I Noticed Drop in KPIs, What’s That About? 

When in doubt, zoom out. With web analytics, it’s very common to see rankings, site traffic, impressions, clicks, and other metrics fluctuate from day to day, week to week, and month to month. That’s why sometimes when you log in to your measure dashboard, you’ll see a lot of red indicators signaling a decrease in performance. This typically isn’t a sign of anything bad, however.

You might be just viewing a very small window of time when there was one of these fluctuations downward. We recommend that you evaluate your performance on longer time scales such as three months or longer. This will give you a more accurate picture of where your performance is trending. A great analogy is a long term stock market investment fund.

If you base your overall investment performance on day to day ups and downs, you would go crazy.

But if you zoom out over longer periods of time, you can actually see all the progress you’ve made. Of course, if there’s a sustained downtrend, it might be something worth looking into. Search engine algorithm updates, toxic backlinks, increases in competition, changes in consumer behavior, and economic forces can all contribute to downtrends.

If you have any questions feel free to give us a call or email us by using the chat feature at the bottom of this page. Also if I used any jargon that you don’t understand, see the written companion to this video below — Just hover over a term that’s highlighted to learn more about what that is.