# One funnel step suddenly dropped

> When conversion falls on every channel at once, a site change is the usual cause: a theme update, a new app or a checkout edit. Connect Google Analytics and Shopify to Claude, ask for eight weeks of funnel steps by channel and device, and find the first day a step fell. Then check what changed that day.

Type: Leak (something broke or wastes money)
Run it: Weekly
Source: https://gooseworks.ai/playbooks/conversion-rate-dropped-on-every-channel

## 1. Connect

Give your AI assistant read-only access to Google Analytics and Shopify.

## 2. Ask

```text
Show the funnel for the last 8 weeks, week by week: sessions, product views, add to cart, checkout started, purchase. Split it by channel and by device. Find any step that fell more than 20% across every channel at the same time, and compare with the same weeks last year. Tell me the first day it changed.
```

## 3. Act

Look at what changed on the site that day: a theme update, a new app, a checkout change.

## Steps

1. Connect Google Analytics and Shopify to Claude read-only, through a connector or MCP server if available, or upload a GA4 funnel export and a Shopify orders report.
2. Run the prompt so Claude builds the weekly funnel by channel and device and compares it with last year.
3. Rule out bot traffic with the junk-traffic playbook, and rule out normal seasonal dips.
4. List every site change made on the day the step fell: theme updates, new apps, checkout settings.
5. Undo or fix that change, then watch the funnel step for the next week.
6. Re-run weekly so a drop is caught within days.

## What it tends to find

Add-to-cart to checkout fell 30% on every channel from the same day an app was installed. (Illustrative example, not a result from a named store.)

## Watch out

Rule out bot traffic first (see the junk-traffic playbook) and seasonality (compare with last year).

## FAQ

### How do I know the problem is my site and not my ads?

Check whether the drop shows on every channel at the same time. An ads problem usually hits one channel. A drop across paid, email and organic together points to something on the site itself.

### What counts as a big enough drop?

The playbook flags any step that fell more than 20% across every channel at once. Treat that as a starting threshold, not a rule, and adjust it to how much your numbers normally move week to week.

### Can I use a different assistant than Claude?

Yes. ChatGPT, Grok, Muse or any assistant that can read your Google Analytics and Shopify data will work with the same prompt, whether connected live or given exported reports.

### What are the most common causes?

A theme update, a newly installed app, a change to checkout or shipping settings, or a broken script. Matching the first day of the drop to your list of recent changes usually finds the cause.