--- title: OKR Review & X-Ray Platform Onboarding — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-08-weekly-call-w-ben-112845769.md tags: - meeting - okrs - x-ray - google-ads - seo - exterior-renovations - reynolds - clickup - onboarding - paid-media - lead-generation - attribution layer: 2 client_source: Exterior Renovations industry_context: b2b-services transferable: false --- # OKR Review & X-Ray Platform Onboarding — 2026-04-05 **Attendees:** Ben San Fratello, Mark Hope **Source:** [Fathom Recording](https://fathom.video/calls/524729877) ## Overview Ben and Mark reviewed OKRs for [[wiki/clients/current/exterior-renovations/index|Exterior Renovations]] and [[wiki/clients/current/reynolds/index|Reynolds]], 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: | Source | Credential Used | |---|---| | Google Ads | Customer ID (found under Get Found MCC) | | Google Analytics | Property ID (via Property Details) | | Search Console | Domain URL (`sc-domain:exterieurrenovations.com`) | | WordPress | Application Password (created under Users → Application Passwords; requires disabling security block) | | Gravity Forms | Consumer Key & Secret (via Settings → REST API) | **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 | Metric | Value | Benchmark | Status | |---|---|---|---| | Spend | ~$700 | — | — | | Conversions | 11 | — | — | | CPA | $63 | $90 (industry avg) | ✅ Below target (good) | | CTR | 2.44% | 6% (industry avg) | ❌ Significantly below | | Quality Scores | Low on several keywords | — | ❌ Needs work | | Budget Pacing | Slightly overspending | On-pace | ⚠️ Monitor | | Wednesday Conversions | 0 | — | ⚠️ Consider pausing | ### 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**. | Opportunity Type | Description | Example Found | |---|---|---| | **Blue Ocean** | Low-competition, high-demand keywords | "Exterior Renovations" — 2,900 est. impressions, currently ranking 17th, minimal ad competition | | **Competitive Blind Spots** | Competitors rank organically but don't bid on paid | "Siding contractors near me" — Opal Exteriors bids heavily but has no organic presence; low difficulty (36), 3–6 months to rank | | **Conversion Levers** | High-traffic pages with low conversion rates | `/services/deck` — mobile speed issue flagged | | **Quality Score Issues** | Keywords with low Quality Scores | Several keywords flagged | | **Peak Performance** | Best-converting times/days | 11am converts 64% above average; Thursdays convert 40% above average | **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 - [[wiki/clients/current/exterior-renovations/index|Exterior Renovations Client Index]] - [[wiki/clients/current/reynolds/index|Reynolds Client Index]] - [[wiki/tools/x-ray|X-Ray Platform]] - [[wiki/processes/okr-framework|OKR Framework]]