Why did my token usage jump?

If your token usage rose faster than expected, it is usually down to one of a few heavier activities.

Common causes

• Generating creative, especially images, which uses more tokens than plain chat.
• Long conversations, since a chat that goes back and forth many times adds up.
• Research-heavy requests, such as asking Mark to plan a strategy or research your niche, which run more AI work.
• Insights AI questions, which analyze your data to answer and cost tokens each time.

How to check

Open Plan & Billing and look at the Token Usage view for a breakdown by source. This shows exactly which activity used your tokens, so you can confirm the cause rather than guess.

Good to remember

Weekly reports and chat titles are free and never appear here as usage. So if your total jumped, it came from chatting, creating, researching, or Insights AI, not from your reports.