{ "version": "1.0", "schema": "https://entitymap.org/spec/v1.0", "profile": "core", "publisher": { "name": "PPC Expert Witness", "url": "https://www.ppcexpertwitness.com/" }, "generated": "2026-08-15T00:00:00Z", "verificationStatus": "self-declared", "entities": [ { "entityId": "e_google_ads_account_forensics", "@type": "Concept", "name": "Google Ads Account Forensics", "alternateName": "Google Ads Forensics", "description": "What a Google Ads account records, what it quietly leaves out, and how long each part of the record survives.", "hasChunks": [ { "chunkId": "c_google-ads-account-forensics", "text": "A Google Ads account is a system of record, and in a dispute it behaves like one. It logs who changed what and when. It reports impressions, clicks, cost and conversions down to the day. It holds the queries that triggered ads, the invoices, and enough settings history to show how campaigns were configured inside the retained period. Anyone with the right level of account access can pull all of it, which is why this page carries the verdict in the account . The complication is not access. It is time.", "sourceUrl": "https://www.ppcexpertwitness.com/google-ads-account-forensics/", "pageTitle": "What a Google Ads Account Records, and For How Long", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Google_Ads", "relations": [ { "predicate": "PART_OF", "target": "e_disc_platform", "targetName": "The Platform Record" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" } ] }, { "entityId": "e_microsoft_ads_evidence", "@type": "Concept", "name": "Microsoft Advertising Evidence", "alternateName": "Microsoft Ads", "description": "Microsoft's change history names the tool behind every edit. It is also retained six months, which changes the preservation math.", "hasChunks": [ { "chunkId": "c_microsoft-ads-evidence", "text": "Microsoft Advertising makes a trade that runs in the opposite direction from Google's, and understanding the trade is most of what an attorney needs from this page. Field for field, Microsoft's change record is the more useful of the two. It gives old value and new value in separate structured columns. It names the mechanism behind each change — whether an edit came from a person in the web client, from a script, from a bulk upload or from an API integration. It treats users as a tracked entity type, so permission changes fall inside the report's scope.", "sourceUrl": "https://www.ppcexpertwitness.com/microsoft-ads-evidence/", "pageTitle": "Microsoft Ads Evidence: 6 Months of Change History", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Microsoft_Advertising", "relations": [ { "predicate": "PART_OF", "target": "e_disc_platform", "targetName": "The Platform Record" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" } ] }, { "entityId": "e_click_fraud_and_invalid_traffic", "@type": "Concept", "name": "Click Fraud and Invalid Traffic", "alternateName": "Click Fraud", "description": "What the account record supports in a click fraud claim, what has to come from your own logs, and what nobody can establish from either.", "hasChunks": [ { "chunkId": "c_click-fraud-and-invalid-traffic", "text": "A click fraud claim has three separable questions in it. Was some of the traffic invalid — meaning traffic the platform itself judged illegitimate, or traffic behaving in ways no human user would. Was the advertiser charged for it. And who sent it, on purpose or otherwise. The account record answers the first two, partially and on the platform's terms. It does not answer the third. Google and Microsoft both filter traffic they classify as invalid before billing, both expose a count of what they filtered, and both issue credits.", "sourceUrl": "https://www.ppcexpertwitness.com/click-fraud-and-invalid-traffic/", "pageTitle": "Click Fraud and Invalid Traffic in PPC Disputes", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Click_fraud", "relations": [ { "predicate": "PART_OF", "target": "e_disc_fraud", "targetName": "Fraud and Invalid Traffic" }, { "predicate": "RELATES_TO", "targetName": "Click fraud", "target": "e_clickfraud", "targetUri": "https://en.wikipedia.org/wiki/Click_fraud", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_competitor_and_trademark_bidding", "@type": "Concept", "name": "Competitor and Trademark Bidding", "alternateName": "Trademark Bidding", "description": "Bidding on a rival's brand term and putting a rival's brand into the ad are different facts, and the account record separates them.", "hasChunks": [ { "chunkId": "c_competitor-and-trademark-bidding", "text": "Twenty years of paid-search litigation have converged on one distinction, and it is about the record rather than about motive. As reported in the federal appellate decisions, buying a competitor's trademark as a keyword is not, standing alone, infringement in the United States. Putting the mark into the visible ad — headline, description, display URL — is where the reported claims start to survive. The most recent appellate voice is 1-800 Contacts, Inc. v. JAND, Inc. , No. 22-1634 (2d Cir. Oct. 8, 2024).", "sourceUrl": "https://www.ppcexpertwitness.com/competitor-and-trademark-bidding/", "pageTitle": "Competitor and Trademark Bidding in Google Ads", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Trademark_infringement", "relations": [ { "predicate": "PART_OF", "target": "e_disc_conduct", "targetName": "Conduct and Standard of Care" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_ppc_standard_of_care", "@type": "Concept", "name": "PPC Standard of Care", "alternateName": "Standard of Care", "description": "No licensing board or association publishes a standard for PPC management. The case gets made from the contract and the account record instead.", "hasChunks": [ { "chunkId": "c_ppc-standard-of-care", "text": "Start with the finding, because it reframes the engagement. There is no published, citable professional standard of care for managing a paid-search account. Not from a licensing board, an accrediting body or a professional association. No continuing-education requirement, no code of professional conduct with disciplinary teeth, no malpractice framework. Searching for one returns vendor training programs and unrelated credentials.", "sourceUrl": "https://www.ppcexpertwitness.com/ppc-standard-of-care/", "pageTitle": "PPC Standard of Care: No Published Standard | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Standard_of_care", "relations": [ { "predicate": "PART_OF", "target": "e_disc_conduct", "targetName": "Conduct and Standard of Care" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_agency_client_ppc_disputes", "@type": "Concept", "name": "Agency and Client Disputes", "alternateName": "Agency Disputes", "description": "Who owned the account, what the media actually cost, and what the handover left behind are measurable. Approval and markup are not.", "hasChunks": [ { "chunkId": "c_agency-client-ppc-disputes", "text": "An agency dispute divides cleanly in two, and the division decides how much of it an examination of the account can carry. On one side sit the facts the platform records: who created the account, which manager account holds owner status, every user who had access and at what level, every change with a timestamp and a login, what each campaign cost by day, what conversion tracking existed and whether it fired, and what condition the account was left in. Those are exportable, reproducible and not seriously arguable once produced.", "sourceUrl": "https://www.ppcexpertwitness.com/agency-client-ppc-disputes/", "pageTitle": "Agency and Client PPC Disputes: The Evidence | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Advertising_agency", "relations": [ { "predicate": "PART_OF", "target": "e_disc_contract", "targetName": "Contract and Account Disputes" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_affiliate_and_lead_generation_fraud", "@type": "Concept", "name": "Affiliate and Lead Generation Fraud", "alternateName": "Affiliate Fraud", "description": "Cookie stuffing, commission redirection and lead-source misrepresentation, and what the click record can carry", "hasChunks": [ { "chunkId": "c_affiliate-and-lead-generation-fraud", "text": "Two problems get filed as affiliate fraud, and separating them is the first useful thing to do with the file. Affiliate fraud is attribution theft: a party that contributed nothing to a sale manipulates the tracking so it is paid anyway. The canonical mechanism is cookie stuffing — dropping an affiliate tracking cookie into a browser with no click, so that if the person later buys from the merchant on their own, the affiliate collects the commission. Lead-generation fraud is misrepresentation.", "sourceUrl": "https://www.ppcexpertwitness.com/affiliate-and-lead-generation-fraud/", "pageTitle": "Affiliate and Lead Generation Fraud Evidence | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Affiliate_marketing", "relations": [ { "predicate": "PART_OF", "target": "e_disc_fraud", "targetName": "Fraud and Invalid Traffic" }, { "predicate": "RELATES_TO", "targetName": "Click fraud", "target": "e_clickfraud", "targetUri": "https://en.wikipedia.org/wiki/Click_fraud", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" } ] }, { "entityId": "e_franchise_and_cooperative_ppc", "@type": "Concept", "name": "Franchise and Cooperative Advertising", "alternateName": "Franchise Ad Funds", "description": "Ad fund characterization, territory spillover and internal auction competition — and the narrow part the data answers", "hasChunks": [ { "chunkId": "c_franchise-and-cooperative-ppc", "text": "A franchise paid-search dispute turns on documents, not on data. Whether a cost was properly charged to a system advertising fund, whether a franchisee is owed an accounting of it, and whether a designated market carries any promise of exclusivity are all questions about what the parties agreed to. No export from an ad platform answers any of them, and no expert examination of an account will settle the case. I am not an attorney, and I do not read or opine on a franchise agreement as a legal matter.", "sourceUrl": "https://www.ppcexpertwitness.com/franchise-and-cooperative-ppc/", "pageTitle": "Franchise and Cooperative Advertising Disputes", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Franchising", "relations": [ { "predicate": "PART_OF", "target": "e_disc_contract", "targetName": "Contract and Account Disputes" }, { "predicate": "RELATES_TO", "targetName": "Pay-per-click", "target": "e_ppc", "targetUri": "https://en.wikipedia.org/wiki/Pay-per-click", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_paid_social_ad_data", "@type": "Concept", "name": "Paid Social Ad Data", "alternateName": "Paid Social Data", "description": "What Meta's Ad Library and Ads Insights API actually hold, how long, and why a conversion count is not an audited number", "hasChunks": [ { "chunkId": "c_paid-social-ad-data", "text": "Paid social is the hardest of the major channels to work with as evidence, and the reason is a split between what is public and what is useful. Meta's Ad Library is genuinely public and searchable by advertiser and by keyword, with an API for programmatic access. It is also narrow.", "sourceUrl": "https://www.ppcexpertwitness.com/paid-social-ad-data/", "pageTitle": "Paid Social Ad Data: What Meta Holds | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Social_media_marketing", "relations": [ { "predicate": "PART_OF", "target": "e_disc_measurement", "targetName": "Measurement and Attribution" }, { "predicate": "RELATES_TO", "targetName": "Attribution", "target": "e_attribution", "targetUri": "https://en.wikipedia.org/wiki/Attribution_(marketing)", "confidence": "declared" } ] }, { "entityId": "e_conversion_tracking_and_attribution", "@type": "Concept", "name": "Conversion Tracking and Attribution", "alternateName": "Conversion Data", "description": "What the Conversions column actually contains, why it is not a count of sales, and what that means for a figure in a damages calculation", "hasChunks": [ { "chunkId": "c_conversion-tracking-and-attribution", "text": "The number in the Conversions column of a Google Ads report is not a count of events observed to happen. It is a blend of conversions Google observed and conversions Google estimated, and Google's documentation states it plainly: in the Conversions column, Google reports both modeled and observed conversions. That changes what the figure can carry. A count of observed events is a record of things that happened, subject to the ordinary questions about how they were recorded.", "sourceUrl": "https://www.ppcexpertwitness.com/conversion-tracking-and-attribution/", "pageTitle": "Conversion Tracking and Attribution as Evidence", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Attribution_(marketing)", "relations": [ { "predicate": "PART_OF", "target": "e_disc_measurement", "targetName": "Measurement and Attribution" }, { "predicate": "RELATES_TO", "targetName": "Attribution", "target": "e_attribution", "targetUri": "https://en.wikipedia.org/wiki/Attribution_(marketing)", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_ppc_damages_and_lost_profits", "@type": "Concept", "name": "PPC Damages and Lost Profits", "alternateName": "PPC Damages", "description": "The methods, what each one assumes, and what the account record establishes on its own, which is usually spend and delivery rather than profit", "hasChunks": [ { "chunkId": "c_ppc-damages-and-lost-profits", "text": "Damages in a paid-search dispute usually arrive as one number when they are really two claims. Wasted spend asks how much money went into the account that should not have gone in: a misconfigured campaign, spend after a directive to pause, invalid traffic, spend outside the intended targeting, fees charged on work not performed. Lost profit asks what the business would have earned had the program run properly — which requires a counterfactual, and the counterfactual is where these cases are decided.", "sourceUrl": "https://www.ppcexpertwitness.com/ppc-damages-and-lost-profits/", "pageTitle": "Proving PPC Damages and Lost Profits | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Damages", "relations": [ { "predicate": "PART_OF", "target": "e_disc_quantum", "targetName": "Quantum and Preservation" }, { "predicate": "RELATES_TO", "targetName": "Damages", "target": "e_damages", "targetUri": "https://en.wikipedia.org/wiki/Damages", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Attribution", "target": "e_attribution", "targetUri": "https://en.wikipedia.org/wiki/Attribution_(marketing)", "confidence": "declared" } ] }, { "entityId": "e_preserving_ppc_evidence", "@type": "Concept", "name": "Preserving PPC Evidence", "alternateName": "Preserving Evidence", "description": "Retention windows by record type, what exporting each record actually involves, and what a preservation letter does not stop", "hasChunks": [ { "chunkId": "c_preserving-ppc-evidence", "text": "Paid-search evidence has a property that makes it unlike most electronically stored information in a commercial case: a party can shorten the retention period, and the platform will then delete the data on schedule, automatically, with nobody taking any further action. Analytics data retention is a dropdown. Change history has a finite window always moving forward. Access can be revoked in a click by whoever holds the manager account. That puts the whole problem at the front of the matter.", "sourceUrl": "https://www.ppcexpertwitness.com/preserving-ppc-evidence/", "pageTitle": "Preserving PPC Evidence Before It Ages Out | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "sameAs": "https://en.wikipedia.org/wiki/Spoliation_of_evidence", "relations": [ { "predicate": "PART_OF", "target": "e_disc_quantum", "targetName": "Quantum and Preservation" }, { "predicate": "RELATES_TO", "targetName": "Spoliation of evidence", "target": "e_spoliation", "targetUri": "https://en.wikipedia.org/wiki/Spoliation_of_evidence", "confidence": "declared" }, { "predicate": "RELATES_TO", "targetName": "Google Ads", "target": "e_gads", "targetUri": "https://en.wikipedia.org/wiki/Google_Ads", "confidence": "declared" } ] }, { "entityId": "e_ppc", "@type": "Concept", "name": "Pay-per-click", "description": "Advertising sold on a per-click basis, and the billing model that makes the difference between a 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"https://www.ppcexpertwitness.com/click-fraud-and-invalid-traffic/", "pageTitle": "Click Fraud and Invalid Traffic | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ] }, { "entityId": "e_attribution", "@type": "Concept", "name": "Attribution", "description": "The assignment of credit for an outcome across the advertising a person was exposed to, and a modeling choice made by the advertiser rather than a measurement made by the platform.", "sameAs": "https://en.wikipedia.org/wiki/Attribution_(marketing)", "hasChunks": [ { "chunkId": "c_e_attribution", "text": "The assignment of credit for an outcome across the advertising a person was exposed to, and a modeling choice made by the advertiser rather than a measurement made by the platform.", "sourceUrl": "https://www.ppcexpertwitness.com/conversion-tracking-and-attribution/", "pageTitle": "Conversion Tracking and Attribution | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ] }, { "entityId": "e_spoliation", "@type": "Concept", "name": "Spoliation of evidence", "description": "The loss or destruction of evidence relevant to a proceeding, which in paid search happens by default on a published retention schedule unless the record is exported first.", "sameAs": "https://en.wikipedia.org/wiki/Spoliation_of_evidence", "hasChunks": [ { "chunkId": "c_e_spoliation", "text": "The loss or destruction of evidence relevant to a proceeding, which in paid search happens by default on a published retention schedule unless the record is exported first.", "sourceUrl": "https://www.ppcexpertwitness.com/preserving-ppc-evidence/", "pageTitle": "Preserving PPC Evidence | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ] }, { "entityId": "e_damages", "@type": "Concept", "name": "Damages", "description": "Monetary compensation for loss, and the part of a paid-search matter that is modeled from the record rather than read out of it.", "sameAs": "https://en.wikipedia.org/wiki/Damages", "hasChunks": [ { "chunkId": "c_e_damages", "text": "Monetary compensation for loss, and the part of a paid-search matter that is modeled from the record rather than read out of it.", "sourceUrl": "https://www.ppcexpertwitness.com/ppc-damages-and-lost-profits/", "pageTitle": "PPC Damages and Lost Profits | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ] }, { "entityId": "e_disc_fraud", "@type": "Taxonomy", "name": "Fraud and Invalid Traffic", "description": "Where the spend bought something other than what it was billed for.", "hasChunks": [ { "chunkId": "c_e_disc_fraud", "text": "Where the spend bought something other than what it was billed for.", "sourceUrl": "https://www.ppcexpertwitness.com/disciplines/", "pageTitle": "Disciplines | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "relations": [ { "predicate": "INCLUDES", "targetName": "Click Fraud and Invalid Traffic", "target": "e_click_fraud_and_invalid_traffic" }, { "predicate": "INCLUDES", "targetName": "Affiliate and Lead Generation Fraud", "target": "e_affiliate_and_lead_generation_fraud" } ] }, { "entityId": "e_disc_contract", "@type": "Taxonomy", "name": "Contract and Account Disputes", "description": "Who owned the account, who controlled the spend, and what the agreement actually required.", "hasChunks": [ { "chunkId": "c_e_disc_contract", "text": "Who owned the account, who controlled the spend, and what the agreement actually required.", "sourceUrl": "https://www.ppcexpertwitness.com/disciplines/", "pageTitle": "Disciplines | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "relations": [ { "predicate": "INCLUDES", "targetName": "Agency and Client Disputes", "target": "e_agency_client_ppc_disputes" }, { "predicate": "INCLUDES", "targetName": "Franchise and Cooperative Advertising", "target": "e_franchise_and_cooperative_ppc" } ] }, { "entityId": "e_disc_conduct", "@type": "Taxonomy", "name": "Conduct and Standard of Care", "description": "What a competitor did, and what a reasonable manager of a paid-search account would have done.", "hasChunks": [ { "chunkId": "c_e_disc_conduct", "text": "What a competitor did, and what a reasonable manager of a paid-search account would have done.", "sourceUrl": "https://www.ppcexpertwitness.com/disciplines/", "pageTitle": "Disciplines | PPC Expert Witness", "publisher": "PPC Expert Witness", "contentType": "definition" } ], "relations": [ { "predicate": "INCLUDES", "targetName": "Competitor and Trademark Bidding", "target": "e_competitor_and_trademark_bidding" }, { "predicate": "INCLUDES", "targetName": "PPC Standard of Care", "target": "e_ppc_standard_of_care" } ] }, { "entityId": "e_disc_platform", "@type": "Taxonomy", "name": "The Platform Record", "description": "What Google and Microsoft hold, what they export, and how long they 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