Everything you can do in SocialMati

Getting started

Your account holds a workspace (your company, plan and team) with one or more brands inside it. Agencies usually create one brand per client. Everything you connect or create belongs to the brand selected at the top of the sidebar.

First login: the setup wizard

After you register, a 7-step onboarding wizard sets up your workspace. You can skip steps and come back later.

1. Company: your business, products, audience and tone. Every AI agent reads this, so you never explain your business twice.
2. Website & brand: your site address, logo and colours. The site is read to build your Brand Brain, and a first SEO audit starts.
3. Social accounts: connect Facebook, Instagram, LinkedIn, X, YouTube, TikTok, Pinterest or Google Business Profile.
4. WhatsApp: connect your WhatsApp Business number.
5. Contacts: import existing customers or leads from a CSV file.
6. Goals: what you want more of (leads, sales, followers, traffic).
7. Build workspace: SocialMati prepares your CRM pipeline, first SEO audit and first AI recommendations.

Getting around

Connect your accounts

Most features work better once your channels are connected. Everything is managed in one place.

Home & AI Director

Home

A dashboard of cards: marketing health score, AI recommendations, social results, SEO, sales pipeline, hot leads, scheduled posts, WhatsApp, revenue and tasks. Drag a card to reorder it or hide cards you don't use. The strip across the top follows a customer's journey from social post to lead, qualification, WhatsApp follow-up and sale.

AI Director

A daily briefing of what needs your attention, with one-click actions: assign hot leads, create tasks, approve waiting posts, track new keywords. Below it you can chat with the Marketing Director agent, which can see your real data and plans across all modules.

Every Monday the Director emails a weekly marketing plan (if email is set up for your workspace).

Unified inbox

Every conversation from every channel in one place: Instagram and Facebook DMs, Messenger, WhatsApp, website chat and form submissions.

• Left column: all conversations, newest first. Filter by channel or unread.
• Middle column: the thread, with an AI suggested reply you can send, edit or ignore.
• Right column: the CRM profile, with lead score, pipeline stage, owner, the AI's next best action, tags, tasks and notes. For someone new, click Add to CRM.

Social media

Create and schedule a post

1. Open Social media → Create post.
2. Select the accounts to post to, then write your post, or click Write with AI. The preview shows how it looks on each network.
3. Add media: upload files, pick from your Library, or create a Brand creative.
4. Choose Publish now or pick a date and time. The post appears on the calendar.

AI Studio

Create content in your brand voice. Start from one brief and get posts for every platform, a creative, a reel script, ad copy, hashtags and a blog outline, then send everything to the post composer in one click.

Choosing an AI model

Most AI screens have a model selector. Auto picks the best model for the task. You can also choose Best quality, Fast, Budget, Smart budget or a specific model. Higher-quality models use more AI credits. Your remaining credits are shown under Settings → Plan & billing.

SEO

An AI SEO manager for your website. It crawls your site with its own engine, finds problems with proof, scores your SEO, suggests fixes, tracks the work done, and produces client-ready reports. Where outside data is needed (search volume, rankings, backlinks) it uses a connected data provider and labels the result.

Set up your website

1. Open SEO → Overview and click + Add website. Enter your homepage address.
2. Click Full crawl. Small sites finish in a minute or two; the progress shows in the bar at the top.
3. Go to SEO → SEO settings → Website & goals and fill in your target country, language, business type, important pages, target keywords and competitors. This sharpens prioritisation.
4. Optional but recommended: connect Google Search Console and Google Analytics under SEO settings → Integrations & CMS.

Later, use Quick re-crawl. It only re-checks pages that changed since the last crawl, so it's much faster.

Where each result comes from

Every score, issue and number carries a source badge, so you always know what you're looking at:

The SEO pages

How fixes work

The crawler only reads your website; it never changes it. Changes happen in four steps:

1. Detect: an issue is found, with evidence.
2. Recommend: click Generate fix (for example a new title or meta description). It appears under Tasks & fixes → Recommendations.
3. Approve: review it, edit if needed, then approve. Or turn it into a task for your team.
4. Apply: with a connected CMS (WordPress, WooCommerce, Shopify, or a webhook for custom sites), click Apply. SocialMati makes the change, checks the live page, and records before/after values. Without a CMS, copy the fix and mark the task done.

SEO settings

SEO modes

Some modes and per-module selection depend on your plan. Options you can't use show an upgrade label.

Autopilot levels

• Monitor only: crawl, detect and alert. No suggestions.
• Recommend: AI suggestions after each crawl.
• Approval required: suggestions plus tasks for your team to review.
• Auto-apply safe fixes: suggestions and tasks created automatically. You can also let it apply medium-risk changes (titles, meta, ALT text, internal links, schema) through your CMS. High-risk changes are never automatic.

Advanced SEO

Advanced SEO is a separate section (left menu → Advanced SEO) that sits on top of the regular SEO module. It uses the same websites and crawl, and adds SEMrush data, deeper competitor, keyword, SERP and backlink intelligence, and optimisation for AI search (GEO, AEO and AIO). The regular SEO module keeps doing crawling, technical audits and fixes.

Connect SEMrush

1. Go to Advanced SEO → SEMrush settings (also under Settings → Advanced SEO).
2. Paste your SEMrush API key (SEMrush → Subscription info → API units). Optionally set a default database (for example us, uk, in) and a Position Tracking project ID.
3. Click Test connection. You'll see your remaining API units and any SEMrush projects.
4. Optionally click Detect capabilities (about 60 units) to see which SEMrush reports your subscription includes, and switch off modules you don't want to spend units on.
5. Use Sync SEMrush at the top of any Advanced SEO page. Quick sync = overview, keywords and backlinks; Full sync adds competitor discovery and the keyword gap.

Your key is encrypted and never shown again. Some plans can use the platform's SEMrush account instead; then usage counts against your plan's monthly API units. Responses are cached, so repeated views and syncs of unchanged data cost 0 units. View usage shows units by feature and every call.

If SEMrush is unavailable (wrong key, no units, outage), Advanced SEO keeps working: internal SEO, Search Console, Analytics, GEO, AEO and AIO are unaffected, and SEMrush sections show the last valid data with a “temporarily unavailable” notice. Numbers are never estimated to fill gaps.

Data source badges

Every number shows where it came from: INTERNAL (our crawler and analysis), SEMRUSH, SEARCH CONSOLE, ANALYTICS, CRM, AI ANALYSIS (AI-generated from your data), HYBRID (combined) and LLM PROBE (measured AI answers). When SEMrush and Search Console disagree (for example on position), a warning icon shows both values side by side — they measure differently, and neither is overwritten.

Pages

Scores

Scores are kept separate: SEO Health (from the regular SEO module), Organic Visibility, GEO Readiness, Answer Readiness (AEO), AI Search Readiness (AIO), Topical Authority, Entity Coverage and Citation Readiness. Click Inputs & evidence on any score to see each input, its weight, the evidence and the source. These are SocialMati scores, not Google, SEMrush, OpenAI or other providers' scores. Inputs without data are left out, and the page tells you what to connect.

Automation

In Automation, SEO-triggered workflows can use the Advanced SEO steps: Sync SEMrush, Find Ranking Drops, Find Striking-Distance Keywords, Analyze Keyword Gap, Analyze Competitors, Analyze Backlinks, Check Lost Backlinks, Find SERP Opportunities, Analyze Content Gap, Run GEO/AEO/AIO/Entity Audit, Generate Topic Map, Revenue Impact Analysis, Create Priority Tasks, Generate Advanced SEO Plan, Run Custom Checks and Send Advanced SEO Report. Two templates are ready to install from SEO settings: Weekly Advanced SEO routine (Mondays) and Monthly Advanced SEO strategy (1st of the month). The SEO schedule trigger now has a time, weekdays and an optional day of the month.

AI agents

Fourteen Advanced SEO agents are available under AI agents, led by the Advanced SEO Director: SEMrush Intelligence, Keyword Opportunity, Competitor Intelligence, Backlink Intelligence, SERP Opportunity, Content Gap, GEO, AEO, AIO, Entity SEO, Topical Authority, Citation and AI Search Visibility. Actions that use SEMrush units or probe allowances ask you to confirm first.

What you can use in Advanced SEO (SEMrush, keyword gap, backlinks, GEO/AEO/AIO, probes and more) and the limits (keywords, competitors, API units, probes) depend on your plan.

Performance ads

Run paid ads on Meta (Facebook, Instagram, Messenger), Google Ads (Search, YouTube, Display, Performance Max), LinkedIn, TikTok, Pinterest, Snapchat and X from one place. Spend and results from every platform sit side by side, matched to the leads, customers and revenue they brought into your CRM. The Insights page then shows what worked and builds a plan for your next campaign.

Connect your ad accounts

1. An admin adds the app keys once in Integrations → Providers. Meta, LinkedIn and Pinterest use the same app as social publishing. Google also needs a Google Ads API developer token. TikTok, Snapchat and X each have their own Advertising card. Every card lists the redirect URL to paste into the platform's developer console.
2. Open Performance ads → Ad accounts and click Connect on a platform. Sign in, then tick the ad accounts to add. Agencies can also click Token to paste a long-lived or system-user token and the ad account ID.
3. Open Settings on each account and choose what new campaigns use: the Facebook Page, Instagram account, Pixel or Instant Form on Meta; the Company Page on LinkedIn; the board on Pinterest; the Pixel on TikTok and Snapchat.

Campaigns, ad sets and ads, with their spend and results, sync every hour. Audience breakdowns (age, gender, placement, device, region, plus keywords and search terms for Google) sync every night. The last 30 days are re-checked nightly, because platforms keep crediting conversions for several days. If a platform stops accepting the login, the account shows reconnect and you get a notification.

Overview and campaigns

• Overview shows spend, results, cost per result, ROAS, CTR and CPC against the previous period, daily trends, and a table by platform. Totals only add up accounts in the same currency. If you have more than one currency, use the currency switcher.
• What the ads produced in your CRM shows paid leads, how many qualified, customers, revenue (won deals plus store orders), cost per customer and true ROAS. Leads are matched to a campaign by their utm_campaign tag, the campaign name, or the Lead Ads form.
• Campaigns: filter, sort and export to CSV. You can pause or resume a campaign, change its daily budget, or select several and apply bulk actions. Changes are made on the ad platform straight away and recorded in the campaign's History.
• Click a campaign to see its trend, ad sets, each ad with its creative, audience breakdowns and matched CRM leads. The Debrief tab writes a post-campaign review comparing this campaign with your account average.

Synced ad spend also feeds CRM → Attribution, so cost per lead and ROI there update on their own.

Create a campaign on several platforms

1. Open Create campaign and click New draft, or start from a plan on the Insights page.
2. Goal: set the name and objective (awareness, traffic, engagement, leads, sales or video views) and an optional schedule. Leave Go live immediately off to create the campaigns paused, so you can review them first.
3. Platforms & budget: tick the ad accounts and set a daily budget for each.
4. Audience: set countries, age, gender and interests. Add keywords if you use Google (for example crm software, "whatsapp crm" or [crm for small business]).
5. Creative: add the headline, primary text, button, landing page and an image or video (upload one or pick from the media library). Write with AI suggests copy in each platform's character limits, including 10 Google headlines, and builds on what worked in your past ads. The preview shows roughly how the ad looks on each platform.
6. Review & launch lists anything that would stop a launch. Click Launch and confirm. The results show what was created on each platform and any warnings.

Insights & next campaign

The Insights page reads your results and CRM outcomes and lists findings, each with the numbers behind it:

• Budget & platforms: which platform gets results cheaper, campaigns beating your target (with a one-click +20% budget), and spend with no results (with a one-click Pause).
• Lead quality: platforms whose leads look cheap but rarely qualify in the CRM.
• Creative: your best-converting ads, patterns that won in your own ads (numbers, questions, offers, video or image, short headlines), and ads whose click rate is dropping.
• Audience & timing: the age groups, genders, placements, devices and regions that convert best, Google search terms that cost money without converting (copy them as negative keywords), and the best weekdays.
• Tracking: conversion campaigns that got clicks but recorded nothing, and paid leads that can't be tied to a campaign.

Click Plan next campaign, choose a budget and objective, and SocialMati builds a plan. It includes a budget split by platform, based on what converted plus a test budget for newer platforms. It also gives the audiences that worked, creative do's and don'ts, targets for cost per result, CTR and ROAS from your own history, and tests to run. With AI turned on, it adds three creative angles with ready headlines. Click Create draft or Use in draft to open it in the campaign builder. Plans, debriefs and a weekly Monday analysis are saved under Saved plans & debriefs.

Automated rules

Rules run every hour after the sync. Start from a template or build your own: when conditions over the last N days (spend, results, cost per result, cost per lead, ROAS, CTR, CPC, CPM, conversion rate), then pause, activate, raise or lower the budget by a percentage (with a ceiling), or just notify you. Every rule needs a volume condition, such as spend or impressions, so it never acts on a handful of clicks. Use Preview matches before saving. The cooldown stops a rule from acting on the same item again too soon. Every action appears in Rule activity.

Targets, guardrails and sending results back

• Ad accounts → Targets & guardrails: set your target cost per result and ROAS, which insights and rule templates use. You can also set a maximum daily budget that no launch, edit or rule can go above.
• Ad accounts → Send CRM results back: when a lead is qualified or a deal is won, SocialMati reports it to the Meta Conversions API and to Google Ads offline conversions. The platforms can then find more people who become customers. Emails and phone numbers are hashed before sending. Website forms capture ad click IDs (gclid, fbclid, ttclid and others) automatically.

Ads agents

Under AI Agents, the Performance Marketing Agent, Media Buyer Agent and Ads Analyst Agent can read your results and explain them. They can also pause or scale campaigns, draft and launch campaigns, create rules and plan the next campaign. Try “Where are we wasting ad spend?” or “Plan our next campaign with ₹3,000/day”. Changes to budgets, statuses, rules and launches wait for your Confirm.

CRM

Every lead from every channel lands in one CRM: Facebook and Instagram lead ads, DMs and sales comments, WhatsApp, website forms and chat, your booking page, CSV imports and connected tools. Duplicates are merged by phone, WhatsApp number and email.

The lead record

Open any lead to see contact details, company, source, campaign, owner, stage, score, tags, notes, qualification answers and deal value. The timeline shows every message, call, email, form, stage change, task, payment and AI action in order. From here you can:

• Send WhatsApp messages, templates, documents, quotations and payment links.
• Assign an owner, or click ↻ Auto-assign to use your distribution rules.
• Start a workflow, add a note or task, or have an AI calling agent call the lead (within calling hours).

CRM settings

• Pipelines: create pipelines and stages (open, won, lost).
• Lead scoring rules: points for actions and details, which set hot, warm or cold.
• Automatic distribution: round-robin, or rules by country, product, source, language or value.
• Sales team: who receives leads and their availability.
• AI lead qualification: the questions the AI asks new leads on WhatsApp.
• Social lead automation: when someone comments with buying intent, reply publicly, send a private DM asking for their WhatsApp number, then start a workflow once they share it.
• Website lead form: embed code for your site, and other lead sources (webhook, API).
• Your calendar & booking page: connect Google Calendar or Microsoft 365 for meeting links and free/busy times, and share a public booking page.

WhatsApp

Chats, approved templates, broadcasts, automations and results. Every message is saved to the CRM timeline.

Commerce: store orders & WhatsApp updates

Connect your Shopify, WooCommerce or Magento store to manage orders here. Customers automatically get WhatsApp messages when they order, when it ships and when it's delivered. Cash-on-delivery orders are confirmed before you ship.

Connect a store

1. Open Commerce → Stores and click Connect on your platform. The form explains where to create the key in your store's admin.
2. Shopify: create a custom app with the order and fulfillment scopes shown, then paste the Admin API access token and API secret key. Orders arrive instantly.
3. WooCommerce: create a REST API key with Read/Write permission. Order webhooks are set up for you, so orders arrive instantly.
4. Magento / Adobe Commerce: create an Integration with access to orders and shipments, then paste its access token. Orders sync every few minutes.

The last 30 days of orders are imported without messaging those customers. Every customer also becomes a contact in your CRM, tagged customer.

Set up the WhatsApp messages

Open Commerce → WhatsApp updates. For each event, turn it on, choose a Meta-approved template, and choose what fills each template variable (customer first name, order number, total, tracking link…). The preview shows the final message. Events: order placed, COD confirmation request, order confirmed, shipped, out for delivery, delivered, delivery confirmation request, cancelled, refunded.

COD and delivery confirmation

• A new COD order gets a confirmation request. When the customer taps Yes, the order is marked confirmed and a note is added in your store. When they say No, your team gets a call task, or the order is cancelled automatically if you turn that on.
• After delivery, or a set number of days after shipping, the customer is asked whether they received it. Yes marks the order delivered. Not received flags the order and creates a call task.
• Typed replies work too, including Hindi and Hinglish (haan, nahi, mil gaya). Unclear replies are flagged for a person to read. Adjust the words under Replies & behaviour.

Manage orders

Click an order to see items, customer, address, tracking, every WhatsApp message with its delivery status and reply, and the full history. Change the status (with courier and tracking number when shipping). With Also update the store on, the change is made in Shopify, WooCommerce or Magento too, and the customer gets the matching WhatsApp. You can also resend a message, message the customer directly within the 24-hour window, or add a note.

Order agents

Under AI Agents you'll find a Shopify Agent, WooCommerce Agent and Magento Agent (each works only on its own store's orders). There are also an Order Management Agent, a WhatsApp Order Notifications Agent, and a Delivery & COD Confirmation Agent. Ask things like “Which COD orders haven't confirmed?” or “Ship #1001 with Delhivery tracking 12345”. Anything that changes an order or messages a customer waits for your Confirm.

Workflows

Visual automations across WhatsApp, CRM, email, SMS, AI, calling and SEO. Build them on a canvas, start from a template, or describe what you want and let AI build it.

1. Click Create workflow or start from a ready-made template. In the editor, Build with AI can generate one from a sentence (“When a Facebook lead arrives, send a WhatsApp welcome, wait 1 day, and create a call task if they don't reply”).
2. Choose a trigger: new lead, Facebook lead, Instagram enquiry, form submitted, WhatsApp received, stage or tag changed, demo booked, payment received, inactive customer, and more. SEO triggers include a schedule, audit completed, critical issues found and rank drop.
3. Add steps from the node library on the left: messages, AI (follow-up, qualify, classify, extract), CRM updates, waits, wait for reply branches, if/else conditions, calls, webhooks and SEO actions. Click a step to configure it.
4. Click Test workflow to dry-run it against a real lead (nothing is sent) and watch the path light up. Then publish it.

Each run is logged, so you can see what happened to every lead. Undo/redo is available while editing.

AI Calling

AI voice agents that call leads and answer your phone. Every call is qualified, summarised and written to the CRM, with WhatsApp and workflow follow-up.

Setup

1. In Calling → Settings, connect a telephony provider (Twilio, Telnyx, Plivo or Vonage) and add your own phone number for test calls and take-over.
2. In Calling → Agents, create an agent from one of the templates (for example lead qualifier, receptionist, appointment setter). Set its role, voice, language, script, what it may and may not say, CRM permissions, transfer rules, calling hours and retries.
3. Try it in the browser simulator or with a test call to your number, then activate it.

Ask your business: give commands

The assistant in the bottom-right corner (⌘ J) works as you, the signed-in user. Ask questions, or tell it to create and update things in any module.

Talk instead of typing

Tap the microphone next to the message box and speak. Your words appear as you talk, and the question is sent when you stop. The answer is read aloud automatically, and every answer has a Listen button.

• Click the settings icon beside the message box to choose the language (English, Hindi, Gujarati, Marathi, Tamil, Arabic, Spanish, French, German), when answers are read aloud (When I speak, Always or Never), and the voice.
• Device voice is free. AI voice sounds more natural and uses AI credits; it appears when your workspace has a voice provider.
• Chrome, Edge and Safari understand speech directly. In other browsers, your recording is transcribed by your workspace's speech provider when one is set up.
• The first time, your browser asks for microphone permission. If you blocked it, allow it from the icon in the address bar.

The help assistant on the website has a microphone and Listen button too.

What needs your confirmation

Anything that reaches customers or the public, or can't easily be undone, shows a yellow card with Confirm and Cancel. It only happens after you press Confirm, and exactly as shown. This covers sending WhatsApp or inbox messages, public replies, AI calls, scheduling or publishing posts, launching campaigns, turning on workflows, bulk changes, deletions and applying website changes. Creating drafts, leads, tasks and notes happens straight away.

Your permissions apply

• The assistant can only do what your role can do. Some things need a workspace owner or admin, such as brand profile changes, SEO crawls and ignoring SEO issues.
• Changes are recorded under your name in lead timelines and activity logs.
• Your conversations are private to you. Other team members can't see them or confirm your actions.

AI agents

Specialised agents share your Brand Brain and work on your real data: Marketing Director, Social Media Manager, Content Strategist, Creative Designer, Copywriter, Community Manager, Review Manager, SEO, Competitor Research, plus a sales team (CRM, Lead Qualification, Follow-Up, WhatsApp, Appointment Booking, Sales Analytics, Customer Retention and more).

Open an agent to add your own instructions (for example “never offer discounts above 10%”), choose which AI model it uses, or pause it.

Analytics, reports & agency

Settings & billing

The workspace AI settings page (AI providers in the sidebar) shows which models are available, your routing preference and a log of AI usage and credits.

Help & FAQ

Open Help & support to message our team about billing, integrations, bugs or feature requests. We reply in the app and by email.

For quick answers, ask the help assistant: the “Need help?” button on the website and login pages, or the panel on the Help & support page. It answers from this guide, links to the section it used, and suggests contacting the team when the guide doesn't cover your question.

Common questions