How AI insights work
How Skubl generates actionable intelligence from your connected data.
The Intelligence module is Skubl's synthesised view across all your connected data. It surfaces what's happening, what's changed, and what to do about it — without you needing to dig through individual reports.
How insights are generated
Insights are generated automatically each time you load the Summary page. Skubl compares the current period against the previous equivalent period and looks for statistically meaningful changes, anomalies, and opportunities.
Types of insights
| Type | What triggers it |
|---|---|
| Paid media anomaly | Spend, ROAS, or CPA changes more than 20% week-over-week |
| Organic movement | Significant keyword position changes or traffic shifts |
| Customer signal | LTV distribution change or churn rate spike |
| Attribution shift | A channel's contribution to revenue changes materially |
| Competitor movement | Competitor gains or loses significant keyword positions |
| Data freshness alert | A connected source hasn't synced in more than 48 hours |
Setting your primary goal
Go to Settings → Project to set a primary goal (e.g. 'Reduce churn', 'Grow LTV', 'Prove ROI'). This influences which insights are surfaced first and how the AI agent frames its analysis.
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