Noticed a drop in traffic this month? Here’s why

drop in traffic
31 March 2023 | | Blog, Marketing, Search Engine Optimisation

The online marketing landscape is ever-changing. Over the last few years, there have been several changes to rules and regulations when it comes to recording and reporting website traffic. The biggest change has been in the introduction of cookies.

Cookies – what are they and why are they important?

Cookies are small files that are downloaded to a user’s computer when they visit a website. These cookies are implemented onto websites to remember a user’s preferences and record data.

Websites often display a cookie policy (either as a panel, banner or pop-up) as soon as a visitor enters the site, immediately giving users the option to consent. This gives users more control over their personal data and allows them to decide whether a business can track their behaviour and link it to their identity. Failure to comply with cookies breaks GDPR rules and could result in a fine of up to 4% of your business’s annual turnover.

Cookies also have a big influence on how website traffic is measured and recorded in Google Analytics.

We use Google Analytics to track and report your website performance including how many website visitors you’ve received, where these users came from (whether it was from organic search results, paid ads, social etc), how long they stayed on the site and what pages they’ve visited. Google Analytics uses cookies to generate all that data. If a visitor ignores or chooses to deny the cookies, Google is lawfully unable to identify the user or monitor these actions.

What does this mean for your website and traffic?

From July 1st 2023, all old Google Analytics accounts will be sunsetted and stop recording data. In preparation for this change, we’ve started the migration to Google Analytics 4 (GA4) and made changes to our cookie policy to work alongside GA4.

Due to this change, you may see a drop in traffic in your latest report. On average we’ve seen a drop between 30-40%, but it’s important to note that this drop is only in visible traffic. It is highly likely that users are still clicking through to your website and browsing but aren’t accepting the cookie policy. For many of our affected clients, we’ve noticed no change in their rankings or contact form conversion rates.

But we’re not stopping here. At Dental Design, we’re continuously optimising our service and working closely with Google to ensure your reporting is as accurate as possible. We’ve updated our cookie policy to work with Google’s “consent mode” which uses machine learning to predict users’ behaviour even if they’ve declined cookies. This behavioural modelling method takes time however as it uses accepted cookie data to form its algorithm. Over the next few months, you should start seeing “consent mode” beginning to work and increases in traffic. We’ll also be testing multiple cookie policy designs and interfaces that make it harder for users to ignore cookies whilst still following ICO’s compliance rules. 

More information about cookies can be found on the ICO’s website. We’ve also written some helpful blogs on the migration to GA4 nd other changes to SEO in 2023, but our dental marketing experts are always here to answer any questions. 

Get in touch by giving us a call on 01202 677277

More posts from our team


Previous Post:
Next Post:

Back to all news

Reviews2024
Five Star
Reviewed Marketing
5 gold stars
google review logofacebook review with 5 stars
"Excellent service from James at Dental Design, thank you very much for your prompt attention whenever I get in touch! Would definitely recommend to a friend" Alison Tarmey View Full Testimonial
Google reviews logo "Would definitely recommend to a friend"
5 gold stars
"As a dental practice manager I cannot recommend Dental Design highly enough. They are just brilliant at what they do. Lucy and her colleagues are just an email or a phone call away...." Emma Smith View Full Testimonial
Google reviews logo "I cannot recommend Dental Design highly enough"
5 gold stars
"Really great company to deal with. They always respond quickly and are truly reliable. I would 100% recommend, the staff are so friendly and helpful." Michelle Molloy View Full Testimonial
Google reviews logo "Really great company to deal with"
5 gold stars
"I got increased traffic and new patients applying to my surgery, once Dental Design upgraded my website. They are very professional, efficient & adaptive to new situations..." Joanna Gallop View Full Testimonial
Google reviews logo "Very professional, efficient & adaptive to new situations"
5 gold stars
"Lucy has been a star, responding to and acting upon our requests in a prompt, efficient and professional manner, as well as the rest of the Dental Design team..." Abhay Shah View Full Testimonial
Google reviews logo "I cannot recommend them highly enough"
5 gold stars
"...Since the website has been up and running Lucy Mander has been our point of contact. She has been invaluable and gone out of her way to help us, especially during COVID-19 lockdown... " Lucy Jones View Full Testimonial
Google reviews logo "Has been invaluable and gone out of her way to help us"
5 gold stars
"Thank you for all your help and support, and the provision of valuable learning aids for our patients and staff alike in these difficult times. We love the look of our practice website. Very professional!" Sandra Luck View Full Testimonial
Google reviews logo "We love the look of our practice website. Very professional!"
5 gold stars
"Dental Design stood out both in their knowledge of the industry and their professionalism and can-do attitude. All of their staff are exceptionally competent and knowledgeable..." Harvey Rook View Full Testimonial
Google reviews logo "Dental Design stood out both in their knowledge of the industry and their professionalism"
5 gold stars
"Having done extensive research into all the dental website companies, the team and package offered at dental design was unrivalled..." Neil Shah View Full Testimonial
Google reviews logo "The team and package offered at dental design was unrivalled"
5 gold stars
"The team at dental design (especially Rosie) are absolutely fantastic and are always on hand to help. They are professional, friendly and extremely efficient. Rosie always gets back..." KiKi Wilmot View Full Testimonial
Google reviews logo "absolutely fantastic and are always on hand to help"
5 gold stars
"Dental Design are fantastic to work with, our website is amazing and the support they provide is second to none. Our account manager Rosie L is a fabulous point..." Luke Lucas View Full Testimonial
Google reviews logo "Dental Design are fantastic to work with"
5 gold stars
"Having worked with the Dental Design team for the last six months, I've found them not only helpful, but friendly and approachable too. I bombard Marcus with regular..." Sophie Harper View Full Testimonial
Google reviews logo "always met with a swift and professional response"
5 gold stars
desk with branded documents