Material Market Disruption: months materially affected by extraordinary macro events can be adjusted or excluded and do not count to the two month guardrail.
Consent resets: we exclude the first 7 days after a consent change and may use like for like “consenting users” segments or adopt the first full consent compliant 30 day window as a new baseline.
Anomalies: we may exclude affected days or extend windows where tracking fails, a one off promo skews a comparison or similar anomalies occur. All adjustments are documented.
