Dashboard

25 active delivery items; 2 completed in the last fortnight.

Sources fetched 21 Aug 2026, 6:05 pmView rebuilt 23 Aug 2026, 2:10 amMode: Codex connector refresh

Dashboard view rebuilt locally from the last Jira and Google Doc source snapshot. The next Codex heartbeat should refresh the source snapshot before rebuilding.

Active25

In progress25

Review0

Recently done2

DT25

WREA0

Priorities

Google Doc

This Quarter

Self service and thank you page dashboard live
Live with Cloakbrowser implementation to reduce ScrapeOps prices
Email list live (core and personalised)
Intro value bidding (beds etc)
Fix agent referral email sent from CRM's email from address structure (no 0.0). May trigger spam

This Week

Scraper/Sidecar working at scale for all
Test Server MySQL 8.4 upgraded (wrea and agenthubscraper done)
CRM sold property auto identification without REA buy listing link already on property
AI in CRM for agent suggestions and emails
Self serve for out of hours (same tid causes Adv filter mess)

Being Worked On

DT-952 DT · Unassigned DT-949 DT · Unassigned DT-948 DT · Unassigned DT-951 DT · Unassigned DT-950 DT · Unassigned DT-946 DT · Unassigned DT-947 DT · Unassigned DT-945 DT · Unassigned

Needs Attention

WREA

No review or stale active items in this snapshot.

Recently Completed

Last 14 days

DT-909 DT · Unassigned DT-922 DT · Unassigned

Funnel & P&L

Built 5:10pm

Metric	Today	23/8	16/8	9/8	2/8	12 Week Avg	Total
	2	165	199	227	230	236	821
Google AdsGoogle Ads	1	96	110	161	161	151	528
Microsoft AdsMicrosoft Ads	0	29	38	24	27	37	118
OrganicOrganic	1	40	51	42	42	48	175
	0	56	48	72	72	67	248
Google AdsGoogle Ads	0	37	36	56	51	49	180
Microsoft AdsMicrosoft Ads	0	9	8	8	10	9	35
OrganicOrganic	0	10	4	8	11	10	33
	0.2k	19.5k	25.1k	34.2k	31k	27.8k	109.8k
Google AdsGoogle Ads	0.2k	15.8k	21.6k	30.3k	27.8k	23.8k	95.6k
Microsoft AdsMicrosoft Ads	0	3.7k	3.5k	3.8k	3.2k	4.1k	14.2k
	112	118	126	150	135	119	134
Google AdsGoogle Ads	225	165	197	188	173	159	181
Microsoft AdsMicrosoft Ads	-	128	91	160	117	114	120
	-	349	523	474	431	417	443
Google AdsGoogle Ads	-	428	601	541	546	498	531
Microsoft AdsMicrosoft Ads	-	414	432	480	317	478	406
	-	923	913	812	822	883	859
Google AdsGoogle Ads	-	930	924	822	817	881	863
Microsoft AdsMicrosoft Ads	-	1150	857	734	891	881	914
	-	574	390	337	391	465	417
Google AdsGoogle Ads	-	502	323	280	271	383	332
Microsoft AdsMicrosoft Ads	-	736	424	254	574	403	508
Clicks to Leads %Clicks to Leads %	2	6	5	5	6	6	5
Leads to Intros %Leads to Intros %	0	39	33	35	32	32	34
Clicks to Intros %Clicks to Intros %	0.0	2.3	1.7	1.9	1.8	1.9	1.9
P&L Revenue (Estimate)P&L Revenue (Estimate)	0	51.7k	43.8k	58.4k	59.2k	59.3k	213.1k
P&L Advertising CostsP&L Advertising Costs	0.2k	19.5k	25.1k	34.2k	31k	27.8k	109.8k
P&L Gross ProfitP&L Gross Profit	-0.2k	32.2k	18.7k	24.3k	28.1k	31.4k	103.3k
	0	9.2k	10.2k	15.1k	14.1k	20.5k	48.6k
WagesWages	0	9.2k	9.4k	14.2k	9.8k	13.7k	42.5k
Software & OtherSoftware & Other	0	0	0.8k	0.9k	4.4k	6.8k	6.1k
P&L ProfitP&L Profit	-0.2k	23k	8.5k	9.2k	14k	11k	54.7k
P&L DebtorsP&L Debtors	490.6k	-	-	-	-	-	-
P&L MA Pipeline (1Y)P&L MA Pipeline (1Y)	1309	-	-	-	-	-	-
P&L AA+ Pipeline (1.5Y)P&L AA+ Pipeline (1.5Y)	416	-	-	-	-	-	-

Property Market

Domain auctions Cotality prices Market data refreshed 22 Aug 2026, 5:10 pm • Domain API: 24 weeks to 15 Aug 2026 • Cotality: 22 Aug 2026

Time range

Monthly Market Snapshot

Latest index, monthly movement, and selectable daily-history windows.

Dwelling type

Source: Cotality Monthly Values and local Daily Home Value Index history Daily-backed rows use the local Cotality history. Monthly-only rows are not interpolated.

Cotality Daily Index (28-Day Change)

Rolling 28-day percentage change for daily-backed all-dwelling city series.

Source: Cotality Daily Home Value Index Each point is the percentage change from the nearest available daily value 28 days earlier.

Property Prices (Daily Home Value Index)

Every visible city is rebased to 100 at the selected start; dashed lines are monthly-published cities.

Dwelling type

Source: Cotality Daily Home Value Index Daily city history is extended from the local Cotality CSV backfill where available. Dashed chart lines are monthly-published city series repeated between monthly updates, not true daily observations.

Auction Market Trends

Weekly auction metrics for Sydney and Melbourne.

Source: Domain Auction Results API Clearance, passed-in share, and withdrawn share use reported auctions as the denominator.

SEO Insights

Latest 28 days: clicks +41.6%, organic users +6.4%, leads +12.0%, Lead CVR +0.0 pts

Trend read Latest 28 days: clicks +41.6%, organic users +6.4%, leads +12.0%, Lead CVR +0.0 pts. Over 3 months: clicks +69.0%, leads +19.2%. Over 12m: clicks +71.3%, leads +40.1%.

Best converting organic page /agent-fees/real-estate-agent-fees-and-commissions-in-victoria produced 6 lead users at 5.1% Lead CVR. Protect this page and use it as the benchmark for nearby commercial pages.

Conversion leak to review /australian-house-prices-graph-over-the-last-20-years had 930 organic users but 0 lead users. If the intent is commercial, this is likely the highest-leverage page-level fix.

Search opportunity "real estate market" has 1,281 impressions at average position 10.4. It is close enough to page one visibility that a targeted content/internal-link push may matter.

Organic Search only Search Console GA4 Local cache, daily incremental refresh SEO cache refreshed 22 Aug 2026, 5:11 pm • History 10 Jan 2025 to 20 Aug 2026

Organic Search Momentum

Search Console clicks, GA4 organic sessions, and Leads (unique users) from generate_lead_thank_you_page. Use the legend to hide or show lines.

Search Quality & Conversion

Search Console CTR and Lead CVR (users): unique lead users divided by GA4 organic active users.

Landing Pages: Traffic, Conversion, Opportunity

Organic landing pages joined to Search Console page performance.

Queries: Winners, Decliners, Content Gaps

Search Console query movement over the selected table period versus the prior comparable period.

Technical Search Health

Sitemap API health plus a clear note on what still requires the Search Console Pages report.

Sitemap errors 0 10 warnings

Submitted URLs 47.7K 33K indexed in sitemap API

Indexing coverage Manual coverage link Google's official Search Console APIs expose performance, sitemaps, and URL-level inspection. The bulk Pages indexing/error report is not exposed as a simple official API feed, so this dashboard surfaces sitemap health locally and links to Search Console for coverage diagnostics. Open Search Console Pages report

http://whichrealestateagent.com.au/sitemap_index.xml 8,258 indexed / 11.9K submitted 0 errors · 3 warnings Last read 11 May 2026, 9:12 am

http://whichrealestateagent.com.au/sitemap_index.xml 8,258 indexed / 11.9K submitted 0 errors · 3 warnings Last read 22 Aug 2026, 8:16 am

https://whichrealestateagent.com.au/sitemap_index.xml 8,258 indexed / 11.9K submitted 0 errors · 2 warnings Last read 12 May 2026, 6:03 am

https://whichrealestateagent.com.au/sitemap_index.xml 8,258 indexed / 11.9K submitted 0 errors · 2 warnings Last read 21 Aug 2026, 11:49 pm

Google Ads Vitals

Profit slipped this week.

Short term: spend moved from $30,310.12 last week to $21,632.84 this week, while Intro GP moved from $18,958.16 to $7,020.80 and GP margin moved from 62.5% to 32.5%.

Long term: GP margin has fallen from 122.0% on 23 Feb 2026 to 32.5% now; Intro GP has dropped from $47,595 on 16 Feb 2026 to $7,021 now.

Reporting week

10 Aug 2026 to 16 Aug 2026 Refreshed 17 Aug 2026, 8:33 am Auction Insights active

Google Ads data is stale. Last successful dashboard refresh was 17 Aug 2026, 8:33 am. Refresh Google Ads on demand before using these figures for current decisions.

Spend

$21,633

1w -$8,6774w -$4,8808w +$1,583

Intro GP

$7,021

1w -$11,9374w -$6,4728w +$7,577

GP Margin

32.5%

1w -30.1%4w -18.4%8w +35.2%

Lead → Intro

29.8%

1w -11.3%4w -2.1%8w +3.1%

Click → Intro

1.4%

1w -0.6%4w -0.5%8w +0.1%

What is driving it Agent (National)

Spend share 82.9%

Intro GP $2,195

GP margin 12.2%

Campaign Current Trend vs exact 1w / 4w / 8w

Agent (National) monitor

$2,195 $17,940 spend • 12.2% GP • 35.3% L→I

1w IGP -$11,786 • margin -47.5%4w IGP -$5,643 • margin -30.6%8w IGP +$3,136 • margin +18.6%

Exact match monitor

$1,973 $15,358 spend • 12.8% GP • 38.9% L→I

1w IGP -$11,841 • margin -59.9%4w IGP -$6,095 • margin -35.6%8w IGP +$2,914 • margin +19.2%

Phrase match monitor

$222 $2,582 spend • 8.6% GP • 21.4% L→I

1w IGP +$55 • margin +4.8%4w IGP +$451 • margin +22.5%

Real Estate (National) stable_or_scalable

$1,230 $2,125 spend • 57.9% GP • 45.5% L→I

1w IGP -$742 • margin +6.4%4w IGP -$2,825 • margin -54.4%8w IGP -$120 • margin +23.0%

Broad (National) scalable_but_constrained

$4,163 $1,001 spend • 415.8% GP • 22.2% L→I

1w IGP +$2,390 • margin +336.7%4w IGP +$4,463 • margin +432.9%8w IGP +$4,226 • margin +515.8%

Agent Off-Peak (National) monitor

-$567 $567 spend • -100.0% GP • 0.0% L→I

1w IGP -$740 • margin -127.1%4w IGP -$3,230 • margin -227.4%8w IGP -$49 • margin 0.0%

Auction pressure Account + major campaigns

Abs Top IS 10.0% -0.9% vs prior week

Search IS 28.4% -2.5% vs prior week

Top of Page IS 22.5% -1.9% vs prior week

Lost IS (Rank) 51.4% -7.3% vs prior week

View

X-axis

localagentfinder.com.au is still dominating premium placement at 50.5% absolute-top share versus WREA at 8.1%.

Absolute top Account

Impression share Account

Top of page Account

realestate.com.au is still dominating premium placement at 51.0% absolute-top share versus WREA at 9.7%.

Absolute top Real Estate (National)

Impression share Real Estate (National)

Top of page Real Estate (National)

localagentfinder.com.au is still dominating premium placement at 41.9% absolute-top share versus WREA at 5.5%.

Absolute top Broad (National)

Impression share Broad (National)

Top of page Broad (National)

Money trend Spend vs Intro GP

Quality trend Margin + lead to intro

Strategic action review Fix margin, then scale controlled volume

CEO read

The dashboard is not saying Google Ads is broken. It is saying the account is spending harder than profit quality currently supports, with one dominant campaign hiding important sub-campaign economics.

Operating stance

Hold broad scaling, reallocate within the account, repair weak intent pockets, and use Auction Insights only where profitable demand can justify stronger rank.

Account readout

$21,633 spend is being carried at 32.5% GP margin. 1w -$8,677 / 4w -$4,880 / 8w +$1,583; 1w -30.1% / 4w -18.4% / 8w +35.2%.

Profit signal

$7,021 Intro GP with 29.8% lead-to-intro and 1.4% click-to-intro. The funnel is still producing intros, but margin is not keeping pace with spend.

Main driver

Agent (National) is 82.9% of spend and produced $2,195 at 12.2% GP margin. This is the account control point, not a side issue.

Match-type split

Agent exact match is carrying $1,973 at 12.8%; phrase match is $222 at 8.6%. Treat them as different businesses with different budget rules.

Auction pressure

localagentfinder.com.au is still dominating premium placement at 51.7% absolute-top share versus WREA at 15.3%.

Longer trend

GP margin has fallen from 122.0% on 23 Feb 2026 to 32.5% now; Intro GP has dropped from $47,595 on 16 Feb 2026 to $7,021 now.

Protect gross profit before adding account-wide spend

32.5% is below both the recent and longer-term baseline. Budget increases should be approved only where campaign-level Intro GP, margin, and lead quality are all holding.

Set a temporary rule: no broad budget lift unless the campaign is above its 4w GP-margin reference or has a named recovery thesis.

Reallocate inside the account, not simply up or down

Current scale candidates are Real Estate (National). They deserve first look for controlled budget movement.

Move dollars from weak exploratory pockets into proven profitable pockets in small steps, then check Intro GP and lead quality after each weekly cycle.

Separate Agent exact from Agent phrase in decision making

Exact is positive ($1,973, 12.8%); phrase is negative ($222, 8.6%). The blended Agent view hides the real management problem.

Protect exact-match capacity first; put phrase on a tighter query, bid, and landing-page review until it earns its budget.

Fix funnel quality before changing bidding blindly

Agent (National), Broad (National), Agent Off-Peak (National) are showing quality or conversion deterioration signals.

Review search terms, lead source mix, landing pages, and CRM follow-up outcomes before raising targets or budgets.

Defend premium auction position only where economics justify it

Search IS 28.4% / Top of Page IS 22.5% / Abs Top IS 10.0% / Lost IS (Rank) 51.4%

Use Auction Insights to defend high-intent exact terms and proven off-peak campaigns, not to chase share across low-margin traffic.

Quick wins

Put budget pressure in Broad (National) into an immediate hold/review lane: Short term: lost-to-budget share moved to 67.2% from 45.4% week on week.
For Agent National, isolate phrase-match loss from exact-match profit. Cap or tighten phrase until search terms and lead outcomes explain the gap.
Run a controlled scale test in Real Estate (National) before increasing the whole account.
Audit the first 20-30 recent leads from Agent (National), Broad (National), Agent Off-Peak (National) for intent, geography, property readiness, and call outcome.
Add a weekly no-go check: if GP margin is below the 4w reference and spend is above the 4w reference, scaling requires a written exception.

Tactical changes

Split weekly operating review into three lanes: profitable scale candidates, fix-before-scale campaigns, and exploration/learning spend.
Manage high-intent exact, phrase, broad, and off-peak traffic with separate budget rules because their economics are materially different.
For Quality, Real Estate, and Broad, pair Google search-term review with CRM outcome review so the team can see whether the issue is query intent, landing-page promise, or sales follow-up.
Use Auction Insights as a second-order signal: rank and absolute-top share matter only when lead-to-intro and Intro GP justify the extra CPC pressure.
Track campaign decisions against 4w and 8w references, not just week-on-week movement, so the team does not overreact to one noisy week.

Long-term strategy

Move bidding governance toward gross-profit value, not lead volume. The long-term target should be profitable paid acquisition, not cheaper leads that do not become intros.
Feed later funnel stages back into budget decisions: appointed, listed, sold, and paid outcomes should become the quality lens for scaling once enough data is available.
Create a portfolio budget model: protect core profitable demand, scale only proven pockets, and reserve a capped test budget for new query/landing-page experiments.
Build a competitor-defense plan for the terms where WREA must be visible. Premium position should be bought deliberately on high-intent terms, not spread thinly across all auctions.
Review campaign architecture quarterly so match type, intent, geography, time-of-day, and landing-page promise each have a clear role in the account.

Auction + profit alignment Intro GP vs placement + margin

Scatter check Auction position vs profit outcomes

Google Ads

Weekly CEO view of paid acquisition performance, margin pressure, and where to scale or fix.

Google Ads data refreshed 17 Aug 2026, 8:33 am Reporting week: 10 Aug 2026 to 16 Aug 2026 Report type: full Auction Insights: active

Sources

CRM Google Ads reporting commands Weekly compiled context Campaign profitability by week Google Ads Auction Insights report email

Google Ads data is stale. Last successful dashboard refresh was 17 Aug 2026, 8:33 am. Refresh Google Ads on demand before using these figures for current decisions.

Bid optimization recommendations were not available for reuse for this week.

Auction Insights

Competitive visibility from the Google Ads Auction Insights email is included in this report.

98 rows were imported across 5 campaigns and 6 competitor domains.

Trend Summary

Search impression share is 28.4% and moved -2.5% week on week, but lost impression share due to rank is still 51.4%.

Top-of-page share is 22.5% while absolute-top share is only 10.0%, which means broader visibility is not yet turning into dominant first-position presence.

The local Auction Insights trend window currently covers 8 June 2026 to 10 Aug 2026.

Search IS

28.4%

-2.5% vs prior week

Top of Page IS

22.5%

-1.9% vs prior week

Abs Top IS

10.0%

-0.9% vs prior week

Lost IS (Rank)

51.4%

-7.3% vs prior week

Agent (National) Competitive Trend

Visible window: 8 June 2026 to 10 Aug 2026

localagentfinder.com.au leads impression share at 57.4% versus WREA at 45.1% (+12.3% gap). Biggest visible move: WREA -27.3% since 8 June 2026.

realestate.com.au leads top-of-page share at 91.8% versus WREA at 85.7% (+6.2% gap). Biggest visible move: openagent.com.au -9.1% since 8 June 2026.

localagentfinder.com.au leads absolute-top share at 51.7% versus WREA at 15.3% (+36.4% gap). Biggest visible move: localagentfinder.com.au -11.4% since 8 June 2026.

Concern: localagentfinder.com.au is still dominating premium placement at 51.7% absolute-top share versus WREA at 15.3%.

Impression Share Trend

localagentfinder.com.au leads impression share at 57.4% versus WREA at 45.1% (+12.3% gap). Biggest visible move: WREA -27.3% since 8 June 2026.

Top of Page Trend

realestate.com.au leads top-of-page share at 91.8% versus WREA at 85.7% (+6.2% gap). Biggest visible move: openagent.com.au -9.1% since 8 June 2026.

Absolute Top Trend

localagentfinder.com.au leads absolute-top share at 51.7% versus WREA at 15.3% (+36.4% gap). Biggest visible move: localagentfinder.com.au -11.4% since 8 June 2026.

Real Estate (National) Competitive Trend

Visible window: 8 June 2026 to 10 Aug 2026

domain.com.au leads impression share at 38.6% versus WREA at 19.7% (+18.9% gap). Biggest visible move: openagent.com.au +13.1% since 8 June 2026.

realestate.com.au leads top-of-page share at 90.7% versus WREA at 64.4% (+26.3% gap). Biggest visible move: WREA -10.8% since 8 June 2026.

realestate.com.au leads absolute-top share at 51.0% versus WREA at 9.7% (+41.3% gap). Biggest visible move: WREA -19.5% since 8 June 2026.

Concern: realestate.com.au is still dominating premium placement at 51.0% absolute-top share versus WREA at 9.7%.

Impression Share Trend

domain.com.au leads impression share at 38.6% versus WREA at 19.7% (+18.9% gap). Biggest visible move: openagent.com.au +13.1% since 8 June 2026.

Top of Page Trend

realestate.com.au leads top-of-page share at 90.7% versus WREA at 64.4% (+26.3% gap). Biggest visible move: WREA -10.8% since 8 June 2026.

Absolute Top Trend

realestate.com.au leads absolute-top share at 51.0% versus WREA at 9.7% (+41.3% gap). Biggest visible move: WREA -19.5% since 8 June 2026.

Broad (National) Competitive Trend

Visible window: 15 June 2026 to 10 Aug 2026

openagent.com.au leads impression share at 48.5% versus WREA at 10.3% (+38.1% gap). Biggest visible move: localagentfinder.com.au -15.0% since 15 June 2026.

realestate.com.au leads top-of-page share at 89.7% versus WREA at 76.3% (+13.4% gap). Biggest visible move: localagentfinder.com.au -11.0% since 15 June 2026.

localagentfinder.com.au leads absolute-top share at 41.9% versus WREA at 5.5% (+36.4% gap). Biggest visible move: domain.com.au -19.2% since 15 June 2026.

Concern: localagentfinder.com.au is still dominating premium placement at 41.9% absolute-top share versus WREA at 5.5%.

Impression Share Trend

openagent.com.au leads impression share at 48.5% versus WREA at 10.3% (+38.1% gap). Biggest visible move: localagentfinder.com.au -15.0% since 15 June 2026.

Top of Page Trend

realestate.com.au leads top-of-page share at 89.7% versus WREA at 76.3% (+13.4% gap). Biggest visible move: localagentfinder.com.au -11.0% since 15 June 2026.

Absolute Top Trend

localagentfinder.com.au leads absolute-top share at 41.9% versus WREA at 5.5% (+36.4% gap). Biggest visible move: domain.com.au -19.2% since 15 June 2026.

TL;DR

Short term: spend moved from $30,310.12 last week to $21,632.84 this week, while Intro GP moved from $18,958.16 to $7,020.80 and GP margin moved from 62.5% to 32.5%.

4w reference: Spend -$4,880, Intro GP -$6,472, GP Margin -18.4%, Lead → Intro -2.1%, Click → Intro -0.5% versus the exact week 4 weeks ago.

8w reference: Spend +$1,583, Intro GP +$7,577, GP Margin +35.2%, Lead → Intro +3.1%, Click → Intro +0.1% versus the exact week 8 weeks ago.

Largest campaign driver: Agent (National) accounted for 82.9% of this week's spend and delivered $2,195.01 of Intro GP.

Spend

$21,633

1w -$8,6774w -$4,8808w +$1,583

Intro GP

$7,021

1w -$11,9374w -$6,4728w +$7,577

GP Margin

32.5%

1w -30.1%4w -18.4%8w +35.2%

Lead → Intro

29.8%

1w -11.3%4w -2.1%8w +3.1%

Click → Intro

1.4%

1w -0.6%4w -0.5%8w +0.1%

8-Week Weekly Trend

Spend and Intro GP over the latest complete eight-week window.

Efficiency Trend

Margin and lead-to-intro conversion, which is the cleanest CEO lens on quality.

Where To Scale

Campaigns that are contributing profit with stable or scalable signals.

Real Estate (National)

$2,125 spend • $1,230 Intro GP • 45.5% lead→intro

Where To Fix

Campaigns where funnel quality or downstream conversion is suppressing profit.

Review budget pressure in Broad (National)

Short term: lost-to-budget share moved to 67.2% from 45.4% week on week.

Campaign Scoreboard

The current week ranked by spend, profit contribution, and strategic assessment.

Campaign	Spend	Intro GP	GP%	Lead→Intro	Assessment
Agent (National)	$17,940	$2,195	12.2%	35.3%	monitor
Real Estate (National)	$2,125	$1,230	57.9%	45.5%	stable_or_scalable
Broad (National)	$1,001	$4,163	415.8%	22.2%	scalable_but_constrained
Agent Off-Peak (National)	$567	-$567	-100.0%	0.0%	monitor

Agent (National) Match Types

Helpful for deciding whether the growth lever is exact-match efficiency or phrase-match scale.

Exact

$1,973

$15,358 spend • 12.8% GP margin • 38.9% lead→intro

Phrase

$222

$2,582 spend • 8.6% GP margin • 21.4% lead→intro

Broad (National): Lost-to-budget share increased while conversion quality stayed relatively steady.