should also specify the metric label. On YouTube, for example, public Shorts views and engaged views are different measures.
List exclusions before launch
Typical exclusions can include invalid or manipulated traffic, paid media outside scope, views outside the campaign period or geography, unapproved posts, altered creatives, deleted posts and accounts that breach platform or brief rules. Exclusions should be specific enough to audit, not a broad right to reject delivery later.
Write the reporting process
Define the report window, evidence owner, data access, screenshot or export standard, discrepancy process and how unavailable platform data is handled. Cross-platform totals should preserve the underlying platform and metric instead of pretending every view has identical meaning.
Define the shortfall remedy
The agreement should say what happens if eligible delivery is below target: an extension, approved replacement distribution, a proportional commercial remedy or another written action. The remedy must also state its limit and timing. The guarantee remains separate from sales, conversion, profit and viral outcomes.
Sources
Primary sources reviewed
