Diagnose why there was a significant drop in conversions.
If there's a significant drop in conversions for a goal event (more than a 40% drop week over week), the cause may be related to changes on the base page, a shift in your visitors' behavior, or issues with the data feeds. This article explores each scenario.
Check for changes to the base page
Most goal events target page elements. If the element that the goal targets is moved or removed, the goal may no longer be able to be triggered — which means no conversions can be recorded.
Verify if the goal event is being triggered:
- Learn how to verify if goals are being triggered
- If the goal event was logged, then this is not the issue
Fixing a goal event that isn't being triggered:
If the goal event isn't logged, then there's likely a disconnect between the goal event and the page element. Update the goal event to point to the correct element as it now exists on the page.
Check for shifts in visitor behavior
If your goal event is being triggered in the goal log, then the drop is most likely due to a change in how visitors interact with your site. Their interest or behavior may have shifted, or the site may have changed in a way that presents new navigation paths.
Common scenarios:
- Visitors are landing on different pages due to a new ad
- A site update is routing traffic to new pages
- Another optimization is driving traffic elsewhere
Check for issues with data feeds
In rare cases, conversions may not be properly captured for specific goal events. If you’ve ruled out site or visitor behavior changes, it’s worth checking for data feed issues. These could include:
-
Custom event coding issue — the event was created using the
sendEvent API, but the submitted data is formatted incorrectly, preventing accurate tracking - Offline conversions tracking issue — you’ve enabled offline conversions tracking, but something in the setup is broken and conversions aren’t being logged. Confirm that you can still send conversion info to Optimize.
Stop getting email alerts
To stop receiving alerts for events that are inaccurate or no longer used, update your goals to target the correct events.
Goals created in the dashboard:
If a goal is linked to an element that no longer exists — which may happen after a base page update — you can edit the goal to select the correct element.
Account goals:
Many account goals are managed by the Webflow support team. If the referenced event has changed, you may need to contact support to update the goal.