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Signup decline analysis

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Why did signups drop last week?

Compared signup_completed for Jul 27\u2013Aug 2 with Jul 20\u201326

Grouped the metric by source group

Isolated the largest week-over-week variance

{
  "input": {
    "metric": "signup_completed",
    "date_range": {
      "start": "2026-07-27",
      "end": "2026-08-02"
    },
    "comparison_range": {
      "start": "2026-07-20",
      "end": "2026-07-26"
    },
    "group_by": [
      "source_group"
    ]
  },
  "output": [
    {
      "source_group": "Organic search",
      "signups": 166,
      "prior_week": 171
    },
    {
      "source_group": "Paid social",
      "signups": 28,
      "prior_week": 89
    },
    {
      "source_group": "Partner referrals",
      "signups": 47,
      "prior_week": 49
    },
    {
      "source_group": "Lifecycle email",
      "signups": 35,
      "prior_week": 34
    }
  ]
}

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.

Break that down by channel

{
  "input": {
    "metric": "signup_completed",
    "date_range": {
      "start": "2026-07-27",
      "end": "2026-08-02"
    },
    "comparison_range": {
      "start": "2026-07-20",
      "end": "2026-07-26"
    },
    "group_by": [
      "channel"
    ]
  },
  "output": [
    {
      "channel": "Google Search",
      "signups": 166,
      "prior_week": 171,
      "change": -5
    },
    {
      "channel": "Meta Ads",
      "signups": 19,
      "prior_week": 70,
      "change": -51
    },
    {
      "channel": "LinkedIn Ads",
      "signups": 9,
      "prior_week": 19,
      "change": -10
    },
    {
      "channel": "Partner referrals",
      "signups": 47,
      "prior_week": 49,
      "change": -2
    },
    {
      "channel": "Lifecycle email",
      "signups": 35,
      "prior_week": 34,
      "change": 1
    }
  ]
}

Here is the channel split for the same comparison period.

Channel	Jul 27–Aug 2	Prior week	Change
Google Search	166	171	-5
Meta Ads	19	70	-51
LinkedIn Ads	9	19	-10
Partner referrals	47	49	-2
Lifecycle email	35	34	+1

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