DEFIANT
Marketing Command Center
Incorrect password
10/10
ALL SYSTEMS HEALTHY
Systems connected — click for details
103
days to July 4, 2026
Robert Smalls Statue Unveiling — Beaufort, SC
250th Anniversary of the Declaration of Independence · DEFIANT must rank for "Robert Smalls book" by this date
103 days · 14 weeks remaining
MER
1.0x
Marketing Efficiency Ratio
Blended CAC
$35.74
Spend ÷ Orders
True ROAS
1.0x
Revenue ÷ Ad Spend
Tracked ROAS
0.1x
Google Ads reported

Why MER ≠ Tracked ROAS

Google Ads reports 0.1x ROAS because it can only see conversions it directly attributed. True MER is 1.0x — Shopify revenue ($1,292.82) divided by total ad spend ($1,322.48). The gap is caused by attribution lag, cross-device journeys, and organic assists.

TODAY'S PRIORITY ACTIONS

CRITICAL Google Ads CPA is $440.83 — 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 →
Cross-Platform Correlations — Auto-Detected Issues
WARNING
High CPA ($441) — 22.0× above $20 target
CPA of $441 is 22.0× above the $20 target. Likely causes: (1) Keyword waste — search terms not matching buyer intent. Check Search Terms report. (2) Landing page mismatch — visitors landing on wrong page. (3) Conversion tracking undercount — actual CPA may be lower if tag is broken.
Platforms: Google Ads
CRITICAL
Buyers not receiving follow-up emails
37 orders in the last 30 days received no post-purchase email. Estimated missed revenue: $161.60 (industry avg 10-15% repeat purchase rate).
Platforms: Klaviyo, Shopify
Revenue (28d)
...
Orders (28d)
...
Ad Spend (28d)
...
Email Audience
...
Site Sessions (28d)
...
Revenue Breakdown — Defiant Products Shopify Analytics →
ProductUnitsRevenueShare
Graphic Novel (HARDCOVER) 14 $560.00
Graphic Novel (PAPERBACK) 13 $259.87
Complete Comic Collection (Issues #1-4) 9 $225.00
"Escape" Tee 4 $120.00
"Escape" Pin 3 $30.00
SMALLS "Shaft Homage" Pin 3 $30.00
SMALLS "Shaft Homage" Tee 1 $30.00
Mini Poster and Hanging Frame - 11 inch 3 $29.97
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
30
CRITICAL
Conversion TrackingOnly 8% orders tracked — likely broken
Blended CPA$35.74 (target <$20)
True ROAS1.0x (target >3.0x)
CTR3.5% (target >5%)
Agency Recommendations Open Google Ads →
FIX
Conversion Tracking Broken
Google Ads sees 3 conversions but Shopify has 37 orders. Only 8% 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 $441 is 22x Over Target
Target CPA is $20 (below product price). Even with attribution gap, the tracked CPA of $441 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 →
IMPROVE
10 Keywords with Quality Score 1-4
Low Quality Score means higher CPCs and worse ad positions. Review landing page relevance, ad copy alignment, and expected CTR. Pause keywords with QS 1-2. Improve ad relevance for QS 3-4.
Fix Keywords →
STOP
$497 Wasted on 14 Non-Converting Search Terms
These search terms are spending budget without conversions. Add them as negative keywords or switch to exact match to prevent bleed.
Add Negatives →
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 →
Total Spend
$1,322.48
$44/day avg
True ROAS
1.0x
Shopify Rev / Ad Spend
Tracked ROAS
0.1x
Google reported
Blended CPA
$35.74
Tracked: $440.83
CTR
3.5%
368 clicks / 10,551 impr
Avg CPC
$3.59
Conv Rate: 0.8%
Campaign Performance (Last 30 Days) Manage Campaigns →
CampaignTypeSpend ImprClicks CTRConv CPAROAS Impr ShareStatus
Defiant - Brand Defense Search $875.02 1,109 111 10.0% 2 $437.51 0.15x 61% ENABLED
Defiant - Shopping PMax Performance Max $447.46 9,442 257 2.7% 1 $447.46 0.06x 10% ENABLED
Keywords — Top by Spend All Keywords →
KeywordMatchQS ImprClicks CostConv CPC
robert smalls book Exact 3 508 45 $377.68 0 $8.39
defiant the story of robert smalls Exact 3 120 15 $120.12 0 $8.01
robert smalls story book Phrase — 70 7 $71.87 0 $10.27
defiant robert smalls Phrase 5 11 4 $52.99 0 $13.25
defiant robert smalls Exact 5 99 8 $49.86 0 $6.23
robert smalls book Phrase 3 121 8 $48.21 0 $6.03
robert smalls graphic novel Exact 6 21 5 $45.49 1 $9.10
defiant graphic novel Phrase 5 66 7 $38.13 0 $5.45
defiant book robert smalls Phrase 3 26 4 $24.26 0 $6.07
robert smalls comic book Exact 6 23 5 $17.60 1 $3.52
robert smalls graphic novel Phrase 6 15 2 $15.48 0 $7.74
defiant the story of robert smalls Phrase 3 14 1 $13.33 0 $13.33
robert smalls comic book Phrase 5 2 0 $0.00 0 $0.00
buy defiant book Phrase — 0 0 $0.00 0 $0.00
defiant hardcover Phrase — 0 0 $0.00 0 $0.00
defiant paperback Phrase — 0 0 $0.00 0 $0.00
defiant graphic novel robert smalls Phrase — 0 0 $0.00 0 $0.00
robert smalls graphic novel Exact 3 3 0 $0.00 0 $0.00
robert smalls graphic novel Phrase 3 1 0 $0.00 0 $0.00
robert smalls comic Phrase 3 9 0 $0.00 0 $0.00
Search Terms Report Full Report →
Search TermCampaignClicks CostConv Flag
robert smalls book Brand Defense 33 $247.21 0 WASTE
defiant the story of robert smalls Brand Defense 12 $98.04 0 WASTE
robert smalls graphic novel Brand Defense 3 $28.42 1 OK
book about robert smalls Brand Defense 3 $22.79 0 WASTE
books about robert smalls Brand Defense 2 $20.36 0 WASTE
story of robert smalls Brand Defense 1 $14.93 0 WASTE
robert smalls comic book Brand Defense 4 $14.67 0 WASTE
defiant graphic novel Brand Defense 5 $13.92 0 WASTE
defiant robert smalls Brand Defense 2 $13.65 0 WASTE
captain robert smalls book Brand Defense 1 $12.64 0 WASTE
legion m defiant Brand Defense 1 $9.90 0 WASTE
books on robert smalls Brand Defense 1 $9.56 0 WASTE
defiant the story of robert smalls graphic novel Brand Defense 1 $8.47 0 WASTE
rob edwards defiant Brand Defense 1 $5.58 0 WASTE
legion m robert smalls Brand Defense 1 $5.54 0 WASTE
Device Performance
DeviceClicks SpendShare Conv RateConv
Mobile 286 $803.03 61% 0.7% 2
Desktop 67 $504.63 38% 1.5% 1
Tablet 15 $10.92 1% 0.0% 0
Connected Tv 0 $3.90 0% 0.0% 0
Daily Spend Trend (14 Days)
SpendClicksConv
03-07
$42.07 5c 0
03-08
$26.30 4c 0
03-09
$37.67 8c 0
03-10
$15.82 4c 0
03-11
$31.62 3c 0
03-12
$35.98 8c 0
03-13
$70.33 14c 0
03-14
$57.14 8c 0
03-15
$40.04 4c 0
03-16
$52.26 34c 0
03-17
$36.83 62c 1
03-18
$23.25 40c 0
03-19
$67.75 7c 1
03-20
$20.94 7c 0
FBMeta (Facebook + Instagram) SETUP PENDING
Meta Developer App verification in progress (~2 days). Once verified, we'll pull: page insights, post performance, ad metrics, comments, messages, and Instagram engagement.
Setup Checklist
✓ Create Meta Business Appdevelopers.facebook.com
✓ Submit for App VerificationIn progress — ~2 day wait
☐ Generate Long-Lived Page TokenAfter verification
☐ Connect Instagram Business AccountVia Facebook Page settings
☐ Install Meta Pixel on defiantproject.comTag ID needed from Ads Manager
☐ Build data collection script (get_meta.py)Automated after token setup
What to Do
START Create a Lookalike Audience from Shopify buyers
Upload your Shopify customer list to Meta Audiences. Create 1% lookalike for cold prospecting.
START Run Robert Smalls awareness campaign
Use the NAACP Image Award nomination and NPR coverage as social proof. Target: history enthusiasts, graphic novel readers, educators.
START Install Meta Pixel on defiantproject.com
21,000+ pageviews with no Meta tracking. Install via Unbounce JavaScript settings. Build retargeting audience from visitors.
START Create a Custom Audience from video views
If you have Defiant trailer or promo videos, create an audience of people who watched 50%+ for retargeting.
OPTIMIZE Use Advantage+ Shopping campaigns
Meta's AI-driven shopping campaigns typically outperform manual targeting for e-commerce. Start with $25/day.
ADD Set up automated responses for comments
Use Meta Business Suite to auto-reply to common questions about the book. This keeps engagement high.
TTTikTok NOT CONNECTED
TikTok Business API requires app review. Most valuable for short-form video content about Robert Smalls' story.
Setup Checklist
☐ Create TikTok Developer Appdevelopers.tiktok.com
☐ Submit for API ReviewRequires business verification
☐ Generate Access TokenAfter approval
☐ Build data collection scriptget_tiktok.py
What to Do
START Post 3x/week on TikTok
Short clips about Robert Smalls' story — 'Did you know a man born into slavery commanded a Confederate warship?' format performs well.
START Use TikTok Shop for direct sales
TikTok Shop lets users buy without leaving the app. Apply for TikTok Shop seller access.
TEST Run Spark Ads on organic posts that perform well
Spark Ads boost existing organic content. Start with $15/day on your best-performing video.
LILinkedIn NOT CONNECTED
LinkedIn API requires OAuth app and company page connection. Best for educator audience and institutional sales.
Setup Checklist
☐ Create LinkedIn Developer Applinkedin.com/developers
☐ Link to Company PageRequires admin access
☐ Request API Products'Share on LinkedIn' + 'Sign In with LinkedIn'
☐ Generate OAuth TokenAfter product approval
What to Do
START Post weekly educator-focused content
LinkedIn is where teachers, professors, and administrators are. Share curriculum tie-ins, NAACP award news, and lesson plans.
START Connect with history departments
Target history educators at HBCUs, community colleges, and high schools for bulk orders.
ADD Create a LinkedIn Newsletter
Newsletters get push notifications to subscribers. Topic: 'Hidden Heroes' — weekly stories of overlooked American history figures.
Social Listening — Setup
Social listening will monitor mentions of DEFIANT and Robert Smalls across the web. Once Meta API is verified, we'll track mentions, sentiment, and engagement automatically. For now, here's the keyword monitoring plan:
Keywords to Monitor
Robert Smalls defiant graphic novel defiant robert smalls robert smalls book robert smalls comic legion m defiant robert smalls statue robert smalls beaufort robert smalls history
Free — Available Now
Google Alerts — Set up for all keywords above. Delivers email notifications when new content appears.

Reddit Search — Reddit API is free. Monitor r/graphicnovels, r/history, r/blackhistory for mentions.

X/Twitter Search — Free tier allows basic search. Monitor @mentions and keyword searches.
Set Up Google Alerts →
Phase 1 — After Meta Verification
Instagram Mentions — Auto-capture every @mention and tagged post.

Facebook Page Mentions — Track brand mentions in posts and comments.

Comment Monitoring — Surface unanswered comments for response queue.
Phase 2 — Full Listening
Sentiment Analysis — Use Claude to analyze mention sentiment (positive/negative/neutral).

Competitor Monitoring — Track mentions of competing graphic novels and history books.

Trending Topics — Detect when Robert Smalls trends (statue unveiling, film news, school curriculum).
Content Calendar — Suggested Weekly Cadence
DayPlatformContent TypeTopic Ideas
MondayInstagram / FacebookStory / CarouselRobert Smalls historical fact or quote
TuesdayTikTokShort Video (30-60s)"Did you know..." format about Robert Smalls
WednesdayLinkedInArticle / PostEducator spotlight, curriculum tie-in, or industry news
ThursdayInstagram / FacebookReel / PostBehind-the-scenes art, book reviews, customer photos
FridayAll PlatformsEngagement PostQuestion, poll, or community discussion
SaturdayTikTok / InstagramShort VideoArtist process, page reveals, or event previews
Sunday—Rest / ReviewReview past week's analytics, plan next week
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
Loading platform data...
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.
System Health — API Connection Status
10/10
ALL SYSTEMS HEALTHY
Green = connected + fresh (<24h) | Yellow = stale (>24h) | Red = missing/error
Connection Status Health Last Pull Data File Action Required
Shopify ✅ CONNECTED 0h ago shopify.json
Google Analytics ✅ CONNECTED no timestamp analytics.json
Google Search Console ✅ CONNECTED no timestamp gsc.json
Google Ads ✅ CONNECTED no timestamp google_ads.json
Facebook ✅ CONNECTED 0h ago social.json
Instagram ✅ CONNECTED 0h ago social.json
Klaviyo ✅ CONNECTED no timestamp klaviyo.json
GitHub ✅ CONNECTED no timestamp github.json
Merchant Center ✅ CONNECTED no timestamp merchant.json
Meta App Token ✅ CONNECTED no timestamp config/meta.json
Loading Discoverability...
Targets — Editable Thresholds
Edit values below. Changes save to your browser automatically.
MetricTargetUsed In
Monthly Revenue Sales panel, Daily Standup
Revenue Alert Threshold Sales panel, Daily Standup
CPA Target Google Ads panel
ROAS Target Google Ads panel
Monthly Sessions Analytics panel
Bounce Rate Max Analytics panel
GSC Position Target Discoverability panel
Email Flow Revenue Klaviyo panel
Days Since Last Post Social panel
Quick Actions
Click a button to copy the command, then paste into your Codespace terminal.
python3 scripts/get_shopify.py
python3 scripts/get_analytics.py
python3 scripts/get_gsc.py
python3 scripts/get_social.py && python3 scripts/build_dashboard.py
python3 scripts/build_dashboard.py
python3 scripts/get_shopify.py && python3 scripts/get_analytics.py && python3 scripts/get_gsc.py && python3 scripts/get_google_ads.py && python3 scripts/get_social.py && python3 scripts/get_klaviyo.py && python3 scripts/get_github.py && python3 scripts/get_merchant.py && python3 scripts/get_pagespeed.py && python3 scripts/build_dashboard.py
Data Sources — Scripts & Files
SourceScriptData FileUpdate FrequencyCopy Command
Shopify get_shopify.py shopify.json Daily (GitHub Actions)
Google Analytics get_analytics.py analytics.json Daily (GitHub Actions)
Google Search Console get_gsc.py gsc.json Daily (GitHub Actions)
Google Ads get_google_ads.py google_ads.json Daily (GitHub Actions)
Facebook + Instagram get_social.py social.json Daily (GitHub Actions)
Klaviyo get_klaviyo.py klaviyo.json Daily (GitHub Actions)
GitHub Issues get_github.py github.json Daily (GitHub Actions)
Merchant Center get_merchant.py merchant.json Daily (GitHub Actions)
PageSpeed get_pagespeed.py pagespeed.json Daily (GitHub Actions)
Recommendations get_recommendations.py recommendations.json On build
Sales History build_dashboard.py sales_history.json On build
DEFIANT Intelligence
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