Optimize and Deploy Pipeline Lifecycle Guide

The Optimize and Deploy API is currently in early access. Contact your Customer Success representative to get access enabled for your organization.

Overview

This guide walks through the complete lifecycle of an Optimize and Deploy pipeline — from submitting URLs to handling results. By the end, you’ll understand how to track progress, handle errors, and integrate the pipeline into your workflow.

Pipeline flow

Each URL cascades through up to three stages. At every stage transition, a webhook fires so you can react in real time. Stages are optional — the pipeline exits early when the last enabled stage completes. Regardless of which stage is the final one, you always receive:

The stage-specific webhook for the last stage that ran (e.g., audit.completed if audit-only)
The pipeline.completed webhook once all URLs in the batch have finished

Webhook events per configuration

Configuration	Webhooks fired (per URL)	Final webhook (per batch)
Audit only (default)	`audit.completed`	—
Audit + optimize	`audit.completed` → `optimization.completed`	—
Audit + optimize + stage (`stage_axp: true`)	`audit.completed` → `optimization.completed` (`status: "staged"`)	—
Audit + optimize + deploy (`deploy_axp: true`)	`audit.completed` → `optimization.completed` → `deployment.completed`	`pipeline.completed`

pipeline.completed fires only for deploy_axp: true batches — other configurations end with the last per-URL webhook.

What gets configured at each stage

Stage	Triggered by	Webhook event	Key data returned
Site Audit	Always runs	`audit.completed`	`score`, `issues`, `recommendations`
Content Optimizer	`optimize: true`	`optimization.completed`	`optimization_run_id`, `title`, `description`
AXP Stage	`stage_axp: true` + `site_id`	`optimization.completed` with `status: "staged"`	`optimization_run_id`, `title`, `description`
AXP Deploy	`deploy_axp: true` + `site_id`	`deployment.completed`	`axp_version_id`, `site_id`
Pipeline done	All URLs finish (`deploy_axp: true` batches only)	`pipeline.completed`	`completed_count`, `failed_count`, `total_count`

1. Submit a pipeline

Simple mode: shared configuration

curl -X POST "https://api.scrunchai.com/v2/orchestration/optimize-and-deploy/1234" \
  -H "Authorization: Bearer $SCRUNCH_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "urls": ["https://example.com/page-a", "https://example.com/page-b"],
    "optimize": true,
    "target_prompts": ["best budget airlines", "cheap flights comparison"],
    "target_personas": [{"name": "Budget Traveler", "description": "Price-sensitive consumer"}]
  }'

Stage-only mode: review before going live

Set stage_axp: true to run the full audit and optimize pipeline and push the optimized content to AXP as a staged change — without deploying a live version. Reviewers can then approve and publish from the Scrunch dashboard.

curl -X POST "https://api.scrunchai.com/v2/orchestration/optimize-and-deploy/1234" \
  -H "Authorization: Bearer $SCRUNCH_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "urls": ["https://example.com/page-a"],
    "optimize": true,
    "stage_axp": true,
    "site_id": "01JEXAMPLE00000000000000"
  }'

The pipeline finishes at orchestration_status: completed after staging, and the final per-URL webhook is optimization.completed with status: "staged". stage_axp and deploy_axp are mutually exclusive.

Detailed mode: per-URL overrides

curl -X POST "https://api.scrunchai.com/v2/orchestration/optimize-and-deploy/1234" \
  -H "Authorization: Bearer $SCRUNCH_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "requests": [
      {
        "url": "https://example.com/budget-page",
        "target_prompts": ["best budget airlines"],
        "target_personas": [{"name": "Budget Traveler"}]
      },
      {
        "url": "https://example.com/luxury-page",
        "target_prompts": ["luxury travel options"],
        "override_suggestions": true
      }
    ],
    "optimize": true,
    "deploy_axp": true,
    "site_id": "01JEXAMPLE00000000000000"
  }'

What gets returned

{
  "pipeline_id": "01JPIPELINE000000000000",
  "tokens": [
    {"token": "01JABC001", "url": "https://example.com/budget-page", "status": "pending", "orchestration_status": "audit"},
    {"token": "01JABC002", "url": "https://example.com/luxury-page", "status": "pending", "orchestration_status": "audit"}
  ],
  "status": "pending"
}

pipeline_id is only set when deploy_axp is true — it groups all URLs into a single AXP deployment batch.

2. Track progress

Option A: Polling

curl "https://api.scrunchai.com/v2/orchestration/optimize-and-deploy/1234/01JABC001" \
  -H "Authorization: Bearer $SCRUNCH_API_KEY"

`orchestration_status`	Meaning
`audit`	Page audit running
`optimizing`	Content optimization running
`deploying`	AXP deployment running
`completed`	All stages finished successfully
`failed`	Pipeline stopped at the failing stage

Poll every 5–10 seconds. Audits typically complete in under 30 seconds; optimization may take 1–2 minutes depending on page complexity.

Option B: Webhooks

Configure a webhook URL for your brand and receive HTTP callbacks at each stage transition.

Webhook setup guide

Configure webhooks and verify signatures.

3. Handle stage transitions

Audit → Optimizing

{
  "orchestration_status": "optimizing",
  "result": {
    "access_controls_score": 100,
    "content_delivery_score": 90,
    "content_quality_score": 85
  }
}

Optimizing → Deploying

{
  "orchestration_status": "deploying",
  "optimization_run_id": "01JOPTRUN0000000000000"
}

Deploying → Completed

{
  "orchestration_status": "completed",
  "axp_version_id": 42
}

4. Handle errors

Prefix	Stage
`ORCH-INIT-*`	Request validation
`ORCH-AUDIT-*`	Page audit
`ORCH-OPT-*`	Content optimization
`ORCH-DEPLOY-*`	AXP deployment
`ORCH-HOOK-*`	Webhook delivery

Code	Cause	Fix
`ORCH-INIT-004`	URL domain doesn’t match the registered site	Ensure all URLs belong to the site’s domain
`ORCH-AUDIT-002`	Page fetch failed (404, timeout, blocked)	Verify the URL is accessible and not blocked by robots.txt
`ORCH-OPT-002`	No content available to optimize	Ensure the page has substantial text content
`ORCH-DEPLOY-002`	Site not found for the given site_id	Verify the site_id is correct and belongs to your brand

5. Full working example

import requests
import time

API_KEY = "your-api-key"
BRAND_ID = 1234
SITE_ID = "01JEXAMPLE00000000000000"
BASE = f"https://api.scrunchai.com/v2/orchestration/optimize-and-deploy/{BRAND_ID}"
HEADERS = {"Authorization": f"Bearer {API_KEY}"}

urls = [
    "https://example.com/page-a",
    "https://example.com/page-b",
    "https://example.com/page-c",
]

resp = requests.post(BASE, headers=HEADERS, json={
    "urls": urls,
    "optimize": True,
    "deploy_axp": True,
    "site_id": SITE_ID,
}, timeout=30)
resp.raise_for_status()
pipeline = resp.json()

print(f"Pipeline started: {pipeline.get('pipeline_id')}")
pending = {r["token"]: r["url"] for r in pipeline["tokens"]}
while pending:
    for token in list(pending.keys()):
        status = requests.get(f"{BASE}/{token}", headers=HEADERS, timeout=30).json()
        stage = status["orchestration_status"]
        if stage in ("completed", "failed"):
            result = "OK" if stage == "completed" else "FAILED"
            print(f"  [{result}] {pending[token]}")
            if status.get("axp_version_id"):
                print(f"    AXP version: {status['axp_version_id']}")
            del pending[token]
    if pending:
        time.sleep(5)

6. Viewing results in the Scrunch dashboard

Everything the pipeline does is visible in the Scrunch dashboard — exactly as if each step had been performed manually.

Site Audit results — Your Brand → Site Audits
Content Optimizer results — Your Brand → Optimizer → History
AXP deployments — Your Brand → AXP → [site] → Version History

To roll back a deployment, use the Redeploy option on any previous version in the AXP version history.

Best practices

Use webhooks for production — more efficient and lower latency than polling
Handle partial failures — in a batch, some URLs may succeed while others fail; check each token individually
Set override_suggestions: true carefully — only your explicitly provided prompts and personas are used
Start with audit-only — validate URLs and check audit scores before committing to optimization and deployment

Orchestration API reference

Endpoint details, error codes, and schema reference.

Webhooks reference

Event types, payload schemas, and signature verification.

​Overview

​Pipeline flow

​Webhook events per configuration

​What gets configured at each stage

​1. Submit a pipeline

​Simple mode: shared configuration

​Stage-only mode: review before going live

​Detailed mode: per-URL overrides

​What gets returned

​2. Track progress

​Option A: Polling

​Option B: Webhooks

Webhook setup guide

​3. Handle stage transitions

​Audit → Optimizing

​Optimizing → Deploying

​Deploying → Completed

​4. Handle errors

​5. Full working example

​6. Viewing results in the Scrunch dashboard

​Best practices

Orchestration API reference

Webhooks reference

Overview

Pipeline flow

Webhook events per configuration

What gets configured at each stage

1. Submit a pipeline

Simple mode: shared configuration

Stage-only mode: review before going live

Detailed mode: per-URL overrides

What gets returned

2. Track progress

Option A: Polling

Option B: Webhooks

3. Handle stage transitions

Audit → Optimizing

Optimizing → Deploying

Deploying → Completed

4. Handle errors

5. Full working example

6. Viewing results in the Scrunch dashboard

Best practices