PCMA Brain — Operations V3 Dashboard

User manual for the operations team. Covers every panel, button, and decision the dashboard expects you to make.

1. What this dashboard is for

The V3 dashboard is the single operations cockpit for the PCMA Brain. It pulls together everything the system is doing into one screen so an operator can answer five questions in under a minute:

1. Are we safe to send today? (top bar + Ads-Readiness gate)
2. Is anyone waiting on us? (Response Inbox)
3. Where is the funnel leaking? (Conversion Funnel & Efficacy Verdict)
4. Where is the next pound of revenue hiding? (Revenue Priority Queue)
5. Is the system itself healthy? (System Gaps + Outreach blocks)

Everything else on the page — campaigns, economics, Plandome, room engine — is supporting context for those five questions.

2. Getting started — your first 5 minutes each morning

1. Open /dashboard/v3.
2. Glance at the top bar. The badges should all be green/blue. A red badge is a stop sign — read it before doing anything else.
3. Check the Ads-Readiness banner. GREEN = paid traffic OK, AMBER = caution, RED = pause spend now.
4. Open the Response Inbox. Action anything in the Inbox tab; ignore the Lead Platforms and Excluded tabs unless something looks misclassified.
5. Read the Efficacy Verdict. It tells you which one stage of the funnel is hurting revenue most today.

3. Top bar & system health

The dark top strip is always visible and tells you whether the system is alive and trustworthy.

Navigation links

• Dashboard V1 — the legacy/full dashboard. Useful for deep historical drill-downs.
• Plandome Sales — Plandome-only sales view.
• Invoices — billing & invoices.
• Expediter — the high-speed lead follow-up engine.

Status badges (top-right)

4. Ads-Readiness gate

A coloured banner that tells you whether it is safe to spend on paid traffic today. The verdict comes from a list of independently-tunable checks (lead intake speed, reply rate, deliverability, no-show rate, CPA freshness, etc).

Buttons inside the banner

• Edit thresholds — opens the threshold editor. Change the numbers behind each check (e.g. minimum reply rate, max no-show %). All edits are validated and audit-logged.
• Show recent changes — full history of who changed what threshold, with old → new values. Each row has a Revert to this value button that puts the threshold back exactly where it was, in one click. The rollback itself is logged so you keep a clean chain.
• Flip history — every time the verdict changed colour, with timing and the blockers that caused it. Includes MTTR (mean time to recovery) for each red episode and per-channel send results (email / Slack / WhatsApp).
• Alert channels — turn each of the three alert channels (email, Slack, WhatsApp) on or off without touching code or environment variables. Useful during testing or when one channel is misbehaving. The modal also shows whether each channel is configured at all and what the most recent send result was. Every toggle is audit-logged.

5. Response Inbox

Every inbound reply (email, SMS, WhatsApp) lands here, classified by AI into Interested / Question / Objection / etc. Anything obviously not from a real prospect (lead-broker emails, marketing newsletters, sales pitches) is auto-filtered out via the noise filter (see next section).

Tabs

• Inbox — real prospects only. This is where 95% of your time goes.
• Lead Platforms — notifications from Bark, MyBuilder, Checkatrade, etc. Visible because you may want to skim them, but the system never replies to them.
• Excluded — service pitches and marketing newsletters. Hidden by default.

Buttons on each row

• Replied — mark this thread as handled.
• Close — close without action (e.g. spam, irrelevant).
• This is legit (Excluded / Lead Platforms tabs only) — restores the contact, removes the do-not-contact flag from GHL, and adds the sender to a permanent allow-list so the same address is never auto-excluded again.

Buttons at the top of the panel

• Pull Now — manually triggers an inbound mail pull. Use if you’re expecting a reply that hasn’t shown up.
• Email Daily Report — sends the State-of-the-Union email immediately to the configured recipient.

6. Inbound Exclusions (noise filter)

The exclusion layer keeps the inbox clean by classifying every inbound message against a deterministic rule chain (no AI cost):

• Lead-platform notifications — emails from known platforms (Bark, MyBuilder, Checkatrade, Houzz, Bidvine, Yell, Trustatrader, Thumbtack, …). Tagged in GHL as lead-platform:<name>, marked do-not-contact, but kept visible in their own tab.
• Marketing lists — anything with a List-Unsubscribe header or from a known bulk sender domain (Mailchimp, SendGrid, HubSpot, Klaviyo, Apollo, Outreach, SalesLoft, Lemlist, Smartlead, Instantly, …). Tagged excluded:marketing-list, marked do-not-contact, hidden.
• Service pitches — keyword-matched cold outreach. Tagged excluded:service-pitch, marked do-not-contact, hidden.

The Inbound Exclusions panel

• Counts by label — how many contacts in each bucket.
• Top noisy senders (last 7d) — the addresses spamming you most.
• Allow-list size — how many senders an operator has marked “legit”.
• Run backfill / Force re-run — re-classify the entire history (auto-runs once on first deploy; manual button only needed if you change the classifier rules).

7. System Gaps & auto-fix recipes

A passive integrity monitor that watches for contacts stuck between stages — e.g. an active deal with no owner, a contact with no status, an offer viewed but no application started.

Buttons

• Preview — shows the exact contacts a recipe would touch, without changing anything.
• Run — applies the recipe. Always preview first if you’re unsure.

8. Conversion Funnel & Efficacy Verdict

A 9-stage rolling-30d view of the funnel from GHL Contact through to Elite Partner. Each stage shows actual conversion rate vs target.

Reading the funnel

• Green stage = at or above target.
• Amber/red stage = below target. The further from target, the redder.
• Click any stage to edit its target.

Efficacy Verdict

Below the funnel, a single sentence calls out the biggest bottleneck — the one stage where, if you pulled it back to target, the most downstream revenue would unlock. The verdict includes a forward projection in £ so you can prioritise.

9. Revenue Priority Queue

Ranks 7 lead pools by Value × Effort so you always know where the next pound of revenue is hiding.

Click Pool definitions to see the exact SQL rules for each pool — useful when explaining why a contact ended up where they did.

10. Room Engine & Portal Engagement

The Room Engine tracks prospect movement through the 4 virtual rooms (Report → Playbook → Masterclass → Invitation). The Portal Engagement panel tracks tool completions (T01–T16), offer views, and application starts.

What to look at

• Average days in room — anything over 14 days = a stall.
• Advancement rate between rooms — should trend up over time.
• Top stall points — the specific tool or step where most prospects get stuck. This is your CRO target.

11. Outreach, Comms & Message Efficacy

Outreach chart

Daily outbound volume across Email, SMS, WhatsApp. Sudden drops usually mean a daily cap was hit or the circuit breaker tripped.

Blocked Today

A breakdown of outbound attempts that were blocked. Reasons:

• Cooldown — same contact was messaged too recently.
• Daily Cap — brand-level send cap reached.
• Circuit Breaker — GHL is unhealthy.
• Do-not-contact — contact is on the exclusion list.
• Unsubscribed — contact opted out.

Message Efficacy Leaderboard

Per-template open / click / reply rates with a single composite efficacy score. The system flags Winners (replicate the angle) and Losers (rewrite or retire).

12. Plandome Nurture & Actions

Plandome-specific sequences (Abandoned Tool, Win-Back, …) with enrollment and conversion rates. The Gold-Pool Actions sub-panel surfaces individual high-value contacts to act on today: lost-recoverable leads, stale opportunities, upsell candidates.

13. Controlled-Cohort Campaigns

Cohort campaigns are time-boxed sends to a specific lead segment for testing copy or angles before promoting to evergreen.

Lifecycle

1. Build — system assembles the cohort and a draft template.
2. Armed — ready to fire but not sending yet.
3. Running — sends are flowing on the daily tick.
4. Paused — manually paused, OR auto-paused by the circuit breaker after too many consecutive send failures (shown as ⛔ AUTO-PAUSED with the trip reason).
5. Done — finished.

Auto-paused banner (top of the campaigns panel)

When any campaign is auto-paused a red summary banner appears above the campaigns table listing the count and the names. Click any name to jump straight to that row — it scroll-snaps and briefly flashes so you find it instantly even in a long table.

Auto-resume (cooldown + canary)

An auto-paused campaign doesn’t need an operator to recover from a transient outage. After a configurable cooldown (default 30 minutes) the system fires one canary send:

• Canary succeeds → status flips back to running, an "auto-resume" notice is logged, the alert is re-armed, and the next daily tick continues normally.
• Canary fails or is blocked → campaign stays paused, the cooldown re-anchors to now, the daily attempt counter ticks up. There’s a per-day attempt cap (default 3) so a permanently broken inbox can’t burn the day.

Manual pauses are never auto-resumed — only circuit-breaker pauses are. You stay in control.

Real-time auto-pause alerts

The moment a campaign trips, the team gets paged on three channels in parallel: email, Slack (if webhook configured), and WhatsApp (if phone configured). A second "auto-resume" notice goes out the same way when a paused campaign self-recovers, so pause + recovery sit in the same inbox.

Buttons per campaign

• Arm / Pause / Resume — change state. Resume is one click; the system clears the auto-pause flag automatically.
• Edit template — inline subject + body editor. Saves are audit-logged with operator name.
• Preview — render the template with a sample contact’s merge fields.
• Send test — dispatch the template to one address you specify, before arming the real campaign.
• History — last 10 saved versions of this template, with one-click Restore.
• Reset — revert the template to the in-code default.

14. Unit Economics

The financial pulse of the operation, rolling 30 days.

Use the Log spend button to enter today’s ad spend; this feeds CPL/CPA/ROAS and the Ads-Readiness cpa_freshness check.

15. Daily “State of the Union” email

An automated 7am summary email that recaps the previous 24 hours: KPI deltas, what the system did autonomously, what needs an operator decision, ads-readiness verdict, exclusions caught, campaigns active, and bottleneck verdict.

• Click Email Daily Report in the Response Inbox panel to send it on demand.
• Click Preview Daily Report to see the HTML in-browser before sending.

16. Admin actions & the admin token

Mutating actions (restore-legit, run backfill, edit thresholds, restore template version, send test, force alert, log spend, etc.) are gated by an admin token. The dashboard prompts for it the first time you click an admin action and remembers it for the session.

17. Troubleshooting & common questions

“Why are no messages going out?”

1. Check the Environment badge: it must say PROD.
2. Check the Circuit Breaker badge: it must be open (green).
3. Check Daily Caps: if 100%, you’re done for the day.
4. Check the Blocked Today panel for the actual block reason.
5. Check the Campaigns table for any ⛔ AUTO-PAUSED rows.

“A real prospect ended up in Excluded — how do I get them back?”

Open the Excluded tab, find the row, click This is legit. The contact is restored locally and in GHL, and that sender goes on the permanent allow-list.

“The Ads-Readiness banner went red — what now?”

Read the listed blockers in the banner. Each blocker maps to a specific check (e.g. cold_reply_rate, noshow_rate, cpa_freshness). Either fix the underlying issue or, if the threshold itself is wrong, click Edit thresholds and adjust. All edits are audit-logged.

“I edited a campaign template by mistake.”

Open the template, click History, find the previous version, click Restore. The restore itself is logged so you have a full chain.

“The numbers in two panels don’t match.”

Check the global time selector — different panels honour it differently. Some are always rolling-30d (Funnel, Economics) regardless of the selector.

“I think the Last Sync is too old.”

Click Pull Now in the Response Inbox panel; this triggers a manual GHL sync and inbound mail pull.

18. Glossary