Overview

Managing an ecommerce business requires constant changes across multiple platforms. You may need to pause an underperforming ad, scale a winning campaign, create new creative, update a landing page, build an audience, or launch a promotion.

Without Moby Actions, each change requires you to open the relevant platform, find the correct account or entity, review the available information, and make the update manually.

Moby Actions bring analysis and execution together in Triple Whale. You can describe what you want in Moby chat, and Moby can use your connected data and instructions to prepare supported Actions.

Depending on your Action settings, Moby can either queue the proposed work for your review or decide when to execute supported Actions.

⚠️ Important: Actions affect your live connected accounts after they execute. Review consequential changes carefully and confirm the result in the connected platform.

Watch Moby Actions in action

This walkthrough demonstrates how Moby applies media-buying rules, creates ads, and generates Shopify landing pages. It also shows how to review Moby’s reasoning, approve or reject proposed Actions, and tell Moby what to change.

The video is an overview of the Actions experience. It does not cover account connections, platform permissions, or troubleshooting.

What Moby Actions can do

Moby supports Actions across several areas of your business. The exact Actions available depend on your connected platforms, permissions, account setup, and product access.

Manage paid media

Moby can use your performance data, goals, and media-buying rules to identify where changes may be needed.

For example, you can ask Moby to:

Pause campaigns, ad sets, or ads that cross a spend threshold without reaching your performance target
Increase the budget on campaigns that are beating your Return on Ad Spend (ROAS) target
Change bids or bid strategies where supported
Create campaigns, ad sets, ad groups, or ads
Duplicate an existing campaign, ad set, or ad
Review performance across supported channels and queue recommended changes

Moby shows the data and reasoning behind a proposed Action so you can evaluate the change before approving it when approval is required.

Create and publish ads

Moby can help move from creative development to ad deployment.

Depending on the platform and available features, you can ask Moby to:

Create ad images or videos
Develop variations from existing ads or product imagery
Create a campaign, ad set, or ad
Prepare creative and ad settings for review
Publish approved ads to a connected platform

When Moby prepares multiple ads, you may be able to review them individually or together. Check the creative, copy, campaign, ad set, budget, audience, destination URL, and other available settings before publishing.

Create and publish Shopify landing pages

Moby can help create landing pages based on your products, campaigns, offers, and brand context.

For example, you can ask Moby to:

Create a landing page for a product or campaign
Build a page around a specific audience or creative angle
Preview a generated landing page
Request revisions before publishing
Publish a new landing page to Shopify
Update an existing supported landing page

Review the page copy, product details, pricing, claims, images, mobile layout, purchase flow, and tracking before sending traffic to the page.

Manage store, audience, email, and comment workflows

Moby Actions also support other connected workflows.

You can ask Moby to:

Create Shopify discount codes
Edit supported product details and variant prices
Create a customer segment in Triple Whale
Sync a segment to a connected advertising or email platform
Create a Klaviyo email campaign
Hide, delete, or reply to supported Facebook and Instagram comments

For the complete platform and Action list, see Moby Actions library: supported Actions by platform.

Choose how Moby handles Actions

The Action control next to the Moby chat composer determines how Moby handles supported Actions.

Ask every time

Choose Ask every time when you want Moby to queue Actions for review before executing them.

With this setting:

Moby prepares the proposed Action.
Moby shows you the Action and its reasoning.
You review the details.
Moby waits for your response.
The Action only proceeds after you approve it.

Use this option when you want to review changes before they affect a connected account.

Let Moby decide

Choose Let Moby decide when you want Moby to determine whether a supported Action should require review or run without asking you each time.

Supported Actions may execute in your live connected accounts without an individual approval step when this setting is active.

Before using this option, confirm that Moby has:

The correct connected account
Clear instructions and performance goals
The correct campaign or entity scope
Appropriate budget and risk limits
Enough context to make the intended decision

Action behavior may vary based on the platform, available permissions, and account configuration.

How Moby Actions work

Moby Actions follow a request, review, and execution flow.

1. Ask Moby for a change

Describe the work you want Moby to complete in plain language.

Include the following details when available:

Platform
Account
Campaign, ad set, ad, product, page, or audience
Performance window
Metric and threshold
Proposed change
Budget or risk limit
Whether the new entity should be created in a paused state

For example:

Review my Meta campaigns over the last 7 days. For campaigns with New Customer ROAS below 1.5, queue a 20% budget decrease. For campaigns above 2.5, queue a 15% increase. Show me the supporting performance and queue the changes for review.

2. Moby prepares the Action

Moby identifies the relevant account or entities, reviews the available data, and prepares the supported changes.

A request that applies to multiple entities may produce multiple pending Actions.

3. Review the proposed work

When review is required, Moby places the proposed work in Needs your attention.

Select Review to open the pending Actions. Depending on the request, you may be able to review the Actions:

One by one
Together using Review all

The review experience can show:

The proposed Action
The platform and entity being changed
The current or previous value, when available
The proposed new value
The reason for the change
The number of pending Actions
A Why Moby recommends this explanation

Review the entity, value, creative, copy, budget, audience, URL, and rationale before responding.

4. Choose what happens next

When an Action requires your decision, you can choose:

Choice	What happens
Approve	Moby proceeds with the Action.
Reject	Moby does not execute the Action.
No, tell Moby what to change	Moby does not execute the current proposal. You can provide feedback and ask Moby to revise it.

If the proposed Action is incorrect or missing context, do not approve it. Tell Moby what needs to change and review the revised proposal.

5. Check the result

Moby reports whether the Action succeeded or failed.

For important changes, confirm the result directly in the connected platform. A generated preview or pending Action does not confirm that the final change was successfully published.

6. Review the Actions log

The Actions log records Actions prepared through Moby chat and Automations.

Available records may include:

Action
Status
Mode
Rationale
Details
Created time

Use the log to review what Moby proposed, what happened, and any available Action details.

Example: apply media-buying rules

You can give Moby the same rules your media-buying team uses to manage an account.

In the walkthrough above, the user provided a rule to pause Meta ad sets that:

Spent more than $500
Had New Customer ROAS below 0.4x

Moby reviewed the connected account and found an active ad set with:

$17,088.81 in spend
0.36x New Customer ROAS

Because the ad set matched the supplied rule, Moby queued a pause Action and displayed the performance data as its rationale.

The user could then review the proposed Action, approve it, reject it, or tell Moby what to change.

This workflow can also be added to a Moby Automation when you want Moby to review the account on a recurring schedule.

Supported Action areas

Area	Example Actions
Facebook Ads	Create campaigns, ad sets, ads, creatives, and lookalikes; duplicate entities; change status, budgets, bids, bid strategies, and geo targeting
Google Ads	Create campaigns, ad groups, ads, and Performance Max asset groups; manage budgets, status, bidding, keywords, audiences, assets, conversions, and targeting
AppLovin	Pause or activate campaigns and creative sets; change campaign budgets
Shopify	Publish or update landing pages; create discount codes; edit product content and variant prices
Audiences	Create customer segments and sync them to connected advertising or email platforms
Klaviyo	Create draft, immediate, or scheduled email campaigns
Social comments	Hide, delete, or reply to supported comments on Facebook and Instagram ads

Platform support can change over time. Check Moby Actions library: supported Actions by platform before relying on a specific Action.

When to use Moby Actions

Use Moby Actions when you want to move from analysis to execution without leaving Triple Whale.

Good use cases include:

Applying defined media-buying rules
Scaling campaigns that are beating a performance target
Pausing ads that crossed a spend limit without producing enough revenue
Creating a campaign in a paused state for team review
Producing and reviewing new ad variations
Creating a Shopify landing page for a campaign
Updating supported product information
Creating a promotion or discount code
Building and syncing a customer audience
Preparing recurring work through a Moby Automation

Actions are strongest when your request includes a clear metric, performance window, threshold, proposed change, and entity scope.

Before you use Moby Actions

Connect the relevant platform

The account for the platform you want Moby to act on must be connected to Triple Whale.

Confirm write permissions

The connected account must have permission to make changes. Read-only access is not enough.

Check the target account

If you have multiple connected accounts for the same platform, identify the account Moby should use.

Use reliable data

Media-buying recommendations depend on the data available to Moby. Incomplete tracking, missing Pixel events, expired connections, or incorrect attribution assumptions can affect the proposed work.

Review bulk requests carefully

A bulk request may produce multiple Actions, and some may succeed while others fail. Review each target and proposed value before approval.

Create new entities in a paused state when needed

If you want to inspect a new campaign, ad set, ad group, or ad before it begins spending, tell Moby to create it in a paused state.

Undo an executed Action

To reverse a supported Action, ask Moby to restore the previous setting.

Moby may be able to use the Action details, including prior and new values, to prepare the reversal. You can also reverse the change manually in the connected platform.

Not every Action can be fully undone. For example, customer-facing content may already have been viewed, and a deleted entity may not be recoverable.

If an Action fails

A connected platform may reject an Action because of:

Missing permissions
An expired account connection
A missing required field
An unsupported entity or configuration
Platform rules
An account or audience mismatch
Missing product, creative, or tracking data

Review the error shown by Moby and confirm the relevant settings in the connected platform.

For more guidance, see My Moby Action failed or didn’t run.

What Are Moby Actions?