Document Type: Specification
Status: Structural
Version: v1.1
Authority: HeadOffice
Applies To: HeadOffice UI / Ads Brain Visibility Layer
Parent: HeadOffice Brain
Last Reviewed: 2026-03-15
Purpose
This document defines the HeadOffice dashboard view for Ads Brain inside the MWMS ecosystem.
Its purpose is to give HeadOffice a clear executive-level interface for monitoring paid traffic operations without turning HeadOffice into an execution layer.
The HeadOffice UI must provide visibility, not operational drift.
HeadOffice may observe:
• campaign status
• experiment status
• creative performance
• scaling candidates
• capital exposure
• lifecycle distribution
HeadOffice may not execute campaigns directly from this dashboard unless a separately approved execution layer exists.
Scope
This specification applies to:
• the HeadOffice executive dashboard view for Ads Brain
• cross-brain visibility into advertising operations
• executive observation of campaign, experiment, creative, lifecycle, and capital signals
• display-layer separation between visibility and execution
• future structural UI expansion for governed dashboard functionality
This document governs what the HeadOffice Ads Command Dashboard should show and how it should behave as an executive visibility layer.
It does not govern:
• direct campaign execution
• campaign editing
• Finance approval authority
• Experimentation validation authority
• SIT enforcement authority
• opportunity classification changes
Those remain governed by the relevant Brains and their controlling systems.
Definition / Rules
Core UI Role
The HeadOffice Ads Command Dashboard acts as the executive observation layer for Ads Brain.
It exists to answer:
• What is currently being tested?
• What is winning?
• What is failing?
• What is approaching scale?
• What capital is exposed?
• Where are risks forming?
The dashboard is a command visibility interface, not a campaign editor.
Dashboard Sections
The HeadOffice Ads Command Dashboard should contain the following sections.
Executive Summary Bar
Displays high-level performance indicators.
Recommended fields:
• Active Campaigns
• Active Experiments
• Scaling Candidates
• Paused Campaigns
• Retired Campaigns
• Capital Currently Exposed
• Platform Mix
• Offers In Testing
Purpose:
Give HeadOffice immediate awareness of current Ads Brain activity.
Offer Lifecycle Panel
Displays all offers currently flowing through the Ads-related testing pipeline.
Recommended stages shown:
• Approved for Test
• Campaign Design
• Experiment Validation
• Capital Approval
• Testing
• Iteration
• Scaling
• Pause / Retire
Fields:
• Offer Name
• Current Stage
• Responsible Brain
• Last Updated
• Risk Level
• Traffic Platform
Purpose:
Connect HeadOffice visibility to the MWMS Offer Lifecycle Dashboard.
Campaign Health Panel
Displays currently active campaigns and their operational condition.
Recommended fields:
• Campaign Name
• Platform
• Offer
• Status
• CTR
• CPA
• Conversion Rate
• Creative Status
• Decision Engine Output
Status indicators:
• Healthy
• Watch
• Unstable
• Paused
• Scaling Candidate
Purpose:
Allow HeadOffice to quickly identify which campaigns require attention.
Experiment Panel
Displays active and recent experiments being run through Ads Brain.
Recommended fields:
• Experiment ID
• Offer
• Platform
• Variable Being Tested
• Control Variant
• Test Variant
• Start Date
• Validation Status
• Current Outcome
Possible validation states:
• Pending Validation
• Validated
• Running
• Blocked
• Complete
Purpose:
Provide visibility into testing discipline and experiment flow.
Creative Intelligence Panel
Displays the creative layer of Ads Brain.
Recommended fields:
• Top Performing Hooks
• Top Performing Angles
• Fatiguing Creatives
• Creative Iteration Queue
• Newest Creative Briefs
• VEO3 Production Queue
Purpose:
Give HeadOffice a quick view of creative strength without entering operational creative systems.
Scaling Readiness Panel
Displays campaigns approaching scale conditions.
Recommended fields:
• Campaign Name
• Offer
• CPA Stability
• Creative Durability
• Statistical Validation Status
• Finance Approval Status
• Scaling Recommendation
Possible outputs:
• Not Ready
• Monitor
• Review
• Ready For Finance Review
Purpose:
Prevent premature scaling while making real opportunities visible.
Capital Exposure Panel
Displays Ads Brain capital visibility as recognised by Finance Brain.
Recommended fields:
• Current Active Exposure
• Exposure By Risk Level
• Exposure By Offer
• Exposure By Platform
• Scaling Requests Awaiting Approval
Purpose:
Ensure HeadOffice can see exposure without bypassing Finance Brain authority.
Governance Alerts Panel
Displays structural or governance issues affecting Ads Brain.
Recommended alerts may include:
• Experiment not validated
• Campaign running without approved lifecycle stage
• Scaling requested without Finance approval
• Creative fatigue warning
• Platform instability detected
• SIT enforcement alert
Purpose:
Allow HeadOffice to identify governance risk quickly.
UI Visibility Rules
The HeadOffice Ads Command Dashboard may display:
• Ads Brain outputs
• Experimentation Brain validation status
• Finance Brain approval status
• SIT integrity alerts
• offer lifecycle stage
The dashboard may not:
• directly edit campaign settings
• bypass Finance approval
• bypass Experimentation validation
• bypass SIT enforcement
• change opportunity classification
This preserves system separation.
Relationship to Other Pages
This UI specification reads from and depends on:
• MWMS – Offer Lifecycle Dashboard
• MWMS – Brain Interaction Map
• Ads Brain – Dashboard Architecture
• Ads Brain – Decision Engine
• Ads Brain – Campaign Runbook
• Ads Brain – Experiment Registry
• Ads Brain – Creative Performance Scorecard
• Finance Brain Canon
• SIT Brain Canon
Recommended Visual Layout
Top Row
• Executive Summary Bar
Second Row
• Offer Lifecycle Panel
• Campaign Health Panel
Third Row
• Experiment Panel
• Creative Intelligence Panel
Fourth Row
• Scaling Readiness Panel
• Capital Exposure Panel
Bottom Row
• Governance Alerts Panel
This layout gives HeadOffice a clear executive overview while preserving operational separation.
Future Expansion
Future versions may include:
• real-time sync with campaign data
• click-through drill-down into Ads Brain records
• Finance approval widgets
• SIT alert badges
• AI-generated executive summaries
• cross-platform comparisons
These upgrades require separate structural approval.
Final Rule
HeadOffice UI exists to improve executive visibility across Ads Brain operations.
It must never collapse governance boundaries.
Observation is permitted.
Execution remains governed elsewhere.
Drift Protection
The system must prevent:
• visibility layers drifting into execution tools
• dashboard controls bypassing Finance, SIT, or Experimentation governance
• HeadOffice gaining campaign-edit capability through UI convenience
• lifecycle visibility being mistaken for lifecycle authority
• executive observation panels becoming operational override surfaces
• future UI expansion weakening system separation
This dashboard must remain an observation layer, not an execution layer.
Architectural Intent
HeadOffice UI – Ads Command Dashboard (Spec) exists to define a governed executive interface for observing Ads Brain activity without collapsing authority boundaries.
Its role is to give HeadOffice clear visibility into campaigns, experiments, creative health, scaling readiness, capital exposure, and governance alerts while preserving the separation between observation, approval, validation, and execution.
Change Log
Version: v1.1
Date: 2026-03-15
Author: MWMS HeadOffice
Change: Rebuilt page to align with the locked MWMS document standard for this cleanup pass. Preserved the original purpose, dashboard role, section definitions, UI visibility rules, related-page dependencies, visual layout, future expansion direction, and governance boundary logic. Added Document Type, Scope, Definition / Rules structure, Final Rule, Drift Protection, and Architectural Intent sections.
Version: v1.0
Date: 2026-03-08
Author: MWMS HeadOffice
Change: Initial creation of HeadOffice UI – Ads Command Dashboard (Spec) defining the executive visibility layer for Ads Brain inside the MWMS ecosystem.
END – HEADOFFICE UI – ADS COMMAND DASHBOARD (SPEC) v1.1