Editorial policy

What you can rely on when you read a page here, and what you should check yourself.

Sources

Guides draw on vendors’ documentation, platform help centres (Google, Microsoft and others) and standard statistical methods. Tool profiles are written from each vendor’s own published material, read on the date shown, and say so. Where a vendor makes a claim about results, we attribute it to the vendor.

Testing

Unless a page says otherwise, we have not run the product in a live account. We would rather tell you that than imply a review we did not do.

Prices

Analytics pricing changes often and depends on volume. We print a price only when we have checked it on the vendor’s own site, with the month we checked. Otherwise we leave it out.

Independence

Affiliate relationships are listed on the disclosure page. They do not affect which tools we cover, the order they appear in, or what we say about them. Comparisons between two partners do not declare a winner; they say which situation suits which tool.

Corrections

Every page shows when it was last updated. Send corrections to the editors; we fix factual errors and note material changes.

Calculators

Our calculators run in your browser and use standard formulas, described on each page. They are aids to judgement, not guarantees.