What the AI Assistant can and can't answer

The AI Assistant is built to give consistent, data-grounded answers, which also means it is explicit about its limits.

This article covers what it answers, how it treats your data, and what it will tell you it cannot do.

Apple Ads concepts and terminology, answered from Apple Ads product documentation.
Your campaign structure-related questions, including apps, campaign groups, campaigns, ad groups, and keywords.
Performance metrics at the campaign group, app, campaign, ad group, and keyword level.
Metric changes over a time range, with the comparison method stated in the answer.
Likely causes when a metric moves, presented as possibilities alongside the data rather than as a single verdict.

Analyses end on the last complete data day, which is yesterday. Apple Ads data finalizes at the end of the day, so today's partial data is excluded to avoid misleading results.
Every answer states the exact date range used, for example “Last 7 days (Aug 3 – Aug 9)”, never just “recently”.
Low-volume records are filtered out of ratio-based analyses. A keyword with a handful of installs can show an impressive CPA that means nothing, so minimum data thresholds keep noise out of the results.
Long result lists arrive in smaller batches, for example tables of 50 keywords at a time. The assistant asks whether you want the next batch and states how many results matched in total.
Analyses run at campaign group, campaign, or keyword level depending on the question. Campaign-level analyses include only campaigns with more than $100 spend per 7 days, and campaign group totals are not filtered by minimum data thresholds.
The exact thresholds, the attribution settings behind revenue metrics, and the calculation behind Overall Impression Share are explained in How the AI Assistant treats your data.

Auction participants. Apple Ads does not expose who bids in an auction, so the assistant cannot name competitors entering it. Instead it analyzes CPT, the price actually paid, as the strongest available signal of competitive pressure, and says clearly that price movement is not proof of its cause.
Charts. Responses are text and tables in this version; visual charts are not part of it.
Ad rank. Apple Ads does not provide it, so the assistant does not report it.
A single proven cause. When a metric moves, it presents likely causes, never one confirmed reason.
Multiple campaign groups at once. Each conversation is scoped to one selected campaign group.
Off-topic requests. Questions outside its scope or blocked by content policy get a clear message, for example “This message was blocked by content policy.”

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