Q: It's been 6 weeks since our move and overall traffic is flat. Did the migration fail?
A: Not necessarily — and you're measuring the right way to find out. Short answer: sitewide traffic is too blunt; you need to compare old-URL vs new-URL performance and account for seasonality before calling it.
Long answer: A migration can succeed while flat numbers hide what's happening underneath — maybe a seasonal dip masks real gains, or one section recovered while another lagged. Judging by a single top-line figure leads teams to declare failure (or success) prematurely. The honest read compares this period against the same weeks last year, and checks recovery per template, not just in aggregate.
The fix:
— Compare year-over-year, not just pre/post migration
— Segment recovery by page type (product, category, blog)
— Track impressions and average position, which move before clicks do
Next step: in GSC, compare new-URL impressions and position to the old URLs' baseline, broken out by section.
Migration Helpdesk
@MigrationHelpdesk
Q: It's been 6 weeks since our move and overall traffic is flat. Did the migration fail?
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