Sales & Marketing Dashboard
Paid Ads Overview
The operating metrics that connect spend to calls and attributed value.
Spend and paid MQL trend
Observed Google Ads spend and CallRail-qualified Google Ads calls.
Marketing-attributed TCV composition
Itemized attribution plus the disclosed directional/unassigned residual.
Google Ads
Campaign spend, traffic, conversions, and offline import health.
Campaign performance
Actual gross spend and observed results. Test-labeled rows are included only from Jun 16 when daily spend is positive.
| Campaign | Spend | Clicks | Conversions | Cost / conv. |
|---|
Offline Conversion Import Health
Processed means Google handled the import; it does not prove a reportable ad conversion. Processed offline uploads are not automatically attributed.
Google Search Console
Organic search visibility from the connected Search Console property.
Organic search trend
Clicks and impressions for the selected reporting range.
Brand vs non-brand
Search demand split using queries containing “cerv.”
Top search queries
Source aggregate · no visitor-level data.
| Query | Clicks | Impressions | CTR | Position |
|---|
Google Analytics
GA4 aggregate traffic acquisition, organic engagement, and key events.
Traffic trend
All GA4 sessions, Organic Search sessions, and Google paid-search sessions.
Traffic acquisition
Selected-range GA4 sessions by default channel group.
| Channel | Sessions |
|---|
Organic landing pages
Source aggregate · Organic Search sessions, engagement, and key events.
| Landing page | Sessions | Engagement | Key events |
|---|
Google Ads, organic, and paid social
Observed GA4 session comparison. Spend-day differences are associations, not causal proof; they do not control for seasonality, weekday, or other marketing.
AIO
Observed traffic from AI answer engines, separated from traditional organic search.
Paid Google traffic and AI referrals
GA4 Google paid-search sessions compared with recognized AI referral sessions.
Observed AI sources
Lifetime source aggregate · recognized referring domains only.
AI-referred landing pages
Lifetime source aggregate · pages receiving observed AI referral sessions.
| Landing page | Sessions | Engaged sessions | Key events |
|---|
Paid traffic and AIO relationship
Weekly Pearson correlation of GA4 Google paid-search and observed AI referrals. Association does not establish that paid ads are the only reason AI traffic changes.
CallRail
Aggregate call volume, answer rate, MQLs, source mix, and privacy-safe call analysis.
Pest Control vs Pool calls
Direct comparison using CallRail's service classification.
Call trend
Total calls and 60s+ MQLs.
Channel mix
Classified by CallRail.
Why calls are lost
Trailing CallRail analysis
Testing Backlog
Native, aggregate-only view of Cerv's controlled paid-media testing program.
1Scoreboard
2Test pipeline — aggregate stages
3Wins banked
4The always-on test loops
5Full test queue
Queued tests by loop
| Loop | Status | Cadence | Queued | Run | Kept |
|---|
6Plain-English glossary
GTM
Aggregate-only market sizing and operating forecasts, separate from Paid Ads actual performance.
Market TAM
Modeled properties by market.
| Market | TAM |
|---|
ICP segments
Modeled share of TAM; coverage totals 53%.
| Segment | Definition | Share |
|---|
Forecast V3 monthly operating model
Primary source forecast · March–December · modeled expenses and bookings.
V5.2 revision
Later planning revision shown for comparison; it does not replace Forecast V3 or represent actuals.
Evidence and caveats
Aggregate workbook evidence only.