Glossary
What is 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.
Definition
Conversion drop diagnosis is the process of finding out why conversions fell — not just that they fell. It works by splitting the funnel into stages (traffic, landing page, form, CRM handoff), finding the first stage that broke, and lining that moment up against what changed.
Diagnosis ends with a cause, or at least a ranked suspect. A chart showing the decline is not a diagnosis.
Why it matters
- Without it, teams change the thing that is easiest to change — usually the campaign — even when the break was on the page or in the CRM.
- It prevents expensive false fixes like rebuilding a working landing page or resetting a campaign's learning phase.
- It gives the client an answer instead of a status update.
How to detect it
- 1Compare stage-by-stage volumes and conversion rates for the period before and after the drop.
- 2Find the first stage where the rate — not just the volume — moved.
- 3List every change to that layer in the hours before the drop and rank them by how closely they line up.
- 4Confirm the leads are actually missing, not just untracked, by checking a system further down the chain such as the CRM or inbox.
Example
Illustrative scenario: clicks and landing views are flat, form views are flat, submits are down 40%. Traffic and page are eliminated in one step; the investigation is now about the form and its tracking.
How Quarkad helps
Quarkad automates the mechanical parts of this: stage-by-stage comparison against baseline, and a change timeline aligned to the moment the drop started, so the investigation begins with a suspect.
Related terms and pages
Frequently asked questions
- Where should diagnosis always start?
- With the traffic-versus-conversion split. If the same number of people arrived and fewer converted, the campaign is not the cause and you can stop looking at it.
- How long should a diagnosis take?
- With stage data and a change history in front of you, narrowing to one layer usually takes minutes. Most of the time cost is assembling those two things after the fact.
Find the change behind the drop.
Quarkad monitors your funnels and the changes around them, then tells you which change lines up with the drop.