Separate a traffic-mix change from a storefront change
Compare traffic sources and landing pages with their own baselines, then assign the next check without claiming that one segmented report proves the cause.
Skip this if new-brand-launcher at pre-launch and launching: without a prior baseline or enough segmented activity, this analysis cannot separate a change from normal variation
A blended conversion rate can fall because the traffic mix changed, because one segment changed against its own baseline, or because measurement or store operations changed. The blended number cannot separate those possibilities.
The decision: identify whether the change is mainly in traffic mix or within comparable segments, then assign the next check. Segmentation narrows the investigation. It does not prove the cause.
The rest of this lesson is available once the Atlas is unlocked.