Our North Star is list integrity — a fully desirable inventory served by highly responsive publishers and vendors. That goal is too faceted to measure in one number, but cancellation rate is the sharpest leading indicator. When cancellations drop, it means turnaround is fast, inventory is landing, and the supply side is healthy.
Two moving averages, both excluding the last 2 weeks of in-flight orders: 4-week reacts quickly; 12-week holds the longer trend. When orange is below purple, cancellation rate is in confirmed decline — a sustained crossover is the signal. The amber Bollinger Band (±2σ around the 12-week mean) shows normal volatility range — weeks where the 4-week MA pierces the upper band are genuine anomalies worth investigating; everything inside is noise.
The other half of the operation. Inventory (above) is about keeping what’s on the shelf delivering. This half is about making the shelf earn its spot — more links ordered per active client, new sites that actually sell after we add them, and old sites that wake up and earn a first order.
Headline number is average links ordered per active client over the last 90 days. Onboarding targets a 50% sell-through within 30 days of a site being added — the shift from a wide net to direct outreach on sites that match what clients actually buy.
*Client numbers are an estimate. About half of all orders currently have a missing client email
(unknown@unknown) and are excluded. Managed orders are grouped by their
MGP order number since the managed-clients placeholder email isn’t a real routing address. A full data
backfill is planned for the next two weeks — numbers will firm up after that.
Onboarding dates are read directly from the legacy publisher table because the migrated copy in this database resets the date stamp on every rebuild. The sell-through check uses the local orders table.