Marketing Anomalies

What are Anomalies?

Morphio’s anomaly detection reviews your data to find any inconsistencies that fall outside of the norm (both positive and negative) and alert your when they occur.

How is an Anomaly defined?

Morphio’s algorithm crunches metrics from multiple integrated platforms. The data is analyzed alongside ‘the same day’ from the previous three months and one year prior. The baseline for each channel and metric is calculated using a deep neural network model that considers many factors to predict benchmarks that are specific to your website.


Anomaly Levels

What does your Anomaly card mean?

  1. Metric (Avg Time On Site, Sessions, Goal Completions, etc.)
  2. Channel (Paid Social, Organic, etc.)
  3. Anomaly level:
    a. Level 1 is a slight change
    b. Level 2 is a more severe change
    c. Level 3 is an extreme change
  4. Actual values
  5. The expected range of the values for this date, channel, and metric
  6. Related Goals, Prediction of the goal most likely to be affected.
  7. Colours:
    a. Dark and light green anomaly cards represent positive changes in your data
    b. Red and orange colours represent negative changes in your data

What channels and metrics are being tracked?

  • Multichannel anomalies:
    Source: Google Analytics
    Dimensions: All Users, Organic, Paid Search, Paid Social, Display
    Metrics: Sessions, Goal Completions, Transactions, Conversion Rate, Avg Session Duration and Bounce Rate
  • Campaign anomalies:
    Source: Google Ads, Facebook Ads, Microsoft Advertising, LinkedIn Ads
    Dimensions: Campaigns
    Metrics: CTR, Clicks, Impressions, Conversions, Spend and CPL

Can you dismiss Anomalies?


You have the ability to “dismiss” anomalies that you no longer want to track or that aren’t relevant to you or your team anymore. Simply click on the “dismiss” option in the bottom right corner at the bottom of your Anomaly card and they will go into your “dismissed Anomalies” and can be restored at any time.

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