Read your insights

Insights are short cards that tell you when something on your site changed and what to do about it: tracking stopped, a source is surging, traffic fell against a normal Tuesday. Open Insights in the top nav to see them. You don't set anything up. Muro runs a fixed set of rules against your data and writes a card when one of them fires.

How insights work

• Every hour. Muro checks each project once an hour. Some checks run hourly, others once a day or once a week (each section below says which).
• Rule-based. Every card comes from a plain rule with fixed thresholds, written from fixed templates. Nothing is guessed or generated.
• One card per thing. If tracking stops, you get one "Tracking stopped" card, not a new card every hour. While the problem is still true, Muro updates that same card in place and the card shows how long it's been going, for example ongoing · 3 h.
• Resolves by itself. When the condition clears (events come back, the surge dies down), the card closes on its own and moves to History with resolved · date.
• Can reopen. If the same thing happens again soon after it resolved, Muro reopens the old card instead of starting a new one.

The Insights board

The board sorts cards into four lanes:

Only lanes with cards get a column. Empty lanes fold into a short "Nothing new in these lanes" list underneath.

Other controls on the board:

• Lane chips. All, Needs attention, Opportunities, Wins and FYI, each with a count. Click one to show only that lane.
• Active / History. Active shows open cards. History lists cards that resolved, were marked done or were dismissed, with the newest first.
• Snoozed (n). Snoozed cards fold into a collapsible section below the lanes.
• Unread. New cards carry an orange dot. The number next to Insights in the top nav is your unread count (it shows 99+ above 99). Click Mark as read on a card, or Mark all read at the top of the page. Read state is shared by everyone on the project.

When nothing is active, the board says "Nothing needs your attention. Muro checks every hour and tells you here when something changes." It may also list checks that haven't started yet for your project, such as "Muro starts watching for tracking outages after your site's first week."

Order

Within the board, a tracking outage always comes first. After that, cards are ordered by severity, then by how many visitors they affect, then by how recent they are.

Top insights on the dashboard

The Dashboard shows a Top insights strip above the KPI cards: the top 3 active cards in board order. Click one to jump to that card on the Insights page, or click View all to open the board. The strip is hidden when there are no active insights.

Anatomy of a card

Each card has, from top to bottom:

• Severity: Critical, Warning or Info, with a colored dot.
• Topic tag: Tracking, Goals, First visitors, Traffic source, Traffic, New source, New country or Milestone.
• Impact chip: roughly how much is at stake, for example ~420 visitors/week. Once your project has goals, it reads in conversions instead: ~12 conversions/week at stake.
• Status: ongoing · 3 h, snoozed until 14 Oct 2026, or resolved · 12 Oct 2026.
• Headline: the one-line version, for example "Traffic from news.ycombinator.com is surging".
• Summary and cause: the numbers behind it, and what explains most of the change.
• Next steps: a checklist of what to do. Tick steps as you go ("1 of 3 done"). Ticks are shared with everyone on the project.
• Evidence: a chart where it helps. Tracking cards show events per hour against the usual count, surge cards show visits from that source per hour, and traffic-shift cards show visitors per day for 28 days with a What changed breakdown of up to three drivers (source, landing page, country, device, browser or campaign).

Page paths, event names and goal names appear in a code-style chip on the card, so you can tell your data apart from Muro's words.

Severity

• Critical: tracking stopped, or traffic fell by half or more.
• Warning: traffic fell by a quarter or more.
• Info: everything else, including every opportunity, win and FYI card.

Act on a card

Project owners can act on cards. Members can read cards and mark them read, nothing else.

After Done, Snooze or Not useful, a toast at the bottom of the page offers Undo for a few seconds.

What Muro watches for

There are eight checks. All of them are on for every project.

Tracking stopped

Lane: Needs attention · Severity: Critical · Checked: hourly

Fires when events stop arriving at a time your site normally gets them. Muro compares the quiet stretch with what that hour usually brings. A busy site can trigger after about 3 hours of silence. A quiet site needs a longer gap, up to 3 days. On a busy site it also fires when only a tiny share of the usual events arrive over 24 hours, which usually means part of the site lost the script.

Muro hasn't received any events for 6 hours

Muro received only 3% of the usual events in the last 24 hours

What to do:

• Check that the Muro script is still in your site's <head>. A theme change, a new layout or a redeploy can drop it.
• If your site sets a Content-Security-Policy, allow api.muroanalytics.com and cdn.muroanalytics.com. See Fix Content-Security-Policy errors.
• The card's Open the install check step takes you to Settings → Project, where you can copy the script again and compare it with what's on your site. Then follow No events are arriving.

The card resolves once the last full hour has events again. This is the only insight that can send a real-time alert. See Tracking-stopped alerts.

Set up goals

Lane: Opportunities · Severity: Info · Checked: Mondays

Fires when your site had traffic last week (about 7 or more visitors a day) but has no active goal. Without a goal, Muro can't tell you which visits turn into signups or sales. The card suggests goals from your own data: custom events you already send, and pages that look like a success page (thank-you, welcome, confirm, checkout and so on).

Tell Muro what success looks like

What to do: follow one of the suggestions ("Create a goal for visits to /thank-you"), or start with your signup or purchase page. See Set up goals. The card resolves the day after you create a goal.

First visitors

Lane: Wins · Severity: Info · Checked: hourly

Fires once per project, when a new project (in its first 14 days) reaches about 5 visits. It confirms tracking works and shows your top sources so far. The card stays for 7 days.

Your first visitors are here

What to do: set up a goal if you haven't, then look at where your visitors came from and what they did in Sessions.

Traffic source surge

Lane: Opportunities · Severity: Info · Checked: hourly

Fires when one source sends far more visits than usual. All of these must be true:

• at least about 30 visits from it in the last 3 hours,
• about 5 times what it usually sends at that time of day,
• at least 10% of all your visits in that window.

A source is the utm_source if the visit has one, otherwise the referring site. Direct traffic is never a surge. Brand-new sources count too, so a first Hacker News or Product Hunt post can trigger it.

Traffic from news.ycombinator.com is surging

What to do:

• For a community site (Hacker News, Reddit, Product Hunt, X, LinkedIn, Indie Hackers), find the post and reply while the thread is live.
• If most of these visitors leave their landing page without clicking further, the card names the page. Add a clear next step there.
• See where these visitors go in Sessions.

The card stays open while the source keeps sending well above its usual level, and resolves after two hourly checks in a row show it has calmed down.

Traffic shift

Lane: Needs attention for a drop, Wins for a rise · Severity: Warning for a drop (Critical at half or more), Info for a rise · Checked: daily

Compares yesterday's visitors with a usual day of the same weekday over the previous 4 weeks, so a normal quiet Sunday doesn't look like a crash. It fires on a change of 25% or more that is also clearly outside your normal week-to-week swing. It needs a site with about 50 or more visitors on a usual day.

↓ Visitors fell 32% against a usual Tuesday

↑ Visitors rose 41% against a usual Friday

The What changed section names the segments that explain most of the change, such as a source, a landing page or a country. The next steps follow the main driver:

• A search engine drop: check Google Search Console for lost rankings, indexing errors or a manual action.
• A landing page drop: check that the page still loads and is still linked from your site.
• A source rise: post there again, or follow up on what worked.
• One country: nothing to fix unless that's unexpected.
• No clear driver on a drop: check for an outage, a broken page or a tracking change on that day.

New source

Lane: FYI · Severity: Info · Checked: daily · In-app only

Fires when a referring site or a utm_source tag that sent no visits in the previous 4 weeks starts sending some. On a small site 2 visits are enough. On a busier site it needs a larger share of the week's traffic, so routine new referrers don't flood the board. Visits from your own domain and its subdomains are ignored. Up to 3 cards show at a time, each for 7 days.

indiehackers.com sent you visitors for the first time

What to do: find the page or thread that links to you, then reply, thank the author, or ask about a mention. For a UTM tag, check which campaign or link uses it.

New country

Lane: FYI · Severity: Info · Checked: daily · In-app only

Fires when visitors arrive from a country that sent none in the previous 4 weeks. Like new sources, the bar rises with your traffic. Up to 2 cards show at a time, each for 7 days.

Your first visitors from Brazil

What to do: see which pages they read. If more keep coming, consider their language, currency or time zone.

Milestone

Lane: Wins · Severity: Info · Checked: daily

Fires when your site passes 100, 1,000, 10,000 or 100,000 visits in total, or when last week (Monday to Sunday) was your best week yet: at least 20% more visits than any earlier week, once you have at least 4 full weeks of history. One milestone card shows at a time, for 7 days.

You passed 1,000 visits

Your best week yet: 340 visits

What to do: share it. A short post about what got you here tends to bring the next wave.

When insights start

Each check needs some history before it can tell normal from unusual. Counted from the day you created the project:

Some checks also need a minimum of traffic. Tracking stopped needs about 7 events a day, Set up goals about 7 visitors a day, and Traffic shift about 50 visitors on a usual day. Below that, the board tells you which checks aren't running yet.

When insights pause

Muro stops running checks for a project when:

• Your trial or subscription has lapsed, or a payment failed. New events aren't stored, so open cards close. Checks resume when you subscribe. See Events are paused.
• You reached your monthly pageview limit. New pageviews aren't stored, so Muro pauses checks rather than report a fake outage. They resume in the next billing period or after an upgrade. See Pageview limits.
• Tracking is paused for the project. Turn Tracking active back on in Settings → Project.

Where insights are sent

Insights live in the app. The top 3 active cards also appear in your daily digest email and the Slack digest, each with one next step. Only "Tracking stopped" can send a real-time alert.

Two kinds never leave the app: New source and New country. Anyone can send a fake referrer to an analytics endpoint, so these cards stay on the board and never go to email or Slack.

Email and Slack also never include page paths, event names or goal names from your data. Where a card names one, the email says "one of your pages", "a custom event" or "one of your goals" instead. Open the card in Muro to see the details.

Next steps