All guides, by feature
Insights
Findings Orbit spots in your ad data, such as spend spikes and creative fatigue, ranked by impact.
At a glance
- Where in Orbit
- Sidebar › Workspace › Insights
- Who can use it
- Everyone at your agency, for the clients they can see. Clients can’t see insights in their portal.
What it’s for
Insights, on the page titled AI Insights, lists findings Orbit’s rules spot in your synced ad data: spend spikes, falling click-through rates, budget concentrated in one campaign, your strongest and weakest campaigns, ad sets and creatives, and high costs per click.
Each finding shows its impact, a confidence score, the dates it covers and a chart. Narrow the list by client, date range, impact, channel and confidence, or with the Budget risk, Watch items and Opportunities pills.
Orbit checks every active client each night at 09:00 UTC, and Refresh checks one client again on demand. A finding that stops appearing resolves on its own. Dismiss hides one you expect, for everyone at your agency.
Insights point things out. There are no buttons on a card to act on a finding.
Guides
Questions
Where do insights come from?
Orbit’s rules check each client’s last 30 days of synced ad data, ending yesterday, for patterns such as spend spikes, falling click-through rates and high CPC.
Are insights written by AI?
No. Every current insight is Rule-based: set rules applied to your synced data. None come from Marketing Mix Modeling.
How often are insights updated?
Every night at 09:00 UTC for every active client whose data synced in the last 7 days, and whenever someone presses Refresh for a client.
What kinds of things does Insights look for?
Spend spikes, creative fatigue, one campaign taking over 40% of spend, campaigns, ad sets and creatives well above or below their peers, and high cost per click.
Why are there no insights for a client?
Orbit skips a client whose data hasn’t synced in the last 7 days, and keeps only findings with enough data behind them. Select the client and press Refresh to see the reason.
Why does an insight show under 30d but not 7d?
A range shows insights whose dates end inside it. An insight whose dates ended more than 7 days ago only shows in a longer range.
Why does the Dashboard show an insight that isn’t on the Insights page?
The Dashboard opens on 30d and Insights opens on 7d. Press 30d on Insights to match.
What does Dismiss do?
It hides the insight for everyone at your agency, and later runs keep it hidden. Use it for findings you expect.
If I dismiss an insight, does it disappear for my team too?
Yes. Dismissing hides it for everyone at your agency.
Can I undo a dismissal?
No. A dismissed insight can’t be brought back from the page.
Can Managers and Specialists refresh or dismiss insights?
Yes, for the clients they can see.
Why did an insight disappear when nobody dismissed it?
It resolved on its own because the latest run no longer found it. If it’s found again, it comes back.
Why is Refresh greyed out?
No client is selected. Refresh works on one client at a time, so pick one from the list first.
Refresh says “Last sync was 200h ago”. Why?
Insights need the client’s data synced in the last 7 days. Fix the client’s connection, then press Refresh again.
Does Refresh use the range I’ve selected?
No. Refresh always checks the client’s last 30 days ending yesterday. The range buttons only change what the page shows.
What does the confidence number mean?
A score from 0 to 1 for how much data backs the finding: how many clicks or impressions, and over how many days. Higher means more data behind it.
What’s the difference between High impact and Budget risk?
Impact is how serious a finding is; the Budget risk pill is a kind of finding. A Budget risk can be High or Medium impact.
What do Budget risk, Watch items and Opportunities mean?
They group insights by kind: spend at risk, things to keep an eye on such as spikes and creative fatigue, and things doing well enough to grow. Select a pill to show only those.
How are insights ordered?
By impact, then confidence, then newest first.
Can I act on an insight from here, such as scaling a budget?
No. Cards have no action buttons. Make the change where you manage the campaign.
What is Revenue Δ compared against?
Revenue in the same number of days immediately before the selected range, for every range including MTD. It shows “—” if there was no revenue then.
How is ROAS worked out on Insights?
Revenue ÷ spend for the client and range you picked, such as “3.42×”. It shows “—” when there’s no spend.
Do the filters change the figures at the top?
No. The impact, channel and confidence filters and the pills only narrow the list. The figures follow the client and range.
Filter insights by client, impact or confidenceThe figures above the insights
Can clients see insights?
No. Insights are for your agency only; the client portal has no Insights.
Why does a card say “No chart data”?
The finding has fewer than 2 data points, so there’s nothing to draw.
Is there a limit to how many insights I see?
Yes. The page lists up to 50 at a time, and each run keeps up to 15 per client.
How it works
Explainer: Where insights come from
Insights are rule-based: Orbit checks each client’s last 30 days of synced ad data, ending yesterday, for set patterns. It runs every night at 09:00 UTC and whenever someone presses Refresh.
| Finding | What it spots | Headline |
|---|---|---|
| Spend spike | A day’s spend far above the period’s daily average | “Unusual spend spike detected” |
| Creative fatigue | Click-through rate falling on a platform, campaign or creative | “… CTR declining — creative fatigue likely”, “Creative fatigue …” |
| Budget concentration | One campaign taking more than 40% of spend | “Budget concentration: …” |
| Strong campaign | CTR well above other campaigns on the same platform | “Scale opportunity: …” |
| Weak campaign | Spend going to a campaign with CTR well below its peers | “Budget efficiency risk: …” |
| Ad sets | Ad sets well above or below their peers | “Top ad set: …”, “Low efficiency ad set: …” |
| Creatives | Creatives well above or below their peers | “Best performing creative: …”, “Underperforming creative: …” |
| High CPC | Cost per click well above other campaigns on the platform | “High CPC alert: …” |
- The nightly run covers every active client.
- Orbit only checks a client whose performance data synced in the last 7 days. Otherwise it skips that client.
- Each run keeps findings with a confidence of at least 0.4, up to 15 per client.
- Every current insight is Rule-based.
Explainer: Impact badges and status pills
Every insight has an impact badge: High impact, Medium impact or Opportunity. The pills above the list group insights by kind: Budget risk, Watch items and Opportunities.
| Badge or pill | Insights |
|---|---|
| High impact | Falling CTR on a platform, and budget efficiency risks |
| Medium impact | Spend spikes, budget concentration, creative fatigue in a campaign or creative, low-efficiency ad sets, underperforming creatives and high CPC |
| Opportunity | Scale opportunities, top ad sets and best-performing creatives |
| Budget risk (pill) | Budget efficiency risks, low-efficiency ad sets, underperforming creatives and high CPC alerts |
| Watch items (pill) | Spend spikes, creative fatigue and budget concentration |
| Opportunities (pill) | The same insights as the Opportunity badge |
- Each pill shows its count. Select a pill to show only those insights; select it again to show all.
- Impact and pill are separate: a Budget risk can be High or Medium impact.
- A card’s tags show the platform, such as Meta or Google Ads, the channel, and the level: Account, Campaign, Ad Set or Creative.
Explainer: Confidence scores
Confidence runs from 0 to 1 and shows how much data backs a finding: how many clicks or impressions, and over how many days. Higher means more data behind it.
- It shows on each card’s meta line, such as “Rule-based · Confidence 0.82 · Sep 12 – Oct 11”.
- Orbit keeps findings with a confidence of 0.4 or more.
- Use Confidence ≥ 0.80 or Confidence ≥ 0.90 to see only the best-supported findings.
- The list is ordered by impact, then confidence, then newest first.
Explainer: Active, resolved and dismissed insights
Only Active insights appear. An insight resolves on its own when a later run no longer finds it, and stays hidden for everyone once someone dismisses it.
| Status | How it gets there | Shown? |
|---|---|---|
| Active | The latest run found it. | Yes |
| Resolved | A later run no longer found it. If it’s found again, it’s Active again. | No |
| Dismissed | Someone pressed Dismiss. Later runs keep it dismissed. | No |
- Dismissing affects your whole agency, not only you.
- A dismissed insight can’t be brought back from the page.
- Dismiss findings you expect, such as a conquesting campaign that’s meant to carry a high CPC.
Explainer: The figures above the insights
The tiles above the filters cover the client and range you picked: Spend, ROAS, Conversions and Revenue Δ. The impact, channel and confidence filters and the pills don’t change them.
| Figure | How it’s worked out |
|---|---|
| Spend | Total ad spend in the range, worked out the same way as the Dashboard’s Managed spend. |
| ROAS | Revenue ÷ spend, such as “3.42×”. Shows “—” when there’s no spend. |
| Conversions | Total conversions in the range. |
| Revenue Δ | Revenue against the same number of days immediately before the range, for every range including MTD. Shows “—” if there was no revenue then. |
| Channel breakdown | Each channel’s share of spend in the range. |
- Ranges end yesterday (UTC), like the Dashboard’s. Insights opens on 7d.
- The client list and range buttons change these figures and the list. The other filters change the list only.
Limits: What Insights can’t do
Insights point out findings. You can’t act on one from its card, undo a dismissal, or show insights to clients.
- There are no buttons on a card to scale, pause or change anything. Make the change where you manage the campaign.
- Refresh works on one client at a time, and always checks the last 30 days ending yesterday, whatever range is selected.
- A dismissed insight can’t be restored from the page.
- Clients can’t see insights; the client portal has no Insights.
- The list shows up to 50 insights at a time, and each run keeps up to 15 per client.
- Orbit skips clients whose data hasn’t synced in the last 7 days.
- Goals don’t affect insights.
Explainer: Client Access: which clients someone sees
Client Access sets which clients a teammate can see, along with those clients’ plans, reports, pacing and data. You set it per person once they’ve accepted their invite.
| Option | What they see |
|---|---|
| All clients | Every client at your agency. |
| All Paid Search clients, or their own specialty | Every client with the service that matches their Specialty Role, including clients added later. |
| Assigned clients only | Only the clients you tick. Star one to mark them as that client’s lead. |
- Until you choose, a new teammate sees all clients. Set their access as soon as they show as ACTIVE.
- Changing someone to Specialist switches them to Assigned clients only and opens the panel so you can tick their clients. Changing them to another role gives them all clients again.
- Someone with no clients, such as Assigned clients only with none ticked, sees no client data, pacing or insights.