Signups fell from 343 to 276 for Jul 27–Aug 2, a decline of 67 signups (19.5%).

The change is concentrated in Paid social, which fell from 89 to 28 signups, accounting for 61 of the 67 lost signups. Organic search moved from 171 to 166, partner referrals from 49 to 47, and lifecycle email increased from 34 to 35. Paid social is the cause to investigate first.

Here is the channel split for the same comparison period.

Meta Ads and LinkedIn Ads explain all 61 lost paid-social signups.