HIGHBEAM is a market analysis tool specifically designed for DLG and its employees. Unauthorized users are not allowed to use the site or access its contents.
Bottom Products (biggest sales decline, last 14 days vs prior)
Bottom Landing Pages (biggest session decline, last 14 days vs prior)
Paid Share of Total Sales
Paid Traffic: CY vs PY
Daily Sales: CY vs PY
Daily Spend: CY vs PY
Blended ROAS (Platform): CY vs PY
Google Ads ROAS (In-Platform)
CPC & CTR Trend
Meta Ads ROAS (In-Platform)
Top Google Ads Campaigns by Sales
Top Meta Campaigns by Sales
Inefficient Campaigns
Google Merchant Center
Ad Efficiency Deep Dive
Blended Efficiency Ratio (BER)
Incremental Contribution
New Customer Acquisition Cost
Marginal ROAS by Spend Tier
Emails Sent by Day
Email Sales by Day (GA4)
Open Rate by Day
Click Rate by Day
Website Traffic from Email & SMS
Active Email Subscribers (Cumulative)
Top Email Campaigns
Keyword Visibility Rank (SEMrush Position Tracking)
SEMrush organic visibility index per ecom site (share of clicks won across the tracked keyword set, 0-100). Higher is better. Follows the brand toggle above.
Top Traffic Driver Keywords (GSC 30d)
Top Keywords on Converting Pages (GSC 30d)
Keywords That Lost Rank
Top Keywords by Search Volume
Keyword Opportunities (Competitor Gaps)
Top 30 Keywords to Recapture
Commercial keywords where competitors outrank us or we sit on page 2, ranked by estimated monthly value (volume x CPC). Follows the brand toggle above; matched to DLG product vocabulary. Click Brief to start the content pipeline.
Broken Pages & 404 / 4xx Errors (SEMrush Site Audit)
Pages returning a 4xx status (including 404s) found by the SEMrush Site Audit crawl, per ecom site. Google Search Console exposes no API for its 404 report, so this crawler figure is the automatable proxy. Snapshots run monthly; the prior-month column fills once a second monthly crawl lands.
Technical SEO Health
One row per ecom site, combining every technical SEO source HIGHBEAM tracks: SEMrush Site Audit health, Lighthouse lab scores, Google Merchant Center product approval, and Google Search Console clicks (last 30 days vs the prior 30).
SEO Competitor Ranking (SEMrush)
DLG's three ecom sites (highlighted) versus the strongest tracked rivals, ranked by SEMrush estimated organic traffic, with organic keywords and Authority Score. Snapshot refreshes weekly.
Daily Views Trend (YouTube Analytics)
*Currently only displaying Headlight Revolution data
Website Visitors from YouTube (GA4)
Daily Watch Time (Hours)
*Currently only displaying Headlight Revolution data
Channel Growth: Total Views & Subscribers Over Time
Cumulative Videos Published
Cumulative Net Subscribers Gained (Period)
*Currently only displaying Headlight Revolution data
Recently Published Videos
Sessions on Blog Sites (GA4)
Ecom Sessions from Blog Traffic Source
Cumulative Articles Published
Top Articles by Pageviews
Top Blog Keyword Opportunities (per brand)
Informational keywords matched to DLG product vocabulary, from competitor gaps + striking-distance search queries. Write new articles against these.
SEMrush AI Visibility Score
Overall SEMrush AI Visibility index (0-100): the share of AI answers (ChatGPT, Google AI Overviews, AI Mode, Gemini, Perplexity) that mention or cite the brand.
AI Search Presence by Platform (SEMrush)
SEMrush AI visibility per brand on each AI surface (separate from the GA4 AI-referral charts below).
AI Referral Traffic (Sessions by Source)
AI Referral Sales (Revenue by Source)
AI Visibility by Brand (SEMrush)
Per-brand SEMrush AI Visibility index with the underlying counts: brand mentions, citations, cited pages, and the AI-answer monthly audience. Latest weekly snapshot.
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AI Visibility by Platform (SEMrush)
Latest Review Snapshot - All Platforms
Source: review_snapshots (BirdEye API for Google/BBB/Facebook/Superpages, Chrome scrape for Yelp/Trustpilot/BBB-metadata Monday 8 AM).
Week-over-Week Review Changes
Reputation Risk Flags
Organic Share of Voice (SEMrush)
Each DLG brand's estimated organic traffic across the recent weekly SEMrush snapshots, versus the average of the top 5 tracked competitors. Rising DLG lines mean we are gaining ground.
Biggest Movers: Gaining (WoW)
Largest week-over-week gains in estimated organic traffic between the two latest snapshots.
Biggest Movers: Losing (WoW)
Largest week-over-week drops in estimated organic traffic. DLG brands highlighted.
Head-to-Head: Where a Competitor Beats Us
Pick one DLG brand and one competitor to see the overview gap, the keywords where they outrank us (their position versus ours), and their strongest pages. Only deep-tracked competitors carry this level of detail.
Keywords they outrank us on
Their strongest pages
Paid Search Pressure (SEMrush)
Competitors ranked by estimated monthly paid cost and paid keywords, the clearest signal of who is spending to compete for our terms. DLG brands highlighted. SEMrush estimates, not actual ad spend.
Top 15 Competitors by Organic Traffic
Biggest Keyword Gaps (DLG Could Win)
Social Engagement - Last 30 Days
Total Subscribers - All Platforms (FB + IG + YT)
Per-Brand Per-Platform Summary
Weekly Reach Score by Brand (Last 8 Weeks)
Weighted exposure across all channels. Higher = more potential customers reached.
This Week's Reach by Channel
Channel Mix: Weighted Exposure by Channel (12 Weeks, All Brands)
Does Reach Convert? Weekly Reach Score vs Site Sessions
Referring Domain Trend (12 months)
New vs. Lost Domains Monthly
Anchor Text Distribution
No anchor data yet.
Top New Referring Domains
No domain data yet.
Competitor Backlink Gap
No gap data yet.
Log a Business Event
Record price changes, promotions, product launches, campaign changes, or any event that could impact metrics. These events will be referenced in reports when analyzing anomalies.
CSV, Excel, PDF, or image. Max 5MB.
Recent Events
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Event Timeline
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Ecom Scorecard
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Sales basis: GA4 (US). ROAS = GA4 revenue / platform spend (Google + Meta). Keyword Visibility = SEMrush Position Tracking organic visibility; Total = average of the three sites. Pace = full-month projection (volume metrics) or month-to-date rate (ratio metrics).
Sessions vs Target by Month
AOV vs Target by Month
CVR vs Target by Month
Marketing Scorecard
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live rows pull from the warehouse feeds HIGHBEAM already ingests: Revenue (NetSuite recognized, channel_revenue_monthly), Website Sessions (GA4), Paid Marketing Reach (Google + Meta impressions), Paid Ad Spend / Google Ads ROAS / APOR (Google + Meta only, so below the all-platform Bowler figures), Organic Email Reach = email opens, and Organic Social Reach = Reach Score organic exposure (Facebook + Instagram + YouTube; FB/IG data begins late April 2026, so earlier months are YouTube-only), and Promo Period Revenue = recognized revenue (daily_channel_flows) during Site Wide Discount Sale windows logged in the Events tracker, scoped to each sale's channels (overlapping days counted once). Limited Product and Other Promos are tracked as events but excluded, since a whole-store sale is the only promo whose full in-window revenue is genuinely promo-driven at channel grain. sheet rows (Social Audience, New Customers, MER) stay from the Bowler and are editable on the Targets page. Pace = full-month run-rate projection for volume metrics, month-to-date rate for ratio metrics (ROAS, APOR, MER, % New). Targets and PY come from the Bowler, so live rows on a different basis (e.g. email opens) will show large variances until targets are rebased. GA4 is SALES, not revenue; the dedicated D2C recognized-revenue forecast lives on the Ecom Predictor page.
Marketplace Scorecard
Coming soon
No marketplace signals are ingested into HIGHBEAM yet. Once Amazon and eBay feeds are live, this tab will track Marketplace Revenue, Marketplace Sessions, Marketplace CVR, Amazon Buy Box and eBay Seller Rating against target and prior year, using the same layout as the Ecom and Marketing tabs. Monthly marketplace revenue targets are already loaded in the marketplace_targets table.
Revenue vs Target by Channel
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Revenue basis: NetSuite recognized net revenue from the DLG Daily Report (channel_revenue_monthly). This is REVENUE, distinct from the GA4 SALES numbers used on other pages. Target basis varies by month (AOP / Reforecast / Budget), shown in the column header. The current month shows month-to-date actuals.
Monthly Revenue: Actual vs Target
Revenue Composition by Channel Group
MAP Price Reduction: July 20, 2026
On 7/20/2026 MAP prices were permanently reduced on 56 SKUs across three families: 23 Morimoto XB / XB Hybrid headlight SKUs (cuts 2.5-30%), 15 Morimoto 2Stroke 4.0 bulb SKUs (cuts 31-43%) and 18 S-V.4 bulb SKUs (cuts 5-14%). Average cut 16.1%. Two views: vs Days Before compares each day since the change against an equal number of days immediately before it (symmetric windows). vs Custom Baseline compares the full period since 7/20 against any earlier date range you pick; unequal window lengths are compared as average per-day rates.
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Daily Units and Sales: Before vs After the Price Cut
Per-SKU Impact
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Sales basis: GA4 item-level SALES (daily_top_products, US scope). GA4 knows nothing about refunds, discounts given, or shipments, so treat dollars as SALES, not revenue. A MAP cut lowers the average selling price, so dollars can lag even when units accelerate; units are the primary sell-faster signal. Confounds: the 20% off bulbs and off-road promo (7/11-7/31) overlaps the post window for the bulb families; the July 4th sale (6/21-7/10) lands in the symmetric Before window once the window is 10 days or longer; and 4 XB SKUs (LF508, LF508-A, LF503.2-ASM, LF503.2-A-ASM) are on inventory QC hold until about September, which suppresses their sales regardless of price. A custom baseline carries its own promo context: check the Events page for what ran in the window you picked. Unequal window lengths are compared as average per-day rates. Baselines longer than 6 weeks draw as weekly averages per day in the chart, and dashed lines mark each period's average daily units. Baseline velocity is the trailing monthly average from the 7/20 price file. Days with no row in GA4 count as zero sales.
📁 Add to Misc Reports
Upload a one-off analysis or ad-hoc report to the Misc Reports section below. PDF files only.
Generated Reports (locker)
Reports published by the automated chain (stored in the private reports bucket, indexed in the report locker, posted to #online-intelligence). Monthly Ecommerce SEO Health generates on the 5th of each month. GA4 website sales basis.
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Weekly Intelligence Reports
Ecommerce and marketing performance reports generated every Monday. KPIs vs targets and PY, paid advertising, email, blog, search, and competitive overview.
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Weekly Competitor Activity
Competitor activity reports generated every Tuesday. New pages, blog articles, products, promotions, pricing changes, and social listening for named competitors.
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Monthly Ecommerce Review
Comprehensive monthly ecommerce and marketing performance review. All KPIs graded against targets and prior year with strategic analysis. Generated on the 1st of each month.
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Monthly Market Intelligence
Lighting industry market intelligence with TAM sizing, share of voice, competitive positioning, social listening, and strategic recommendations. Generated on the 1st of each month.
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📊 Monthly Ad Efficiency Analysis
Paid advertising efficiency analysis covering Blended Efficiency Ratio, Incremental Contribution, New Customer Acquisition Cost, and Google vs Meta platform comparison with diminishing returns thresholds, scenario projections, and recommended spend ranges per brand. Generated monthly.
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📋 Misc Reports
One-off analyses and ad-hoc reports. Upload using the form above.
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HIGHBEAM SiteGrader
Analyze any website for Technical SEO, On-Page SEO, Site Speed, User Experience, and Ecommerce Readiness. Reports are generated as PDFs, uploaded to Google Drive, and a link is posted to #online-intelligence in Slack.
Enter any URL and click Run Report. The report generates as a PDF and a link is posted to #online-intelligence in Slack. Reports typically complete within a few minutes.
Growth Opportunities section included in every report: Top 5 content gaps (missing/weak pages) + Top 5 keyword gaps (untargeted high-impact topics). Specific and actionable, not generic SEO advice.
Data Freshness
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Recent Pipeline Activity
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Playbook Library
Living documentation of every meaningful HIGHBEAM function, tool, and process, written so another administrator can understand, run, and modify the system. Rendered live from the Playbook on GitHub; an edit pushed there appears here immediately.
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Security Posture
Aligned to the OWASP Top 10 for LLM Applications (2025). Live database checks run on demand; items marked “as of” are periodic snapshots.
How to read this tab and respond to findings
Status
Meaning
Action
PASS
Control verified in place
None
INFO
True but by-design or expected
Review occasionally; act only if the context changed
WARN
Real gap, not an emergency
Triage by severity, fix or document acceptance, schedule
FAIL
A control is broken or absent
High priority; fix before other work
ERROR
The check could not run
Fix the check or refresh its snapshot, then re-scan
Severity (info/low/medium/high/critical) sets urgency within warn and fail. “As of” marks a periodic snapshot (Brain RLS, repo audit); refresh it before acting since it may predate a fix. Checks with no “as of” are live at scan time.
Accepted by design items are intentional and need no fix; the rationale is shown inline.
Responding: decide genuine gap vs accepted-by-design. Fixing a real gap usually touches RLS, grants, auth, or secrets, so it runs the Tier 2 flow (claim, security review, independent second-session countersign, apply, log, release); queue a remediation session rather than editing directly. Re-run the scan afterward to confirm it flips to pass. An RLS-coverage fail is drop-everything: run_dashboard_query is SECURITY INVOKER, so table RLS is the dashboard’s enforcement boundary.
Live DB checks recompute on demand; snapshot items refresh out of band. The weekly scan runs Mondays 08:30 UTC; “Run scan now” forces a fresh run. “Export details” on any finding downloads a Markdown brief; “Export report” downloads the full set.
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Security Policy
Chat Usage by Month
Dollar cost of the /chat tool per user per month (Anthropic token cost from chat_usage, including cache reads/writes). Budgets reset on the 1st; default cap $50 per user per month.
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Monthly Chat Spend by User
Users
Temporary password (shown once, copy it now)
Hand it to the user securely; they should change it via the Change Password button after first sign-in.
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Role key admin: everything, including this System page (data health, security, user management, architecture docs). user: all reporting pages plus the working tools: Writers Block, SiteGrader, Chat, Reports, and Events. No System page. viewer: read-only reporting pages only (Traffic, Scorecard, Ads, Email, SEO, and the other channel and strategic dashboards). No Writers Block, SiteGrader, Chat, Reports, Events, or System.
Every action here is audit-logged. The last active admin cannot be demoted, deactivated, or removed.
Two-Factor Authentication
Team policy: enroll TWO authenticators (phone app AND YubiKey via Yubico Authenticator) so losing one never locks you out.
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Manual key (for Yubico Authenticator):
Two-factor check
Enter the 6-digit code from your authenticator (phone app, or tap your YubiKey in Yubico Authenticator).
