DIAG-14 · Diagnosis · Invariant: holds by construction, no expiry
Conversion happens downstream
The law
Click-path conversions are sessions times per-source CVR, summed; ad levers act only through delivered-session volume and composition (including ad-set expectations); site-side changes touch every source; a binding downstream capacity cap zeroes marginal conversions from added traffic.
Scope
Click-attributable, site-visit-mediated outcomes (excludes in-ad lead forms, call ads). A CVR shift alone never localizes cause, ads change visitor composition too.
What this licenses you to do
Before approving any spend increase, verify the funnel converts current traffic and no hard capacity stage binds; read a CVR deficit roughly uniform across independent sources as a shared site-or-market factor, not an ads factor.
Riibon's own analysis is held to these laws
The laws on this site are a public subset of the rulebook Riibon's analysis works to. Before a metric movement is called a market event, the order of checks they set has to rule out the measurement first.
Ask the Riibon app why a number in your account moved, and see which checks it ran first. Access starts with a short call: we look at your ads together, then run them for you or set the app up with you.