Advertising Agent

A daily marketing brief that reads your whole stack and lands in Slack — before you've had coffee.

Advertising Agent pulls from your store, your analytics, your ads, and your email tool every morning, finds what moved, and writes you a plain-language brief. No dashboard to log into, no report to assemble. It runs on its own and tells you what changed.

What it does

Every day, Advertising Agent runs a three-stage pipeline against your connected tools:

Collect. It pulls a fresh daily snapshot from up to a dozen sources — Shopify, Google Analytics 4, your ad platforms, your email tool, and more. Each source runs independently, so one tool being down never blocks the rest.
Analyze. Two agents work the data: a performance agent that watches acquisition efficiency, spend pacing, and volume (CAC spikes, conversion drops, budget burn), and an SEO visibility agent that watches organic search signals. Together they produce findings and ranked recommendations against your blended and new-customer metrics.
Synthesize. A final pass writes the findings, the KPI scorecard, and the day's recommendations into a single readable brief — then posts it to your Slack channel.

It also keeps a memory: it records how its past recommendations played out, learns your channel elasticities and seasonal patterns, tracks creative performance, and uses that context to make the next brief sharper.

Who it's for

Marketing and growth teams that run paid acquisition, email, and content across several tools and don't want to stitch the numbers together by hand every morning. If you live in a half-dozen dashboards, this is the fieldset that reads them for you.

Prerequisites

Advertising Agent runs through your connected integrations — no separate credentials. The brief won't generate until two sources are connected and healthy:

Shopify — required
Google Analytics 4 — required

On top of those, the dashboard asks you to connect at least one email platform — Klaviyo, HubSpot, Mailchimp, ActiveCampaign, or Constant Contact — so the brief can reason about retention and email-driven revenue.

These sources are optional and make the brief richer when connected:

Ads — Google Ads, Meta Ads, TikTok Ads, Microsoft Ads, Pinterest Ads, Reddit Ads, LinkedIn Ads
Analytics & search — Google Search Console, Mixpanel, Amplitude
Commerce — WooCommerce, BigCommerce

You'll also need a Slack install on your org — that's where the brief is delivered.

Setup

Enable the fieldset. Go to Dashboard → Fieldsets and enable Advertising Agent. It's included with your base plan. (Enabling is admin-only — see Fieldsets.)
Connect your integrations. From the Advertising Agent page, head to Dashboard → Integrations and connect Shopify, GA4, and at least one email platform. Add any ad platforms you run. The Advertising Agent page shows the health of each source as it connects.
Connect Slack. Make sure your org has a Slack install — see Slack.
Configure delivery. Open Settings on the Advertising Agent page and pick the Slack channel the brief should post to.

Once Shopify and GA4 are connected and syncing, the first brief arrives on the next scheduled run.

How do I configure it?

Open Dashboard → Fieldsets → Advertising Agent → Settings. Everyone can view these settings, but only admins can edit them. The settings are grouped into Slack delivery, efficiency targets, and the promo calendar:

Slack channel — where the daily brief is posted, chosen from a channel picker. Leave it unselected and Slack delivery is skipped.
Target CAC (USD) — your target customer acquisition cost, in dollars. The agent uses it to judge acquisition efficiency. Leave blank and it infers from your data.
Target gross margin (%) — a 0–100 value used to size how much acquisition headroom you have. Leave blank and it infers.
Promo calendar — planned sales, each with a name and a start and end date. Tell the agent about a Memorial Day sale and it won't flag the spend and conversion spike as an anomaly.

How it runs

Advertising Agent runs automatically once a day at 12:00 UTC (6am Mountain). You don't trigger it; the schedule does. The collector runs first, and on success it chains straight into analysis and then synthesis — no gaps you have to manage.

Review & approval

There's no approval gate on the brief itself — it's fully autonomous. The collector runs, the analysis runs, the brief writes itself and posts to Slack, every day, without you in the loop.

The brief's recommendations are surfaced as read-only cards — you see exactly what the agent recommends, the evidence behind it, and the expected impact, but acting on a recommendation inside On Belay isn't available yet. Each card carries the agent's recommendation, an evidence paragraph, an expected-impact estimate, and a state badge ("New today", "Open Nd", or "Escalated · Nd") so you can see how long it's been open. Advertising Agent does not push changes back to your ad platforms or store — it analyzes and recommends, and you decide what to do with what you read.

Outputs & where they land

The daily brief lands in your chosen Slack channel, and every brief is kept in Brief History (Dashboard → Fieldsets → Advertising Agent → Brief History) — the last 30 briefs for your org, so you can scroll back.
Findings (discrete issues the agents detected) and recommendations appear on the main Advertising Agent dashboard as read-only cards.
Per-channel views give each paid ad platform its own page — see Per-channel pages below.
Memory — recommendation outcomes, brand elasticities, seasonality, and creative-concept performance — lives on the Memory page and feeds back into future briefs. See What the agent remembers.

Where can I read past briefs?

Open Dashboard → Fieldsets → Advertising Agent → Brief History. It lists your organization's most recent 30 briefs, newest first — each with its date, status, the full brief text, and which sources were available or missing when it ran. The main dashboard shows the latest brief inline (truncated for long ones, with a link through to the full history). Before the agent has run for the first time, you'll see a "No briefs yet" state pointing you to check your data sources.

What do the per-channel pages show?

Every paid ad platform you run gets its own read-only page at Dashboard → Fieldsets → Advertising Agent → . There are six channels: Meta Ads, Google Ads, TikTok Ads, Microsoft Ads, Pinterest Ads, and Reddit Ads. Each channel page shows:

Channel KPIs — paired metric cards for Spend, ROAS, Conversions, and CAC, comparing the latest collection against the prior one. ROAS and CAC pair the blended (account-level) figure against the new-customer cut.
Campaigns — a breakdown table of the channel's campaigns from the latest snapshot, sorted by ROAS.
Channel recommendations — the open recommendations scoped to that channel. Recommendations are scoped both globally (shown on the main dashboard) and per channel, so a Meta-specific recommendation appears on the Meta Ads page.

If a channel isn't connected, its page shows a clean prompt to connect it in Integrations. As with the dashboard, these recommendation cards are read-only.

What does the agent remember?

Open Dashboard → Fieldsets → Advertising Agent → Memory (titled "What the agent remembers"). It's a read-only, full-history view of what the agent has learned for your org, in four sections:

Recommendation outcomes — how the agent's past advice played out, with a verdict on whether each recommendation moved as predicted.
Brand elasticities — per-channel estimates of how budget shifts move new-customer CAC.
Seasonality — the recurring baselines it has learned, plus any currently active seasonal flags.
Creative concept performance — lifetime rollups for creative concepts, once ads are tagged into concepts.

Each section fills in independently as the agent gathers history; until then it shows a "still learning" state. The memory feeds back into every future brief, so the more cycles the agent runs, the sharper its judgment gets.

Billing

Advertising Agent is included with your base plan. There's no metering, no per-brief charge, and no separate add-on subscription. See Billing for how the base plan works.

Tips

Connect your ad platforms. Shopify and GA4 get you a brief; adding Meta, Google Ads, and the rest is where the acquisition analysis gets sharp, with a dedicated channel view per platform.
Keep the promo calendar current. It's the single best way to stop the agent from crying wolf on planned spikes.
Set Target CAC and GM%. The agent does better work when it knows your targets instead of guessing them.
No brief yet? Check the data-source health panel on the Advertising Agent page — a brief is skipped if Shopify or GA4 isn't connected and healthy. See Troubleshooting.