How it works - key concepts

The handful of ideas that everything else builds on - accounts, the Brain, zones, reports and Studio.

I'm using the platform as a
All help topics

A few concepts come up everywhere in the platform. Learn these once and the rest is easy.

Account

Your account (sometimes called a workspace) is the container for one business: its connected platforms, data, reports, Brain and settings.

As an agency you manage many accounts - one per client - from your agency portal. Each client account is isolated: data, Brain and reports never cross between clients.

Integrations

Integrations are the connections to your data sources - Google Analytics, Search Console, Google/Meta/TikTok Ads, your CRM, your email platform, and more. Connect once and the platform keeps the data fresh on a schedule. See Connecting your data.

Data freshness

Platform data is cached and refreshed on a cadence rather than live on every click - that keeps the dashboard fast and your API usage sane. Most accounts refresh on a weekly or daily schedule, and you can trigger a manual refresh (with a short cooldown). See Data freshness.

The Brain

The Brain is the platform's memory and reasoning engine - a knowledge graph that learns from your data and from what you tell it. It powers reports, recommendations, the Studio tools and the on-dashboard chat. See What the Brain is.

Zones

The insight dashboard is organised into four zones so you always know where to look:

  • Today - what needs attention right now.
  • Performance - how your marketing is doing (your analytics, ads, CRM and attribution).
  • Work - goals, tasks and budget.
  • Studio - create content and campaigns.

See A tour of your dashboard.

Reports

Reports are AI-written, plain-English performance summaries (monthly performance, paid media, SEO, social and more). They can be generated on demand or on a schedule. See Generating reports.

Plans

The platform comes in two tiers: Insights (the full dashboard, Brain and reports) and Insights + Studio (adds the Creator's Studio tools). Each tier can run on the platform's AI or on your own AI key. See Plans, pricing & billing.

You control what each client can access with a tier on their account (for example, whether Creator's Studio is switched on), plus per-feature usage limits. See Client settings.