1What is Moby AI inside Triple Whale?
Moby AI is Triple Whale’s agent that watches ad accounts 24/7, digests first-party attribution data, and automatically adjusts bids, budgets, and creative toggles. Think of it as an autonomous media buyer that understands your MER targets and margin guardrails. It scores campaigns, hunts for wasted spend, and spins up or pauses assets faster than a human can refresh dashboards.
Clarify which channels Moby can control (Meta, TikTok, Google) by reviewing the integration panel; not every feature supports every channel yet.
2How do you wire Moby AI to Shopify data?
Connect your Shopify store, ad platforms, and Triple Pixel so Moby has clean purchase attribution. Set contribution margins, stock levels, and blackout dates in the Profit Center. Moby uses those inputs to avoid scaling a product that is out of stock or unprofitable. Without real margins, the agent will chase ROAS instead of contribution, so do not skip this step.
Create product groups (hero SKU, evergreen, seasonal) so Moby knows which offers deserve aggressive reinvestment.
3Which automations does Moby handle best?
Moby shines at three jobs: bid tapering during low conversion windows, instant budget reallocation when a cohort beats targets, and creative toggles when fatigue detection trips. It can also auto-launch pre-approved campaigns (restock alerts, LTO pushes) the moment a trigger fires inside Triple Whale’s rules engine.
Tag every automation with a Slack webhook so your team sees what the agent changed and why.
4What guardrails keep you from overspending?
Guardrails live in three places: spend caps per campaign group, MER bands per day, and manual override buttons inside the Moby cockpit. You can also require human approval for launches above a certain budget or when CPA swings beyond tolerance. Document who carries the pager when Moby requests approval so the cue never stalls.
Schedule a weekly audit where you replay the top five agent decisions and confirm they match your media playbook.
5How do you report on Moby’s impact?
Triple Whale exposes an automation log with timestamps, affected assets, and KPI deltas. Export it into Looker Studio or your BI layer. Present three metrics to leadership: incremental revenue vs holdout campaigns, hours of manual optimization saved, and incremental profit after ad spend. Layer qualitative notes (creative insights, audience learnings) so the team understands why the agent acted.
Maintain a before/after snapshot of campaign settings so you can revert quickly if a test underperforms.
Moby AI go-live checklist
Prep
- • Connect Shopify, ad platforms, Triple Pixel
- • Upload margins and inventory guardrails
- • Approve automation templates
- • Invite finance and creative to the workspace
Launch
- • Run 3-day observe mode
- • Enable Slack alerts for every action
- • Review automation log daily
- • Present KPI deltas after week one
Reporting template
- • MER and contribution margin trend vs baseline
- • Spend reallocated by Moby (winners vs losers)
- • Creative toggles (what turned on/off and why)
- • Manual hours saved (campaigns touched per human)