Meet Ask Vista: Campaign Reporting That Talks Back

A dashboard is really a collection of answers to questions somebody thought to ask months ago.

Spend by channel. CTR by campaign. Conversions over time.

Useful? Absolutely.

But then you're sitting in a meeting and someone asks, "Which campaigns actually drove that jump in conversions?"

And there it is.

The question that isn't on the dashboard.

That's the problem we wanted to solve with Ask Vista, our new AI agent for campaign reporting, now live in beta inside Vista for our U.S. clients.

You ask the question. Ask Vista works through the data behind your dashboard and gives you the answer, with the numbers to back it up, in seconds.

No hunting through tabs. No building another view. No sending the question to someone else to pull the data.

You just ask.

What changes when you can talk to your campaign data?

Think about the difference between using a map and asking a local for directions.

The map has everything on it. Technically, the answer is there.

But a local knows what you're actually trying to figure out.

That's the shift we're making with Ask Vista.

Traditional reporting has to anticipate the questions you'll ask. Someone chooses the metrics, dimensions and cuts that matter, then builds them into the experience.

Ask Vista doesn't need to guess your next question.

You tell it what you want to know.

The data hasn't changed. In fact, that's important. Ask Vista uses the same data that powers your Vista dashboard, so you can check the answer against what's already on screen.

What changes is how you get to it.

Every question used to become a request.

Now it can become a conversation.

What can I ask Ask Vista about my campaigns?

Start with the question you'd normally ask an analyst.

Ask Vista can work across awareness, engagement and conversion performance, then cut the answer by campaign, channel, device, creative, ad group or date range.

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Those are starting points, not canned prompts.

You can ask questions about impressions, reach, spend, CPM, video completion rate, clicks, CTR, CPC, conversions, CPA and ROAS.

And you can ask them the way you'd actually say them.

That matters more than it sounds.

Because the interesting question is usually one cut past the report you're already looking at.

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Can Ask Vista answer follow-up questions?

Yes, and this is the part I'm most excited about.

Ask Vista doesn't drop a table on you and disappear.

It gives you a direct answer, shows you the supporting data, then suggests the questions that are worth asking next.

Ask which channel drove the most conversions, for example, and the next question might be whether that channel was also the most efficient. Or which campaigns within that channel drove the volume. Or whether the pattern changed during the quarter.

That's when reporting starts to feel different.

You're not searching for a number.

You're following the thread.

And anyone who's spent enough time analyzing campaign performance knows that's how good analysis actually happens. One answer creates the next question.

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Why does conversational campaign reporting matter for independent agencies?

Because your smartest people shouldn't have to be human search engines.

Independent agencies are expected to deliver sophisticated reporting and analysis without an army of analysts sitting behind every account.

That creates a familiar problem: the data is there, but getting from I have a question to I have an answer still takes somebody's time.

Self-serve campaign reporting changes that equation.

Your account team can ask questions about the data themselves. Your media team can investigate something that looks off without stopping to build another report. And a client question can become the beginning of an analysis instead of another item in somebody's queue.

That's where I think AI in media reporting gets genuinely useful.

Not because it can write a paragraph about your performance.

Because it can make the underlying data easier to interrogate.

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Where do I find Ask Vista?

If you're already using Vista, it's right where you'd expect it.

Open your dashboard and look for Ask Vista in the top navigation. You can also open it from the header of any section. Both take you into the same conversational experience.

Ask your question in plain English.

You'll get a direct answer followed by the supporting table, including share of total where relevant and a total row, so you can see exactly what sits behind the response.

Then keep going.

That's the point.

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Ask Vista FAQ

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Is Ask Vista available now?

Yes. Ask Vista is now live in beta inside Vista for U.S. clients. If you have access to Vista, look for Ask Vista in the dashboard navigation. If you need help getting access, contact your Mogl team.

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Is Ask Vista available outside the U.S.?

Not yet. We're rolling it out to our international clients next, starting with the UK. We'll share more as soon as it's ready.

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What campaign metrics can I ask about?

Ask Vista currently supports spend, reach, impressions, CPM, video completion rate, clicks, CTR, CPC, conversions, CPA and ROAS. Questions can be analyzed across dimensions including campaign, channel, device, creative, ad group and date range.

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Does Ask Vista use different data from my dashboard?

No. Ask Vista works from the same data behind your Vista dashboard. That means you can check its answers against the reporting you already use.

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Is my campaign data secure?

Ask Vista operates within Vista's reporting environment, which runs on Mogl's secure Snowflake environment with role-based access control. The same permissions that determine what you can see in Vista determine what Ask Vista can answer. You see your data, not somebody else's.

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Can Ask Vista make changes to my campaigns?

No. Ask Vista reads and analyzes campaign reporting data. It doesn't change budgets, bids or campaign settings.

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How is Ask Vista different from searching a dashboard?

Search helps you find something that already exists.

Ask Vista lets you form the question yourself, get an answer from the data, see the numbers behind it, and then continue with the next question.

That's the bigger idea behind what we're building.

A dashboard shouldn't be the end of the analysis.

It should be where the conversation starts.

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Ask Vista is live in beta now. Open Vista and look for Ask Vista in the top navigation, talk to your Mogl team, or contact us at vista@mogl.com to get started.