Upbuild
Written by Uptimal, the team that builds and operates Upbuild and runs marketing analytics for multinational clients across the globe. Everything below reflects how the product actually works, including the parts that are deliberately boring.
The request lands with the group’s IT reviewer on a Tuesday: the media team wants to connect the ad accounts to an AI. The reviewer’s first question is not about the AI at all. It is whose account this will live in, who can see what, and what happens when the person who set it up leaves. This post is the answer to that question, written for the head of reporting who has to make the case and the reviewer who has to sign it.
The two ways it goes wrong today
Most agencies and groups already run marketing data on one of two arrangements, and neither would pass the review if anyone ran it.
The first is the shared login. A Meta business account that six people know the password for, a Google Ads manager account signed in on a laptop that stays in the office, a two-factor code that arrives on one phone. Nobody can say who did what, offboarding means changing a password everyone uses, and the reporting built on top belongs to nobody in particular.
The second is newer: a plugin in someone’s chat account. A media buyer connects the ad accounts to an AI assistant, and the connection sits in their personal account, next to their personal conversations. It works until the day they leave, when the work leaves with them and nobody can say what was connected, to what, or with which permissions.
Both share a root cause. The keys belong to a person.
An organisation with admins
Upbuild is built the other way round. Everyone signs in as themselves, with Google or Microsoft, so there is no password to share and every action has a name on it. An admin decides who joins the organisation and shares accounts one person and one account at a time: the account manager on Northwind gets the Northwind accounts, not the roster, and the market lead in Spain gets the Spanish accounts, not the group’s. A dashboard someone builds can only draw on the accounts they were given, so the boundary holds for the things people make as well as for the people.
The admin sees all of it in one place: every connection, every dashboard, every export, every alert, and which accounts are shared with whom. That list is what the reviewer wants to see, and it exists.
Access leaves with the person
When someone leaves the agency or the group, an admin removes them and their access ends. That is the whole offboarding. Nobody rotates a shared password, nobody transfers ownership of every report, nobody discovers in March that a connector still runs on a token issued to someone who left in November.
What they built stays. Dashboards, connections, exports and alerts belong to the organisation and keep running for whoever takes over, with numbered versions that record who changed what and why. The view-only links clients open keep working, and an admin can revoke any of them at once without touching anything else. The person is gone; the operation is not. What that looks like across a normal week is in one dashboard per client.
Dashboards, exports and alerts, built by asking.
Upbuild is an AI platform for marketing data: AI Dashboards, AI Insights, AI Data Exports and AI Alerts, with a read-only MCP server as part of its toolset that brings your accounts into Claude, ChatGPT, Copilot Studio and Gemini Enterprise. Every tool, live data. Free for 14 days on the connector and 7 days on the platform.
Get a demo Start free →Read-only on every ad platform
The next question a reviewer asks is what the tool can do to the accounts. The answer is short: nothing. Upbuild reads. Nothing it does can change a budget, a campaign, a tag or an audience, on any platform, whether the request comes from a person in the app, from Upbuild AI, or from an assistant such as Claude or ChatGPT through the MCP connector. An alert that finds a campaign on course to spend its monthly budget by the 14th tells the media team in Teams; it does not pause the campaign. A naming rule lists the campaigns that break the convention and the name each one should have; it renames nothing.
The only writes are the ones you schedule yourself: AI Data Exports that land ready-to-use tables in your data warehouse, cloud storage or a spreadsheet, set up by prompting and versioned like everything else. They go to destinations you own, on a schedule you chose, and they can be paused from the same place.
What is stored, where, and for how long
Your organisation’s data is stored on its own, never blended with anyone’s personal chats or with another customer’s data. It is encrypted in transit and at rest and kept in the region you choose for the organisation. The platform sign-ins behind your connections are stored encrypted on the server side and are never exposed to an AI assistant, to a browser or to a third party. Nothing is used to train models, sold, or used for advertising.
When you close the organisation, nobody can reach its data from that moment, and its dashboards, chats, exports, alerts, files and tokens are deleted within 90 days, apart from the billing records that have to be kept. The privacy policy has the detail a reviewer will want: what is kept for each product and for how long, where Upbuild AI does its processing, and the list of subprocessors. A security review pack and data processing terms are available on request.
The checklist a security reviewer would run
Seven questions, with the Upbuild answer beside each. Ask them of anything that touches your ad accounts.
- Who signs in, and how? Everyone as themselves, with Google or Microsoft. No shared passwords, no service account kept in a spreadsheet.
- Who grants access to which account, and can I see the list? An admin, one person and one account at a time, and yes: every connection, dashboard, export and alert is listed, with who can reach what.
- What happens on the day someone leaves? An admin removes them, their access ends, and everything they built keeps running for the organisation.
- Can it write to the ad platforms? No. Read-only on every ad platform. The only writes are exports you schedule to destinations you own.
- Where is the data, and how is it protected? On its own, encrypted in transit and at rest, in the region you choose. Platform tokens are encrypted server-side and never exposed to an assistant.
- Is our data used to train anything, or shared? No, and the subprocessors are listed in the privacy policy.
- What is deleted when we leave, and when? Everything except billing records, within 90 days of closing the organisation. Any record you ask to have deleted, within 30 days of a verified request.
If a tool cannot answer all seven in a sentence each, that is the finding.
Why it matters more for agencies and groups
A single brand with two ad accounts can get away with the shared login for years. An agency reporting on many clients cannot, because every client’s IT reviewer will eventually ask the seven questions, and "it is in Jordi’s account" ends the conversation. A group reporting on many markets cannot either, because the group view and the market view have to come from the same governed access, or the numbers will be argued about before they are read.
Governance is not a line on a feature list. It is the answer to who holds the keys, and in Upbuild the answer is your organisation, through an admin, on read-only access, in the region you chose. It is the part of the platform that the clients of Uptimal, the consultancy behind Upbuild, asked for before anything else, and it is the part worth reviewing first. The two ways in: get a demo and see the platform live with the security pack on the table, or start free and run the checklist yourself.
Frequently asked questions
Who owns the dashboards and connections in Upbuild, the person or the organisation?
The organisation. Everyone signs in as themselves with Google or Microsoft, an admin decides who joins and shares accounts one person and one account at a time, and dashboards, connections, exports and alerts keep running when the person who created them leaves.
Can Upbuild change anything in our ad accounts?
No. Access is read-only on every ad platform. Nothing Upbuild does can change a budget, a campaign, a tag or an audience. The only writes are the data exports you schedule yourself, to a warehouse, cloud storage or spreadsheet you own.
Where is our data stored, and what happens to it when we leave?
On its own, encrypted in transit and at rest, in the region you choose for your organisation. When you close the organisation nobody can reach its data, and it is deleted within 90 days apart from billing records. The privacy policy lists what is kept for each product and for how long.
Does an agency need shared logins to report on our accounts?
No. Each person at the agency signs in as themselves, an admin shares only the accounts they work on, and a client opens the finished dashboard through a view-only link with no account and no platform login.