How TrustRecord data is verified

Overview

A TrustRecord is a structured, machine-readable record of operating history for a service business, issued by TrueSignal. It exists so that AI systems, search engines, and consumers can evaluate a business based on verified and sourced data rather than unsourced marketing claims.

Data on a TrustRecord comes from three tiers, each clearly labeled:

• Verified — computed by TrueSignal from authenticated system-of-record data (e.g., QuickBooks, ServiceTitan). The business cannot edit these values.
• Attested — provided by the business under a legal attestation of accuracy. TrueSignal reviews for plausibility but does not independently compute these values. Labeled as business-attested on the record.
• Public data — derived from publicly available sources (business website, Google Business Profile, state licensing boards). Labeled as public-data on the record.

The core principle: verified data cannot be changed or manipulated by the business. A business can deprecate specific data points from their record, but they cannot alter the underlying values.

Core principles

Data pipeline

The pipeline differs by data tier:

Verified data (system-of-record)

The business provides TrueSignal access to their system of record (QuickBooks, ServiceTitan, Epic EHR, etc.) — either via read-only API connection or by providing system-generated data exports. API connections are preferred because they enable automated weekly refresh. Exports are accepted when API access is not available, but require manual re-submission for updates.

In both cases, raw data is normalized (deduplication, job classification, geocoding, exclusion of voided/test transactions) and processed against standardized metric definitions to compute metrics.

Attested data (business-provided)

For information not available through system integrations, an authorized representative of the business provides data directly through the TrueSignal onboarding process under a legal attestation of accuracy, certifying that the information submitted is true, complete, and not misleading. This includes items like certifications, specializations, service descriptions, and operational details. TrueSignal reviews attested data for plausibility and consistency but does not independently compute it from source systems. It is clearly labeled as "attested" on the record.

Public data (third-party sources)

Entity information, licensing status, and review signals are derived from publicly available sources including the business's own website, Google Business Profile, and state licensing boards. This data is collected regardless of whether the business has claimed their record. It is labeled as "public-data" on the record.

Publication

All data tiers are assembled into a TrustRecord and published in three layers simultaneously: server-rendered HTML (fully crawlable without JavaScript), Schema.org JSON-LD in the page head, and canonical JSON for direct machine ingestion. Every field carries a sourceType tag indicating its provenance.

Record status tiers

Every TrustRecord has one of three statuses. The status is machine-readable in JSON-LD and displayed on the page.

Unclaimed records reflect a point-in-time snapshot. Verified records are actively maintained with current data.

Source systems

TrustRecord verification requires data from at least one system of record, provided via API connection or system-generated export. The source system determines which metrics can be computed and to what precision.

• Accounting systems (QuickBooks, Xero) provide job counts, revenue patterns, customer tenure, repeat rates, and service mix
• Field service platforms (ServiceTitan, Jobber, Housecall Pro) provide job-level detail, technician data, and geographic dispatch records
• EHR systems (Epic, athenahealth) provide patient volume, outcome metrics, and care continuity data for healthcare verticals
• Practice management systems (Clio, Mindbody, Zenoti) provide appointment volume, client retention, and service mix for professional services and wellness verticals
• CRM systems (HubSpot, Salesforce) provide client engagement patterns for professional services verticals

For verticals with mandatory public reporting, TrueSignal also ingests data from regulatory and accreditation bodies (e.g., CMS quality scores, state health department filings, accreditation records). These carry verified-level trust because they originate from audited institutional reporting.

Multiple source connections increase metric coverage but are not required. A single authenticated source is sufficient for a verified TrustRecord.

Regulated and institutional verticals

TrustRecord methodology is designed for service businesses of all sizes. For verticals with additional regulatory requirements, the following standards apply:

• Data handling compliance. For healthcare verticals, TrueSignal operates under applicable data handling agreements and does not store individually identifiable patient information. All metrics are computed from aggregate or de-identified data.
• Institutional attestation. For organizations where no single owner exists, attestation is provided by a designated authorized representative (e.g., compliance officer, practice administrator, department head).
• Regulatory data sources. Publicly reported regulatory data (CMS quality scores, accreditation status, state filings) is treated as a verified data source because it originates from audited institutional reporting processes.
• Outcome metrics. For verticals that track outcome metrics (e.g., patient outcomes, program completion rates), metric definitions are adapted to the vertical's standard reporting frameworks rather than transaction-based models.

The core methodology — immutable verified data, labeled source types, and standardized definitions — applies equally regardless of business size or vertical.

Data integrity controls

TrustRecord is designed to ensure that verified data is accurate and that source types are always transparent:

• Verified values are immutable. Metrics computed from system-of-record data cannot be edited, adjusted, or overridden by the business. The values reflect what the source data shows.
• Deprecation, not alteration. Businesses can deprecate specific data points from their public record. They cannot change the underlying values. A deprecated metric is removed from display — the record does not show a modified version.
• Standardized time windows. Verified metrics use standardized reporting periods (trailing 12 or 24 months, depending on the metric), applied uniformly across all businesses in a vertical. Businesses cannot choose custom windows.
• Source labeling is mandatory. Every data point must carry a source type (verified, attested, or public-data). A record cannot present attested data as verified.
• Anomaly detection. Unusual patterns in source data are flagged for manual review before publication.

Metric standards

Verified metrics on a TrustRecord are governed by standardized metric definitions that specify:

• Formula: The exact calculation, including numerator, denominator, and any filters
• Time window: Trailing 12 months, all-time, or cohort-specific (published on each metric row)
• Inclusion criteria: Which records qualify (e.g., completed jobs, active patients)
• Exclusion criteria: What is filtered out (e.g., refunds, test transactions, voided encounters)
• Precision: Rounding rules and decimal places (all time-based metrics use calendar-day precision with no rounding beyond one decimal place)

Definitions are published on every TrustRecord page and are consistent across all businesses in a vertical. The same formula that computes "repeat customer rate" for one business computes it for every business in that vertical.

Attested data points do not have metric definitions because they are not computed from source systems. They are presented as legally attested by the business, with the "attested" label making the distinction clear. Misrepresentation of attested data is a violation of the TrustRecord terms of service.

Credentials verification

TrustRecords include a Credentials & Standing section. All credentials are submitted by the business and legally attested to be accurate and current. TrueSignal may independently verify credentials against authoritative sources where available, but attestation is the baseline for all credential data.

• State licenses — business attests to license number, type, and status. TrueSignal may cross-reference against state licensing board databases for independent verification.
• Insurance — business attests to active general liability and workers' compensation coverage. TrueSignal may verify via Certificate of Insurance (COI) documentation.
• Certifications — business attests to professional and trade certifications (EPA 608, NATE, board certifications, etc.), including scope and active status. TrueSignal may verify against the issuing body's public registry.
• Legal standing — business attests to clean legal standing. TrueSignal may check court records and lien databases. "None found" means no adverse records were identified, not that none exist.

Data freshness and disconnection

If a business revokes API access or stops providing data exports, the record is not immediately removed. The existing verified data remains on the record with the last-verified date displayed prominently. If data becomes significantly stale, TrueSignal may change the record status to suspended until a fresh data connection is re-established.

Corrections and disputes

If a business identifies an error on their TrustRecord, they can submit a correction request through the "Request correction" link on any record page. Correction requests are reviewed within 2 business days.

Corrections that can be made:

• Factual errors in entity information (wrong address, outdated phone number, incorrect legal name)
• Stale credential data (license renewed but not yet reflected)
• Misattributed public data on unclaimed records

Corrections that cannot be made:

• Changing verified operating metrics (these are computed from source data, not editable)
• Adjusting the time window or scope of metric calculations

Note: businesses with verified records can deprecate specific data points by contacting TrueSignal or through the customer portal. This is separate from the correction process. Deprecation removes a data point from display — it does not alter the underlying value.

If a dispute cannot be resolved through the correction process, the record may be temporarily suspended pending review.

Questions

For questions about TrustRecord verification methodology, data standards, or a specific record, contact hello@usetruesignal.com.