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 a funnel's conversion performance that is treated like an operational incident: detected, investigated, and traced back to the change that caused it.
- Conversion drop diagnosis
- Conversion drop diagnosis is the process of finding the specific cause of a fall in conversions by splitting the funnel into stages and lining each stage up against the changes that happened before the drop.
- Funnel break
- A funnel break is a failure at one step of a conversion funnel that stops users progressing to the next step — for example a form that will not submit or a lead that never reaches the CRM.
- Funnel breakpoint
- A funnel breakpoint is the specific stage where conversion performance changed — the first step whose conversion rate moved, which locates the cause of a drop.
- Form submit rate
- Form submit rate is the percentage of people who see a form and successfully submit it — form submits divided by form views — and it isolates form performance from traffic volume.
- Landing page change detection
- Landing page change detection is the automated monitoring of a landing page for changes — content, forms, scripts, performance — so that any change can be lined up against conversion movements.
- Ad change monitoring
- Ad change monitoring is the continuous recording of changes inside ad accounts — budgets, status, targeting, creative — so that performance movements can be attributed to a specific change.
- CRM handoff
- CRM handoff is the step where a submitted form becomes a record in the CRM. When it fails, the funnel looks healthy in marketing tools 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 time period — the statistical 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.