Did my traffic really drop?
Decide what to check before changing a page.
For SEO and content practitioners. Use The Quack Report’s search data to write a recommendation you can explain.
Start with the reportCheck 1: what would you tell the site owner?
The Quack Report covers Oregon Ducks football. This archived report shows fewer Google clicks in October than September. Your task is to advise whether this report justifies a content rewrite.
| Period | Clicks |
|---|---|
| September 1 to 30, 2026 | 444 |
| October 1 to 23, 2026 | 182 |
Source: The Quack Report’s archived Search Console export, through 2026-10-23.
Compare the choices
Nothing. A drop that size is worth investigating straight away.
It may deserve a look, but these totals cover different numbers of days, so they can't tell you yet how much traffic changed. Check the dates first.
They cover different numbers of days.
September is a full month; October has 23 days in this data. Matching the dates still gives 375 clicks for September 1 to 23 against 182 for October 1 to 23, so October is lower even on the same dates. Keep going.
Clicks are the wrong measure; look at impressions instead.
Impressions are worth reading, but they have the same problem: the months are different lengths. Fix the comparison first, then choose the measure.
Checks 2 and 3: a total hides the days inside it
Look for unusually large days and check the dates before explaining the change. A daily pattern can suggest where to investigate; it cannot tell you the cause by itself.
Inspect or download the daily data
| Date | Clicks | Context |
|---|---|---|
| 2026-09-01 | 10 | No game listed |
| 2026-09-02 | 8 | No game listed |
| 2026-09-03 | 12 | No game listed |
| 2026-09-04 | 12 | No game listed |
| 2026-09-05 | 187 | Boise State |
| 2026-09-06 | 31 | No game listed |
| 2026-09-07 | 17 | No game listed |
| 2026-09-08 | 6 | No game listed |
| 2026-09-09 | 5 | No game listed |
| 2026-09-10 | 5 | No game listed |
| 2026-09-11 | 4 | No game listed |
| 2026-09-12 | 15 | Oklahoma State |
| 2026-09-13 | 11 | No game listed |
| 2026-09-14 | 5 | No game listed |
| 2026-09-15 | 5 | No game listed |
| 2026-09-16 | 2 | No game listed |
| 2026-09-17 | 4 | No game listed |
| 2026-09-18 | 10 | Portland State |
| 2026-09-19 | 4 | No game listed |
| 2026-09-20 | 3 | No game listed |
| 2026-09-21 | 8 | No game listed |
| 2026-09-22 | 4 | No game listed |
| 2026-09-23 | 7 | No game listed |
| 2026-09-24 | 5 | No game listed |
| 2026-09-25 | 2 | No game listed |
| 2026-09-26 | 28 | USC |
| 2026-09-27 | 15 | No game listed |
| 2026-09-28 | 11 | No game listed |
| 2026-09-29 | 5 | No game listed |
| 2026-09-30 | 3 | No game listed |
| 2026-10-01 | 8 | No game listed |
| 2026-10-02 | 9 | No game listed |
| 2026-10-03 | 8 | bye week |
| 2026-10-04 | 7 | No game listed |
| 2026-10-05 | 9 | No game listed |
| 2026-10-06 | 4 | No game listed |
| 2026-10-07 | 7 | No game listed |
| 2026-10-08 | 7 | No game listed |
| 2026-10-09 | 5 | No game listed |
| 2026-10-10 | 36 | UCLA |
| 2026-10-11 | 12 | No game listed |
| 2026-10-12 | 8 | No game listed |
| 2026-10-13 | 4 | No game listed |
| 2026-10-14 | 9 | No game listed |
| 2026-10-15 | 14 | No game listed |
| 2026-10-16 | 4 | No game listed |
| 2026-10-17 | 7 | Nebraska |
| 2026-10-18 | 2 | No game listed |
| 2026-10-19 | 3 | No game listed |
| 2026-10-20 | 2 | No game listed |
| 2026-10-21 | 4 | No game listed |
| 2026-10-22 | 7 | No game listed |
| 2026-10-23 | 6 | No game listed |
Watch the walkthrough
56-second silent walkthrough, drawn from the archived export. This is not a recording of the Search Console interface.
Text version
The Quack Report recorded 444 Google clicks in September and 182 from October 1 to 23. What does that change justify?
Start with the dates. September covers thirty days. The October report covers twenty-three.
Open the daily view instead of stopping at the totals. One September day is much larger than the days around it.
September 5 brought 187 clicks. That is 42 percent of September’s total. The chart does not tell us why.
October 22 and 23 are marked provisional, because Search Console's latest days can still change.
Would you start rewriting pages from this report alone? Write what it shows and what you would inspect next.
Compare the choices
Clicks per day, September against October.
That corrects for the number of days, but one big day still pulls the average up. Use it as a first description, then look at which dates and pages make up the change.
Game days against game days, and ordinary days against ordinary days.
The table below groups the same kinds of day and leaves out the opener and the day after it, so one game doesn't dominate. Per day, October's Mondays to Thursdays are about the same, its other Fridays to Sundays are about the same, and its game days are higher. These averages describe only these selected days; small groups and exclusions do not establish a normal level or explain the change. That narrows where to look, not why it happened. Next, check which pages lost clicks.
Wait for the full October before comparing anything.
You can compare the dates you already have now, as long as you say October isn't complete and that its newest days, October 22 and 23, may still rise. A full month will sharpen the comparison but won't explain a change by itself.
| Days included | September | October |
|---|---|---|
| Game days | 17.7 a day over 3 days | 21.5 a day over 2 days |
| Monday to Thursday | 6.8 a day over 18 days | 6.6 a day over 13 days |
| Other Fridays to Sundays | 7.3 a day over 7 days | 6.6 a day over 8 days |
See the worked decision
Investigate before assigning a rewrite
October’s recorded clicks are lower, but the two totals cover different periods. September also contains a large day: 187 clicks on 2026-09-05, or 42% of its total. Taking that day out drops September from 444 clicks to 257, which shows how much one day moves the total (a different cut from the matched-dates comparison in check 1). But October has big days too, so rather than deleting days, the fairer test is to compare game days with game days and ordinary days with ordinary days.
Compare relevant dates and inspect the pages and queries behind the change. A schedule can help choose comparisons. It does not establish whether a matchup, search demand, a ranking change or something else caused the difference.
Text version of the worked explanation
Clicks are lower, even on matched dates. The mistakes would be reading the gap from unequal totals, or naming a cause too soon.
Compare the first twenty-three days of each month. September has 375 clicks and October has 182. October is still lower; matching dates does not explain why.
The September spike changes the comparison. Look at that day closely, and don't treat the rest of the month as normal just because it's smaller.
Next, filter the report to pages and queries. Find which pages lost clicks, which searches changed, and whether the comparison fits their purpose.
A traffic total cannot tell you which page to rewrite. Decide on a page change after checking the affected searches and the current answer.
Keep the recommendation specific: clicks are lower in these dates; the cause is not established; inspect pages and queries before choosing a fix.
Check 4: now look at one page
Use a different cut of the report to decide what you can say about the roster page. Write your first view before comparing the explanations.
The owner also asks about one page. On the October 10 game day, the roster page got more impressions than any other page on the site; it lists the team's players and its depth chart, the order of starters at each position. Searches containing “depth chart” gave it 1.3K impressions on October 10 and 94 on October 17. What would you look at before recommending a rewrite?
| Date | Impressions | Clicks | Average position |
|---|---|---|---|
| 2026-10-10 | 1330 | 9 | 9.2 |
| 2026-10-17 | 94 | 1 | 8.7 |
Inspect the query rows behind these totals
| Date and query | Impressions | Clicks |
|---|---|---|
| 2026-10-10 oregon qb depth chart | 395 | 0 |
| 2026-10-10 oregon football depth chart | 262 | 2 |
| 2026-10-10 oregon depth chart | 254 | 0 |
| 2026-10-10 oregon ducks depth chart | 105 | 1 |
| 2026-10-10 oregon ducks depth chart 2026 | 66 | 1 |
| 2026-10-10 oregon football depth chart 2026 | 59 | 2 |
| 2026-10-10 oregon depth chart 2026 | 53 | 0 |
| 2026-10-10 oregon qb depth chart 2026 | 49 | 1 |
| 2026-10-10 oregon ducks football depth chart 2026 | 25 | 2 |
| 2026-10-10 oregon ducks qb depth chart 2026 | 16 | 0 |
| 2026-10-10 oregon football qb depth chart | 12 | 0 |
| 2026-10-10 oregon football roster 2026 depth chart | 8 | 0 |
| 2026-10-10 ducks qb depth chart | 7 | 0 |
| 2026-10-10 orgeon depth chart | 4 | 0 |
| 2026-10-10 oregon ducks football roster 2026 depth chart | 3 | 0 |
| 2026-10-10 oregon 2026 depth chart | 2 | 0 |
| 2026-10-10 orgeon football depth chart | 2 | 0 |
| 2026-10-10 2026 oregon football depth chart | 1 | 0 |
| 2026-10-10 oregan football depth chart | 1 | 0 |
| 2026-10-10 oregon depth chart football | 1 | 0 |
| 2026-10-10 oregon ducks 2026 depth chart | 1 | 0 |
| 2026-10-10 oregon ducks 2026 football depth chart | 1 | 0 |
| 2026-10-10 oregon ducks football qb depth chart | 1 | 0 |
| 2026-10-10 oregon fb depth chart | 1 | 0 |
| 2026-10-10 oregon quarterback depth chart | 1 | 0 |
| 2026-10-17 oregon qb depth chart 2026 | 42 | 0 |
| 2026-10-17 oregon ducks qb depth chart 2026 | 30 | 1 |
| 2026-10-17 oregon ducks football depth chart 2026 | 5 | 0 |
| 2026-10-17 oregon football depth chart 2026 | 4 | 0 |
| 2026-10-17 oregon depth chart 2026 | 3 | 0 |
| 2026-10-17 oregon football depth chart | 2 | 0 |
| 2026-10-17 oregon ducks depth chart | 1 | 0 |
| 2026-10-17 oregon ducks depth chart 2025 | 1 | 0 |
| 2026-10-17 oregon ducks depth chart 2026 | 1 | 0 |
| 2026-10-17 oregon ducks football 2026 depth chart | 1 | 0 |
| 2026-10-17 oregon ducks football depth chart | 1 | 0 |
| 2026-10-17 oregon ducks football roster 2026 depth chart | 1 | 0 |
| 2026-10-17 oregon football qb depth chart | 1 | 0 |
| 2026-10-17 oregon football roster 2026 depth chart | 1 | 0 |
Compare the choices
The roster page slipped in the results, so it needs rewriting.
Fewer impressions don't show a ranking loss or a problem with the page. Compare the same searches and their positions, and read the page, before choosing a fix.
The roster page's average position stayed about the same, so its rankings held.
Average position is the average spot the page held across the searches it appeared for. A steady average can hide a change in which searches the page appears for: a page can drop out of one search while its average across the others stays the same. Look at the individual searches before ruling out a ranking change.
Impressions fell, and the cause isn't clear yet.
That's an honest description. Make it useful by naming the next check: compare the same searches on both dates, then read the page.
Compare the searches on both dates and read the page before choosing a change.
The search table shows what makes up each total. On October 10, one search, “oregon qb depth chart”, gave the page 395 of those impressions. On October 17 that search isn't in the export at all. That's the lead: what changed for that search, and does the page still answer it? A search missing from the export doesn't mean nobody searched it.
Compare with a worked recommendation
Recorded clicks are lower in the October window, including when the same calendar dates are compared. September contains a large spike, but the totals and daily chart do not establish why the change happened. I would compare the affected pages and the same queries across relevant dates, then inspect the roster page’s answer before deciding whether it needs rewriting.
This is a worked recommendation for this data. Compare its evidence and its next check with yours; if you'd check something else first, say what it would settle.
To get the same views for your own site in Search Console, open Performance, then Search results. Set the two date ranges, then use the Pages and Queries tabs, and add a Page filter to see one page’s searches. For more on reading these reports, start with Search Console as a visibility dashboard.
Read why impressions can rise while clicks stay flat