Drawdown after registration - a separate task
If the user has signed up, the top of the funnel has already worked. When FTD does not occur, you should not automatically blame the creative or the first screen. The reason may be closer to the payment: an inaccessible method, an incorrect currency, a verification error, a technical failure, or a GEO mismatch.
What to check first?
| Verification | Why is it important? |
|---|---|
| User's GEO | Methods and restrictions may vary by market |
| Currency | Unexpected counting creates friction |
| Available methods | The usual payment method may not be available. |
| Minimum amount | The user could expect a different threshold. |
| Verification | The additional step may not be obvious. |
| Errors/decline | Technical failures must be separated from user failures. |
Don’t promise a specific payment method without checking.
Payment availability is changing. If an article or creative lists methods that no longer exist for a given GEO, the traffic comes with the wrong expectation. It is better to check the conditions periodically and do not transfer them between the markets automatically.
Segment registration → FTD
The overall conversion can hide the problem. Break down the indicator by at least GEO and device. If the drop is only in one market or Android, the range of reasons is sharply narrowed.
If the reasons for refusal are available, group them: insufficient funds, technical error, unsupported method, verification. Not all platforms give this kind of detail to a partner, but even a basic slice helps.
Attribution can also create a false drop.
Sometimes an FTD has occurred but is not included in the partner’s report due to a loss of click ID or postback features. Therefore, with a sharp change in the indicator, it is worth comparing several test chains and comparing the data of the systems.
How to formulate a hypothesis
The bad hypothesis is that “users don’t want to pay.”
Working: “On iOS in GEO X registration → FTD decreased after changing the payment page; check the availability of method Y and form errors.” So it is clear what data is needed and what will be considered confirmation.
Conclusion
Payment stage should be analyzed as a separate part of the funnel. There is detailed material on the site payment stage and FTD and pay-off where it is explained what conditions of the partner party should be agreed in advance.
