Anomaly Alerts for E-commerce
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| Credentials | An OAuth credential is approaching expiry or has been revoked by the provider |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
warningornegativeinsight 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. There is no per-tenant configuration UI for thresholds in the current product - the engine ships with sensible defaults tuned to e-commerce variance.
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?
Not in the current product. The engine ships with defaults appropriate for typical e-commerce variance. If a category produces too many alerts for your store, contact [email protected].
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.
- Email alerts are gated by your Daily Email Summary preferences and the Operational Alerts section toggle.
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: April 30, 2026
In-App Notifications
Find sync events, anomaly alerts, and integration warnings in the MerchantFlow notifications dropdown. Configure email summary and notification preferences from settings.
Ads and Channels Dashboard
Track paid media campaign performance, ad spend by country, and revenue KPIs across Google Ads, Meta Ads, and more in MerchantFlow.