Why Email Alerts Matter
Email alerts can bring important changes to your attention without requiring constant dashboard checks. A useful alert identifies a meaningful condition, includes context, and suggests a next step.
The thresholds below are examples to adapt, not default Lativiq settings or universal definitions of an anomaly.
Common Alert Types
1. Performance Thresholds
- Campaign Milestones: Alert when campaign hits 1K, 10K, 100K clicks
- Measurement change: Review a sustained change from your normal conversion or attribution coverage.
- Conversion spike: Investigate an unusual increase before assuming it is fraud or a successful campaign.
2. Anomaly Detection
- Traffic anomaly: An unusual pattern can trigger an investigation, but a shared IP or burst of clicks alone does not establish fraud.
- Unexpected zeroes: Check for missing events, low volume, delays, or a genuine change in user behavior.
- Large volume change: Compare with the same weekday and campaign lifecycle where possible.
3. Daily/Weekly Summaries
- Morning Digest: Yesterday's top campaigns and key metrics
- Weekly Report: Performance trends and recommendations
Illustrative Alert Examples
These sample messages are for illustration only; the values, trigger rules, and available dashboard views depend on your setup.
Example 1: Campaign Milestone Alert
Subject: Campaign “Summer Sale” reached its click milestone
Your campaign Summer Sale reached the milestone you configured.
Reported clicks: 10,042
Conversions: review in your analytics view
Reporting window: last 24 hours
View campaigns →
Example 2: Anomaly Alert
Review requested: traffic changed from its usual pattern
Campaign Seasonal offer received more clicks than expected for this time window.
Compare the selected period with a representative baseline and check for delayed or duplicated events.
Recommended action: review the source and measurement data before changing campaign delivery.
Investigate campaigns →
Set alerts up thoughtfully
- Start with a specific question or operational risk.
- Choose a threshold and comparison period that account for normal variation and reporting delays.
- Send alerts to an owner who can investigate; include the campaign, time window, and a useful dashboard link.
- Test the alert, review false alarms, and adjust or retire rules that no longer help.
Review the Email Alerts page for the alert options available in Lativiq.
Best Practices
Do
- Set meaningful thresholds
- Include actionable links
- Use clear subject lines
- Test alerts before production
Avoid
- Don't create alert fatigue
- Don't alert on every event
- Don't ignore critical alerts
- Don't omit a way to manage recipients
Conclusion
Good alerts shorten the time between an important change and an informed response. Review their usefulness over time, and make sure recipients can distinguish a signal that needs action from ordinary variation.