Rule: every KPI in a Candid case study must carry a source and a confidence label inline

Every KPI surfaced in a Candid Creative case study — page count, performance score, conversion lift, time saved, dollars saved, customer count — must be tagged inline with (a) its source artifact, and (b) a confidence label drawn from the Candid taxonomy: Verified / Industry-consensus / Single-source / Our observation / Stale-memory / Unknown.

Why: the Candid Creative editorial posture is built on sourced claims. A case study that publishes a metric without a source contradicts the discipline we sell every other client on. See Research brief: Confidence Levels, Sources, and Dated Claims — why every statement on a credible site should be verifiable (piece 15 of 15) for the formal taxonomy.

How to apply:

• In the source-material KB entry, every KPI has source + confidence inline. The case study writer can drop the inline tag in the published copy but must surface the underlying source somewhere on the page (footnote, sources block, or methodology appendix).
• KPIs labeled [Unknown] are off-limits for publication. Move them to the data-gaps entry until they are filled in.
• The B&J KPI candidates entry is the canonical worked example: B&J KPI candidates — every defensible metric, with source and confidence.