Loading dashboard…

Cerv Marketing & Sales Dashboard

Spend from Google Ads API (12 MCC accounts) · MQLs from CallRail API (≥60s) · Value from ISS Google Sheet (New Starts TCV) · Sales from HubSpot Commercial Pipeline
Updated --
Ops Status
Marketing Sales System
→
Settled = the window ends 14 days ago. Callbacks, repeat dials, and MQL attribution keep trickling in for about two weeks after the first click, so the most recent 14 days are excluded — settled numbers are final and won't shift after the fact.
Service
Total Spend
--
--
Total MQLs
--
--
Cost per MQL
--
--
Avg Daily MQLs
--
--

MQL Volume by Service Line

Cost Per MQL Over Time

Daily Breakdown Per-day spend, MQLs, cost, and booked TCV · click to expand
Date Spend MQLs Cost/MQL Services TCV Cost/Svc TCV:CAC
Close date

Active Pipeline

Open deals, Qualified → Verbal Committed · excludes New, Pending Approval, Closed

Closed Won

All owners · Closed Won + Pending Approval by close date

Pipeline by Service Line & Stage

All active reps · open deals · stacked by service line within each stage · multi-service deals split evenly

Pipeline by Industry & Stage

All active reps · open deals · stacked by industry within each stage

Pipeline Heatmap — Market × Service Line

Estimated → Closed Won

Window Stages
Source: HubSpot Commercial Pipeline, synced 4×/day with the rest of the dashboard. Amounts are total contract value from the deal record. Service lines are parsed from deal-name suffixes (the team's "_janitorial" / "- Pest/Ext" convention); deals without a service suffix show as Other, and multi-service deals split their amount evenly. Industry comes from the deal's industry property.
Year

Leaderboard

Closed revenue · click a rep for their quota detail

Quota Attainment — —

Closed Won + Pending Approval by close date

Rep
Annual $0 / — · 0%
Quarterly · prior miss/surplus carries one quarter forward
Monthly · prior miss/surplus carries one month forward

Stale Deal Call-Outs — —

Open deals with no logged activity in 14+ days · stalest first

Quota: per-rep quotas default to $2.5M/yr ($625K/qtr · $208K/mo) — the team's standard target. The HubSpot Goals API isn't exposed to this dashboard's read-only key; per-rep overrides live in scripts/sync-commercial.js. Carry-over: a miss or surplus rolls into the very next period only — a $300K Q1 shortfall makes Q2's target $925K; if Q2 hits it, Q3 reverts to base. Staleness is measured from the last logged activity, or deal creation if nothing was ever logged.
Start date
Won Deals = Closed Won + Pending Approval, grouped by service start month (close date shown per row). Click any row for contract details and the HubSpot link — customer contact details deliberately stay in HubSpot, not on this dashboard.

Call Quality & Attribution

Operational call health, 60s+ MQL quality, and upload readiness.

Action Queue

PrioritySignalEvidenceAction

Call Funnel

Service Performance

ServiceCallsMQLsMQL RateAnswerStatus

Channel Performance

ChannelCallsMQLsMQL RateGCLIDStatus

Coverage by Day

Missed-Call Timing

HourCallsMissedAnswer Rate

Daily Call Quality Trend

30-Day Email Performance

Sends, opens, clicks, revenue across all campaigns sent in the last 30 days

Send Activity (90d)

Daily campaign sends and opens

Industry Benchmarks

Cerv vs Mailchimp's home-services / contractor averages

Recent Campaigns

Last 10 sends — opens, clicks, revenue

SentSubjectSent ToOpen %Click %UnsubsRevenue

Audiences

List size, lifetime engagement

AudienceMembersAvg OpenAvg ClickLast Send

Top Performers

Highest open-rate subject lines (worth re-using)

B2B Pipeline · Last 90 Days

Calls classified by source name, tags, and call-summary/transcript keywords. B2B signal = property managers, HOAs, apartments, commercial accounts, RFPs, multi-location prospects.

B2B Calls by Month

Confirmed + Likely B2B trending across the 90-day window

Top B2B Sources

CallRail trackers ranked by B2B + Likely-B2B call volume

SourceTotalB2BLikelyB2B %

Top B2B Calls (by signal strength)

Strongest B2B candidates with their call summary and detected signal. Click to expand transcript notes.

Active Experiments & Tests

Stage-tracked: Plan → Ship → Measure → Iterate → Recap. Sourced from autoresearch/ + experiments.jsonl.

Recently Completed Tests

Outcome, lift, and what changed.

Deals Closed by Rep

YTD new starts from ISS tracker

Rep Performance

Deals, TCV, avg deal size, talk time

RepDealsTCVAvg Deal% RevMQL Mins*

*Talk time is apportioned by deal share — exact per-rep minutes require tracking number → rep mapping in CallRail

Call Utilization (MQL Calls)

Total talk time on qualified calls YTD

MQL Duration Distribution

Call length buckets for qualified MQLs

Why Customers Cancelled -- Service Issues

Cancellations tied to scheduling, staffing, or service delivery

Cancellation Root Cause

Service issues vs customer-driven cancellations

In Their Own Words -- Customer Cancellation Quotes

Verbatim reasons from cancellation records. These are real customers we lost.

Close Rate by Service Line

MQLs generated vs deals closed -- highlights where leads are being generated but not converted

Closed-Lost Deals -- HubSpot Pipeline

Deals that entered the pipeline but were lost. Most have no reason recorded -- itself a problem.