Document Type: Specification
Status: Structural
Version: v1.1
Authority: HeadOffice
Applies To: HeadOffice UI / Revenue Pipeline Visibility
Parent: HeadOffice Brain
Last Reviewed: 2026-03-15
Purpose
This document defines the HeadOffice dashboard that visualizes the full MWMS revenue pipeline from opportunity intake through paid traffic scaling.
Its purpose is to allow HeadOffice to observe:
• offer intake
• opportunity evaluation
• testing readiness
• traffic experimentation
• scaling progression
• capital exposure
This dashboard unifies Affiliate Brain and Ads Brain visibility into a single governance view.
HeadOffice uses this view to answer:
• Where are opportunities entering the system?
• Which opportunities are advancing?
• Which are failing?
• Which are ready for scale?
• Where is capital being deployed?
The dashboard is observational only and does not permit operational execution.
Scope
This specification applies to:
• the HeadOffice UI view of the full revenue pipeline
• cross-brain visibility from intake through scaling
• lifecycle-stage observation across Affiliate Brain and Ads Brain
• executive observation of testing, iteration, scaling, and exposure
• governance-safe dashboard design for pipeline monitoring
This document governs what the Affiliate + Ads Pipeline Dashboard should show and how it should behave as a system-wide visibility layer.
It does not govern:
• campaign execution
• offer approval by itself
• capital approval by itself
• experiment validation by itself
• lifecycle authority by itself
• operational overrides of subordinate Brains
Those remain governed by Affiliate Brain, Ads Brain, Experimentation Brain, Finance Brain, SIT Brain, and HeadOffice canon.
Definition / Rules
Core UI Role
The HeadOffice Affiliate + Ads Pipeline Dashboard exists to provide a unified governance view across the revenue pipeline.
It is designed to let HeadOffice see how opportunities move from discovery through evaluation, testing, iteration, and scaling without collapsing system boundaries.
Pipeline Overview
The MWMS pipeline visible to HeadOffice follows this structure:
Opportunity Intake
↓
Affiliate Brain Evaluation
↓
Velocity Decision Engine
↓
Approved for Test
↓
Ads Brain Campaign Architecture
↓
Experimentation Validation
↓
Testing
↓
Iteration
↓
Scaling
↓
Pause / Retire
Each stage must remain governed by its respective Brain.
HeadOffice observes system flow.
Dashboard Sections
The HeadOffice Affiliate + Ads Pipeline Dashboard should contain the following sections.
Pipeline Status Overview
Displays the number of opportunities currently in each lifecycle stage.
Recommended fields:
• Opportunities In Intake
• Opportunities Evaluated
• Approved For Test
• Campaign Design
• Experiment Validation
• Active Testing
• Iteration Stage
• Scaling Stage
• Paused / Retired
Purpose:
Provide instant visibility of pipeline health.
Opportunity Intake Panel
Displays newly discovered opportunities entering the Affiliate Brain system.
Recommended fields:
• Offer Name
• Network
• Vendor Identity
• Claim Category
• Initial Confidence
• Compliance Flags
• Date Added
Purpose:
Allow HeadOffice to monitor opportunity inflow and quality.
Affiliate Evaluation Panel
Displays opportunities currently undergoing Affiliate Brain evaluation.
Recommended fields:
• Offer Name
• Velocity Score
• Behavioral Viability Score
• Trust Gap Status
• Creative Viability Status
• Classification Level
• Current Lifecycle Stage
Possible classifications:
• Exploratory
• Testable
• Scalable
• Strategic
Purpose:
Monitor the quality of opportunities entering the testing pipeline.
Testing Readiness Panel
Displays opportunities that have passed Velocity and are awaiting campaign architecture.
Recommended fields:
• Offer Name
• Risk Level
• Recommended Experiment Class
• Primary Variable
• Traffic Channel
• Experiment Recommendation Source
Possible statuses:
• Awaiting Campaign Design
• Experiment Defined
• Experiment Validation Pending
Purpose:
Ensure opportunities transition smoothly into Ads Brain experimentation.
Campaign Architecture Panel
Displays Ads Brain campaign designs currently being prepared.
Recommended fields:
• Offer Name
• Platform
• Campaign Structure
• Creative Brief Status
• Audience Test Plan
• Experiment ID
• Campaign Launch Readiness
Purpose:
Monitor Ads Brain preparation work before experiments begin.
Active Experiment Panel
Displays experiments currently running in paid traffic platforms.
Recommended fields:
• Experiment ID
• Offer
• Platform
• Primary KPI
• Sample Size Progress
• Statistical Status
• Test Outcome Probability
Possible outcomes:
• Running
• Win Candidate
• Loss Candidate
• Inconclusive
Purpose:
Provide HeadOffice visibility into experiment flow.
Iteration Panel
Displays campaigns currently undergoing creative or audience iteration.
Recommended fields:
• Campaign Name
• Offer
• Iteration Type
• Creative Version
• Audience Variant
• CPA Trend
• Fatigue Risk
Purpose:
Monitor creative optimization activity.
Scaling Pipeline Panel
Displays opportunities approaching scaling readiness.
Recommended fields:
• Offer
• Campaign
• CPA Stability
• Creative Durability
• Statistical Confidence
• Finance Approval Status
• Scaling Recommendation
Possible states:
• Monitor
• Review
• Finance Review
• Scale Candidate
Purpose:
Prevent premature scaling while surfacing real winners.
Capital Exposure Panel
Displays financial exposure related to paid traffic activity.
Recommended fields:
• Active Exposure
• Exposure By Offer
• Exposure By Platform
• Risk Level Distribution
• Scaling Requests Pending Finance Approval
Purpose:
Allow HeadOffice to observe capital deployment without bypassing Finance Brain authority.
Governance Alert Panel
Displays structural alerts from governance systems.
Possible alerts include:
• Velocity violation detected
• Experiment not validated
• Campaign outside lifecycle stage
• Scaling attempted without Finance approval
• Statistical violation detected
• Creative fatigue warning
• Platform instability detected
Purpose:
Provide immediate visibility of structural risk.
UI Visibility Rules
The HeadOffice pipeline dashboard may display:
• Affiliate Brain outputs
• Ads Brain outputs
• Experimentation validation status
• Finance approval state
• SIT enforcement alerts
• lifecycle stage status
The dashboard may not:
• edit campaign settings
• launch ads
• approve capital
• modify opportunity classification
• override experiment discipline
HeadOffice remains governance only.
Relationship to MWMS Systems
This dashboard reads data from the following systems:
• Affiliate Brain Canon
• Ads Brain Canon
• Experimentation Brain Canon
• Finance Brain Canon
• SIT Brain Canon
• Offer Lifecycle Dashboard
• Campaign Runbook
• Experiment Registry
• Creative Performance Scorecard
Recommended Visual Layout
Top Row
• Pipeline Status Overview
Second Row
• Opportunity Intake Panel
• Affiliate Evaluation Panel
Third Row
• Testing Readiness Panel
• Campaign Architecture Panel
Fourth Row
• Active Experiment Panel
• Iteration Panel
Fifth Row
• Scaling Pipeline Panel
• Capital Exposure Panel
Bottom Row
• Governance Alerts Panel
Future Expansion
Future upgrades may include:
• automatic offer scoring visualisation
• creative performance heatmaps
• platform-level revenue dashboards
• AI-generated executive summaries
• portfolio diversification analysis
• cross-offer scaling comparisons
These features require separate canon updates.
Final Rule
HeadOffice observes the entire revenue pipeline.
Affiliate Brain evaluates opportunity.
Ads Brain executes paid traffic experimentation.
Experimentation Brain enforces statistical discipline.
Finance Brain governs capital.
SIT Brain enforces structural integrity.
HeadOffice governs the system.
Drift Protection
The system must prevent:
• the dashboard becoming an execution surface instead of a visibility layer
• HeadOffice gaining operational control through UI convenience
• lifecycle visibility being mistaken for lifecycle authority
• capital exposure visibility bypassing Finance governance
• experiment visibility bypassing Experimentation discipline
• cross-brain observation collapsing into operational override behaviour
This dashboard must remain governance-safe, observational, and cross-brain aware.
Architectural Intent
HeadOffice UI – Affiliate + Ads Pipeline Dashboard (Spec) exists to provide a single executive observation layer across the MWMS revenue pipeline.
Its role is to help HeadOffice see how opportunities move from intake to scale, where risk is forming, where progression is occurring, and where governance attention is needed, without collapsing the authority boundaries of the Brains that actually do the work.
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, unified pipeline role, pipeline structure, dashboard sections, UI visibility rules, related-system dependencies, visual layout, future expansion direction, and final governance 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 – Affiliate + Ads Pipeline Dashboard (Spec) defining the unified HeadOffice visibility layer across Affiliate Brain and Ads Brain pipeline stages.
END – HEADOFFICE UI – AFFILIATE + ADS PIPELINE DASHBOARD (SPEC) v1.1