Investigate an Amplitude Conversion Drop
Validate the drop under a stable funnel definition, then separate audience mix from within-segment changes. An aggregate decline can result from more low-intent entrants even when established segments behave similarly.
Before you start: Have comparable periods, a saved funnel and deployment or instrumentation history. Keep the same conversion window and counting unit.
Worked example: A signup funnel falls after a campaign. Compare acquisition segments and entry volume before concluding that the latest form change caused the decline.
Step-by-step guide
Confirm the definition
Check event meaning, order, exclusions and window against the prior report. Rule out a query edit or missing capture.
Align observation
Use comparable weekdays and mature cohorts. Recent entrants still inside the conversion window should not be treated as final failures.
Locate the loss
Inspect entry counts and step-level completions. Identify whether the problem is traffic composition, a particular transition or both.
Compare stable segments
Use a few plausible dimensions such as acquisition source or platform. Show counts and check whether aggregate movement persists within groups.
Review supporting evidence
Inspect relevant histories, errors or release changes. Keep timing correlation separate from a verified mechanism.
Choose the next test
Record a focused hypothesis and the evidence that could disprove it. Fix a validated instrumentation problem before redesigning the flow.
Common mistakes
Aggregate tells the whole story
Audience mix can change the rate.
Recent cohorts marked failed
Completion opportunity may be unequal.
Last release blamed automatically
Timing alone does not establish cause.
Tips
Keep acquisition volume beside conversion rates.
Use equal windows and mature periods.
Write an alternative explanation before proposing a fix.
Sources and verification
Based on product documentation checked on 2026-10-24. This is a documentation-based guide, not a hands-on benchmark. Features and availability can change.