API / MCP
Skill library enables automated brand setup
Released a developer-doc skill library that agents can install to automate common Scrunch workflows like brand setup, migrations, and HTML dashboard generation.Settings / Admin
Admins can resend invites to unaccessed members
Added the ability for admins to resend invites to members who haven’t accessed the organization yet.Settings / Admin
Pause prompts without losing history
Improved prompt management by adding pause/resume (preserving response history), pausing prompts on persona deletion, and enabling one-click persona restore.Settings / Admin
Background checks warn of unsafe URLs
Improved website validation by adding background DNS/HTTP reachability checks and in-app warnings when domains can’t be safely verified.UI / UX
Simplified competitor name and website inputs
Improved competitor alternative name and website inputs, added a Create Brand button to the organization brand list for permitted admins, and fixed related bugs.Add alternative brand names and websites
Added support for alternative brand names and websites during initial brand creation for both primary brands and competitors.Settings / Admin
Self‑serve users can manage subscriptions via avatar menu
Enabled self-serve subscription management via the avatar menu, opening an authenticated Stripe customer portal.API / MCP
Unpublish optimized pages
- Unpublish Optimized Pages - Stop serving optimized content for a list of paths on a registered AXP site.
Settings / Admin
Admins can view member access status
Improved the org members admin view by showing whether each member has accessed the organization and enabling filtering by access status.UI / UXSettings / Admin
All customers default to new Scrunch experience
Rolled out the new Scrunch experience as the default for all customers, with a temporary option to switch back to Classic before it’s retired.Exclusion of matching text now available
Added excluded-name matching for Brand/Competitor/Sub-brand name rules.Analytics
Export Explorer charts and tiles to CSV or Excel
Export Explorer charts and tiles to CSV/Excel.API / MCP
Bulk-update stages and topics
Added bulk stage/topic updates for existing prompts via chat with a preview-and-confirm step.UI / UX
Admins can view archived brands
Added a “Show Archived” toggle on the Brand List so organization admins can view archived brands when needed.API / MCP
New MCP tools
- create_competitor_sub_brands - Creates sub-brands under a competitor.
- create_competitors - Creates several competitors in one call.
- create_sub_brands - Creates one or more of the brand’s own sub-brands.
- get_metric_glossary - Returns exact definitions for every dimension and metric query_metrics accepts.
- get_query_pattern - Returns the full detail for one pattern.
- get_signal - Fetches one signal in full.
- list_all_competitor_sub_brands - Lists the sub-brands tracked across all of the brand’s competitors.
- list_query_patterns - Lists the curated query patterns available for a brand.
- list_signals - Lists detected signals for a brand.
- list_sub_brands - Lists the brand’s own sub-brands.
- query_metrics - Runs an aggregated metrics query against a defined vocabulary of dimensions and metrics.
- search_scrunch_docs - Searches the Scrunch developer documentation at developers.scrunch.com.
Analytics
Keyword Volume Estimator now in beta
Released Keyword Volume Estimator in beta behind the enable-keyword-volume-estimator flag and made it the default Trends tab, with Search Trends moved to Industry Topics.Bug Fix
Collections use correct persona
Fixed persona-variant routing so collections use the correct persona (instead of defaulting to Generic), with corrected behavior applying on the next collection.Integrations
Clients can track Scrunch incidents in real time
Enabled incident.io status reporting so clients can track Scrunch incidents in real time.Analytics
Sample sizes shown on Explorer charts
Added sample sizes to Explorer rate and average chart tooltips so each data point shows response counts.Platform
Persona injection now live
Enabled persona injection so prompts include persona context and the model responds in that persona, rolling out to all customers by end of July.API / MCPBug Fix
New MCP tools
- create_explorer_dashboard - Creates a saved dashboard of metric tiles for a brand and returns a deep link to it.
- fetch_scrunch_url - Fetches a Scrunch-owned web page and returns its main content as markdown.
- generate_explorer_chart - Builds an Explorer chart from a metric/breakdown/filter spec and returns a deep link that opens the Explorer with that chart already configured.
- get_scrunch_help_article - Fetches the full body of a single Help Center article by ID.
- list_scrunch_help_collections - Lists every Scrunch Help Center collection and the articles inside each one.
New UI routes accounts to old prompt flow
Fixed new-account setup routing to the old prompt creation flow when the new UI is enabled.Analytics
Optional EWMA smoothing for line charts
Added optional EWMA smoothing for line charts to reduce metric noise and highlight trends (may not match raw API values).Analytics
Home dashboard adds competitive presence
Improved the Home page dashboard metrics to align with the previous Home dashboard, adding competitive presence/top brands, switching to citation rate, and linking site AI readiness to Domain Insights.Analytics
Pivot tables added to Explorer
Added pivot tables to Explorer to build multi-metric leaderboards with period-over-period deltas, optional trend sparklines, and dashboard-saving.UI / UX
Prevent accidental dashboard edits with explicit action
Improved dashboard editing safety by requiring an explicit action before edits, preventing accidental changes across a brand.Clickable links to detail pages added
Enabled clickable links to detail pages from prompts and metadata across Explorer tiles, dashboards, and tables.UI / UX
Access new monitoring experience via flag
Enabled opt-in access to the new monitoring experience (Explorer, dashboards, prompts, personas) via the enable-new-scrunch flag.UI / UX
Activation guide improves onboarding engagement
Rolled out an activation guide for new organization/account owners to improve onboarding engagement, with early experiment results showing higher usage across key paths.Platform
Scrunchie chatbot enabled for all brands
Enabled Scrunchie, our in-app chatbot, for all brands on Scrunch.API / MCP
New MCP tools
- add_tag_to_prompts - Adds a single tag to a list of prompts (up to 500 at a time).
- get_response - Fetches a single AI response by ID with full evaluation data, citations, and competitor analysis.
- list_responses - Lists individual AI responses (observations) for a brand.
- remove_tag_from_prompts - Removes a single tag from a list of prompts.
Queue render jobs for a registered AXP site
- Bulk Render Optimized Pages - Queue render jobs for a list of paths on a registered AXP site.
API / MCP
New MCP tools
- archive_persona - Soft-deletes a persona from a brand.
- create_persona - Creates a new persona on a brand.
- list_personas - Lists all personas configured for a brand.
- update_persona_on_prompts - Assigns, changes, or removes the persona on a batch of prompts in one call.
Platform
Scrunchie available to 10% of customers
Rolled out Scrunchie, the in-app chatbot, to 10% of active customers as the start of a broader rollout while monitoring feedback and cost before expanding further.Analytics
Share of voice now available in Explorer
Added Share of Voice in Explorer to compare brand mention share against competitors, with filters and trend views by platform, persona, stage, country, and competitor.Analytics
Explore citation metrics and new dashboards
Improved Explorer with working citation metrics, new citations and non-branded prompts dashboards, an “All” entity view, and polished table visualization options.Platform
Retain selected schema during optimization
Improved AXP Optimizer to detect existing JSON-LD schema, let customers retain selected schema types, and include the schema-retain flag in the bulk optimization CSV.API / MCP
New API endpoints
- Disable AI Referrals Connection - Soft-disable a connection.
- List AI Referrals Connections - List AI Referrals push connections registered for this brand.
- Push AI Referrals Events - Push a batch of pre-aggregated daily AI-referral events for a registered connection.
- Register AI Referrals Connection - Register an AI Referrals push connection for a (brand, website, provider) tuple.
UI / UXAPI / MCP
Token counts show commas and split details
Improved the Optimizer token count display by adding comma separators and splitting counts between main content and links metadata.Scrunch responses now live inside Claude
Enabled viewing Scrunch Responses inside Claude, Cursor, and any MCP client via a new MCP tool exposing the Responses API.Platform
Faster content retrieval via AXP
Released Agent Rendering in the UI to pre-render cleaned content via AXP delivery for faster retrieval and reduced token usage.UI / UX
Improved content gaps with refreshed UI
Improved Content Gaps with a refreshed UI and more conservative gap identification so surfaced opportunities are more reliably actionable.UI / UX
Country/locale now lives on prompts
Improved prompt configuration by making country/locale an explicit prompt-level field (auto-filled from persona when applicable).PlatformAPI / MCPData / Crawling
Topic Prompt Optimizations now available to all brands
Improved Topic Prompt Optimizations by moving it out of beta and beginning a gradual rollout to all brands this week.MCP GA with customer installation documentation
Released MCP as generally available and shared customer-install documentation ahead of the public announcement.New admin view for sitemap categorization
Improved sitemap URL categorization by switching from regex-based rules to an LLM-driven, global-to-brand categorization system with an admin review view.API / MCPAnalytics
Download filtered sitemap pages as CSV
- Export Sitemap Pages - Download every page matching the supplied filters as CSV or XLSX.
- Get Sitemap Page - Get detailed information about a single page in the brand’s sitemap.
- Get Sitemap Page Metrics - Return time-series performance metrics for a single page.
- List Sitemap Pages - List pages discovered in the brand’s sitemap.
Scrunchie MCP now generally available
- archive_competitor - Soft-deletes a competitor from a brand’s tracked list.
- archive_prompt - Archives (soft-deletes) a seed prompt so it stops running.
- create_brand - Creates a new brand within the organization.
- create_competitor - Adds a new competitor to a brand.
- create_prompt - Adds a new seed prompt for a brand.
- export_agent_traffic - Exports agent traffic data as a CSV.
- get_caller_identity - Returns the signed-in user’s email, basic profile, and accessible brands.
- get_citations_metrics - Returns how AI-cited URLs break down by ownership.
- get_current_date - Returns the server’s current date in UTC.
- get_position_metrics - Returns how often the brand appears in the top, middle, or bottom position within AI responses.
- get_presence_metrics - Returns brand mention rate (presence) over time.
- get_sentiment_metrics - Returns sentiment breakdown (positive, mixed, negative) for brand mentions in AI responses.
- get_tags - Returns all tags currently configured for a brand.
- import_agent_traffic - Ingests agent traffic logs from a CSV.
- list_brands - Lists all brands accessible within the authenticated organization.
- list_competitors - Lists all competitors being tracked for a specific brand.
- list_prompt_variants - Lists the prompt variants Scrunch is monitoring for a brand.
- unarchive_prompt - Restores previously archived prompts so they resume running.
- update_brand - Updates an existing brand’s name, alternative names, websites, geo, or case-sensitivity settings.
- update_competitor - Updates an existing competitor’s name, alternative names, or websites.
Citation details page shows trends
Improved the Citation Details page with overall trend, per-platform stats, and flexible filtering across time range and dimensions.Analytics
Shows HTTP traffic status for AXP sites
Improved AXP monitoring by adding an HTTP traffic chart that shows Optimized vs Not optimized vs Errors.API / MCP
Four new Looker Studio templates added
Added four Looker Studio (Data Studio) templates to the API docs and improved navigation with a new Data Studio menu group.Data / Crawling
Crawl pages that matter most first
Improved sitemap crawl prioritization by automatically ranking pages using product signals when crawl budgets are limited.UI / UX
Return to last‑visited brand in organization view
Improved navigation so users can return to the last-visited brand in the organization view.Data / Crawling
Filter AXP pages with Live at Edge toggle
Added “Live at Edge” toggle in Sitemaps to filter pages with AXP content.Platform
AXP respects detected language by default
Improved AXP language handling to respect detected language (defaulting to English) and allow overriding via Custom Instructions.UI / UX
Deploy all sitemap changes with one action
Improved the Optimizations tab sitemap workflow by adding a staged status and a single deploy action for AXP edge deployment.UI / UX
Add owned brands to brand context from suggested competitors
Added ability to add owned brands to Brand Context directly from the Suggested Competitors list.UI / UXAnalytics
UI / UX
Unified content view with change status
Improved the AXP content dashboard UX by consolidating content and version history, adding per-page change status, and introducing redeployment warnings plus sitemap highlighting with deep links.Settings / Admin
Bot diagnostics available to admin users
Added bot diagnostics for admin users to check whether a brand/domain is bot protected and troubleshoot Deep Audit errors.API / MCPData / Crawling
Support for setting key topics via API
Added support for setting key topics on prompts via the API (and updated the Scrunch CLI accordingly).Bot Checker lets you verify crawler blocks
Added Bot Checker tool on Scrunch.tools to verify whether sites block top crawlers and ScrunchBot via HTTP/WAF and robots.txt checks.UI / UXIntegrationsPlatform
Webhook errors now visible on bot traffic page
Improved the bot traffic page by displaying the last webhook error (starting with Invalid API key) so customers can fix CDN monitoring misconfigurations themselves.Multi-brand Looker Studio connector adds agent traffic
Released Looker Studio Connector v2 with multi-brand support, agent-traffic querying, new filters/dimensions, and comparison mode for customer reporting.Grok model now available
Added Grok as an available model.Guided onboarding checklist helps new users discover features
Added an Onboarding Activation Guide with a guided checklist and progress tracking to help new users discover key features post-signup.IntegrationsPlatform
Shopping data now available for Perplexity
Added shopping data support for Perplexity where applicable.Grok AI monitoring now available
Added Grok (xAI) as a supported monitoring platform to track brand visibility, citations, and sentiment.Topic Prompt Optimization suggests cuts without losing coverage
Improved topic prompt coverage by adding Topic Prompt Optimization suggestions to cut prompts without losing coverage (beta, feature-flagged).Analytics
View sentiment trends over time
Released Sentiment Trends dashboard to track sentiment over time and key topic and persona drivers.API / MCP
URL path filtering and API support for citation segments
Improved Citation Segments with URL path-based filtering and full CRUD API endpoints.Settings / Admin
Limit user session length for security
Improved enterprise security by adding an organization-level setting to limit maximum user session length.Data / CrawlingUI / UX
Data / Crawling
Page Type Rollup for Site Maps
Released Page Type Rollup for Site Maps behind a feature flag.Data / Crawling
Create up to three citation segments
Added support for up to 3 citation segments in brand context to categorize third-party citations.UI / UX
UI / UX
One-click audit and optimize in Site Map
Released a one-click Audit and Optimize flow in the Site Map view.UI / UX
Usage page lets core users view consumption
Released the Usage page on production for core plans so users can inspect consumed resources (limits enforcement coming soon).API / MCP
Query Fan-outs visible for ChatGPT
Added Query Fan-outs visibility for ChatGPT in the /responses API.UI / UX
Persona and Custom Instructions shown on Optimizer results
Improved Optimizer results and History to show Persona and Custom Instructions.Platform
Page optimizer supports custom instructions
Page optimizer now supports using custom instructions and additional files.Settings / AdminAPI / MCP
Active Prompt Variants and cap field added
Added Active Prompt Variants and Total Responses metrics to Brand view in Organization Settings, and added Contractual Organizational Cap field to Admin Panel for usage tracking.Send custom agent traffic events
- Send Custom Agent Traffic Events - Send agent traffic data from any platform to Scrunch AI.
Public API enables custom CDN log uploads
Released a public API for Agent Traffic ingestion to support custom CDN log uploads.Settings / Admin
New geolocation countries list for persona configuration
Reduced selectable persona geolocation countries to 69 validated options to match provider support.API / MCP
Add new API endpoints for competitors and personas
- Archive Competitor - Archive a competitor.
- Archive Persona - Archive a persona.
- Create Competitor - Create a new competitor.
- Create Persona - Create a new persona.
- Get Competitor - Get a competitor by ID.
- Get Persona - Get a persona by ID.
- List Competitors - List competitors for a brand.
- List Personas - List personas for a brand.
- Update Brand - Partially update a brand.
- Update Competitor - Update a competitor.
- Update Persona - Update a persona.
API / MCP
New API endpoint
- Get Agent Traffic - Retrieve aggregated bot and AI agent traffic data for a specific site.
UI / UX
Dismiss all suggestions with one click
Added a Dismiss All button to Suggested Competitors to allow bulk dismissing.Bug FixData / Crawling
Analytics