DIAG-5 · Diagnosis · Heuristic: strong prior, re-verify periodically
Pipelines fail toward undercounting
The law
Measurement pipelines fail asymmetrically toward undercounting: dead components emit nothing, while overcounting requires an active defect (duplication, replay, bots). Conversion collapse with stable spend, clicks, and sessions is presumptively tracking loss.
Scope
Event-based conversion measurement; weakens where platforms backfill with modelled conversions. Re-verify as modelling spreads.
What this licenses you to do
On conversion collapse with stable upstream volume: audit tag/pixel/API health, consent rates, and per-source event counts before touching bids, budgets, or creative; treat sudden flat doublings as duplication defects with the same urgency.
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.