Concepts
Accounts and projects
The two-tier shell — workspace vs project — and a map of the dashboard.
The shell has two tiers. The workspace holds your account list and workspace-wide settings. Everything account-specific lives in the project tier, where a "project" is one Apple Ads org.
Workspace tier
- Accounts — the list of connected Apple Ads orgs; your entry point and account switcher.
- Settings → Profile / General — your profile and the workspace.
- Settings → MCP — the connect instructions for the MCP server (a connected session reaches every account).
- Settings → Integrations → Apple Ads — where you paste API credentials.
Project tier
Each account opens into its own workspace of pages:
| Page | What it's for |
|---|---|
| Overview | KPIs and charts for the account |
| Chat | The Ads copilot — read + write tools in a conversation |
| Campaigns | Campaign list; drills into campaign and ad-group detail |
| Keywords | Keyword performance, plus the Search Match harvest |
| Search terms | The queries that triggered ads (the harvest source) |
| Ads | Ad creatives |
| Recommendations | The ranked optimization feed |
| Approvals | The review queue of proposed changes |
| Audit | Recurring health audits and their reports |
| History | This app's ledger of its own changes |
| Settings → Optimization | The daily spend goal and CPA band |
| Settings → MCP | Connect instructions for the MCP server |
Ad groups have no top-level page. You reach an ad group through its campaign (Campaigns →
campaign → ad group). The MCP layer still exposes asa_list_ad_groups directly.
One org, one account
Each imported org is one account, keyed by its Apple Ads org id. An org can advertise several
apps — apps live on campaigns (adamId), not on the account — so one account can span multiple
apps.