Conversion Variance Monitor

Monitors conversion performance versus plan across each funnel step, decomposing variance into volume mix, response-time effects, and campaign-quality effects. The app supports recurring operating cadences where stakeholders need to identify which variance components are controllable in-period and which are structural.

The primary view includes stage-level variance bars with positive and negative contribution stacking, plus a supporting table of confidence bands to distinguish meaningful movement from normal noise. A risk panel classifies each variance into watch, intervene, or critical categories based on deterministic limits.

Users can set tolerance profiles, normalize by prior-quarter baseline, and choose weighted versus unweighted conversion math. Expected outputs include a variance escalation list, ownership assignments by stage, and a stable audit trail of period-over-period conversion movement.