Evidence
• Users fell to 2,907 on April 26, below the expected 3,620–12,612 range, and GA4 flagged it as an anomaly
• Active users over 28 days are down 30%; new users down 32%
Context for marketing team
A sudden unexplained dip skews performance metrics. By confirming whether the drop was due to a real event or a technical failure, marketing can trust its data when planning campaigns.
Action Steps
After the draft, monitor daily users in real time to verify a return to baseline
Check server and CDN logs for April 24–26 to see if error rates or page load times spiked
In GA4 debug view confirm that the GA4 tag fired on every page that day
Note that the city of Green Bay where NWTC main campus is located hosted the NFL Draft April 24–26, classes were paused and 100K+ people attended daily. Add an annotation in GA4 on April 24–26 to flag this local event