In order to find out a drop in visits from the Summary trend, you need to first choose a date range where you want to investigate for a drop. Eg: choose the last 7-days from the date range filter and then plot visits from the summary graph dropdown. In case the trend for the visits line is continuously decreasing, there is a drop.
What should you do next?
Plot spends on the summary graph. If the trend for spends is decreasing in proportion to your visits then check the FAQ – How can one investigate a drop in spends?
If spends are not seeing a decreasing trend then plot impressions vs visits. If impressions are dropping too then check FAQ – How can one investigate a drop in impressions?
In case impressions are not seeing a decreasing trend this means people are seeing your ads but are not clicking on them. To dismiss any website related issues you can plot organic data on the summary trend to check what the visitor trend there. If the organic data shows a similar drop then it most certainly is a website issue (page load times, timeout errors, 404 etc).
If the drop is only for paid data, then check the landing pages of the ads, product out of stock, relevancy of ads to the audiences targeted. For further queries, you can reach out to our Data experts through the support chat.