Fact-Checking Policy
How we verify what we publish.
Marketing content is full of statistics repeated so often that nobody checks them any more. This page explains how Apzom Digital verifies factual claims, statistics and platform behaviour before publishing.
Source hierarchy
We verify against the most authoritative source available, in this order:
- Primary documentation — official docs from Google, Meta, WordPress or the relevant platform
- Official announcements — platform blogs, changelogs and support communications
- First-party data — what we have observed directly in client accounts, described as our experience rather than universal fact
- Reputable industry research — cited with the source named and dated
- Nothing else — we do not cite statistics we cannot trace to an origin
The unsourced statistic problem
A large share of marketing statistics circulating online trace back to nothing verifiable, or to a study a decade old presented as current. If we cannot find the origin of a figure, we do not publish it \u2014 even when it would support a point we want to make.
What we verify
- Statistics and percentages, including their date and methodology where available
- Platform behaviour and feature availability, which change frequently
- Technical claims about how search engines or ad platforms work
- Dates, version numbers and product names
- Any claim about our own work, which must be supported by evidence we hold
Claims about our own results
Client results are only published when the client has seen and approved the figures. Where approval has not yet been given, the work is described without numbers and marked as pending \u2014 which is why some entries in our case studies currently show no metrics.
Dating and currency
Where a fact is time-sensitive, we state when it was accurate. Advice about a platform is written against how that platform behaves at the time of writing, and revisited under our content review policy.
Common questions
Frequently asked
How do you verify statistics?
Against primary sources. If a figure cannot be traced to an original study or official documentation, we do not publish it, regardless of how widely it is repeated elsewhere.
Do you cite your sources?
Yes, where a claim depends on one. Where something is our professional judgement rather than documented fact, we say so explicitly.
How do you verify claims about your own results?
Client results are published only after the client has reviewed and approved the figures. Unapproved results are not published, even in summary form.
Related policies
See also our editorial policy, content review policy and corrections policy.
Questions about how we work?
We are happy to explain our standards in detail. Get in touch and ask.