# Find What Broke Before a Small Drop Becomes a Big One

The Anomaly detector checks what moved this week against its usual pace, across channels, sources and campaigns. It separates real changes from normal random swing, answers “what changed, and is something broken?”, and says where to look first.

Published Oct 19, 2026. Updated Oct 20, 2026.

## Did something break in my lead tracking this week?

It depends on what you're worried about. To find what moved against its usual pace, and tell a real change from normal swing, the Anomaly detector is the right report. It also says where to look first. Type /anomalies to run it. For a quick check on yesterday only, the Daily pulse is faster. For a calm weekly summary, use the Weekly executive summary. To see what's coming next, pick the Lead forecast.

What it is: The Anomaly detector is a change-spotting report from the free UTM Grabber Reports skill for anyone who relies on steady leads that flags real drops, spikes and quiet sources before they grow.

- Page: https://utmgrabber.com/mcp/reports/anomaly/
- Report: Anomaly detector (Core performance)
- Shortcut: `/anomalies`
- Sample data from Northwind Dental, a fictional dental practice. Sample headline: “The Whitening offer campaign ran 54% below its usual pace in the last 30 days.”

## What this report answers

- Did a campaign or source drop well below its usual pace?
- Is a spike real, or inside normal swing?
- Did a source go quiet, or a new one appear?
- What should we check first?

Built for: Anyone who has ever found out about a broken form 2 weeks late.

## What's in the report

1. A headline with the biggest drop first, else the biggest spike, else “No anomalies this week.”
2. 4 numbers: leads against expected, items flagged, the largest drop and the largest rise.
3. A scorecard with flagged items first (Fix, Watch, Spike, New), then healthy channels for context.
4. Change against the usual pace for your top 8 sources, and daily leads against the baseline average.
5. What to check, matched to the traffic: ad account and budget, rankings and indexing, referral links, or a test of your forms.

## Why You Can Trust What It Tells You

- **Real drops, sorted by how serious.** Fix means a drop of 50%+ beyond 2 standard deviations from normal, and Watch means a drop of 25%+ beyond 1.5.
- **Spikes and drops need real volume.** A spike is a rise of 50%+ beyond 2 standard deviations, and any drop or spike needs 5+ leads involved.
- **Quiet and new sources stand out.** A source went quiet when 3+ leads were expected and none arrived, and it's new when under 1 was expected and 3+ arrived.

## Ask your AI

- `/anomalies`
- “Is something broken with our leads?”
- “What changed this week compared with the last 30 days?”
- “Why did our Facebook leads drop this week?”

## What it uses

- Your UTM Grabber leads for the window to check (usually the last 7 days) and a baseline before it (30 days is typical).
- UTM fields from the free plugin.

On Free and Starter your AI reads only your last 30 days, so the baseline before the window is shorter than the usual 30 days. Starter+ and Premium read your full history.

### Which plan do you need?

What your AI can read from UTM Grabber:

- Free plugin: Your last 30 days, with a fair-use allowance (this report)
- Starter: Your last 30 days, with first touch and more click IDs
- Starter+ or Premium: Your full history, unmetered

Compare Plans: https://utmgrabber.com/mcp/plans/

The report designs need an AI app that supports skills: Claude, Codex or Cursor. ChatGPT gives the same plain-English answers from your leads, without the report designs.

## Sample in 4 looks

- Studio (Client-facing reports): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/anomaly-studio.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/anomaly-studio.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/anomaly-studio.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=anomaly&look=studio)
- Boardroom (Presenting to leadership): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/anomaly-boardroom.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/anomaly-boardroom.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/anomaly-boardroom.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=anomaly&look=boardroom)
- Ledger (Weekly ops reviews and analysts): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/anomaly-ledger.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/anomaly-ledger.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/anomaly-ledger.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=anomaly&look=ledger)
- Classic (Printed reports and long reads): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/anomaly-classic.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/anomaly-classic.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/anomaly-classic.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=anomaly&look=classic)

## Questions

### How does it avoid false alarms?

Every flag needs both a big percentage change and a move beyond normal random swing, measured in standard deviations, with 5+ leads involved. A quiet afternoon on a small site doesn't set anything off.

### What if no leads arrived at all?

You get an honest empty report that tells you to test your forms first, since a total stop usually means a form or tracking problem, not a channel problem.

### Does it blame a channel?

No. It flags where to look and what to check, such as a paused campaign, a spent budget or a ranking change. It never blames a channel without proof.

## Related reports

- [Daily pulse](https://utmgrabber.com/mcp/reports/daily-pulse/): Yesterday against your 7-day average, on one page. Spot a drop the morning after.
- [Weekly executive summary](https://utmgrabber.com/mcp/reports/weekly/): A one-pager for leadership: the week's numbers, the standout channel, what to do Monday.
- [Lead forecast](https://utmgrabber.com/mcp/reports/forecast/): Next week and next month, with a low, expected and high range.

## Capture the Whole Journey, Starting Today

The free plugin remembers each lead's last click. Every UTM Grabber Premium plan, from Starter up, also records where they first found you, more ad click IDs and what kind of visit it was, from the day you upgrade.

- Last-click UTM tags: free plugin yes, UTM Grabber Premium yes
- Google Ads click ID (gclid): free plugin yes, UTM Grabber Premium yes
- First touch: free plugin no, UTM Grabber Premium yes
- Meta and Microsoft Ads click IDs (fbclid, msclkid): free plugin no, UTM Grabber Premium yes
- Traffic labels: free plugin no, UTM Grabber Premium yes
- AI assistant visits: free plugin no, UTM Grabber Premium yes
- WooCommerce orders: free plugin UTM tags saved, UTM Grabber Premium Full source on every order
- Cookie length: free plugin 30 days, UTM Grabber Premium You choose

Premium starts recording the day you upgrade. It can't fill in visits the free plugin never recorded, so every week on free is a week of first touches and click IDs you won't get back.

See UTM Grabber Premium Plans: https://utmgrabber.com/mcp/plans/

## Want Us to Build This for You?

Get reports like this one with your logo and colors, set up for you. With the Support Package, we connect the AI Connector (MCP) to your data and hand you your own AI report builder, tuned to your business, for weekly, monthly and annual reports.

The UTM Grabber Support Package is $199/yr (regular $349, launch price, real value: $1,700). Works on free and paid plans, and with your agency. Cancel anytime, no contracts.

- **Expert Setup:** Our resident expert team installs UTM Grabber and wires every form, with a live test.
- **Diagnostics & Fixes:** Caching, cookie and GDPR leaks found and fixed, then audited again all year.
- **Custom Reporting + MCP:** We connect the AI Connector (MCP) to your data and hand you your own AI report builder.
- **Ongoing Support:** New funnels and forms wired all year, with priority answers.

[Get the Support Package](https://utmgrabber.com/payment/?plan_id=support_v2) · [See What's Included](https://utmgrabber.com/support/)

## Get it on your own leads

1. Connect UTM Grabber to your AI with the AI Connector (MCP). Step-by-step guide: https://utmgrabber.com/mcp/connect/ (no plugin yet? Get the free plugin: https://utmgrabber.com/?signup=1&return_url=%2Fget-started)
2. Install the free Reports skill: https://utmgrabber.com/skills/utm-grabber-reports/
3. Type `/anomalies`, or ask in your own words.

Book a demo: https://utmgrabber.com/book-a-demo/