Glossary
Conversion Incident Glossary
Short, direct definitions for the vocabulary of conversion drops — what each term means, why it matters, and how to detect it. One page per term, answer first.
- Conversion incident
- A conversion incident is a sudden, measurable drop in funnel conversion treated like an operational incident: detected, investigated, and traced to its cause.
- Conversion drop diagnosis
- Conversion drop diagnosis finds the cause of a fall in conversions by splitting the funnel into stages and lining each up against changes made before the drop.
- Funnel break
- A funnel break is a failure at one step that stops users reaching the next, such as a form that will not submit or a lead that never reaches the CRM.
- Form submit rate
- Form submit rate is form submits divided by form views: the share of people who see a form and submit it, which isolates form performance from traffic.
- Landing page change detection
- Landing page change detection monitors a page for changes to content, forms, scripts, and speed, so each change can be lined up against conversion movements.
- Ad change monitoring
- Ad change monitoring records changes inside ad accounts (budgets, status, targeting, creative) so performance movements can be traced to a specific change.
- CRM handoff
- CRM handoff is the step where a submitted form becomes a CRM record. When it fails, marketing tools look healthy while sales receives no leads.
- Lead quality drop
- A lead quality drop is a fall in how well incoming leads convert or qualify, while lead volume stays flat — the count looks fine but the leads are worse.
- Conversion anomaly
- A conversion anomaly is a conversion metric moving outside its expected range for that funnel and period: the signal that usually starts a conversion incident.
Putting these together: conversion incident intelligence is the category; why did my leads drop is the walkthrough that uses them.
Know the terms. Catch the incidents.
Quarkad watches your funnels and the changes around them, and tells you which change lines up with the drop.