> For the complete documentation index, see [llms.txt](https://docs.exoclick.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exoclick.com/rtb/advertisers/reducing-measurement-discrepancies.md).

# Reducing measurement discrepancies

When integrating your demand with ExoClick RTB platform, how billable events are signalled affects how closely your counts align with the publisher's:

* **Include `burl` in your bid response** (alongside `nurl`) to be fired server-to-server when the impression (or click, in the case of CPC pricing models) becomes billable, so events are counted from the billable event rather than a client-side pixel.
* **Without `burl`,** ExoClick publisher zones that use billable-event counting will record `Impressions = 0` for that demand, so providing it matters for accurate reconciliation.
* **Reconciliation is between adjacent nodes only** in a multi-hop supply chain, each pair of networks aligns independently; it doesn't carry across the whole chain.
* **The billable event follows the pricing model** an impression for CPM or a click for CPC, per the `btype` field.
* **Reconcile clicks like-for-like** (valid + invalid together), and expect display formats to reconcile most reliably on impressions, and click formats on clicks.

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