Website Traffic Down 50% but Clicks and Impressions almost doubled in 90 days!!!

So I was doing a quarterly audit on my website, since its leads have dried up coming into August. So while doing the research I noticed that my impressions and Clicks have almost doubled. But at the same time my traffic + users have declined by almost 50%.

some numbers for reference-

Comparison Date: 20th May to 17th August, 2026 vs 18th Feb to 18th May, 2026

GSC-

Impressions- 45.4k vs 35.9K
Clicks- 328 vs 248
CTR at 0.7% in both quarters.

But my GA4 numbers are-

Organic Search- 208 vs 511
Referral- 111 vs 306
unassigned- 19 vs 70
Organic social- 16 vs 4

so overall my numbers dosent look right. Im assuming that this is due to the fact that my GA4 code has been tampered with (since this website had a CMS migration during March-April). But when I tested it it was tracking live events as well as GTM events well.

Please help me understand how to diagnose this issue, any feasible solutions, or is it just a natural down turn?

I'd check the GA4 setup around the migration first If GSC clicks are actually up but GA4 organic traffic dropped that much it sounds more like a tracking or attribution issue than an SEO drop

i usually trust GA4 more than GSC but GSC is usually not meant to be higher than the GA4 because GA track more depper than GSC maybe you should work on the tecnical issue on the site and you can install the GA4 on your site maybe the result will be different

It looks like an issue with GA4 tracking. GSC is known to reduce clicks & impressions - particularly during algorithm updates. But it doesn't over-report. So, it seems like analytics is not recording everything. You should check your code and see if you didn't mess up anything during the migration.

It definitely looks like a GA4 tracking or consent banner drop-off issue after the CMS migration rather than an actual traffic drop. I'd recommend checking if your analytics code is firing properly on all migrated templates.

My initial course of action will be to check the GA4/GTM integration following the CMS migration and look into landing page data in both GSC and GA4.