Reporting dashboard Explore KPI registry

Measurement architecture

What we can measure, what is blocked and what comes next.

A presentation-ready view of the reporting system, followed by the complete source-of-truth registry for implementation and audit work. GreenPharms now adds an explicit first-party verification layer for agency-reported results.

Core measurement readiness

36%

64 of 179 core KPIs

Readiness counts live and derivable metrics. Optional advertising, commerce and lifecycle modules are excluded.

Defined measurement system

188

Version-controlled KPI definitions

Operational now

30 live · 34 derivable

API expansion backlog

Supported by connected or planned platforms

Instrumentation blockers

Events, tags, CRM or agency evidence needed

Brand readiness

Success is defined differently for each property.

GreenPharms is the flagship monitoring and agency-verification property. Operational readiness includes live and derivable KPIs, while optional modules remain excluded.

Flagship property

GreenPharms

45%

Operational

Measure flagship dispensary demand, menu and location intent, then reconcile first-party evidence against Seedless reporting.

Live

Derivable

API

Blocked

Primary outcomes

15 defined

Location-page sessions

Planned API

Menu-page sessions

Planned API

Online-menu and order clicks

Needs instrumentation

Click-to-call actions

Needs instrumentation

Directions clicks

Needs instrumentation

Local dispensary-intent search clicks

Planned API

+ 9 additional primary outcome

Reporting property

CIGAWEEDS

34%

Operational

Measure whether product education and search discovery progress into retailer intent.

Live

Derivable

API

Blocked

Primary outcomes

5 defined

Arizona traffic share

Planned API

Retailers-page entries

Planned API

Sessions reaching Retailers

Planned API

Retailer CTA clicks

Needs instrumentation

Outbound retailer clicks

Needs instrumentation

Reporting property

The Marijuana Doctor

33%

Operational

Measure whether patient-oriented traffic progresses into calls, appointments and qualified leads.

Live

Derivable

API

Blocked

Primary outcomes

7 defined

Arizona traffic share

Planned API

Click-to-call actions

Needs instrumentation

Appointment-page visits

Planned API

Appointment starts

Needs instrumentation

Appointment completions

Needs instrumentation

Qualified patient leads

Needs instrumentation

+ 1 additional primary outcome

Reporting property

Trap Culture

33%

Operational

Measure whether editorial discovery progresses into events, audience growth and commerce pathways.

Live

Derivable

API

Blocked

Primary outcomes

4 defined

Discover clicks

Planned API

Event-page sessions

Planned API

Outbound ticket clicks

Needs instrumentation

Newsletter signups

Needs instrumentation

Implementation roadmap

Turn coverage into a working measurement product.

The sequence prioritizes available evidence, expands API coverage, adds independent GreenPharms verification, then instruments the brand-specific actions that determine business value.

1Now

Materialize derivable metrics

Convert the evidence already captured by GA4, GSC and Clarity into normalized weekly KPIs and comparison values.

2Next

Expand GA4 reporting requests

Add landing pages, source / medium, geography, devices, content groups and event-level detail.

3Next

Normalize Clarity behavior

Translate stored metric blocks into scroll depth, quick backs, dead clicks, rage clicks and page-level friction.

4Verify

Reconcile Seedless reporting

Import GreenPharms agency totals with their definitions intact and compare them against matching first-party GA4 and GSC periods.

5Instrument

Track brand conversion paths

Implement GreenPharms menu, call and directions events alongside retailer, appointment, ticket, newsletter, SMS and shop actions.

6Expand

Add technical health sources

Connect PageSpeed, Core Web Vitals, indexing, sitemap and priority URL inspection data.

7Optional

Activate secondary modules

Add advertising, commerce and lifecycle reporting only when those channels are operationally relevant.

Implementation states

Live is retrieved now; derivable needs calculation; planned API needs a new request; instrumentation needs a site, platform or agency-data change.

LiveDerivablePlanned APINeeds instrumentationOptional

Registry explorer

Inspect the measurement system.

The focused view shows executive and brand-primary KPIs. Switch to the full registry when implementation, diagnostic or agency reconciliation detail is needed.

SearchBrandCategoryStateSource

Tier

50 matching KPIs

Executive

11 matching metrics

KPI	State	Tier	Sources	Brands
Sessions Total sessions during the reporting period.	Live	Executive	Ga4	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Total users Distinct users who visited during the reporting period.	Live	Executive	Ga4	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Engaged sessions Sessions GA4 classified as engaged.	Live	Executive	Ga4	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Engagement rate Share of sessions classified as engaged.	Live	Executive	Ga4	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Organic sessions Sessions attributed to organic search.	Derivable	Executive	Ga4, Derived	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Search clicks Clicks from Google Search results.	Live	Executive	Gsc	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Search impressions Google Search result impressions.	Live	Executive	Gsc	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Primary conversions Completed brand-specific high-value actions.	Needs instrumentation	Executive	Ga4, Gtm, Crm	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Primary conversion rate Share of sessions producing a primary conversion.	Needs instrumentation	Executive	Ga4, Derived	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Returning-user rate Share of users who returned after a previous visit.	Planned API	Executive	Ga4, Derived	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
Data completeness Percentage of required source-days available for the report.	Derivable	Executive	Derived	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture

Acquisition

2 matching metrics

KPI	State	Tier	Sources	Brands	Details
Arizona traffic share Share of sessions originating in Arizona.	Planned API	Performance	Ga4, Derived	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture
GP Mart sessions Pseudonymous GP Mart app/web sessions observed during the reporting period.	Live	Executive	Gp Mart App	GreenPharms

KPI

State

Tier

Sources

Brands

Details

Arizona traffic share

Share of sessions originating in Arizona.

Planned API

Performance

Ga4, Derived

GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture

GP Mart sessions

Pseudonymous GP Mart app/web sessions observed during the reporting period.

Live

Executive

Gp Mart App

GreenPharms

3 matching metrics

KPI	State	Tier	Sources	Brands
Discover clicks Clicks from Google Discover.	Planned API	Executive	Gsc	Trap Culture
Patient-intent search clicks Organic clicks from queries indicating medical-card or appointment intent.	Planned API	Executive	Gsc, Derived	The Marijuana Doctor
Local dispensary-intent search clicks Organic clicks from searches indicating local dispensary, menu, product or location intent.	Planned API	Executive	Gsc, Derived	GreenPharms

KPI

State

Tier

Sources

Brands

Details

Discover clicks

Clicks from Google Discover.

Planned API

Executive

Gsc

Trap Culture

Patient-intent search clicks

Organic clicks from queries indicating medical-card or appointment intent.

Planned API

Executive

Gsc, Derived

The Marijuana Doctor

Local dispensary-intent search clicks

Organic clicks from searches indicating local dispensary, menu, product or location intent.

Planned API

Executive

Gsc, Derived

GreenPharms

Content

1 matching metrics

KPI	State	Tier	Sources	Brands	Details
GP Mart product views Tracked product-detail views in GP Mart.	Live	Executive	Gp Mart App	GreenPharms

KPI

State

Tier

Sources

Brands

Details

GP Mart product views

Tracked product-detail views in GP Mart.

Live

Executive

Gp Mart App

GreenPharms

Conversion

26 matching metrics

KPI	State	Tier	Sources	Brands
Retailers-page entries Sessions beginning on the CIGAWEEDS Retailers page.	Planned API	Performance	Ga4	CIGAWEEDS
Sessions reaching Retailers Sessions that reach the Retailers page after entering elsewhere.	Planned API	Executive	Ga4, Derived	CIGAWEEDS
Retailer CTA clicks Clicks on retailer-oriented calls to action.	Needs instrumentation	Executive	Gtm, Ga4	CIGAWEEDS
Outbound retailer clicks Clicks from CIGAWEEDS to external retailer destinations.	Needs instrumentation	Executive	Gtm, Ga4	CIGAWEEDS
Retailer click-through rate Share of Retailers-page sessions producing an outbound retailer click.	Needs instrumentation	Executive	Ga4, Derived	CIGAWEEDS
Click-to-call actions Clicks on tracked patient phone links.	Needs instrumentation	Executive	Gtm, Ga4	The Marijuana Doctor
Appointment-page visits Sessions reaching the appointment pathway.	Planned API	Performance	Ga4	The Marijuana Doctor
Appointment starts Users beginning the appointment workflow.	Needs instrumentation	Executive	Gtm, Ga4	The Marijuana Doctor
Appointment completions Successfully completed appointment requests.	Needs instrumentation	Executive	Gtm, Ga4, Crm	The Marijuana Doctor
Appointment completion rate Share of appointment starts that complete.	Needs instrumentation	Executive	Derived	The Marijuana Doctor
Qualified patient leads Unique confirmed calls, forms or appointment completions treated as leads.	Needs instrumentation	Executive	Crm, Ga4, Derived	The Marijuana Doctor
Patient lead conversion rate Share of sessions resulting in a qualified patient lead.	Needs instrumentation	Executive	Derived	The Marijuana Doctor
Event-page sessions Sessions on Trap Culture event pages.	Planned API	Executive	Ga4, Derived	Trap Culture
Outbound ticket clicks Clicks from Trap Culture event pages to ticket providers.	Needs instrumentation	Executive	Gtm, Ga4	Trap Culture
Ticket click-through rate Share of event-page sessions producing a ticket click.	Needs instrumentation	Executive	Derived	Trap Culture
Location-page sessions Sessions reaching active GreenPharms location and dispensary-information pages.	Planned API	Performance	Ga4	GreenPharms
Menu-page sessions Sessions reaching GreenPharms menu, shop or order-oriented pages.	Planned API	Executive	Ga4	GreenPharms
Online-menu and order clicks Clicks from GreenPharms pages into an online menu, ordering platform or product-shopping pathway.	Needs instrumentation	Executive	Gtm, Ga4	GreenPharms
Click-to-call actions Clicks on tracked GreenPharms telephone links for active locations.	Needs instrumentation	Executive	Gtm, Ga4	GreenPharms
Directions clicks Clicks from GreenPharms pages to mapping or directions destinations for active locations.	Needs instrumentation	Executive	Gtm, Ga4	GreenPharms
High-intent actions Deduplicated menu clicks, calls and directions clicks indicating store or purchase intent.	Needs instrumentation	Executive	Ga4, Gtm, Derived	GreenPharms
High-intent action rate Share of GreenPharms sessions producing at least one high-intent action.	Needs instrumentation	Executive	Derived	GreenPharms
GP Mart add-to-cart actions Successful GP Mart add-to-cart actions, counted as actions rather than units.	Live	Executive	Gp Mart App	GreenPharms
Product-view-to-cart rate Share of tracked product views producing an add-to-cart action.	Derivable	Executive	Gp Mart App, Derived	GreenPharms
GP Mart checkout starts Sessions reaching the tracked GP Mart checkout entry point.	Live	Executive	Gp Mart App	GreenPharms
Checkout-to-order-intent rate Order intents divided by tracked checkout starts.	Derivable	Executive	Gp Mart App, Derived	GreenPharms

Data Quality

1 matching metrics

KPI	State	Tier	Sources	Brands	Details
Seedless reconciliation status Management status showing whether Seedless totals agree with first-party evidence within approved tolerances.	Needs instrumentation	Executive	Agency Report, Ga4, Gsc, Derived	GreenPharms

KPI

State

Tier

Sources

Brands

Details

Seedless reconciliation status

Management status showing whether Seedless totals agree with first-party evidence within approved tolerances.

Needs instrumentation

Executive

Agency Report, Ga4, Gsc, Derived

GreenPharms

Advertising

1 matching metrics

KPI	State	Tier	Sources	Brands	Details
Ad revenue Advertising revenue recognized during the reporting period.	Optional	Executive	Adserver	GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture

KPI

State

Tier

Sources

Brands

Details

Ad revenue

Advertising revenue recognized during the reporting period.

Optional

Executive

Adserver

GreenPharms, CIGAWEEDS, The Marijuana Doctor, Trap Culture

Commerce

4 matching metrics

KPI	State	Tier	Sources	Brands
Purchases Completed commerce transactions.	Optional	Executive	Commerce, Ga4	Trap Culture
Commerce revenue Recognized online commerce revenue.	Optional	Executive	Commerce, Ga4	Trap Culture
GP Mart order intents Completed GP Mart checkout submissions stored as OrderIntent records; this is not a confirmed purchase count.	Live	Executive	Gp Mart App	GreenPharms
Estimated order-intent value Estimated value attached to submitted GP Mart order intents. This must never be labeled confirmed revenue.	Live	Executive	Gp Mart App	GreenPharms

Lifecycle

1 matching metrics

KPI	State	Tier	Sources	Brands	Details
Newsletter signups Completed Trap Culture newsletter subscriptions.	Needs instrumentation	Executive	Gtm, Ga4, Email	Trap Culture

KPI

State

Tier

Sources

Brands

Details

Newsletter signups

Completed Trap Culture newsletter subscriptions.

Needs instrumentation

Executive

Gtm, Ga4, Email

Trap Culture