Alerts & Thresholds
In addition to scheduled reports, DURUM.ai continuously monitors your metrics and alerts you in real time on Slack when an indicator exceeds a critical threshold.
Performance Alerts
Internal code: perf_alerts
These alerts trigger automatically when a metric goes outside the normal range. They let you act quickly before a problem gets worse.
Performance Alert Types
| Alert | Example Threshold | Description |
|---|---|---|
| CPA too high | > $200 | Cost per acquisition exceeds the acceptable threshold for your industry |
| CTR dropping | < 0.5% | Your ad click-through rate is abnormally low |
| ROI too low | < 1x | Your ad spend isn't generating a sufficient return |
| High no-show rate | > 30% | Too many prospects aren't showing up for their appointments |
| Uncontacted lead | > 24h without contact | A lead has been waiting too long without being contacted by a rep |
| Creative fatigue | Declining performance | An ad is losing effectiveness (sign it needs to be replaced) |
Attention
A lead uncontacted for more than 24 hours has a significantly lower conversion rate. This alert is among the most important to enable if you have a sales team.
System Alerts
Internal code: webhook_alerts
These alerts concern technical infrastructure. They're useful to ensure data is arriving correctly in the platform.
| Alert | Description |
|---|---|
| Webhook error | An incoming webhook failed (CRM data not received) |
| Sync failure | Sync with Meta Ads or CRM failed |
| Missing data | No data received for an abnormally long period |
INFO
System alerts are primarily useful for your account manager. As a client, you can enable them if you want to be informed of technical incidents.
Task Alerts
Internal code: task_alerts
Notifications related to task tracking in the platform.
| Alert | Description |
|---|---|
| Task confirmation | A task has been completed or validated |
| Status change | A task's status has changed (in progress, completed, blocked) |
Threshold Configuration
Trigger thresholds are pre-configured by your account manager based on:
- Your industry (benchmarks vary by sector)
- Your agreed performance objectives
- Your data history (thresholds adapted to your reality)
You don't need to configure thresholds yourself. If you'd like to adjust a threshold, contact your account manager.
Severity Levels
Alerts use a color code to indicate their importance:
| Color | Level | Meaning |
|---|---|---|
| Red | Critical | Immediate action required -- a significant problem is affecting your results |
| Orange | Warning | Monitor -- a metric is deteriorating and could become problematic |
| Blue | Information | For your information -- notable change without urgent action required |
Alerts in the Dashboard
Alerts aren't only sent to Slack. They also appear in the application:
- The CEO View tab in the dashboard displays active alerts
- The Bottleneck section shows friction points in your funnel
- The Anomalies section flags deviations from usual trends
Advice
Check the CEO View tab every morning for a quick situation snapshot. Slack alerts are there to notify you in real time between your dashboard visits.