Redemption is the fan listening to the music they bought. A unit is only reported once a fan redeems it, so every reported unit is a fan who has actually played or downloaded the album.
How it works for the fan
There is nothing for the fan to do beyond pressing play. EVEN tracks redemption automatically, so the fan has no code to enter, no claim step and nothing to confirm.
When pre-order sales can be reported
A pre-order is reported at redemption rather than at purchase. Redemption means the fan's first play or download on or after street date, so qualifying pre-orders can be reported in the week fans redeem them rather than the week they paid.
What that means for first-week numbers
Reporting follows redemption, so a long pre-order window does not spread units across the weeks before release. Those units are reported in the week fans redeem them, which starts on street date, as fans come back to listen.
Why it matters for clean sales
Redemption is the platform's main protection against bulk buying. A purchase nobody ever listens to never becomes a reported unit. That removes the incentive to buy in volume, which purchase-side rules on their own cannot do.
What it means for your campaign
Units are reported at redemption, so your release-week messaging has to get fans to play the album, not just buy it. Your EVEN team plans that messaging with you, usually using Fan Connect email and SMS.