How Hyphen handles evidence.
Every material claim in Field Notes and on the Future of Search page traces to a source object with a publisher and an access date. Estimates are labeled as estimates. Platform conditions carry last-reviewed dates because they change.
How claims are labeled
Established practiceDocumented platform mechanics or settled operating practice. Sourced to platform documentation or policy.
Planning rangeA range used for budgeting or expectation-setting, derived from direct account observation. Labeled in place, never presented as a guarantee.
Changing platform conditionAnything about ad inventory, eligibility, or platform behavior. Carries a last-reviewed date and is stored as structured content so it can be updated without rewriting pages.
Primary observationDrawn from Hyphen’s own account work, anonymized and aggregated. Never attributed to a specific client.
The source register
Platform documentationAbout offline conversion imports Google Ads Help · accessed
Platform policyHealthcare and medicines advertising policy Google Advertising Policies Help · accessed
Platform policyPersonalized advertising policy (sensitive interest categories) Google Advertising Policies Help · accessed
Regulatory guidanceUse of Online Tracking Technologies by HIPAA Covered Entities and Business Associates U.S. Department of Health and Human Services, Office for Civil Rights · accessed
Regulatory guidanceHealth Breach Notification Rule Federal Trade Commission · accessed
Platform documentationAI features and your website Google Search Central documentation · accessed
Platform documentationAbout call conversion tracking Google Ads Help · accessed
Platform policyMicrosoft Advertising policies Microsoft Advertising · accessed
Platform policyReddit for Business Help Center (advertising policies) Reddit for Business · accessed
Platform documentationAbout enhanced conversions for leads Google Ads Help · accessed
Platform documentationAbout AI Max for Search campaigns Google Ads Help · accessed
Industry reportingIn 2026, less than one third of Google searches still send a click SparkToro (Similarweb clickstream data) · accessed
Industry reportingGoogle users are less likely to click on links when an AI summary appears in the results Pew Research Center · accessed
Industry reportingOpenAI announcements (advertising formats) OpenAI · accessed
Updates and corrections
Platform-status entries are re-verified monthly, or sooner when a platform announces a material change. Field Notes show a materially-updated date when the substance changes; typo fixes do not reset dates. When something published turns out to be wrong, the correction is made in place and noted in the page’s change log rather than silently rewritten.