Website Traffic Down 50% but Clicks and Impressions almost doubled in 90 days!!!
So I was doing a quarterly audit on my website, since its leads have dried up coming into August. So while doing the research I noticed that my impressions and Clicks have almost doubled. But at the same time my traffic + users have declined by almost 50%.
some numbers for reference-
Comparison Date: 20th May to 17th August, 2026 vs 18th Feb to 18th May, 2026
GSC-
Impressions- 45.4k vs 35.9K
Clicks- 328 vs 248
CTR at 0.7% in both quarters.
But my GA4 numbers are-
Organic Search- 208 vs 511
Referral- 111 vs 306
unassigned- 19 vs 70
Organic social- 16 vs 4
so overall my numbers dosent look right. Im assuming that this is due to the fact that my GA4 code has been tampered with (since this website had a CMS migration during March-April). But when I tested it it was tracking live events as well as GTM events well.
Please help me understand how to diagnose this issue, any feasible solutions, or is it just a natural down turn?