Drop confirmed
Lumen Learning Co. Today: 2026-10-29. You said conversions fell from Oct 20, and the daily rows agree: both campaigns go from conversions every day (Oct 13 to Oct 19) to 0 per day (Oct 20 to Oct 28). Drop date used: 2026-10-20. Window: 14 days before it (Oct 6 to Oct 19) plus the drop date.
Changes in window
Change types are as exported.
| Change | Time | User | Campaign | Type | Old | New | In window |
|---|---|---|---|---|---|---|---|
| C1 | 2026-10-12 09:14 | ana@ | Brand | Ad | headline 'Lumen Courses' | 'Lumen Learning Courses' | yes |
| C2 | 2026-10-18 16:02 | jo@ | Non-brand | Bidding | Maximize conversions | Target CPA $40 | yes |
| C3 | 2026-10-19 11:30 | jo@ | Non-brand | Keyword | 'online courses' (broad) enabled | paused | yes |
| C4 | 2026-10-19 11:45 | ana@ | All | Conversions | 'Purchase' primary | 'Purchase' secondary | yes |
| C5 | 2026-10-24 10:00 | jo@ | Brand | Budget | $50/day | $60/day | no, 4 days after the drop |
Changes in window: 4 (C1 to C4).
Before and after
Per day values from your rows, multiplied by the days in each span: before is Oct 13 to Oct 19 (7 days), after is Oct 20 to Oct 28 (9 days). CPA = cost / conversions.
| Campaign | Period | Cost | Clicks | Conv | CPA |
|---|---|---|---|---|---|
| Non-brand | before | $300 x 7 = $2,100 | 150 x 7 = 1,050 | 6 x 7 = 42 | $50.00 |
| Non-brand | after | $240 x 9 = $2,160 | 110 x 9 = 990 | 0 | no conversions |
| Brand | before | $50 x 7 = $350 | 80 x 7 = 560 | 8 x 7 = 56 | $6.25 |
| Brand | after | $55 x 9 = $495 | 82 x 9 = 738 | 0 | no conversions |
Brand clicks per day held (80 before, 82 after), but its conversions went from 8 per day to 0.
Suspects ranked
These are hypotheses until the checks are run. 1. C4, Conversions: 'Purchase' changed from primary to secondary (All campaigns, 10-19 11:45). It is the only change that touched both campaigns, and conversions fell to 0 in both from the next day, including Brand, where clicks held steady and nothing else changed before the drop except C1. A drop to exactly 0 while traffic holds is consistent with a change in how conversions are counted rather than fewer buyers. Check: in the conversion action settings, see whether the Conversions column still counts 'Purchase', and compare an all conversions view for Oct 20 to Oct 28 if your account shows one. 2. C2, Bidding: Maximize conversions to Target CPA $40 (Non-brand, 10-18 16:02). A bid strategy change can put a campaign into learning, which Google says never lasts more than 7 days. That would run to about Oct 25, but Non-brand conversions stayed at 0 through Oct 28, and Brand (not changed by C2) also fell to 0. Learning alone doesn't fit. Check: the bid strategy status for Non-brand, and what happens to Non-brand once C4 is resolved. 3. C3, Keyword: 'online courses' (broad) paused (Non-brand, 10-19 11:30). It could explain part of Non-brand's click fall (150 to 110 per day), but not zero conversions in Brand. Check: that keyword's conversions in the 30 days before the pause. 4. C1, Ad: Brand headline edit (10-12). Brand converted normally from Oct 13 to Oct 19, after this change. Unlikely.
C5 (Brand budget up on 10-24) came after the drop, so it isn't a suspect.
Undo options
Change history keeps the last 2 years, and most changes made in the last 30 days can be undone from the Change history page. Today is 2026-10-29, so the cutoff is 2026-09-29.
| Change | Date | Undo |
|---|---|---|
| C4 | 10-19 | Undo possible |
| C2 | 10-18 | Undo possible |
| C3 | 10-19 | Undo possible |
| C1 | 10-12 | Undo possible |
Questions for you
- Why was 'Purchase' set to secondary (C4)? Was another conversion action meant to become primary?
- Did anything outside Google Ads change around Oct 19, such as the checkout or the conversion tag? It isn't in your input, so I didn't assume it.
Needs your decision
- Approve before anyone undoes C4 or any other change. I recommend checking suspect 1 first, because it is a single reversible change.