# What is Layers? (/docs/concepts/what-is-layers)



Layers is the operating system for app growth. Where most companies stitch
together five tools — a social scheduler, multiple ad platforms, a UGC
program, and conversion measurement — Layers provides a single, opinionated
stack built around installable **layer templates**:

| Layer                                            | Purpose                                                                   |
| ------------------------------------------------ | ------------------------------------------------------------------------- |
| Social Content + Social Distribution             | Generates and schedules posts on Instagram, TikTok, YouTube, X, LinkedIn. |
| Meta Ads Manager                                 | Facebook + Instagram ad campaigns.                                        |
| TikTok Ad Manager                                | TikTok ad campaigns.                                                      |
| Apple Ads Manager                                | Apple Search Ads campaigns.                                               |
| UGC Creator Management + Managed UGC (SideShift) | Creator discovery, briefing, and managed UGC programs.                    |
| App Machina                                      | AI-driven mobile-app scaffolding.                                         |
| RevenueCat / Stripe                              | Revenue metrics ingestion.                                                |

What makes Layers different from picking those tools individually:

1. **Shared state.** UGC discovered on social automatically feeds the ads
   creative pool. Conversions from the SDK flow back into the optimizer, which
   re-prioritizes which creative to amplify.
2. **LLM-driven work.** Content generation, ad analysis, copywriting, and
   app scaffolding are automated through LLM workflows rather than handed off
   to human teams.

## What a "Layer" is [#what-a-layer-is]

A Layer is a versioned **template** plus a **project-specific configuration**.
Templates ship with default behaviors and commands; projects override the
config for their brand. Templates evolve through versions; projects pin to
known-good versions. See [Layers and templates](/docs/concepts/layers).

## What Layers is NOT [#what-layers-is-not]

* Not a full MMP. Layers does not run install-attribution against ad networks
  beyond Meta, TikTok, and Apple Search. If you also use AppLovin, Mintegral,
  Unity Ads, etc., you'll still want AppsFlyer or Adjust alongside.
* Not a CRM. Layers is acquisition-focused, not lifecycle-focused.
* Not a website builder.

## Where to go next [#where-to-go-next]

* [What is a Layer?](/docs/concepts/layers) — the template + config model.
* [Organizations & projects](/docs/concepts/organizations-projects) — multi-tenancy.
* [How the optimizer works](/docs/concepts/optimizer).