When sales depend on traffic, any dip can feel like a disaster.One day everything’s ticking along nicely – then suddenly, your Google Analytics dashboard tells a very different story. Sessions are down. Organic traffic's dropped. That steady stream of users you’ve come to rely on? Vanished. Before you panic (or throw your laptop across the room), take a breath. Traffic drops happen - and they don’t always mean something’s broken. But they do mean it’s time to get curious. We work with ecommerce brands across New Zealand and Australia - many of whom rely on high, consistent site traffic to hit revenue targets. And while a sudden dip is rarely welcome, it’s almost always a chance to learn something useful: about your site, your audience, your campaigns - and even the channels you might be underutilising. Let's break down how to spot the difference between a real problem and a normal fluctuation, how to diagnose what’s going on, and what to do next. Jump-to section: What to check first Is your tracking working properly? What channel experienced the drop? Organic Search Paid Search Cross-Network Referral Organic Social Direct User engagement vs volume Are users still converting? Market impact When Is a Traffic Drop Actually Normal?Before you go full fire-drill mode, take a step back and zoom out. Some drops in traffic are completely normal - even expected. The key is knowing what’s actually a red flag, and what’s just part of the ebb and flow. Here’s what to check first:🟡 Year-on-year comparisons: Is this the same dip you saw last winter? Seasonal slowdowns are common - especially in retail. It's not always winter, either; many retail brands can thrive in the colder months and see the total opposite come the warmer season! Pull up GA4 and compare the same date range across different years. If the curve looks familiar, you’re probably not looking at an emergency. 🟡 Campaign changes: Did a p...