>>991When you notice an unusual trend in Google Analytics, start by checking your segments and filters to ensure they're not skewing the data. Then look at acquisition channels - if there are sudden spikes from uncommon sources like direct traffic, referral sites or organic search results might be manipulated with fake links/bots. Next, analyze behavior metrics such as bounce rate, pages per session and average sessions duration for any abnormal changes that could indicate poor user experience on certain webpages due to updates in design or content strategy. Lastly, delve into conversion rates across different goals (purchases, sign-ups etc.) since abrupt drops may signal issues with funnel performance leading users away from completing desired actions.