1. Line-item matching — Each row of your input is matched against a ~30-entry whitelist of standard P&L labels (Revenue, COGS, Gross Profit, SG&A, R&D, D&A, SBC, Restructuring, Litigation, M&A costs, Impairment, etc.). Matching is case-insensitive and tolerates common aliases ("Selling, General & Administrative" ↔ "SG&A").
2. Reported → Reported EBITDA — Operating Income + D&A. If Operating Income isn't supplied, Revenue − COGS − SG&A − R&D is used as a fallback.
3. Normalization (standard add-backs) — The analyzer adds back items most QoE providers treat as non-recurring or non-cash:
- Stock-based compensation (treated as cash for "Adjusted EBITDA" in PE practice — the contentious one)
- Restructuring & severance
- Litigation settlements (one-time)
- M&A transaction costs (one-time)
- Impairment charges (non-cash)
- Material gains/losses on asset sales
4. Flag generation — Heuristics flag the patterns a deal team would chase:
- Margin volatility: gross or operating margin moves > 300 bps year-over-year without a stated explanation
- SBC dependency: SBC > 8% of revenue or > 50% of reported EBITDA (margin is "earnings quality is paper")
- Persistent "one-time" items: restructuring or M&A costs in 2+ of the 3 years (they're recurring, not one-time)
- Customer concentration: top-1 > 20% or top-5 > 50%
- Reported EBITDA < 0: signals the multiple is meaningless without the path to profitability
5. Heuristic intensity bands — The free analyzer scores each add-back as a % of revenue against transparent, hard-coded reference bands (e.g. SBC: <3% typical · 3-8% elevated · >8% high for software). These are rules of thumb, not a peer-percentile database — they tell you whether an adjustment is large relative to common practice, nothing more. A real per-sector percentile benchmark is on the roadmap for the Pro+ path.
What's intentionally NOT in the free version — Working-capital normalization (requires balance-sheet inputs), bridge from EBITDA to Cash Flow, run-rate adjustments for in-period acquisitions, lease accounting (ASC 842 / IFRS 16) treatment, deferred-revenue waterfall, a live sector-comparable percentile database, automatic filing ingestion, and the full IC memo. Those land in the Pro+ Memo Generator.