Over the years I've had lots of cars (hundreds!) tested on various rolling roads - here's my twopenneth FWIW
Manufacturer figures can't really be compared as they are produced on an engine dyno (where the engine is out of the car). Often they will be without the silencing arrangement that eventually appears on the car, with as much 'optimisation' as they can muster and under very controlled conditions.
When you go to 'tuning' rolling roads you need to decide why you are there. If you want figures for willy-waving purposes, it's easy to find several candidates that can oblige
The best advice I can give is to be consistent. Choose a rolling road and have the car tested BEFORE laying a single spanner on it. Now you have the baseline.
Once you have made changes, go back to the same rollers, at the same time of day and with the same weather. This week we have had 22 degrees on Wednesday and likely to be 10 degrees by the weekend. I'd cancel and wait for something more similar rather than skew the results. When I was tuning Evo's, we tested at 7.30am EVERY time, just to get the best chance at getting consistent conditions. Really, these 'shootouts' are only any good for the banter and the coffee - between car 1 and car 20, conditions have changed drastically, with car 1 having a massive advantage!
Never try to 'compare' rolling road outputs as there are just too many variables to make the results worthwhile - temperature, humidity, operator, airflow, fuel quality - they all make a difference.
Doing it this way means that when you go back the next time, if the figures improve, then work out the % over the previous time. I'm not over bothered whether the rally car shows 300 or 200bhp, I just work out the percentage improvement/decrease from the ORIGINAL (not the last time!).
Approach the whole thing as a measure of your own relative improvement and it can be useful, getting hung up on on 'absolute' figures will make you bitter and twisted
