Just following up on this as it got to be a very interesting situation.  I mentioned that the drop seemed quick but also that it coincided with what could be seasonality. That seemed plausible.  But we wanted to keep an eye on it and dig deeper still, as our other metrics seemed to begin increasing in the following weeks. It turned out that the decrease was mostly driven by a drop in page views for one specific thread (our most popular by far). Now, almost 8wks later, our metrics have jumped back up and that threads page views are also back.  So, we're chocking this one up to some Google trickery. A very bizarre occurrence, but lesson learned, make sure to dig in deep when things look funny!  ... View more

Had some time to dig into GA more and it seems it's likely the seasonality piece, particularly when factoring in that ALL metrics are down once I look deeper. A lot of our traffic is passive so the 5% decrease is likely reflective of the broader engagement trend. Just looked a little strange for that ONE week to drop so fast, but we'll keep an eye on it. Thanks all! ... View more