December 2025

The traffic spike that set November apart ended in December. Yet the month's low traffic cannot be explained by that change alone.

What stood out this month?

November's concentration did not continue

The increase in traffic from t.co, LinkedIn and Direct largely disappeared in December. The two older Turkish URL variants that stood out in November also returned to very low levels.

A more detailed view now lets me see sources and landing pages together for November. Even so, it does not prove that a particular share or new publication caused the traffic.

The decline went beyond two pages

All three main traffic measures fell to 12-month lows. Organic Search and Direct did the same. Organic Social dropped from its November high but remained near the middle of its 12-month range.

This means the decline was broader than the two pages that stood out in November or the short-lived rise in social traffic. The data shows how low December was, not why.

The measurement warning weakened but did not disappear

Sessions with no identified source and an Unassigned channel fell by half from November. The same pattern was still present in December, however. Google Analytics recorded no page views for Unassigned traffic attributed to Singapore.

I cannot tell whether these records represent readers, automated traffic or a measurement issue. I will check this warning again in January.

Data note

Google Search Console data is not available for this period. I cannot interpret the decline in Organic Search visits as a change in Google visibility, rankings, click-through rate or queries.

The zero on December's content card reflects only the records dated to December. The records do not confirm when content first went live, so I cannot treat that zero as proof that nothing was published or as the cause of the traffic change.