---
title: AI Assistant FAQ
description: Find the quick answers to the most common questions about the AI Assistant.
---
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# AI Assistant FAQ
Find the quick answers to the most common questions about the AI Assistant below.
Each answer links to the article that has the full details.
### Access and setup
#### Why don't I see the Ask AI button?
Two conditions must both be met: your account has AI Assistant access (available as early access during the open beta), and the Generative AI Features consent has been granted on your account. Only account admins can grant the consent, from Settings \> User Details \> Data preferences or directly in the Ask AI window. See [Enable Generative AI Features consent.](https://helpcenter.mobileaction.co/en/enable-generative-ai-features-consent?hsLang=en)
If the button is still missing after consent is given, contact your Customer Success Manager.
### How the AI Assistant analyzes your data
#### Can the AI Assistant change my campaigns?
No. It analyzes and recommends, but never applies changes. It can suggest a bid adjustment or point at keywords worth cutting, and for keyword deletion it recommends pausing and observing for 1 to 2 weeks first. Applying any change is always your decision.
#### What data does the AI Assistant use?
Performance and structure answers come from the account data of the campaign group you select for the conversation. Conceptual Apple Ads questions are answered from Apple Ads product documentation. How data is handled for generative AI features is covered on our AI privacy principles page: [https://www.mobileaction.co/ai-privacy-principles/](https://www.mobileaction.co/ai-privacy-principles/)
#### Does it use today's data?
No. Because the day is not over yet, today's data can be incomplete and misleading. Every analysis ends on the last complete day, which is yesterday, and uses only data from completed days. Every answer states the exact date range it used.
#### Does the AI Assistant report data by install time or event time?
By install time, in every case. This applies to Apple Ads metrics such as impressions, taps, installs, and spend, and to MMP-sourced metrics such as revenue, ROAS, and ROI, where the assistant's default attribution settings also use install time as the reporting time. The full attribution settings are listed in [How the AI Assistant treats your data](https://helpcenter.mobileaction.co/en/how-the-ai-assistant-treats-your-data?hsLang=en).
#### Why does it ask me something before it answers?
When a question leaves out something that changes the result, the assistant asks instead of guessing. The usual reasons are a missing date range, a subjective word like “spike” that needs a threshold, a missing CPA target, or a missing storefront. Include the detail in your first message to skip the question. Some analyses use a fixed window and never ask: day parting and budget redistribution use the last 7 complete days, and Overall Impression Share uses the last 28. The full list is in [Ask questions and get better answers](https://helpcenter.mobileaction.co/en/ask-questions-and-get-better-answers?hsLang=en).
#### Why are some keywords, campaigns, or custom product pages missing from the results?
Ratio metrics such as CPA, CPT, TTR, ROAS, and ROI are unreliable at low volume. A keyword with 3 installs can show a $2 CPA by chance. To avoid misleading conclusions, the assistant applies a minimum data threshold and leaves out anything below it. Excluded items are not listed one by one, but the answer states how many items passed. To see more results, choose a longer time window. The thresholds for each window are in [How the AI Assistant treats your data](https://helpcenter.mobileaction.co/en/how-the-ai-assistant-treats-your-data?hsLang=en).
### Impression Share
#### I asked about SOV. Why does the answer say Impression Share?
Apple renamed the Share of Voice (SOV) metric to Impression Share with its API v1 release; they are the same metric. The assistant understands SOV questions and answers using the current name.
#### What is Overall Impression Share?
Apple Ads reports Impression Share only for individual keywords in a storefront, so there is no single number that tells you how visible your campaign group is as a whole. Overall Impression Share fills that gap. It is one score for your campaign group, built from the Impression Share of your 25 highest-spending keyword and storefront pairs over the last 28 complete days. Use it to track your general market presence over time, and keyword level Impression Share to find where you are losing visibility. How it is calculated and how to read it are explained in [How the AI Assistant treats your data](https://helpcenter.mobileaction.co/en/how-the-ai-assistant-treats-your-data?hsLang=en).
### Recommendations
#### Can the AI Assistant change my campaigns?
No. It never performs actions such as updating bids, changing budgets, or adding or removing keywords. It only analyzes your data and makes recommendations, and whether to apply them is entirely up to you. It can suggest a bid adjustment or point at keywords worth cutting, and for keyword deletion it recommends pausing and observing for 1 to 2 weeks first.
#### Does it make bid recommendations? What are they based on?
Yes. For each keyword, it combines two signals over your chosen time window: visibility, which is the keyword's average Impression Share, and headroom, which is your bid divided by your actual CPT. Impression Share tells you whether you have room to grow, and headroom tells you whether raising the bid can still change anything. Each keyword then lands on an increase, hold, or decrease recommendation with the reasoning behind it. The decision matrix and an example are in B[id recommendations explained](https://helpcenter.mobileaction.co/en/bid-recommendations-explained?hsLang=en).
#### Can it tell me who is bidding against me?
No, and it will say so. Apple Ads does not expose auction participants. The assistant instead analyzes CPT, the price you actually pay per tap, as the strongest available signal of competitive pressure, and notes that a price change can have causes other than competition.
### Limits and blocked messages
#### Why was my message blocked?
The AI Assistant is designed to answer questions about your Apple Ads data and Apple Ads concepts. If a message is outside this scope, or is blocked by content policy, the assistant does not answer it and shows a clear notice instead, for example “This message was blocked by content policy.”
**If your message is blocked:**
- Rephrase the question around your Apple Ads data or Apple Ads concepts, and it will answer normally.
- If you think a valid question was blocked by mistake, use the feedback option on the response or contact your Customer Success Manager.
For the assistant's other limits, such as charts and auction participants, see [What the AI Assistant can and can't answer](https://helpcenter.mobileaction.co/en/what-the-ai-assistant-can-and-cant-answer?hsLang=en).
### Related links
[Give feedback on responses](https://helpcenter.mobileaction.co/en/give-feedback-on-responses?hsLang=en)
[Manage your chats](https://helpcenter.mobileaction.co/en/manage-your-chats?hsLang=en)
[About the AI Assistant](https://helpcenter.mobileaction.co/en/about-the-ai-assistant?hsLang=en)
[Get started with the AI Assistant](https://helpcenter.mobileaction.co/en/get-started-with-the-ai-assistant?hsLang=en)
---
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If you have any questions, feel free to reach out to your dedicated Customer Success Manager or contact us through live chat.
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