Data Rules — Governed Presentation Rules for FCR Data

The binding rules for how FCR data may be presented in any output — dashboards, advisor answers, client-facing emails, proposals, targeting lists. These exist because each one was learned the hard way (a mislabeled number or a fabricated fact reaching a client). Compliance owns this page; changes need their sign-off. The same rules are enforced in the agent instructions (CLAUDE.md) and, where possible, in worker-side gates.

Spend & revenue

• Google Ads spend is RETAIL. All spend/cost figures from the ads endpoints are what the client pays FCR (inclusive of management fees). Never say “media spend” — always present as the client’s investment.
• costPerConv = null means zero conversions were recorded. Say “no conversions recorded”, never “no cost per conversion”. Never recalculate metrics by hand (e.g. spend ÷ conversions) — use the pre-computed fields as-is.
• active_clients.monthly_value bundles DEA pass-through (ad-spend products ≈ €748K/mo) into MRR — summing it roughly doubles “MRR”. Route any €/MRR figure through the revenue tooling (/portfolio, /check-account, /revenue-bridge) which own the MRR-vs-DEA split.
• DMS-SEA monthly_value is contracted budget, not revenue. Derive the FCR fee (retail − cost) and media spend from 2_Ads_Data_Monthly, never from the contracted figure.

Keyword & market data

• BQ keyword data (KEYWORD_INTELLIGENCE, CATEGORY_BENCHMARKS) is CUMULATIVE — not monthly. Never label BQ impression numbers as “monthly”. Use it to identify/qualify keywords and show trends (GROUP BY month). For actual monthly search volume, use Ahrefs keyword explorer only. CATEGORY_GBP_ACTIVITY is genuinely monthly — safe to present as monthly averages.
• Golden Pages subscriber counts ≠ FCR clients. The gsc_goldenpages source tracks keyword data for all GP directory listings in a category (e.g. 300 electricians), not just FCR subscribers. Use GP numbers for competitive density (“300 electricians on Golden Pages”), never for “businesses on our platform”.

Client-facing fabrication guards

• Never invent a competitor or an external business URL. A competitor business and its URL may only be named if a tool returned it this session (Places/enrich-competitors place_id, Ahrefs organic competitors, or an InSites DF audit). Never construct a domain from a business name — Irish SME domains vary wildly (.ie / .com / .co.uk / different spellings / nonexistent). Confirmed failure on record: CA Recruitment, 2026-04-30 — three fabricated competitor domains were emailed to a client, who replied “the competitor links don’t work”.
• Verify before publishing any external URL you did not get from a tool: crawl/fetch it; if it does not resolve, omit it. Never write “live / verified / active online” about a URL that was not actually fetched. Fewer verified competitors beats padding with guesses.
• Proof-point / “sites we built” URLs must come from our own data (the FCR portfolio vector index) — those are safe; competitor URLs are not.
• Never fabricate a record ID. HubSpot deal IDs, ticket IDs and project IDs in any output must come from a tool result this session; deterministic gates (lib/deal-id-verify.js, lib/send-provenance.js) strip unverified links before anything is sent or saved.

Deal-stage interpretation

• Early-stage deals carry no qualified pitch. At stage_group = "Early Stage" no qualifying conversation has happened — amount, deal_source, what_products_pitched and forecast_category are deal-creation artifacts, not evidence of intent or a stalled conversation. The only reliable proof contact happened is logged engagements (real notes / calls / meetings).
• Deal-source win rates are not comparable across sources. Assignment-type sources create a deal only after interest is aroused (high rate by construction); bulk/NOF sources create a deal per cold target (low rate). Rate reflects deal-creation timing, not effectiveness — use absolute wins/MRR instead.

Marketing reach & legal basis

• Soft opt-in (Inteligo C-654/23, CJEU 13 Nov 2025) covers free-funnel/free-product users for email + SMS. It does NOT cover cold scraped contacts — never cite Inteligo for those; the B2B carve-out is the separate (colder) door. SMS counts as electronic mail under ePrivacy. Full analysis: eprivacy-soft-optin-inteligo-2025-11.md.
• Marketing writes go through governed surfaces only — n8n registered actions (or the three governed curation endpoints), every write idempotent and confirmed first. See Marketing Skills.