Compass brings together first-party attribution, incrementality, and marketing mix modeling, or MMM. That context can help Moby better understand channel performance, especially when supporting budget decisions and media-buying workflows.
You do not need Compass to use Moby 2. Compass adds an additional measurement layer that can make certain recommendations more informed and more defensible.
Overview
Moby 2 uses context to help answer questions, analyze performance, prepare recommendations, and support workflows across your business.
Compass adds another layer of context: measurement.
Compass is Triple Whale’s unified measurement system. It helps bring together first-party attribution, incrementality, and MMM so your team can better understand channel performance and make more confident budget decisions.
When Compass is available, Moby may be able to use that measurement context when helping with cross-channel analysis, media-buying recommendations, or budget planning questions.
This is especially useful when platform-reported numbers and broader measurement signals do not agree.
Instead of relying only on what an ad platform reports, Moby can use additional Compass context to help explain what your measurement system is showing.
Key terms
Moby 2: Triple Whale’s AI teammate for ecommerce teams. Moby helps analyze performance, prepare recommendations, and support approved workflows.
Compass: Triple Whale’s unified measurement system for bringing together first-party attribution, incrementality, and MMM.
Compass context: Measurement context from Compass that Moby may use when answering questions or preparing recommendations.
First-party attribution: Attribution based on data available through Triple Whale, such as store, order, and customer journey data.
Incrementality: A measurement method that helps estimate whether marketing activity caused additional business results that would not have happened otherwise.
Marketing mix modeling, or MMM: A measurement method that estimates how marketing channels contribute to business outcomes over time.
Moby Media Buyer: A Moby Specialist focused on paid media workflows, including analysis, recommendations, and supported budget actions.
What changes when Moby has Compass context
Compass can give Moby a stronger measurement foundation for certain decisions.
Without Compass | With Compass |
Moby uses available Triple Whale data and saved business context. | Moby may also use Compass measurement context. |
Cross-channel recommendations may rely more heavily on attribution and connected performance data. | Cross-channel recommendations can be informed by attribution, incrementality, and MMM where available. |
Moby can still help analyze performance and prepare recommendations. | Moby may be able to explain recommendations with more measurement context. |
Your team may need to manually compare more measurement sources. | Compass can help organize measurement context for Moby and your team. |
Compass does not replace Moby’s existing context. It adds another layer.
Why the integration matters
Many budget decisions require more than one measurement signal.
For example, a platform dashboard may show strong performance for a channel, while incrementality or MMM suggests a different level of contribution. Without measurement context, it can be harder to know which signal should guide the budget decision.
Compass helps organize those signals.
When Moby can use Compass context, it may be able to help your team answer questions like:
“Which channel looks most efficient based on our broader measurement?”
“Why does platform ROAS differ from Compass?”
“Should we investigate this channel before increasing spend?”
“What does Compass suggest about this budget decision?”
“Which channels have stronger or weaker measurement confidence?”
Available answers depend on your Compass setup, available data, and supported Moby capabilities.
Example: using Compass context in a budget decision
Without Compass, Moby may review connected ad performance and see that Meta platform ROAS is strong. That can be useful, but it may not answer whether Meta is driving incremental growth or whether the platform is over-crediting conversions.
With Compass available, Moby can also consider broader measurement context, such as first-party attribution, MMM, and incrementality signals where available. A recommendation may become more nuanced:
“Meta platform ROAS looks strong, but Compass shows weaker incremental contribution than the platform view suggests. I would avoid scaling this campaign until we review the MMM signal or run a lift test. If you want to move budget now, I would start with a smaller increase and monitor blended revenue and contribution margin.”
The exact recommendation depends on your account setup, connected data, and available Compass signals.
Where Compass helps Moby most
Compass context is especially useful for media-buying and cross-channel planning workflows.
Workflow | How Compass can help |
Moby Media Buyer | Adds measurement context to budget and channel-performance recommendations. |
Cross-channel budget planning | Helps Moby compare channels using more than platform-reported performance alone. |
Performance explanation | Helps Moby explain why attribution, platform reporting, incrementality, or MMM may disagree. |
Decision review | Gives Moby more context when preparing recommendations for your team to approve or investigate. |
Other Moby Specialists may also benefit from Compass context where measurement is relevant, but the strongest use case is paid media and budget allocation.
Example
Without Compass, you might ask Moby:
“Should I increase spend on Meta or Google this week?”
Moby may review available performance data, attribution, recent trends, and your saved business goals.
With Compass available, Moby may also consider broader measurement context from Compass, such as how channels are performing across first-party attribution, incrementality, or MMM.
That can make the recommendation more useful, especially when platform-reported numbers do not tell the full story.
Review recommendations before acting
Compass context can improve Moby recommendations, but it should not automatically trigger major budget changes without review. For material spend changes, review the recommendation, the source signals, and the business context before approving an action.
Important to know
You do not need Compass to use Moby 2.
Compass can add measurement context to Moby recommendations where available.
Compass is especially useful for media-buying and cross-channel budget decisions.
Compass may help explain differences between platform reporting, first-party attribution, incrementality, and MMM.
Available Moby + Compass capabilities may depend on your plan, account setup, data availability, permissions, and rollout status.
Moby recommendations should still be reviewed before taking material budget actions.
Related articles
Related questions
Do I need Compass to use Moby 2?
Which Moby Specialists benefit most from Compass?
How can I tell if Moby is using Compass signals?
Will my Moby decisions change immediately when I connect Compass?
Does Compass change Moby's recommendations for non-paid channels?
What if I have Compass but not all my channels are in it?
Can I see exactly what Compass is telling Moby?