DEFIANT
Marketing Command Center
Incorrect password
Events & Milestones
MER
3.8x
Marketing Efficiency Ratio
Blended CAC
$8.41
Spend ÷ Orders
True ROAS
3.8x
Revenue ÷ Ad Spend
Tracked ROAS
0.2x
Google Ads reported

Why MER ≠ Tracked ROAS

Google Ads reports 0.2x ROAS because it can only see conversions it directly attributed. True MER is 3.8x — Shopify revenue ($5,017.12) divided by total ad spend ($1,319.83). The gap is caused by attribution lag, cross-device journeys, and organic assists.

TODAY'S PRIORITY ACTIONS

CRITICAL Google Ads CPA is $146.65 — target is $20. Brand Defense campaign spending $1,245 with only 7 conversions. Pause broad match keywords immediately. Pause Keywords →
CRITICAL Only 0 Klaviyo flow live. Build abandoned cart flow — every buyer leaving without purchasing is unrecovered revenue. Build Flow →
CRITICAL 301 redirect blocking SEO — join.legionm.com/robert-smalls-defiant/ still live. Google choosing it as canonical over defiantproject.com. Email Eric today. Email Eric →
Revenue (28d)
$5,017.12
▲ 3056% vs prior period
ON TARGET
Orders (28d)
157
192 units · AOV $31.96
ON TARGET
Ad Spend (28d)
$1,319.83
CPA: $146.65 · Tracked ROAS: 0.2x
CRITICAL
Email Audience
1,805
0 flows live · 8 campaigns
CRITICAL
Site Sessions (28d)
15,252
12,864 users · 37.4% bounce
ON TARGET
Revenue Breakdown — Defiant Products Shopify Analytics →
ProductUnitsRevenueShare
Graphic Novel (HARDCOVER) 48 $1,920.00
Graphic Novel (PAPERBACK) 80 $1,599.20
Complete Comic Collection (Issues #1-4) 20 $500.00
Graphic Novel (SDCC Limited Edition Release) 7 $420.00
Comic Book Issue #1 (SDCC FOIL) 3 $150.00
SMALLS "Shaft Homage" Pin 12 $120.00
"Escape" Tee 4 $120.00
Mini Poster and Hanging Frame - 11 inch 6 $59.94
GitHub — This Week's Priorities All Issues →
This Week
0
This Month
0
Backlog
0
#29
Verify Shopify → Klaviyo sync and create Defiant Buyers segment
Shopify, klaviyo, priority-1
#25
Build Defiant post-purchase email flow (3 emails)
klaviyo, priority-1
#24
Send Black History Month broadcast email before Feb 28
klaviyo, priority-1
#23
Set up Meta Lead Form Ads for free comic #1
meta, klaviyo, priority-1, Graphic Design Needed
#8
Set up Meta/Facebook Ads with conversion tracking
meta, conversion-tracking, priority-1, Graphic Design Needed
SEO & Infrastructure — Blocking Issues
🔴 BLOCKING — 301 redirect not implemented
join.legionm.com/robert-smalls-defiant/ is still live and indexed. Google selecting it as canonical over defiantproject.com. Until Eric implements the 301 redirect, defiantproject.com cannot rank organically. This must be resolved before the July 4 statue unveiling.
🟡 PENDING — defiantproject.com (no-www) → GoDaddy parking page
Eric needs to add GoDaddy forwarding rule so defiantproject.com resolves to www.defiantproject.com.
🟢 INDEXED — defiantproject.com verified & indexed Feb 18, 2026
GSC data expected ~March 4. Dashboard will show query data automatically when available.
🟡 MISSING — Google Ads tag + Meta Pixel not installed on defiantproject.com
21,000+ pageviews with no conversion tracking. Add AW-602167558 and Meta Pixel via Unbounce JavaScript settings.
🟡 PAGE SPEED — shop.legionm.com mobile score 41/100 · LCP 5.0 s
Mobile LCP of 5.0 s is severely above the 2.5s target. Audit and remove unused Shopify apps loading JavaScript. Enable lazy loading on images.
Account Health Score
50
NEEDS WORK
Conversion TrackingOnly 6% orders tracked — likely broken
Blended CPA$8.41 (target <$20)
True ROAS3.8x (target >3.0x)
CTR0.0% (target >5%)
Agency Recommendations Open Google Ads →
FIX
Conversion Tracking Broken
Google Ads sees 9 conversions but Shopify has 157 orders. Only 6% of purchases are being attributed. Verify the Google Tag (AW-602167558) fires on the Shopify order confirmation page. Check the Google & YouTube Shopify app is connected and conversion measurement is ON.
Check Conversions →
OPTIMIZE
Tracked CPA $147 is 7x Over Target
Target CPA is $20 (below product price). Even with attribution gap, the tracked CPA of $147 signals wasted spend on non-converting queries. Pause broad match keywords. Add negative keywords for investment/stock/free terms. Restructure into tighter ad groups: Brand Exact, Robert Smalls Book Buyers, Discovery.
Manage Keywords →
EVALUATE
Defiant - Shopping PMax: $295 Spent / 0 Conversions
This campaign has spent $295 with zero tracked conversions. If conversion tracking is working, pause and reallocate budget. If tracking is broken, fix tracking first before judging performance.
Review Campaign →
ADD
Install Google Ads Tag on defiantproject.com
defiantproject.com has 21,000+ pageviews but no Google Ads conversion tracking. Every visitor from an ad who lands on defiantproject.com then buys on Shopify is invisible. Install tag AW-602167558 via Unbounce JavaScript settings.
Get Tag Code →
SCALE
True ROAS is 3.8x — Consider Increasing Budget
You're spending $1320/month with a 3.8x return. Once conversion tracking is fixed, increase budget by 20% weekly while maintaining ROAS. Target $2,500-3,000/month to scale revenue toward July 4 deadline.
Adjust Budget →
Total Spend
$1,319.83
$44/day avg
True ROAS
3.8x
Shopify Rev / Ad Spend
Tracked ROAS
0.2x
Google reported
Blended CPA
$8.41
Tracked: $146.65
CTR
0.0%
394 clicks / 0 impr
Avg CPC
$0.00
Conv Rate: 0.0%
Campaign Performance (Last 30 Days) Manage Campaigns →
CampaignTypeSpend ImprClicks CTRConv CPAROAS Impr ShareStatus
Defiant - Brand Defense — $1,024.73 3,057 299 0.0% 9 $113.86 0.29x — ENABLED
Defiant - Shopping PMax — $295.10 3,413 95 0.0% 0 — 0.00x — ENABLED
Keywords — Top by Spend All Keywords →
KeywordMatchQS ImprClicks CostConv CPC
No keyword data available (PMax campaigns don't report keywords)
Search Terms Report Full Report →
Search TermCampaignClicks CostConv Flag
No search term data available
Device Performance
DeviceClicks SpendShare Conv RateConv
No device data
Daily Spend Trend (14 Days)
SpendClicksConv
No daily data available
FB Followers
—
Facebook
IG Followers
—
Instagram
Total Posts
—
All platforms
Total Engagement
—
Likes + comments
Unanswered
—
comments
Buy Signals
—
Want to buy
Comment Sentiment
0 Buy Signals 0 Questions 0 Positive 0 Complaints 0 Neutral
Priority Queue — Needs Your Attention
Sort by |
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Full Inbox — All Comments
Sort by |
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Top Posts — Ranked by Engagement
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Facebook Mentions
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Instagram Tags
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Social Listening — Keywords & Hashtags to Monitor
Brand Keywords
Hashtags to Join
Unlock hashtag monitoring: Submit your Meta app for Instagram Public Content Access review at developers.facebook.com to see posts using these hashtags.
Strategic Backlog — Open Issues & Active Flags Project Board →
This Week — P1 Issues
#29
Verify Shopify → Klaviyo sync and create Defiant Buyers segment
Shopify, klaviyo, priority-1
OPEN
#25
Build Defiant post-purchase email flow (3 emails)
klaviyo, priority-1
OPEN
#24
Send Black History Month broadcast email before Feb 28
klaviyo, priority-1
OPEN
#23
Set up Meta Lead Form Ads for free comic #1
meta, klaviyo, priority-1, Graphic Design Needed
OPEN
#8
Set up Meta/Facebook Ads with conversion tracking
meta, conversion-tracking, priority-1, Graphic Design Needed
OPEN
Recommendation Engine — Active Flags
🔴
Google Ads: CPA
Current: $146.65 · Target: <$20 · Pause or restructure campaigns — CPA exceeds product price. Audit keywords and match types. Consider pausing broad match.
CRITICAL
🔴
Google Ads: ROAS
Current: 0.22x · Target: >3.0x · Campaigns are losing money. Pause until landing page and conversion tracking are verified.
CRITICAL
🔴
PageSpeed: shop.legionm.com mobile score
Current: 41/100 · Target: 90/100 · Audit and remove unused Shopify apps loading JavaScript. Enable lazy loading on images. Use a Shopify speed optimization app (e.g. Booster, Hyperspeed).
CRITICAL
🔴
Revenue: Defiant revenue (28d)
Current: $0.00 · Target: >$5,000 · Revenue below warning threshold. Execute Klaviyo flows (#24-29) and improve defiantproject.com conversion path (Issue #13).
CRITICAL
🔴
Klaviyo: Live email flows
Current: 0 · Target: 4 flows · Zero automated flows means every buyer gets zero follow-up. Execute issues #24-29 this week.
CRITICAL
🟡
PageSpeed: www.defiantproject.com mobile score
Current: 61/100 · Target: 90/100 · Compress images and defer non-critical JavaScript.
WARNING
Shopify — Defiant Sales Open Shopify →
Revenue
$5,017.12
Orders
157
AOV
$31.96
vs Prior 28 Days▲ 3056% ($158.96 → $5,017.12)
Units Sold192 (prev: 7)
Abandoned Carts0 ($0.00 unrecovered)
Revenue Target ($5,000/mo)ON TARGET
Product Breakdown
ProductUnitsRevenue
Graphic Novel (HARDCOVER) 48 $1,920.00
Graphic Novel (PAPERBACK) 80 $1,599.20
Complete Comic Collection (Issues #1-4) 20 $500.00
Graphic Novel (SDCC Limited Edition Release) 7 $420.00
Comic Book Issue #1 (SDCC FOIL) 3 $150.00
SMALLS "Shaft Homage" Pin 12 $120.00
"Escape" Tee 4 $120.00
Mini Poster and Hanging Frame - 11 inch 6 $59.94
Google Ads — Account 799-981-8197 Open Ads →
Total Spend
$1,319.83
Tracked CPA
$146.65
True ROAS
3.8x
Tracked Conversions9 (value: $294.92)
Tracked ROAS (attribution gap)0.2x vs 3.8x true
Clicks394
Campaigns
CampaignSpendConvCPAStatus
Brand Defense $1,024.73 9 $113.86 ENABLED
Shopping PMax $295.10 0 — ENABLED
Diagnosis
Brand Defense: $1,245 spend / 7 conversions / $178 CPA
CPA is 9x the $20 target. Pause broad match keywords. Restructure into 3 tighter ad groups: Brand, Robert Smalls Book Buyers, Discovery.
Shopping PMax: $48 spend / 0 conversions
No conversions yet. Monitor for 7 more days before pausing. Ensure product feed is clean in Merchant Center.
Klaviyo — Email Marketing Open Klaviyo →
Lists
ListMembersStatus
Educator_Librarians_A 24 ●
Defiant Kickstarter Supporters 1,781 ●
Defiant 2026 - Comic #1 ebook downloads 0 ●
Automated Flows
Defiant - Post-Purchase Flow DRAFT
Recent Campaigns
CampaignStatus
Defiant Update - Black History MonthSCHEDULED
Defiant - NAACP Image Awards + Bill Duke (Legion M)SCHEDULED
Defiant - NAACP Image Awards + Bill Duke - Feb 23 2026SCHEDULED
Google Merchant Center — 266587566 Open MC →
Approved Products3
Disapproved Products0
ProductStatus
Graphic Novel (HARDCOVER) APPROVED
Complete Comic Collection (Issues #1-4) APPROVED
Graphic Novel (PAPERBACK) APPROVED
Google Search Console — Defiant Queries Open GSC →
shop.legionm.com — Top Defiant Queries
QueryClicksImpressionsPositionHealth
defiant: the story of robert smalls 4 81 1.7 TOP 5
defiant the story of robert smalls 3 87 1.9 TOP 5
robert smalls graphic novel 3 26 1.5 TOP 5
defiant robert smalls 2 56 2.5 TOP 5
defiant book 1 148 7.2 PG 1
defiant comic 1 15 1.4 TOP 5
defiant comic book 1 6 12.7 PG 2+
defiant graphic novel 1 49 2.6 TOP 5
robert smalls comic book 1 8 1.8 TOP 5
robert smalls defiant 1 13 6.8 PG 1
www.defiantproject.com
Indexed Feb 18 — GSC data expected ~March 4, 2026
Google Analytics — shop.legionm.com Open GA4 →
Sessions (28d)15,252 ON TARGET
Total Users12,864
Pageviews47,772
Bounce Rate (target <45%)37.4% ON TARGET
PageSpeed Scores — Core Web Vitals
shop · Mobile
41/100
LCP: 5.0 s
shop · Desktop
56/100
LCP: 1.5 s
defiant · Mobile
61/100
LCP: 14.7 s
defiant · Desktop
57/100
LCP: 3.2 s
Sales History — All Channels LM Shop: Jan 2025 – Feb 16, 2026  |  Stranger: Jul 2023 – Dec 2025
$32,445
Total Net Sales
1,147
Book Units Sold
$29,934
Book Net Revenue
$2,511
Merch Net Revenue
Books & Comics
ProductUnitsGrossDiscountsNet
Graphic Novel – Hardcover429$17,267.65($3,918.00)$13,349.65
Graphic Novel – SDCC Limited Ed.119$7,140.00($148.00)$6,992.00
Comic Book Issues #1–2 (Round 9 Gift)399$6,015.00($90.00)$5,925.00
Graphic Novel – Paperback139$2,778.61($54.00)$2,724.64
Complete Collection #1–421$435.00($0.00)$435.00
Comic Issue #1 – SDCC Foil8$400.00($20.00)$380.00
Comic Issue #1 – Digital32$127.68($0.00)$127.68
BOOKS TOTAL1,147$34,163.94($4,230.00)$29,933.97
Merchandise
ProductUnitsGrossDiscountsNet
T-Shirts (Shaft Homage, Escape, Comic Release)59$1,767.57($60.00)$1,707.57
Pins (Shaft Homage, Escape, SDCC variants)113$1,166.70($393.00)$773.70
SDCC Shaft Homage Poster (comped)47$940.00($940.00)$0.00
Mini Poster + Frame4$39.96($10.00)$29.97
MERCH TOTAL223$3,914.23($1,403.00)$2,511.24
⚠ Shopify data covers Jan 1, 2025 – Feb 16, 2026 only. No month-by-month breakdown in CSV export. For pre-2025 and distributor data, see the Stranger / Distributor tab.
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