● PRIVATE · People Development · Arooj Ejaz Snapshot 2026-06-17 · Manager: Felipe · Source: GA4 + Search Console (BigQuery)

CRO & Site-Quality Mission — SMART Scorecard

Downstream of Arooj's live Website-Quality & CRO dashboard — the data she works against — rolled up to SMART/AF for Alden's review. Numbers refresh live from the warehouse on load. Trial conversion 0.33%iWhat share of site sessions that begin a free trial.Source GA4 via BigQuery (live).How trials ÷ sessions over the last 90 days.Updated on every page load. 1,319 signups · 90diWhat account sign-ups from the site.Source GA4 via BigQuery (live).How total count over the last 90 days.Updated on every page load. Site health 95% · SEMrushiWhat the SEMrush Site Audit health score — the audit Arooj runs daily.Source her dashboard's Site Audit timeline (live feed).How latest daily audit snapshot; MOC 2 tracks it as the primary site-health signal. Avg position 16.1iWhat average Google ranking across her visible pages.Source Search Console via BigQuery (live).How impression-weighted average position; lower is better.Updated on every page load. GA4 + GSC · BigQuery · last 90diWhat the data sources and window behind every figure on this page.Source GA4 + Search Console, joined in BigQuery.How scoped to the marketing site over the last 90 days.
Data refreshed loading… · Work tracker maintained by Arooj · in her dashboard i Data refreshed — when the numbers were last pulled from the warehouse via her live dashboard (GA4 · Search Console). Cadence — fetched fresh every time this page loads. Work tracker — Arooj logs and updates her pages in her own CRO dashboard, which she owns and maintains; this scorecard is a read-only roll-up of it.
01The goal, in one numberlive · GA4 via her dashboard feed
Goal · lift visitor → free-trial conversioni What the share of site sessions that begin a free trial — Arooj's primary CRO outcome. Source GA4 via BigQuery, through her live dashboard feed. How trials ÷ sessions over the last 90 days, marketing site only. Updated on every page load.
0.33%weekly trend — awaiting series
333 trials of 100,596 sessions
Page-quality work landingi What whether the pages Arooj fixed this week actually moved — the observability read next to the goal. Source her work tracker + Search Console (live feed). How pages logged with a fix date this week, and how many improved CTR / rank after. Updated as she logs pages in her dashboard.
awaiting first cohort
pages fixed this week that moved CTR / rank

Arooj works close to the page (IC), so the board leads with the outcome she drives — trial conversion, and because one title/meta fix can move it, we watch whether her page-quality work is landing right beside it. Both are read live from her dashboard; neither is hand-entered.

North-star progress — visitor → free-trial conversion, week over weeki What a point per week; the line is the share of that week's sessions that started a free trial — the goal number above, plotted over time. Source GA4 sessions & trials via BigQuery, distinct users per ISO week (live feed). How hover any point for that week's sessions / trials / conversion. The dashed final segment is the current, in-progress week. Updated on every page load.

Loading live data…

Weekly conversion = that week's trials ÷ sessions, site-wide, with trial users de-duplicated within each week (computed in BigQuery). The 90-day headline above de-duplicates across the whole window, so it reads slightly below the weekly line — same events, different de-dup span, stated rather than smoothed over. The line shows whether the outcome Arooj owns is trending up as her page fixes land.

02This weekher work tracker · before/after on pages she fixed
less morei What pages Arooj fixed each week — a commit-style activity strip, most recent on the right. Source her work tracker (live feed). How cell shade scales with pages fixed that week; hover a cell for the count; arrows page to older / newer weeks. Updated as she logs pages.

Pages fixed this week — before → afteri What each page Arooj fixed this week with its before → after CTR (or conversion). Source her tracker + Search Console (live feed). How before/after is the metric on that exact page across the fix date; green = improved.

  • No pages logged for this week yetpopulates from her tracker

Each row is a page she logged with a fix date; the before→after is CTR or conversion on that page, from Search Console. It fills in as she works the tracker — the scorecard never back-fills numbers.

03Inputs → outputswhat she puts in · what the site does in response
Input · her work
  • Pages fixed (logged w/ fix date)awaiting cohort
  • Page-1 pages still leaking clicks492i What pages that rank on page one yet earn almost no clicks — her CRO worklist. Source Search Console via BigQuery (live). How pages at rank ≤10 with CTR < 0.5%; a title/meta rewrite is the highest-leverage fix. Updated on every page load.
→
Output · site response
  • Signups (90d)1,319i What account sign-ups from the site. Source GA4 via BigQuery (live). How total count over the last 90 days. Updated on every page load.
  • CTR / conversion lift on fixed pagesawaiting before/after
  • Avg GSC position16.1i What average Google ranking across her visible pages. Source Search Console via BigQuery (live). How impression-weighted average position; lower is better. Updated on every page load.
  • Visibility risk (vanished / declining)48 / 236i What pages losing search visibility — the site-health she's holding back. Source Search Console, period-over-period (live). How vanished (dropped out of search) / declining (impressions −30%+) vs the prior 90 days. Updated on every page load.

Left is what Arooj controls — pages she fixes. Right is the site's response — signups, the CTR/conversion lift on the exact pages she touched, and the visibility risk she's holding back. The lift row fills in once fixed pages carry a before/after in her tracker.

04Full metric readall five figures, with sources · live GA4 + Search Console (BigQuery)
Trial conversioni What share of site sessions that start a free trial. Source GA4 via BigQuery (live). How trials ÷ sessions over the last 90 days, marketing site only. Updated on every page load.0.33%333 trials of 100,596 sessions
Signupsi What account sign-ups from the site. Source GA4 via BigQuery (live). How count over the last 90 days; sub-line shows it as a % of sessions. Updated on every page load.1,3191.31% of sessions
Avg GSC positioni What average Google ranking across her visible pages. Source Search Console via BigQuery (live). How impression-weighted average position; lower is better. Updated on every page load.16.12,261 pages visible · 7.84M impr.
Page-1, no clicksi What pages that rank on page one yet earn almost no clicks — the CRO lever. Source Search Console via BigQuery (live). How count of pages at rank ≤10 with CTR < 0.5%; a title/meta rewrite is the highest-leverage fix. Updated on every page load.492rank ≤10, CTR < 0.5%
Visibility riski What pages losing search visibility — to triage before decay compounds. Source Search Console, period-over-period (live). How vanished (dropped out of search) / declining (impressions −30%+) vs the prior 90 days. Updated on every page load.48 / 236vanished / declining vs prior 90d
05SMART Scorecard — the three MOCsprogress-to-target estimates · Felipe grades AF on the Monday gate
~40% MOC 1 — CRO: visitor → free trialS: lift trial conversion on highest-traffic weak pages · M: trials & signups ÷ unique visitors · T: windowiWhat whether more visitors turn into free trials and signups.How trials and signups divided by unique visitors on the highest-traffic weak pages, over the window.Updated AF is graded on the Monday legibility gate. 0.33% trial / 1.31% signup across 100,596 sessions. The lever is concentrated: 492 page-1 pages earn almost no clicks — fixing titles/meta on the top few unlocks the most trials. 30/60/90
95% MOC 2 — Site health & publishing qualityS: keep the site healthy — work the daily SEMrush audit · M: SEMrush health score (primary) · GSC visibility delta (secondary) · T: windowiWhat whether the site stays healthy — the SEMrush Site Audit score Arooj works daily.Source her dashboard's Site Audit timeline (daily SEMrush uploads), via the live feed; GSC period-over-period as the secondary signal.Updated as she logs audits; AF is graded on the Monday legibility gate. Site health 95% on her latest daily audit (Jul 5), up from 90% on Jul 3 — 1 error · 3 warnings still open. Secondary, GSC: 2,261 pages visible, 48 vanished / 236 declining vs prior 90d. daily audit
live MOC 3 — Marketing-ops coordinationS: run marketing ops — page pipeline, Rashmi handoffs, sitewide fixes (footer, schema, CTAs) · M: tracker + work-log throughput · T: windowiWhat whether marketing-ops work ships — her own pages, Rashmi handoffs, and the sitewide fixes that fit no single page.Source her Content Pipeline tracker and Work Log (live feed).Updated as she logs work; AF is graded on the Monday legibility gate. 43 work-log items (schema, links, CTAs, OG images…) — — in the last 7 days. Tracker: 177 pages (24 redesigns, 6 in progress), including Rashmi handoffs. rolling

Percentages are progress-to-target estimates, not grades. AF checkboxes (21-checkpoint acceptance, in customgpt-marketing-people-arooj) only flip on the Monday legibility gate with a named source. The scorecard never invents numbers — it summarises what her dashboard measures, live.

06Ranks page one, earns no clicks — the CTR leveriWhat page-1 pages that earn near-zero clicks — the bar is impressions, the value is CTR.Source Search Console via BigQuery (live).How these already rank, so the lever is the click, not the rank — a title/meta rewrite.top pages · impressions (bar) · CTR (value) · live
chatgpt-plus-limits-20261.39M impr · pos 4.6 · CTR 0.09% what-are-alphanumeric-characters258K · pos 7.3 · 0.07% app/login209K · pos 2.9 · 0.11% best-large-language-models205K · pos 9.2 · 0.00%

CustomGPT already ranks on page one for these — the gap is the click, not the rank. The top page alone shows over a million impressions at a strong position but ~0% CTR: a title/meta rewrite here is the single highest-leverage CRO + visibility move on the site.

07Where the work is → biggest leverslive from Arooj's dashboard

Page-1 pages leaking clicks (fix titles/meta)iWhat the top page-1 pages with near-zero CTR, ranked by opportunity.Source Arooj's dashboard, Search Console feed (live).How each row shows impressions, position and CTR; fix titles/meta to capture the clicks.

  • chatgpt-plus-limits-20261.39M · pos 4.6 · 0.09%
  • best-large-language-models205K · pos 9.2 · 0.00%
  • what-are-alphanumeric-characters258K · pos 7.3 · 0.07%
  • app/login209K · pos 2.9 · 0.11%
  • make-100-dollar-daily-with-ai…191K · pos 2.6 · 0.32%

492 pages match this pattern. The Search & Visibility tab of her dashboard lists them all, sorted by opportunity.

Visibility risk & work pipelineiWhat pages losing search visibility plus the work-tracker pipeline.Source Arooj's dashboard, Search Console period-over-period (live).How counts of vanished, declining and visible pages, and pages logged in the tracker.

  • Pages vanished from search48
  • Pages declining (impr. −30%+)236
  • Pages visible in Search2,261
  • Pages logged in work tracker177

Site Health (GSC-derived) flags decay period-over-period; the Content Pipeline kanban tracks each page she takes on, with a before/after lift once a fix date is set.

08The 30/60/90 windowFeb 9 → May 10 · CRO & site-quality mission
MAR 11 · DAY 30
FoundationsiWhat the day-30 checkpoint of the mission.Covered brand standards, the audit-agent workflow, and daily SEMrush + GSC checks.When Mar 11 · day 30.
Brand standards, audit-agent workflow, daily SEMrush + GSC checks established.
APR 10 · DAY 60
Publish & convertiWhat the day-60 checkpoint of the mission.Covered the Rashmi → publish loop running and the Elementor → blog speed migration underway.When Apr 10 · day 60.
Rashmi→publish loop running; Elementor→blog speed migration underway.
MAY 10 · DAY 90
Window elapsediWhat the day-90 checkpoint of the mission.Covered mission framed and now measured against a real baseline rather than estimates.When May 10 · day 90.
Mission framed; now measured against a real baseline rather than estimates.
NOW · LIVE
Live dashboard + scorecard ✓iWhat the current live checkpoint of the mission.Covered a unified GA4 + GSC + SEMrush dashboard is live and this scorecard reads its rollup live — SEMrush health via her daily audit uploads.When now · live; renewed window due.
Unified GA4 + GSC + SEMrush dashboard live; this scorecard reads its rollup live — conversion and GSC from the warehouse, SEMrush health and work throughput from her daily logs. Renewed window due.
09Data flow — dashboard → scorecardupstream → downstream · live
Arooj logs & improves pages  →  live Website-Quality & CRO dashboard (GA4 + Search Console + SEMrush · before/after)  →  this SMART scorecard (live downstream roll-up)  →  Alden reviews.
Felipe manages the loop and grades AF on the Monday legibility gate. The scorecard never invents numbers — it fetches what her dashboard measures, live from the warehouse on each load.
Why the numbers are trustworthy

Every figure is fetched live from the CustomGPT data warehouse (BigQuery) via the deployed dashboard's read-only feed — GA4 sessions/trials/signups and Search Console clicks/impressions/position — not manual spot-checks. Scoped to the marketing site (subdomains excluded). Conversion rates are ÷ sessions; visibility risk is period-over-period.

What it replaced

Opening GA4, Search Console and SEMrush separately every day and reading them by eye. Her content work is unchanged; the scoreboard is now one dashboard with per-page before/after, and this neutral roll-up for review.