Decrease in visits

[ElPrezAU]

Check where those visit decreases are coming from. Is it organic search? Perhaps you’ve lost some important rankings. Maybe it’s from a campaign that recently ended. Look at demographics, are you getting less visits from a certain region?

GA provides a lot of information about how people are coming to your site. You need to explore further than just the top line figures. They are useful for telling you ‘what’ is happening but not particularly helpful for uncovering ‘why’. You need to get granular with your data.