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As a general note there are always going to be sponsors bullshitting on hit counts & such to fool webmasters since there will always be webmasters who will believe it and will base who they use simply on the ratio shown in stats. Ratios are a horrible way to compare programs to each other as they don't count the same. With custom solutions existing they will never count the same. It's a great idea but unfortunately not a feasable one. This industry will never cooperate on that level as not cooperating makes it easy for one party who doesn't care to one up the next guy.
If you're sending traffic to sponsors you should be counting ad clicks on your end this way you have a level playing field to compare how much you are sending to a specific spsonors. This however is not even perfect as one ad may draw 10x the interest that the next ad does. It comes down to the ratio how much effort/real estate you put in compared to the return you get.
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