Capabilities

This is the canonical answer to “can Emma do X?” Every row states what Emma can do, which connection it needs, and whether it requires your approval before it happens.

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Summary

”—” means not supported today, not “coming soon.” The sections below give the detail behind each row.

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Paid advertising

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Google Ads

Full create-and-manage. Requires the Pro plan and a connected standard Google Ads account. Accounts you reach through a manager (MCC) account count — they appear grouped under the manager, and you select the individual accounts rather than the manager itself.

• List campaigns, ad groups, ads, keywords, and budgets.
• Create budgets and launch Search, Display, and Performance Max campaigns from a plain-language brief.
• Write Responsive Search Ads and Responsive Display Ads.
• Add and update keywords in broad, phrase, or exact match, plus negative keywords at campaign or ad-group level.
• Set bids and bidding strategies — Maximize Conversions, Target CPA, Target ROAS, Maximize Conversion Value, Target Impression Share, Manual CPC.
• Pause, resume, update, and remove campaigns, ad groups, and ads.
• Apply geo targeting by city, region, country, or postal code.
• Upload image, logo, and video assets and attach them to campaigns.
• Pull spend, impressions, clicks, CTR, conversions, and average CPC for any date range, including keyword-level breakdowns.

Limits: a live ad’s text and destination URL can’t be edited — Emma removes the old ad and creates a new one. Metrics lag a few hours after activity. See Integrations → Google Ads and the Google Ads best-practices playbook.

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Meta Ads (Facebook + Instagram)

Full create-and-manage. AgentWeb is a Meta Partner; you can grant access via the Partner flow or self-serve OAuth.

• List campaigns, ad sets, and individual ads.
• Pull impressions, reach, clicks, conversions, and spend for any date range.
• Create new campaigns from briefs described in Agent Mode.
• Pause, resume, and adjust budgets on existing campaigns.
• Analyze creative performance and surface top performers.
• Wire the Meta Pixel and server-side conversion tracking into landing pages, automatically, when your Meta ad account is connected before the page is generated.

Limits: insight aggregation is delayed by a few hours, so data under about four hours old can read as zero. See Integrations → Meta.

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LinkedIn Ads

Full create-and-manage. Requires the LinkedIn Ads connection, which is separate from LinkedIn organic and LinkedIn Outreach.

• Create campaigns, ad sets, and ads. Emma uses LinkedIn’s UI terminology throughout — Campaign, Ad Set, Ad — rather than the API’s campaign group / campaign / creative.
• Supported formats: single image, carousel, video, article, document, text, message (InMail), conversation, jobs, spotlight, follower, event, and VAST tag video. Company page posts or dark posts.
• Upload image, video, and document media for ads.
• Search targeting facets (titles, seniorities, industries, skills, company size, locations, interests) and estimate audience reach before launch.
• Set the bid type — CPM, CPC, or CPV — with a unit cost, plus daily or total budgets. An unspecified ad set is created as CPC with a 2.00 USD unit cost.
• Update, pause, and archive campaigns and ad sets.
• Pull insights: impressions, clicks, spend, CTR, CPM, CPC, conversions, cost per conversion, leads, video views and completions, followers gained, unique reach. Break down by campaign, ad set, ad, demographics, or time.

Limits: new entities do not all start as drafts. A Campaign (LinkedIn’s campaign group) and an Ad (creative) are both created ACTIVE unless you ask otherwise; only an Ad Set defaults to DRAFT. An ad added to an ad set that is already live starts serving, and spending, immediately — ask for DRAFT or PAUSED if you want to stage work first. Campaign type can’t be changed after creation. LinkedIn’s API has no delete — removal means archiving. Audience must reach 300 members or LinkedIn won’t serve. Weekly granularity isn’t available in insights. Ad accounts may need adding to the LinkedIn Developer Portal app’s Account Management list before creation works, even when reading insights already does. See Integrations → LinkedIn.

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Organic social

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LinkedIn (organic)

A separate connection from Outreach and Ads.

• Publish text, image, carousel, and document posts to your profile or company page.
• Schedule posts for later.
• Comment and react on posts from your account.
• Pull per-post engagement metrics into Performance.

See the LinkedIn content workflow for the founder-voice drafting process.

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X / Twitter

Plan-gated. Emma acts as the single account you authorize; connect more than one if you manage several.

• Post tweets, replies, quote tweets, and multi-tweet threads. Delete tweets your account authored.
• Like, unlike, retweet, unretweet, and bookmark.
• Send and read DMs, and pull conversation history with a person. Requires Elevated (DM) access on the account’s X app — posting and engagement work without it.
• Follow, unfollow, block, unblock, mute, unmute.
• Look up public profiles, list followers and following.
• Search recent tweets, pull an account’s recent tweets, read a tweet’s replies.
• Pull per-tweet public metrics and the lists of accounts that liked, retweeted, or quoted a tweet.

Limits: tweets are text-only — no image or video attachments. A posted tweet can’t be edited (Emma deletes and reposts). Tweets cap at 280 characters and are trimmed on a word boundary; DMs cap at 10,000. Search reaches back roughly seven days. Account-level analytics — follower growth, aggregate reach — aren’t available at the current API access level. See Integrations → Twitter / X.

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Instagram (organic)

A separate connection card from Meta Ads. Requires a Business or Creator account linked to a Facebook Page you administer.

• Publish image posts, carousels, and Reels.

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Outbound

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LinkedIn Outreach

Uses Unipile under the hood and connects via your LinkedIn session — treat it like an active LinkedIn login.

• Send connection requests with personalized messages.
• Send DMs to existing connections.
• Run sequences against a CRM lead list — connection request, then follow-up DM.
• Respects LinkedIn’s rate limits to avoid account flags. Volume is capped (around 40/day on LinkedIn Premium) and varies day to day.

Emma drafts; you approve. Connection requests are not sent automatically.

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Email — Gmail

• Send email through your connected Gmail address. Sends look like they came from you, not from AgentWeb.
• Read your whole mailbox. Connecting Gmail requires full-mailbox read access — the connection is rejected if you withhold it. Emma can search any message using Gmail’s own search syntax, list any folder or label including INBOX, and read the full body of any message. Nothing narrows her to threads she started.
• Read and write your Google Calendar. The same Gmail grant includes calendar events, so Emma can list, create, update, and delete events on your calendars.
• Read one-time login codes and magic links out of your inbox — including mail from senders unrelated to AgentWeb — so she can sign in to sites on your behalf. This is always available, including in unattended runs.
• Draft per-recipient emails using CRM, Brand, and Knowledge Base context.

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Email — Outlook / Microsoft 365

• Send outreach as you from a connected Microsoft 365 or Outlook.com mailbox.
• Search your inbox.
• Auto-suppress bounces.

See Integrations → Outlook.

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Leads and CRM

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CRM (built-in)

• Lead lists with custom pipeline stages, custom fields, and an assigned point of contact.
• Bulk CSV import and export; multi-condition search and filtering; bulk status updates and group sends.
• Enrichment — Emma researches leads and fills missing fields from web search, LinkedIn, and existing record data. She previews on 2 sample leads and waits for your confirmation before the batch runs.
• ICP scoring — a separate step from enrichment. Emma reads your Market Strategy ICPs and scores each lead 0–100 with a reason.
• Consolidated touchpoints per lead — LinkedIn messages, email threads, X outreach, and engagement history in one view.

Limits: enrichment depends on public data availability. Leads with only a name and no company often return little. Batches of 500+ leads can take several minutes.

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HubSpot

• Two-way sync of contacts and deals with real-time updates.
• Emma-driven HubSpot marketing management.

See Integrations → HubSpot.

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Web, content, and knowledge

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Landing pages

• Generate a page from a prompt and a selected template.
• Deploy it to your own domain.
• Iterate with follow-up instructions.
• Install tags and analytics — paste the ID into the chat with the page. Meta tracking is wired automatically instead, when the ad account is connected before the page is generated.

See Build a landing page and Analytics and tracking.

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Knowledge Base sources

Google Drive files are truncated at 50,000 characters. If one source is unavailable, Emma keeps working with the rest. The Google Drive shared folders you add here are read through a separate read-only connection. Connecting Google Drive under Settings → Accounts is a different, broader grant — see What’s read-only.

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Newsletter and SEO / GEO

Both are reporting surfaces in Performance. Newsletter covers drafts, audiences, open and click rates, and per-issue performance. SEO / GEO covers keyword and topic ranking trends, content performance by topic, and citations in AI-generated answers from ChatGPT, Perplexity, and Google AI Mode. Emma reports on these; she does not publish to your CMS.

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What requires your approval

Reads are broadly safe to ask for. Emma explains what she’s about to do and waits for your confirmation before:

• Creating, pausing, or updating any ad campaign on Google, Meta, or LinkedIn, or changing a budget.
• Posting, replying, quoting, DMing, following, or blocking on X.
• Sending LinkedIn connection requests or DMs.
• Sending outreach email.
• Running a lead enrichment batch (after the 2-lead preview).
• Replacing the contents of an existing Google Doc. An update replaces the whole document; the version you had stays recoverable through Google’s File → Version History.
• Creating a Google Sheet, or writing data into a range of an existing one.

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What’s read-only

• Google Drive shared folders added as Knowledge Base sources — that path uses a separate read-only connection.
• SEO / GEO — reporting only.

A Google Drive account connected under Settings → Accounts is not read-only. That grant covers your whole Drive plus Docs and Sheets: Emma can create folders, create Docs and Sheets, replace an existing Doc’s entire contents, and write into a Sheet’s cells. In ClickUp she can create new docs and pages. She cannot delete files in either service, and she does not edit existing ClickUp pages.

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What’s plan-gated

If an integration card is missing from Settings → Accounts, your plan doesn’t include it yet.

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Next steps

• What is Emma? — scope, positioning, and limits.
• Concepts — skill, work plan, scheduled chat, and template explained.
• Settings → Connected accounts — connect what’s missing.