Have you ever been in a situation when your or your client’s traffic has dropped and you’re not sure what to do? How do you know if it’s a real problem or just seasonality?
Being able to recognise those true traffic drops, as opposed to red herrings like broken tracking or the aforementioned seasonality, is a critical skill for marketing consultants and in-house marketers. You’ve got to know when to reassure your boss/client, and when to suggest action.
This post will walk you through the process of confirming what actually happened and understanding why it happened in the first place.
The “what” - Was there really a drop at all?
Analysing historical traffic data
The image below is a real Google Analytics account. The client was worried that there was a traffic drop around October to December.