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It’s Monday morning.
You open Apple Ads. Then another dashboard. Then a spreadsheet. Slack starts lighting up, with people asking questions about spend spikes, ROAS drops, and competitors.
You know the answers are somewhere in the data. But finding them means stitching together charts, exports, and market shifts from weeks ago. By the time you’ve pieced everything together, time is wasted, along with the opportunity to act fast.
This is the reality for most UA teams today.
We built Iris to change this reality.
What Is Iris?
Iris is an AI Agent built specifically for Apple Ads performance optimization. It connects market intelligence with first-party account data, adds historical awareness, and delivers clear explanations and actionable recommendations—directly inside your SplitMetrics Acquire account.
You can count on Iris to:
Detect trends and anomalies across time Iris analyzes performance across campaigns, keywords, geos, and competitors, comparing current results to previous periods to uncover trends, seasonality, anomalies, and early signals of risk or growth across KPIs like SOV, SP, ROAS, CPI, and revenue.
Identify best and worst performers at scale Iris pinpoints top- and bottom-performing campaigns and keywords, detects under- and overspending, highlights inefficient spend and budget waste, and benchmarks performance across storefronts to reveal where impact is being won or lost.
Explain why performance changed Iris goes beyond metrics to deliver clear, cause–effect explanations, linking performance shifts to bids, spend levels, competitive pressure, and market dynamics—so teams understand what actually drove ROAS drops or CPI increases.
Turn insights into prioritized actions Iris recommends which campaigns and keywords to scale, optimize, or pause, suggests budget reallocations and bid adjustments based on performance and competition, and prioritizes actions by expected impact on core KPIs.
Imagine your campaign “Trading Ads – US” shows a spend spike in November. You ask Iris: “What caused this increase and what should I do?” Within seconds, Iris explains that higher bids on top keywords, increased competition, and seasonal crypto trends drove the spend, notes that some low-performing keywords reduced efficiency, and recommends pausing underperformers and adjusting bids to optimize ROAS—all in one response.
How Does Iris Differ from Its Previous Version?
We first built Iris as a Market Research Agent—helping teams understand who they were up against, where keyword opportunities were hiding, and how markets behaved across regions. It answered strategic questions about competitors, category dynamics, and ASO and Apple Ads best practices.
But strategy alone isn’t enough when performance shifts overnight.
The new version of Iris goes further. It brings market dynamics together with real, first-party performance data. Iris now connects directly to your account. You ask a question, and Iris responds with fast, contextual answers—right inside your SplitMetrics Acquire workspace.
Here’s a side-by-side comparison between the two versions:
CapabilityIris (older version)Iris (new version)
Why choose Iris in the first place? It combines deep historical data, market intelligence, and actionable guidance—all designed to help teams optimize campaigns with confidence.
PersonalizationLimited to your promptLearns more about your app with every request
With Iris, your Monday morning (and any other time of day) just got easier. No more juggling dashboards, no more guessing why metrics shifted. Instead, you make data-driven decisions—faster, smarter, and with clarity at every step.
Anastasiya is Content Manager at SplitMetrics. She lives and breathes writing and has a real feeling for app marketing and mobile growth.
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