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Why didn't Alert Agent email me when my ROAS changed?

What Alert Agent checks each afternoon, why it can stay quiet even when your ROAS moved, and what to check when an alert never arrived.

How Alert Agent decides each day

Once a day, between 2 PM and 3 PM in your store's time zone, Alert Agent looks at yesterday's ROAS for your Meta and Google ads.

  1. It checks yesterday's ROAS against your sensitivity rules. How the rules work is explained in How do I choose how sensitive Alert Agent alerts are?.
  2. It reads what TrueROAS knows about your store, including your notes and how you rated earlier alerts. What it reads is listed in How do I teach Alert Agent what matters for my store?.
  3. It decides whether the change is worth an email.

It sends at most one alert per store per day.

Reasons you got no email

  • Alert Agent is off. Check the switch on the Alert Agent card on the Your Agents page. See What is the Your Agents page and what can I do there?.
  • Something stops it from running. The Alert Agent card then shows blocked with a message that says what to fix, for example when the store has no Meta Ads or Google Ads account connected, or when the store is inactive. When the card shows error, its last run failed.
  • The move did not meet your rules. For example, only the comparison with the same weekday last week or the same day last year moved, or the change was within your normal daily ups and downs. See How do I choose how sensitive Alert Agent alerts are?.
  • Yesterday had no ROAS to judge. Alert Agent skips a day when yesterday's ROAS for your Meta and Google ads is 0 or missing. That happens when there was no ad spend, when your ads spent money but TrueROAS tracked no sales from them, or when one of your connected ad platforms could not be loaded for that day.
  • Alert Agent judged it not worth an email. It can stay quiet about a move that met your rules when the move fits what it knows about your store, when it repeats an alert it sent recently, or when you rated similar alerts No. See How do I teach Alert Agent what matters for my store?.
  • An alert for that day was already sent.
  • The email could not be sent, for example when no email address could be found for the store.
  • You asked Trew Media Buyer or your AI tool to run Alert Agent. Those runs are tests. Their answer shows in the chat, and no alert email reaches you.

When it emails although yesterday looks normal

Alert Agent remembers the days it chose to stay quiet about a move that met your rules. When it has held back on the same pattern several times, or when those days show your ROAS sliding step by step from a clearly higher level, it can email you even though yesterday alone would not meet your rules.

Find an alert that was sent

  • Alert emails come from TrueROAS Alert Agent, daily@trueroas.io. Check your spam or promotions folder.
  • Check that your address is on the list under Who gets these emails. When that list is empty, alerts go only to the store owner. See What are Alert Agent reports?.
  • Every alert that was emailed also shows in the notification bell for everyone on the store. See What does the notification bell show?.
  • Every alert that was emailed is also a card in the Alert Agent column on the Reports page. Days when Alert Agent stayed quiet are not listed there.

Good to know

  • Alert Agent only looks at your Meta and Google ads. A ROAS change on TikTok or another ad platform does not lead to an alert.
  • It never alerts during the day. A drop today is looked at tomorrow afternoon.
  • You cannot ask for an alert on request.
  • The Alert Agent switch, the sensitivity rules and the list of people who get the emails are for the whole store, not only your login.