What SMAQ AI can do
Everything SMAQ AI can do in chat — agent by agent, with examples and the questions each agent excels at.
SMAQ's chat is powered by a roster of specialized agents coordinated by a supervisor. You never pick agents directly — the supervisor routes your question. But knowing what each agent does helps you ask better questions.
The agents
Concierge / Supervisor
Routes incoming questions. Decides whether to answer directly, fetch data, generate a chart, run a playbook, or chain multiple agents. Not directly visible; it's the orchestrator.
Fetch Data Agent
Pulls raw data from your datablocks. Used when you ask for numbers — "What's my ROAS for the last 7 days?", "Top 5 campaigns by spend last month."
Best questions:
Single-fact: "What was my GA4 conversion rate yesterday?"
Comparisons: "Spend last week vs the week before."
Filtered: "Conversions from mobile only, last 30 days."
Visualization Agent
Turns fetched data into charts, tables, metric cards, pivot tables. Used when you ask for a visual or when a number alone wouldn't be enough.
Best questions:
"Show me spend by day, last 30 days, as a line chart."
"Bar chart of conversions by channel for this month."
"Pivot table of campaigns by week."
After the chart renders, Add to dashboard to keep it.
Search Datablock Agent
Finds the right datablock to answer a question. The richer your project datablocks (with good names and descriptions), the better this agent performs.
When you ask a question and the AI says "I'll use the 'Google Ads weekly campaigns' datablock to answer that" — that's Search Datablock at work.
Business Agent
High-level analysis and recommendations. Multi-step reasoning.
Best questions:
"Why did ROAS drop last week?"
"What channel should I spend more on?"
"Should I pause this campaign?"
The Business Agent often chains Fetch Data, Visualization, and Search Datablock to build its answer.
Dashboard Agent
Dashboard-specific queries and modifications.
Best questions:
"What does this chart show?" (inside a dashboard)
"Add a chart showing weekly conversions to page 2."
"Filter this whole page to just the search campaigns."
Context Retrieval Agent
Pulls relevant info from your Knowledge Base when answering.
Not directly invokable — it runs whenever another agent needs your business context.
Auto Analysis Agent
Surfaces noteworthy findings without being asked. Used in automations and on dashboard load.
Insight Discovery Agent
Proactive opportunity surfacing. Behind features like "Did you know your Tuesday ROAS is 2× your Monday ROAS?"
Report Agent
Generates polished reports from dashboards. Drives Generate Report AI.
Competitive Analysis Researcher
Pulls in competitor signals — the Meta Ad Library, Google Transparency Center, public web sources. Used by the creative intelligence automations and on demand from chat.
Best questions:
"What is competitor X running on Meta?"
"Compare our messaging against competitor Y."
Performance Marketing Education Agent
Explains marketing concepts. Useful when you want context, not just data.
Best questions:
"What is impression share lost to budget?"
"How is iOS 14+ attribution different from before?"
"When should I use Smart Bidding vs Manual?"
Postprocess Data Agent
Reformats and transforms data — currency conversion, deduplication, aggregation rollups. Runs invisibly during multi-step queries.
Execute Playbook Agent
Runs playbooks on demand. When you ask a question that matches a saved playbook, this agent executes it.
Format Response Agent
Polishes the final response — formatting, headlines, tone. Last step before display.
Capabilities at a glance
Get a single number
Fetch Data + Format Response
See a chart
Fetch Data + Visualization
Get a recommendation
Business Agent (often + Fetch Data, Visualization)
Understand something on a dashboard
Dashboard Agent + Search Datablock
Run a saved analysis
Execute Playbook
Compare against competitors
Competitive Analysis Researcher
Learn a marketing concept
Performance Marketing Education
What the AI can't do
Modify your ad accounts. SMAQ never writes back. The AI can recommend a negative keyword; you still copy-paste it into Google Ads.
Predict the future with high confidence. Statistical projections are available; promises aren't.
Read between the lines of your strategy. Tell the AI directly via the Knowledge Base.
Access data outside your connections and KB. No external web search beyond competitor-research connectors.
Tips for better chat
Front-load specifics. "Show me Google Ads ROAS by campaign for Q2 as a bar chart" → one shot. "Show me ROAS" → three back-and-forth clarifications.
Use playbooks for repeated investigations. See Playbooks.
Rich KB = better answers. See Knowledge Base.
Iterate. "Now break that down by device" is faster than starting over.
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