An early reading is not the final figure. The multiplier from the early reading to the final figure gets smaller as the reading is taken later. Compared with the average of the four points, it is about average (0.9–1.3×) for a same-day reading, below average (0.5–0.9×) for a next-day reading, and below average (0.5–0.9×) for a reading after a week. Wait for late records before you judge a campaign.
Probative benchmarks, 2025–2026
Early readings compared with final figures
| What is measured | Published figure |
|---|---|
| Reading taken the same day | about average (0.9–1.3×) |
| Reading taken the next day | below average (0.5–0.9×) |
| Reading taken after a week | below average (0.5–0.9×) |
What does this mean for your firm?
- Say when a figure was taken. A same-day number and a week-old number are different measures.
- Wait for late records before you cut or scale a campaign.
- Compare any platform’s early reading with your own records before you act on it.
How do I read this table?
The early reading is a figure taken soon after the period ends, and the final figure is the same figure once late records have arrived. The multiplier from one to the other is compared with the average of the four points, of which three are published. All practice areas are combined, and the table is kept from version 3.
Treat each tier as approximate, plus or minus one step. How the benchmarks are made and protected.
Cite this table
Cite this dataset: Probative Growth (2026). Probative benchmarks, 2025–2026 (v4.0.1) [Data set]. CC BY 4.0. https://doi.org/10.5281/zenodo.23735849. https://probativegrowth.com/research/benchmarks/early-readings/
How each figure is made and protected · Probative benchmarks, 2025–2026