Paras-built system · worked example
Acquisition War Room
Weekly qualified-signup briefing · complete weeks only · course practice data
REVIEW REQUIRED
Qualified signups
690
−150 week over week
Eligible sessions
10K
Comparable volume
Signup conversion
6.9%
−1.5 percentage points
Benchmark tie-out
0.0pp
Within 0.2pp tolerance
Movement decomposition
Largest observed contributor: paid search accounts for 71.43% of segment-rate underperformance. This supports the next investigation. It does not prove a root cause.
Segment comparison
| Segment | Prior | Current | Change |
|---|---|---|---|
| Paid search | 8.33% | 6.20% | −2.13pp |
| Organic | 8.80% | 8.29% | −0.51pp |
| Referral | 7.50% | 6.00% | −1.50pp |
Signals and gates
Context gate: campaign tags moved from v1 to v2 on August 7.
Freshness gate: August 17 is partial and excluded.
Source gate: both complete weeks match the independent WBR benchmark.