Sessions held roughly flat week-over-week at 18,420 (+1.4%), but conversions dropped 18% to 314 — driven almost entirely by a collapse in Paid Search performance. The /checkout-confirmation page also showed a 3.2 standard-deviation drop on Tuesday, which lines up with the conversion fall.
Paid Search sessions fell 22% (down 1,180 sessions) while Organic Search picked up 8%, suggesting the issue is on the Ads side rather than overall demand. Direct and Email both held steady. Revenue followed the conversion drop, landing at $24,180 vs. $30,500 the prior week.
Investigate the Paid Search campaign that lost the most volume — check for budget caps, disapprovals, or quality-score changes after Monday. Also confirm the /checkout-confirmation event was firing all day Tuesday; the magnitude of the anomaly looks more like a tracking outage than real behavior.