To set up Muse for marketing, connect your ad accounts to a marketing service once, then ask Muse in the chat to create a Custom Connector to that service’s MCP server. Muse ships with no ad platform among its built-in connectors, so a custom one is the only route to Google Ads, Meta Ads or GA4. With Sprites it is one message, one sign-in and one permission choice — then a weekly report on a schedule.
Last updated September 23, 2026. Muse is Meta’s personal agent, launched on September 8, 2026 in the US. For what it is and what it is missing, start at Muse for ads; this guide is the setup.
What you need before you start
- A Muse account — the app on iOS or Android, muse.ai on the web, or the Mac app. The free plan is enough to set up.
- A Sprites account with at least one ad platform connected. Sprites holds the platform sign-ins; Muse never sees a Google or Meta credential.
- The Sprites MCP server address:
https://mcp.sprites.ai/mcp. There is one address and every client uses it.
Why Muse needs a custom connector for ads
Muse connects to services three ways. Built-in connectors — Gmail, Google Sheets, Notion, Outlook, Shopify Catalog and around thirty-five more — are added from Settings › Connectors. Directory connectors are submitted by developers through Meta’s connector platform and reviewed before they appear. Custom connectors are created by asking Muse in the chat, and Meta does not review them.
None of the first two doors opens onto an ad account. Not in the directory today: Google Ads, Meta Ads Manager, TikTok Ads, LinkedIn Ads, Reddit Ads, Google Analytics 4, Search Console, Shopify Admin. Facebook and Instagram connect automatically, but only to read saved content and context — not Ads Manager. The full list is on Muse connectors.
Step 1: Connect your ad accounts to Sprites
Do this first. Muse acts on whatever Sprites can see, so a Muse connected before any platform is connected answers every question with nothing. In Sprites, open Integrations and connect each platform through its own sign-in — Google Ads through Google, Meta through Facebook Login, and so on. No developer token, no API key.
An agency with several client accounts connects them all here, once. The same connection then serves Muse, Claude, ChatGPT or any other client that speaks MCP.
Step 2: Ask Muse to create a Custom Connector
Open any Muse conversation — phone, web or Mac — and paste this:
Build a custom connector to Sprites, my marketing operator.
Its MCP server is
https://mcp.sprites.ai/mcp— a hosted, public HTTPS endpoint that speaks streamable HTTP. Connect to it, sign in when it asks, then list every tool it gives you and show me the results.Once it works, save it as a reusable skill called "Sprites" so I can ask you about my ads and my site from any conversation.
Muse reads the address, works out that the server speaks streamable HTTP, and builds a client for it on its Secure VM — the cloud machine it does its work on. There is no protocol to choose and no client ID to fill in: Sprites publishes its own OAuth metadata. If you look for this in Settings › Connectors you will not find it; that screen lists only Meta’s built-ins, and custom connectors happen in the chat. More on the protocol side at Muse and MCP.
Step 3: Approve the Sprites sign-in
Muse opens the Sprites consent screen in a browser. Sign in with the Sprites account your platforms are connected to. The screen says exactly what Muse will be allowed to do: read the connected accounts and site data, draft campaigns, creative and pages for your approval, and apply only what you approve.
OAuth is the part of the Muse flow with the most back-and-forth, by early testers’ accounts — Muse sometimes asks for an API key first. Tell it the server signs in with OAuth and ask it to open the sign-in link.
Step 4: Set Muse’s permission for Sprites tools
Muse runs in one of two permission modes: “Ask for some actions” or “Always ask”. Either way, the first call to a Sprites tool raises a prompt with five choices: Allow once, Allow for this task, Allow for this site, Always allow, or Deny.
| Choice | When to use it for Sprites |
|---|---|
| Allow once | While you are still getting a feel for what Muse calls. |
| Allow for this task | The default worth using. Reads run without re-asking inside one job. |
| Always allow | Safe for Sprites specifically, because every write is held for approval on the Sprites side anyway. |
| Deny | If Muse picked the wrong tool for what you asked. |
Two gates, then: Muse’s, which decides whether it may call Sprites at all, and Sprites’, which decides whether anything is applied. A budget change, a paused ad or a new campaign arrives as a proposal with its before and after, and new campaigns are created paused.
Step 5: Save the connector as a skill
Muse saves a working custom connector as a skill. The message in step 2 already asks for it; if Muse did not, say “save this as a skill called Sprites”. From then on, any conversation can use it, and Muse picks the right Sprites door — analyze, optimize, research, create_creative, launch — from what you ask.
Step 6: Ask your first real question
Not “are you connected”. Ask something only the live account knows, and name Sprites so Muse does not answer from the web:
- Ask Sprites which search terms spent over $50 last month with no conversions, grouped into negative keyword themes.
- Ask Sprites which Meta ads have rising frequency and falling CTR this week — the ads, not the campaigns.
- Ask Sprites for Search Console queries ranking 5 to 15 with over 500 impressions, and the page to improve for each.
- Ask Sprites whether ChatGPT, Claude and Perplexity cite us for our category, and who they name instead.
For Meta specifically — including why Muse Image in Advantage+ is a different product from the agent — see Muse and Meta Ads.
Step 7: Put a weekly report on a schedule
Muse runs recurring tasks until you cancel them — daily check-ins, weekly summaries. Say what and when, and where the result should go; it appears under Upcoming, and each run is in the Activity log. Six worth setting up:
| Routine | When | What to tell Muse | Lands in |
|---|---|---|---|
| The weekly cross-channel brief | Every Monday | “Every Monday at 8am, ask Sprites how Google Ads, Meta and LinkedIn did last week against the week before, and write it to my “Ad report” sheet.” | Google Sheets |
| Spend pacing | Every morning | “Every weekday at 9am, check with Sprites whether any campaign is pacing more than 15% over its monthly budget. Only message me if one is.” | A Muse message |
| The search-term sweep | Every Friday | “Every Friday, ask Sprites for search terms that spent over $50 this week with no conversions, and draft negatives for my approval.” | Sprites approvals |
| Creative fatigue check | Every other week | “Every second Tuesday, ask Sprites which Meta ads have frequency over 3 and falling CTR, and suggest replacement angles.” | Google Docs |
| Rankings within reach | First of the month | “On the 1st of each month, ask Sprites for Search Console queries ranking 5 to 15 with real impressions, and which page to improve for each.” | Notion |
| AI visibility | Every Thursday | “Every Thursday, ask Sprites whether ChatGPT, Claude and Perplexity mention us for our category prompts, and who they name instead.” | Gmail draft |
Route the output somewhere people already look — a sheet, a doc, a draft to a client. More on this at Muse scheduled tasks.
Which Muse plan you need
| Plan | Price | Allowance | For marketing |
|---|---|---|---|
| Free | $0 | A weekly usage limit | Enough to connect Sprites and ask a few questions a week. |
| Power | $20/mo | 500M Muse tokens a week | Where a weekly cross-channel report on a schedule becomes comfortable. |
| Maximum | $100/mo | 3B Muse tokens a week | Daily routines across several accounts, or an agency running many. |
Prices from Meta’s subscription page. Custom connectors and scheduled runs draw on the same weekly allowance; there is no connector fee.
Troubleshooting
| What you see | What fixes it |
|---|---|
| Muse says it cannot reach the server | Check the address is exactly https://mcp.sprites.ai/mcp. Every grant is bound to that address, so a variant is refused. |
| Muse asks for an API key | Tell it the server uses OAuth sign-in and ask it to open the link. Never paste a platform key into the chat. |
| Connected, but every answer is empty | No platform is connected in Sprites yet, or you signed in to a different Sprites workspace. Go back to step 1. |
| Muse answers from the web, not your account | Name Sprites in the prompt — “ask Sprites…” — or remind Muse to use the Sprites skill. |
| A tool call is blocked every time | Your permission mode is “Always ask”. Choose Allow for this task, or switch modes. |
| A scheduled report stopped arriving | Check Upcoming — the task may have been cancelled — and the weekly token allowance. |
Is it safe?
Meta says plainly that it does not review custom connectors, so the question is the service on the other end. Four things to check before any connector touches ad spend: whether it can act without you, whether there is a record of what it did, whether revoking access actually stops it, and whether it keeps a long-lived key somewhere. With Sprites, writes are proposals, every approved change is logged, and revoking the grant fails the next call closed. The longer version is MCP security for marketers.
Sprites is not an official Meta integration — no custom connector is. It is a standard remote MCP server, the same one Claude, ChatGPT, Gemini, Cursor and nine other clients use. See the Sprites connector.
Frequently asked questions
Can Muse connect to Google Ads?
Not with a built-in connector — none of Muse’s built-in connectors is an ad platform. Muse reaches Google Ads through a Custom Connector pointed at a service that holds the account, such as the Sprites MCP server, which also covers Meta, LinkedIn, TikTok, Reddit, GA4 and Search Console.
Does Muse work with remote MCP servers?
Yes, through Custom Connectors. There is no field for an MCP URL in Settings › Connectors; you ask Muse in the chat to create a Custom Connector and give it a public MCP server URL, and Muse builds a client over streamable HTTP. Local stdio servers and localhost URLs cannot be reached from Muse’s cloud VM.
Can Muse use connectors Meta has not approved?
No. Built-in and directory connectors are reviewed by Meta, but custom connectors are not, and any public MCP server or documented API can be added by asking. Meta’s help centre tells you to grant custom connectors access with caution for exactly that reason.
How long does it take to set up Muse for marketing?
About ten minutes if your ad platforms are already connected in Sprites: one pasted message, one sign-in, one permission choice. Connecting the platforms to Sprites first is the longest part, and you do it once for every AI client you use.
Which Muse plan do I need for marketing?
Free is enough to connect and ask a few questions a week. Power, at $20 a month for 500M Muse tokens a week, is where a weekly multi-channel report on a schedule becomes comfortable. Maximum, at $100 a month, suits daily routines across several accounts.
Can Muse change my campaigns without asking?
Not through Sprites. Muse’s own permission prompt governs whether it may call a tool, and separately Sprites holds every write — a budget change, a paused ad, a new campaign — as a proposal you approve. New campaigns are created paused.
Is Muse available outside the US?
Not yet. Muse launched in the US for adults 18 and over, on iOS, Android, the web, WhatsApp and a Mac app.