Your starting point matters.
This article provides initial guidance. The right steps depend on your goals, systems and available resources.
Check measurement
First check that tracking and comparison periods are correct. Changes in consent or technology may affect data.
Separate sources
Review search, advertising and other entry routes separately. This makes it easier to identify whether one measure or the whole website is affected.
Check the business context
Compare the trend with enquiry quality. Fewer visits may mean something different when audiences or campaigns have changed.
A practical next step
Write down the most important open question for your business and who can address it internally. Use this to define a specific task to discuss with the people involved.
