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 →
PERFORMANCE SNAPSHOT Live from all platforms · Click any card to deep dive
📱
SOCIAL
Loading...
Social tab →
📢
GOOGLE ADS
Loading...
Google Ads tab →
🔍
DISCOVERABILITY
Loading...
Discoverability tab →
📧
EMAIL
Loading...
Platform tab →
🌐
SEO / GSC
Loading...
Platform tab →
🚨
SEO BLOCKER
301 Redirect Pending
join.legionm.com → defiantproject.com
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
TOTAL——
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.
CAMPAIGN OPPORTUNITIES — Upcoming Events Recommended campaigns based on your event calendar
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
AD COPY SAFETY REMINDER
NEVER USE
USE INSTEAD
Congress / Congressman
"served in office" / "U.S. representative"
stole / stolen
"commandeered" / "piloted to freedom"
Confederate warship
"Civil War steamship"
enslaved / slavery
"born into bondage" / "sailed to freedom"
military checkpoints
"harbor patrol" / "naval blockade"
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 |
Loading...
Full Inbox — All Comments
Sort by |
Loading...
Top Posts — Ranked by Engagement
Loading...
Facebook Mentions
Loading...
Instagram Tags
Loading...
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.
Loading Discoverability tab...
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
Shopify Admin →
Period:
Live data from Shopify API · 28d window
Revenue
—
Shopify Reports →
Orders
—
View Orders →
Units Sold
—
Analytics →
Avg Order Value
—
Reports →
Units/Day
—
Analytics →
Revenue Run Rate → July 4, 2026
—
Unit Run Rate → July 4, 2026
—
Current Period vs Prior
—
Days to July 4 Milestone
— days
Robert Smalls Statue Unveiling, Beaufort SC
PRODUCT PERFORMANCE — 28-day window All Products →
ProductUnitsRevenueAOV% of TotalTrend
Books —
Merch —
Full breakdown in Shopify →
Educator + Bulk Orders
Not tracked in Shopify data — contact chris@legionm.com for bulk pricing
Contact for Bulk Orders →
DEFIANT Intelligence
Ready to analyze your marketing data. Ask me about revenue, ad performance, SEO, email, or strategy.