Get proactive alerts when your store deviates from baseline - revenue drops, ROAS shifts, sync failures, and credential expirations - without watching dashboards all day.

Anomaly Alerts

Anomaly alerts are proactive notifications surfaced when MerchantFlow detects that your store's metrics or sync state has deviated meaningfully from baseline - a revenue drop, an unexpected ROAS shift, a failing integration, or an expiring credential. They show up in the in-app Notifications panel and the Daily Email Summary so issues catch your eye before they become problems.

Plan availability: Anomaly alerts are included on the Pro and Plus tiers. Starter workspaces do not receive anomaly alerts. See Pricing Plans.

What Triggers an Alert

The anomaly engine sweeps tenant data on a schedule and fires alerts in these categories:

Category	Example trigger
Revenue	Day-over-day or period-over-period drop beyond the typical variance
ROAS	A connected ad channel's ROAS drops well below your trailing average
Ad spend	Sudden spike in spend without a matching revenue lift
Profit margin	Net margin compression beyond a threshold
Sync health	A sync job has failed repeatedly, or hasn't run within its expected window
Credentials	An OAuth credential is approaching expiry or has been revoked by the provider
Fulfillment	Unfulfilled order backlog above normal levels
Data quality	COGS or attribution coverage drops below a threshold for active products

Where Alerts Appear

Anomaly alerts surface in three places, so the same finding catches you whether you're in the app or in your inbox:

In-app notifications dropdown in the dashboard header (bell icon) - see Notifications
Daily AI Email Summary in the Operational Alerts section if you have it enabled - see Email Summary
AI Insights panel on the main dashboard - severe alerts surface as warning or negative insight cards - see AI Insights

How Detection Works

The anomaly engine compares each metric against its trailing baseline (a rolling window of the same period type) and flags deviations that fall outside the expected range. Sync-health and credential alerts are deterministic - they fire whenever a job has failed N times in a row or a credential is N days from expiry. Data-quality alerts fire when coverage thresholds drop below the configured floor.

Detection runs in the background on a schedule. The engine ships with defaults tuned to typical e-commerce variance, and you can tune how alerts are emailed - sensitivity, severity floor, quiet hours, and weekend behavior - from Settings > Notifications (see below).

Configuring Anomaly Alerts

Email delivery of anomaly alerts is configurable from the Anomaly Alerts card at Settings > Notifications (/dashboard/settings/notifications). Critical alerts arrive immediately; warnings batch into a morning digest in your store timezone.

Plan availability: The Anomaly Alerts card requires the Pro or Plus tier. On Starter, the card shows an upgrade prompt instead of the controls.

Control	What it does	Default
Master toggle	Turns anomaly alert emails on or off entirely	On
Severity floor	Skips emails below the chosen level: Critical only, Critical and warning, or All anomalies	Critical and warning
Threshold	An anomaly only emails if the metric is at least this far outside its baseline (5% to 100%, in 5% steps)	30%
Quiet hours	No emails during the chosen window, in your store timezone. Critical alerts queue and arrive at the next open window	Off
Weekend delivery	When off, only critical alerts are sent on Saturdays and Sundays	Off (critical-only weekends)

Tuning the threshold: smaller stores with naturally volatile day-to-day numbers often raise the threshold to 40-50% to cut noise; larger, more stable stores often lower it to 15-20% to catch subtler shifts.

Acting on an Alert

Each alert links to the relevant dashboard page where you can investigate:

Revenue/profit alerts → main dashboard with the affected timeframe pre-selected
ROAS / ad-spend alerts → the Ads page for the affected channel
Sync health alerts → Sync Status for the failing job
Credential alerts → Settings > Integrations (/dashboard/settings/integrations) to reconnect

Frequently Asked Questions

Can I configure anomaly thresholds?

Yes. The Anomaly Alerts card at Settings > Notifications lets you set the deviation threshold (5-100%, default 30%), a severity floor, quiet hours, and weekend delivery behavior. See Configuring Anomaly Alerts above.

Why am I not getting alerts?

Most likely reasons:

You're on the Starter tier - anomaly alerts require Pro or Plus. See Pricing Plans.
You haven't accumulated enough history yet - the engine needs a baseline to compare against.
Your Anomaly Alerts settings may be filtering them out - check the master toggle, severity floor, threshold, and quiet hours at Settings > Notifications.
Operational findings also appear in the Daily Email Summary only if its Operational Alerts section is enabled.

Do alerts replace my SaaS observability tools?

No. Anomaly alerts are about your commerce data, not infrastructure. For platform-side incidents, you'll still see them via the live indicator and integration health UI in the dashboard.

Are alerts sent to all team members?

The in-app notifications panel is per-user. The daily email summary goes to whoever the workspace owner has configured (including additional CC recipients).

Related Guides

Notifications - the in-app dropdown that surfaces alerts
Daily Email Summary - email digest including operational alerts
AI Insights - dashboard insight cards covering similar ground
Sync Status - investigate failing syncs flagged by alerts
Pricing Plans - tier requirements for alerts

Last updated: July 31, 2026

Anomaly Alerts for E-commerce