DEFIANT — Marketing Command Center

SYSTEM HEALTH

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Revenue (28d)

—

Blended CPA

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Target: under $20

Days to July 4

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Beaufort statue unveiling

Events & Milestones

Title *

Date *

Recurring annually

Why MER ≠ Tracked ROAS

The gap between Tracked ROAS and True MER is caused by attribution lag, cross-device journeys, and organic assists. True MER uses Shopify revenue divided by total ad spend.

PERFORMANCE SNAPSHOT Live from all platforms · Click any card to deep dive

📢

GOOGLE ADS

Google Ads tab →

🔍

DISCOVERABILITY

Discoverability tab →

📧

Platform tab →

🌐

SEO / GSC

Platform tab →

🚨

SEO BLOCKER

301 Redirect Pending

join.legionm.com → defiantproject.com

Email Eric →

Cross-Platform Health

Platform	Key Metric	Value	Trend	Status
Shopify	Revenue (28d)	—	—	—
Google Ads	CPA	—	—	—
Klaviyo	Flows Live	—	—	—
Social	Unanswered	—	—	—
GA4	Sessions (28d)	—	—	—
Search Console	Avg Position	—	—	—
Merchant Center	Products	—	—	—
PageSpeed	Mobile Score	—	—	—

Revenue Breakdown — Defiant Products Shopify Analytics →

Product	Units	Revenue	Share
Loading...
TOTAL	—	—

GitHub — This Week's Priorities All Issues →

This Week

This Month

Backlog

#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

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.

Blended CPA

$0$20 target$100+

Cost per conversion

True ROAS

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Shopify revenue / ad spend

Target: 3.0x

Ad Spend

—

Last 30 days

CTR—

Target: 5%

Account Health

—

Based on CPA, ROAS, CTR, tracking

CAMPAIGN OPPORTUNITIES — Upcoming Events Recommended campaigns based on your event calendar

Account Health Score

—

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

—

True ROAS

—

Shopify Rev / Ad Spend

Tracked ROAS

—

Google reported

Blended CPA

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Spend / Orders

CTR

—

Avg CPC

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Campaign Performance (Last 30 Days) Manage Campaigns →

Campaign	Type	Spend	Impr	Clicks	CTR	Conv	CPA	ROAS	Impr Share	Status
Loading campaigns...

Keywords — Top by Spend All Keywords →

Keyword	Match	QS	Impr	Clicks	Cost	Conv	CPC
No keyword data available (PMax campaigns don't report keywords)

Search Terms Report Full Report →

Search Term	Campaign	Clicks	Cost	Conv	Flag
No search term data available

Device Performance

Device	Clicks	Spend	Share	Conv Rate	Conv
No device data

Daily Spend Trend (14 Days)

SpendClicksConv

No daily data available

Correlated Issues — Cross-Platform Analysis

Loading correlations...

Needs Reply

Click to filter inbox

Buy Signals

Want to purchase

Total Engagement

Likes + comments

Sentiment 0 Buy Signals | 0 Positive | 0 Questions | 0 Complaints | 0 Neutral

System Health — API Connections & Data Sources

Running health checks...

Loading system health panels...

Loading Discoverability tab...

Strategic Backlog — Open Issues & Active Flags Project Board →

This Week

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This Month

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Total Open

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Open Issues

Loading issues...

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

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Google Ads: ROAS

Current: 0.22x · Target: >3.0x · Campaigns are losing money. Pause until landing page and conversion tracking are verified.

CRITICAL

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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...

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

Product	Units	Revenue
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

Campaign	Spend	Conv	CPA	Status
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

List	Members	Status
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

Campaign	Status
Defiant Update - Black History Month	SCHEDULED
Defiant - NAACP Image Awards + Bill Duke (Legion M)	SCHEDULED
Defiant - NAACP Image Awards + Bill Duke - Feb 23 2026	SCHEDULED

Google Merchant Center — 266587566 Open MC →

Approved Products3

Disapproved Products0

Product	Status
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

Query	Clicks	Impressions	Position	Health
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 →

Revenue

—

Orders

—

July 4 Run Rate

—

— days to go Target: 2,000 units

Period:

Live data from Shopify API · 28d window

Revenue

—

Shopify Reports →

Orders

—

View Orders →

Units Sold

—

Analytics →

Avg Order Value

—

Reports →

Units/Day (28d avg)

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Analytics →

Current Period vs Prior

—

▹ Project to a target date Based on current daily rate

PRODUCT PERFORMANCE — 28-day window All Products →

Product	Units	Revenue	AOV	% of Total	Trend

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 →

Revenue by Channel — Stacked View

Shopify Stranger Comics

Stranger Comics data from Nov-Dec 2025 accounting report. Shopify data is live.

Shopify Revenue

Live data

Stranger Comics Revenue

Nov-Dec 2025

Combined Total

All channels

Total Net Sales

$32,445

Jan 2025 – Feb 16, 2026

Book Units Sold

1,147

Books only (excl. merch)

Book Net Revenue

$29,934

94% of total revenue

Merch Net Revenue

$2,511

6% of total revenue

⚠ This data covers Legion M Shopify store only (Jan 1, 2025 – Feb 16, 2026). No month-by-month breakdown available. Amazon, distributor (Stranger Comics/Ingram), and pre-2025 data not included.

BOOKS & COMICS Products →

Product	Units	Gross	Discounts	Net
Graphic Novel — Hardcover	429	$17,267.65	($3,918)	$13,349.65	View →
Graphic Novel — SDCC Limited Ed.	119	$7,140.00	($148)	$6,992.00	View →
Comic Issues #1-2 (Round 9 Gift)	399	$6,015.00	($90)	$5,925.00	View →
Graphic Novel — Paperback	139	$2,778.61	($54)	$2,724.64	View →
Complete Comic Collection #1-4	21	$435.00	$0	$435.00	View →
Comic Issue #1 — SDCC Foil	8	$400.00	($20)	$380.00	View →
Comic Issue #1 — Digital	32	$127.68	$0	$127.68	View →
BOOKS TOTAL	1,147	$34,163.94	($4,230)	$29,933.97

MERCHANDISE Products →

Product	Units	Gross	Discounts	Net
T-Shirts (Shaft Homage, Escape, Comic Release)	59	$1,767.57	($60)	$1,707.57	View →
Pins (Shaft Homage, Escape, SDCC variants)	113	$1,166.70	($393)	$773.70	View →
Mini Poster + Frame	4	$39.96	($10)	$29.97	View →
MERCH TOTAL	176	$2,974.23	($463)	$2,511.24

Grand Total — All Defiant Products

$32,445.21 net

1,370 total units · Jan 2025 – Feb 2026 · LM Shopify store only

Shopify Reports → All Orders → Store Page →

Why MER ≠ Tracked ROAS

TODAY'S PRIORITY ACTIONS