Overview

General-purpose AI tools can answer a wide range of questions, but they do not automatically know your business.

They do not know your current performance, your channel mix, your attribution setup, your campaign history, your goals, or the decisions your team has already made inside Triple Whale.

The Context Engine helps close that gap.

It gives Moby the context it needs to understand your business and respond with recommendations that are more relevant to your actual data, goals, and workflows.

This is one of the main differences between Moby 2 and a standalone AI tool. Moby is built inside Triple Whale, so it can work with the business context available in your account instead of relying only on generic ecommerce advice.

Key terms

Context Engine: The layer that gives Moby business-specific context so it can answer questions, make recommendations, and support workflows with more relevance.
Business context: The information Moby can use to understand your business, such as connected data, performance history, saved preferences, goals, prior conversations, and workflow instructions.
Data context: Structured business data available through Triple Whale, such as orders, ads, attribution, campaigns, customers, products, and performance metrics, depending on your connected integrations.
Conversational context: Information you tell Moby in chat or through setup, such as goals, constraints, preferences, definitions, campaign plans, or decisions you want Moby to remember.
Ecommerce context: Triple Whale’s ecommerce-specific data model, benchmarks, diagnostic playbooks, and measurement frameworks that help Moby interpret performance in a commerce-specific way.
Compass: Triple Whale’s unified measurement system. When Compass is available, it can give Moby additional measurement context for recommendations.

What the Context Engine helps Moby understand

The Context Engine helps Moby work with context such as:

Your connected business data.
Your performance history.
Your campaign and channel data.
Your attribution and measurement setup.
Your saved goals and preferences.
Your prior Moby conversations and decisions, where available.
Your ecommerce category or benchmark context, where available.
Your uploaded or provided materials, such as brand guidelines, campaign plans, or product information.
Your Compass measurement context, when Compass is available.

The exact context Moby can use depends on your connected integrations, account setup, product access, permissions, and the information your team has provided.

How the Context Engine works

The Context Engine brings together multiple kinds of context so Moby can give more relevant answers and recommendations.

Context type	What it means
Connected data	Business data available in Triple Whale, such as orders, ads, attribution, customers, products, and campaigns.
Saved context	Goals, preferences, instructions, prior decisions, and other context your team provides to Moby.
Ecommerce intelligence	Triple Whale’s ecommerce-specific models, benchmarks, diagnostic playbooks, and measurement frameworks.
Measurement context	Attribution, Pixel, and Compass data where available.
Workflow context	The instructions and history behind Specialists, Automations, and repeatable Moby workflows.

Together, these inputs help Moby understand not just the question you asked, but the business situation behind it.

Why context matters

Context changes the quality of an AI recommendation.

A generic AI tool might be able to answer:

“How should I improve ROAS?”

Moby can give a more useful answer when it has the right context:

“Your Meta prospecting spend increased this week, but ROAS declined while Google efficiency improved. Based on your current budget goal and recent channel performance, I’d review whether spend should shift from this Meta campaign to Google.”

That difference comes from context.

Moby is not only responding to the words in your prompt. It can also use connected data, measurement context, saved preferences, and ecommerce-specific frameworks to make the response more relevant.

Context can change

Moby’s recommendations are only as strong as the context available at the time. If your goals, attribution preferences, campaign names, promotions, or business constraints change, update the context you have provided so Moby can use the latest information.

For fast-moving data, Moby may rely on the freshest connected data available in Triple Whale, but sync timing can vary by source and integration.

What the Context Engine powers

The Context Engine supports Moby across multiple surfaces.

Surface	How it uses context
Moby 2 chat	Helps Moby answer questions using your connected data, goals, and saved context.
Moby Specialists	Helps focused workflows, such as media buying, creative performance, and conversion optimization, make more relevant recommendations.
Automations	Helps recurring workflows carry forward the instructions and business context needed to run on a schedule.
Compass integration	When available, gives Moby additional measurement context for decisions involving channel performance and budget allocation.

Data context and conversational context

The Context Engine can use both data context and conversational context.

Data context is the structured information available through Triple Whale, such as performance metrics, orders, ads, attribution, campaigns, and customers.

Conversational context is the information your team gives Moby, such as:

“Our goal this month is profitable growth.”
“Do not increase spend on this campaign.”
“We are prioritizing new customer acquisition.”
“Use MER as a guardrail.”
“This product is out of stock next week.”
“This campaign is tied to a seasonal launch.”

Both types of context matter.

Data tells Moby what is happening. Conversational context helps Moby understand what your team cares about and how it should interpret the data.

Ecommerce context and benchmarks

Moby is built specifically for ecommerce teams.

That means it can use ecommerce-specific frameworks, benchmarks, and diagnostic playbooks to help interpret your performance.

For example, Moby may use ecommerce context to help evaluate:

Whether ROAS, MER, CAC, or conversion rate looks healthy.
Whether a campaign, creative, or landing page may need attention.
Whether performance is changing in a way that deserves review.
How your results compare to relevant ecommerce patterns or benchmarks, where available.

This is different from a generic AI tool that may rely on broad advice or static best practices.

Compass and the Context Engine

Compass can add trusted measurement context to Moby.

When Compass is available in your account, Moby may be able to use Compass signals to better understand channel performance and budget decisions.

This is especially useful when platform-reported numbers, attribution, incrementality, and MMM do not all tell the same story.

You do not need Compass to use Moby 2, but Compass may give Moby additional measurement context for certain recommendations.

Available Moby + Compass capabilities may depend on your account setup, product access, and rollout status.

How the Context Engine helps Specialists

Moby Specialists use the Context Engine to make their workflows more relevant.

Specialist	Example use of context
Moby Media Buyer	Uses available paid media, attribution, budget, and measurement context to support media-buying recommendations.
Moby Creative Director	Uses available creative performance, brand context, and campaign context to help identify winners, fatigue, and new creative opportunities.
Moby Conversion Optimizer	Uses available campaign, product, brand, and landing-page context to help generate or improve landing pages.

The better the context, the better Moby can tailor recommendations to your business.

What you can provide as context

Your team can make Moby more useful by giving it relevant business context.

Examples include:

Business goals.
Budget constraints.
Campaign plans.
Marketing calendars.
Brand guidelines.
Product information.
Target audiences.
Promotion details.
Inventory constraints.
Approved messaging.
Do-not-use claims or language.
Past decisions your team wants Moby to respect.

Moby can work with connected data, but your team’s instructions help it understand how to apply that data.

Important to know

The Context Engine depends on the data, integrations, permissions, and context available in your account.
If key integrations are missing or tracking is incomplete, Moby may have less context to work with.
If your goals or constraints change, you should tell Moby so future recommendations reflect the new direction.
Moby’s recommendations should still be reviewed before taking material action.
Compass can provide additional measurement context, but it is not required to use Moby 2.
Some context, benchmark, memory, or refresh capabilities may vary by product access and rollout status.

Context Engine