{
 "version": "1.0",
 "license": "CC BY 4.0",
 "licenseUrl": "https://creativecommons.org/licenses/by/4.0/",
 "note": "Every field is something Qravitas observed itself on the company's public home page. No scores, findings or judgements.",
 "fields": {
  "slug": "Stable identifier. Matches the lookup on qravitas.com.",
  "name": "Company name as resolved by Qravitas.",
  "website": "The company's website domain.",
  "country": "ISO 3166-1 alpha-2 country code, where known.",
  "sector": "Sector, classified by Qravitas (a classification, not a fact the company reports).",
  "observed_at": "When Qravitas loaded the home page for this reading (UTC).",
  "readings_count": "How many times Qravitas has read this company.",
  "first_read_at": "When Qravitas first read this company.",
  "website_match": "Why we believe the website is the company's own: page_names_company (the page names the company), manual_review (a person checked), name_match_high / name_match_medium (the domain matches the name).",
  "observations.technologies_detected": "Tags and tools the home page loaded, detected from network requests and markup.",
  "observations.analytics_detected": "True if a web-analytics tag was detected on the home page.",
  "observations.universal_analytics_tag": "True if the retired Universal Analytics tag (stopped processing 1 July 2023) was detected. Null where analytics was not detected.",
  "observations.advertising_pixels_detected": "Advertising platforms whose pixels the home page loaded (a pixel on the page, not proof of spend).",
  "observations.campaign_tags_after_redirect": "We opened the home page with test campaign parameters (utm_*). kept = analytics recorded them; lost_on_redirect = a redirect dropped them; not_recorded = analytics did not record the test visit; no_analytics = no analytics to test.",
  "observations.structured_data": "Machine-readable markup on the home page: JSON-LD block count, schema types, whether Organization markup is present.",
  "withheld": "Null when observations are published. Otherwise the reason they are not: website_not_confirmed_as_company_own, website_changed_since_reading, website_unresolved, home_page_not_read, no_reading."
 },
 "notIncluded": [
  "Scores, indices, verdicts, findings and headlines (the paid product).",
  "Competitor and peer links: sampled and not yet accurate enough to publish as evidence.",
  "Real-visitor speed and page-test numbers (source terms for redistribution not yet cleared).",
  "Ad-library items, news and social (source terms not yet cleared).",
  "Anything about a company whose website we cannot show is its own."
 ],
 "limits": [
  "A tag we detect is a tag the page loaded, not proof of how it is used.",
  "A reading is a moment in time. Check observed_at.",
  "Missing is not the same as absent: null means we could not tell.",
  "Not legal, financial or investment advice. Observations, not assessments."
 ]
}