How it works - key concepts

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

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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. When you connect a platform it also pulls in your recent months of history, so trends, comparisons and the Brain's longitudinal read work from day one rather than only building up over time. 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.