The Owner Dashboard is what you see when you open Exoserva between calls. There are a lot of numbers on it, and most of the confusion owners have isn’t about having too few — it’s about not knowing where each one comes from. Here’s what every block means, where the traps are, and a five-minute morning check.
Checked against the release running on 30 September 2026.
Signing in as the Owner role lands you on Owner Dashboard. Directors, managers, supervisors and technicians each get their own page.
The top strip: the pulse
| Tile | What it counts |
|---|---|
| Collected (Today) | Money actually received today — completed payments, not invoices raised |
| Completed (Month to date) | Jobs on invoices paid this month; if there are none, jobs completed this month |
| New Customers (Month to date) | Customers created this month, excluding records imported from Housecall Pro |
| Avg Ticket (Month to date) | Money collected this month ÷ jobs completed |
The one to internalise: Collected is money in the account, not money invoiced. If you billed a lot and collected little, this tile tells you so.
“Today” and “this month” use your company’s time zone from Settings. “Last 90 days” and “Last 7 days” elsewhere on the page are rolling windows from right now, not calendar periods.
Nothing here is live. Your browser holds the whole payload for five minutes, and most of the figures come out of a five-minute server cache on top of that — so a tile can be roughly ten minutes behind. Reload the page if a payment you just took hasn’t shown up.
Key business metrics — Month to date
- Collected — payments received this month.
- Gross profit — money collected this month minus the recorded cost of jobs completed this month. Overhead isn’t deducted, so this is gross, not net. Note that the two sides cover different jobs. If any completed job has no recorded cost — or there are no completed jobs yet — the tile shows a dash and Record job costs to see profit, rather than passing an incomplete number off as the truth.
- Jobs Completed — the count, with the average ticket beside it.
- Customer Rating — the average rating on this month’s jobs, or a dash when there are none.
These four are always the current month. The date selector does not affect them.
“What stands out this month”
Not AI — plain rules over the month’s numbers: revenue growing, spare capacity, thin margin, ratings under 4.0, low conversion, slow replies. A rule with no data produces no card, so missing data never turns into a bad score.
Their thresholds are fixed in the product and are not the targets you set in Business Goals. That’s why a ring below can read “below target” with no card here.
Professional AI Insights underneath is real AI analysis of the month. With nothing to show it displays No Insights Yet (“AI insights will appear here once there is enough data to analyze”); while it’s working it says Analyzing… and fills in on its own.
Key Performance Indicators
| Ring | Period | How it’s calculated |
|---|---|---|
| Repeat customers (of active) | Last 90 days | Customers with 2+ finished jobs ÷ customers with at least one |
| Resolved-conversation win rate | Month to date | Conversations resolved this month whose job reached completion ÷ all conversations resolved this month |
| Utilisation (staff with approved timesheets) | Month to date | Per person: approved hours ÷ (days with a timesheet × 8), then averaged across people |
| AI reply latency | Last 7 days | Average wait from a customer message to the next message from the AI |
Three things worth knowing about these:
- Utilisation counts every user with approved timesheets, not only technicians, and it can read above 100%. It has no end date either, so an approved timesheet dated in the future is counted into this month.
- AI reply latency ignores replies written by your team — it’s a gauge of the assistant, not of the office. With no conversations in the last seven days it reads 0m under a green “Target: 15m”, which is an empty average and not a fast one. And because it measures the gap to the next message, a customer who sends two texts in a row closes their own gap.
- The targets these rings compare against come from Settings → Business Goals.
Customer Health
Active customers over the last 90 days, new customers this month, and satisfaction (“No ratings yet” when there are none). Note that “Active Customers” here is a different question from the Active count on the Customers page, which looks at a shorter, forward-looking window — the two numbers are not meant to match.
Where to be careful
- Monthly Goal Progress. With no goal set, the card measures the month against a built-in $50,000 goal — and that fallback is stored in your browser, so it can differ from one computer to another. Set a real one in Settings → Business Goals → Monthly Goals. Also: the pace badge (“Ahead of pace”, “On track”, “Behind Pace”) is computed from payments received, while Projected on the same card comes from job amounts. The two lines can disagree with each other.
- Month Comparison. The percentage is computed from job amounts and compares against the same number of days of last month, while the dollar figures beside it are payments — and the right-hand one, “Collected — last month (whole)”, covers all of last month. Make decisions on the amounts, not the percentage.
- Expense Breakdown, if you see it. The card appears as soon as labour, materials or AI spend is above zero, which for most companies means as soon as there’s AI spend. Its Labour and Materials rows read fields that operators recording costs on the job form never fill, so they usually show $0 — with percentages calculated off those zeros. The Total Expenses figure is the one that matches Gross profit.
- The date selector (This Month, Last Month, This Quarter, YTD or a custom range) sits at the very top of the page, above the tiles — but, as its own caption says, it “applies to deep analysis below”. It changes nothing except the Deep Analysis block at the bottom. And inside that block only Service Profitability and Technician Performance follow the dates: Customer Segments is all-time and Seasonal Patterns is always the last 12 months.
- The tiles aren’t clickable. To get to the records, use the Full Analytics button in the header and the Quick Actions.
A five-minute morning check
- Collected, today and month to date — is money arriving at the pace you need?
- Gross profit — a dash means some completed job has no cost recorded. Fix that first; without costs you can’t see profit at all.
- Customer Rating and Repeat customers — the earliest signals of a quality problem.
- Inbox — is anyone waiting on a human reply? The AI reply latency ring won’t tell you that.
- Quick Actions → Review Draft Invoices — draft invoices that never went out are money you’re holding up yourself.
Which one or two numbers do you look at first every morning? And what’s missing from this page for you?