OKR Review & X-Ray Platform Onboarding — 2026-04-05

Attendees: Ben San Fratello, Mark Hope
Source: Fathom Recording

Overview

Ben and Mark reviewed OKRs for ^[1] and ^[2], then completed a full X-Ray platform onboarding for Exterior — connecting Google Ads, Analytics, Search Console, WordPress, and Gravity Forms. The session closed with a walkthrough of X-Ray's Opportunities feature and its ClickUp integration.

Client OKR Review

Exterior Renovations

Ben confirmed he had corrected a prior framing issue where key results were functioning as objectives. The revised OKRs:

Objective 1: Balance lead distribution across service areas
- Problem: Lead flow is heavily skewed toward siding; other services are underrepresented.
- KR: 10–20 qualified leads per quarter across non-siding services.
- Note: Measurability depends on resolving attribution gaps (see Objective 3).

Objective 2: Mitigate seasonal revenue decline
- Strategy: Brainstorm off-season service options (e.g., snow plowing) directly with the client. If client declines new services, fall back to SEO/content investment to build organic presence during slow months.
- Mark's framing: First confirm whether the client sees seasonality as a problem worth solving — some clients accept it. If yes, explore what they're willing to offer.

Objective 3: Gain end-to-end attribution visibility
- Problem: No clear view of lead source-to-resolution. Makes it difficult to prove marketing value.
- Goal: Ensure all lead sources are tracked and measurable from first touch through close.

Reynolds

OKRs are early-stage, based on one initial conversation. Plan is to deepen discovery in a follow-up.

Key strategic direction: Target high-value, low-competition specialty services.
- Piano moving: Low competition on Google; only one competitor has a dedicated landing page. Reynolds has no current ad campaigns targeting this.
- Heavy equipment moving: Reynolds has a page, but no advertising has been run against it.
- Actions: Launch ad campaigns for both; create a piano moving landing page if one doesn't exist.

X-Ray Platform Onboarding — Exterior Renovations

Data Sources Connected

Mark walked Ben through each connection live:

Not connected (not applicable): HubSpot, CallRail, GoHighLevel forms, WooCommerce.
Pending: Google Business Profile location ID — Ben to locate and add.

Settings Configured

• Ad Budget: ~$1,170/month (derived from $39/day × 30). Note: X-Ray was incorrectly showing ~$7,000; Mark flagged this as a bug to investigate.
• Lead Value: $3,000 placeholder. Ben needs to confirm actual average with client — variability is high (range reportedly $3K–$30K).
• Business Type: Set to Lead Generation (removes irrelevant ROAS metrics from dashboard).
• Industry: Home & Home Improvement (used for benchmark comparisons).
• Keywords: Primary (siding companies, house siding, siding contractor, exterior siding), secondary (decks, roofing), brand terms (Exterior Renovations). ~10 keywords recommended.
• Competitors: Four local competitors added manually (AI discovery performed poorly for local; SpyFu also limited). Includes Opal Exteriors.
• Forms Mapped: Contact/Schedule Consultation form mapped for lead tracking.
• Weekly Brief: Configured to send to Ben's email.

Initial Performance Data (Last 30 Days)

Paid Media

Organic SEO

• Visibility Score: 8/100 — major opportunity gap.
• AI Assistant (context-aware, SEO-only): Generated recommendations for attracting commercial traffic including keyword expansion and technical SEO improvements.

Website

• Critical: /services/deck page has zero conversions.
• Root cause identified: Slow mobile page speed on deck/services pages (mobile conversion score: 80). Likely driving visitors away before conversion.

X-Ray Features Demonstrated

Opportunities

AI-generated, scored, and categorized growth tactics. Runs detectors daily. Workflow: Find → Implement → Auto-create ClickUp task.

ClickUp integration: Clicking "Implement" generates a task list, allows assignee selection (e.g., Gavin for content, eShock for dev), sets due date and priority, and pushes to ClickUp backlog. Status options: Identified → Reviewed → Implemented → Dismissed.

Call Prep

Available on the Overview page. Generates an AI summary of key talking points based on current data — what's working, what needs attention, and top opportunities. Copyable for use in call notes or client-facing docs.

Benchmarks Panel

Compares client metrics to industry averages with directional indicators (higher/lower is better). Current flags: CTR at 2.44% vs. 6% target (red); CPA at $63 vs. $90 target (green — lower is better).

Key Decisions

• Lead value placeholder set at $3,000; must be confirmed with client before economics data is meaningful.
• Reynolds and Citrus to be added to X-Ray by Ben (not yet onboarded).
• X-Ray tasks default to ClickUp backlog; Mark can change to current sprint if preferred.
• GoHighLevel not connected for Exterior — only used for blog distribution, no form/lead data.

Action Items

• [ ] Confirm Exterior Renovations average lead value with client; update X-Ray settings (@Ben)
• [ ] Discuss off-season strategy with Exterior Renovations client; identify winter-capable services (@Ben)
• [ ] Verify and fix Exterior Renovations attribution end-to-end; ensure lead-source-to-resolution tracking (@Ben)
• [ ] Find Exterior Renovations GBP location ID; add to X-Ray (@Ben)
• [ ] Review Exterior Renovations Google Ads quality scores; implement improvements (@Ben)
• [ ] Launch Google Ads campaign targeting "Exterior Renovations" keyword (Blue Ocean opportunity) (@Ben)
• [ ] Write content targeting "siding contractors near me" (Competitive Blind Spot) (@Ben → assign to Gavin via X-Ray)
• [ ] Email eShock re: mobile speed issues on /services/deck and related pages (@Ben)
• [ ] Add Reynolds to X-Ray; connect Google Ads, Search Console, GA, GBP, WordPress, Gravity Forms (@Ben)
• [ ] Add Citrus to X-Ray (@Ben)
• [ ] Launch Google Ads for Reynolds heavy equipment moving (@Ben)
• [ ] Create Reynolds piano moving landing page; then launch Google Ads (@Ben)
• [ ] Investigate X-Ray bug causing incorrect budget pacing calculation (~$7K shown vs. ~$1,170 actual) (@Mark)
• [ ] Fix Exterior Renovations conversion tracking in X-Ray; ensure form submissions appear (@Mark)

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]