Drop Report: the pages and queries behind your lost clicks
$99. Upload two Search Console exports and see which pages and queries lost clicks, most lost first. The top 100 lost pages are checked live, and you can have the lost queries priced at what US advertisers pay per click. It shows the evidence for each suspect. It doesn’t name the cause: that’s the Autopsy.
$99.
Self-serve. The report link arrives by email after you pay, and works for 30 days.
Get the Drop ReportA short form, and no payment now. Within 24 hours we reply with a Stripe payment link.
Already paid? Open the report link from your email.
What you get
Lost pages and queries.Every page and query that lost clicks between the two periods, most lost first.
Your redesign: pages that now fail.The top 100 pages that lost clicks, checked live: now 404, redirected to your homepage, noindex, blocked by robots.txt, moved to another domain, or fine. Plus the share of your lost clicks that sit on pages that now fail.
Google: queries that lost position.Queries whose average position fell, which is the Google pattern. Google updates that overlap your drop are named.
AI: queries that kept their position.Queries that held their position but lost clicks. That fits AI answers or other changes on the results page.
The lost clicks in dollars.Up to 200 lost queries priced at what US advertisers pay per click, as a monthly figure. You email us the pricing file the report makes, and we reply with the prices within 24 hours. It’s a stand-in for what the traffic was worth, not your revenue.
A plain-English summary.What the numbers show, in a few lines at the top of the report.
Downloads.Save the report as a PDF, and download the lists as CSV.
What do you need?
Export 1: the standard export
The same file the free Google update checker reads.
Open the Performance report. In Search Console, pick your site’s property, then Performance, then Search results.
Set the dates. Click the date filter and choose Last 16 months, the most Search Console keeps.
Keep it unfiltered. Leave Search type on Web, remove any query, page, country or device filter, and turn off Compare.
Export it and drop it in. Click Export at the top right and choose Download CSV. You get a .zip: drop the whole file into Step 1 of the report. The report reads it, finds the week your clicks fell, and shows you the two date ranges to use next.
Export 2: the date comparison
Set the comparison. Back in the Performance report, click the date filter and choose Compare. Pick Custom and enter the two ranges the report gave you: the 28 days before your drop week, and the latest 28 days. Click Apply. Each table now shows both periods side by side. Performance report: Advanced filtering and comparison
Export it and drop it in. Click Export and choose Download CSV. The zip holds a Queries file and a Pages file: drop the whole zip into Step 3 of the report.
Confirm the order. If the file doesn’t label its two periods, the report asks which column is before the drop. Check it against the dates you set.
Search Console stops at 1,000 rows per table when you export from the page, and it leaves anonymized queries out of the tables, so the report counts what the files hold (Google Search Central blog, “A deep dive into Search Console performance data filtering and limits”, October 19, 2022). Google writes values shown as “~” or “-” as zeros in the download (Search Console Help, Performance report, checked November 12, 2026).
What stays in your browser?
Your two export files are read in your browser. They’re never uploaded, and the Drop Report doesn’t use AI tools.
Page URLs. Up to 100 URLs of pages that lost clicks go to our checker, which requests each one to see whether it loads, redirects or blocks indexing. The free redirect and noindex checkers work the same way.
The dollar figure, if you want it. You email us the pricing file the report makes: up to 200 search phrases that lost clicks, how many clicks each lost, and the period length. We send only the phrases to DataForSEO, a keyword-data provider, which returns what US advertisers pay per click for each.
Nothing else from your files leaves your browser.
What does it cost, and how do you pay?
$99, one time.
The $99 counts in full toward an Autopsy booked within 30 days.
Send the short form. Your domain, your work email, and an optional note.
We reply within 24 hours. You get a Stripe payment link.
You pay, we send the report link. It arrives by email after payment, works for 30 days, and opens the report for the domain you gave.
Upload your two exports. Read the report, and save it as a PDF or CSV before you close the page.
Want the dollar figure? Email us the pricing file the report makes. We reply with the ad prices within 24 hours.
Refunds: Full refund if the report can’t read your Search Console exports and we can’t sort it out by email. Once a report has been built, there’s no refund: the evidence is delivered. See the refund policy.
What doesn’t the Drop Report do?
It names no cause and grades no odds. It shows where your clicks went and which suspect each loss fits. Choosing between the suspects, and grading whether the traffic can come back, is the Autopsy: a verdict on what killed your traffic, in three business days, with evidence. Autopsy: $1,500 for the first 10, then $2,000.The $99 for your Drop Report counts in full toward an Autopsy booked within 30 days.
It also doesn’t promise rankings or traffic recovery, and it doesn’t fix anything.
The Autopsy is for sites that had real search traffic before the drop. Not sure yours qualifies? Ask first at hello@deathtoseo.com.
Frequently asked questions
Is my site too small for this?
The Drop Report is built mainly for sites too small for us to read from outside. It uses your own Search Console exports, not third-party traffic estimates. With few clicks, a handful of pages and queries carry the whole loss, so the lists are short.
Does it tell me why my traffic dropped?
It shows evidence for each suspect: pages that now fail (your redesign), queries that lost position (Google), and queries that kept their position but lost clicks (AI answers or other changes on the results page). It doesn’t pick one. A pattern is a reason to suspect, not a verdict. In 2 of the 4 public cases from Google’s help forum we checked in October 2026, the update date alone would have blamed Google for something the site did (the four cases).
Do I give you access to Search Console, and does my data leave my browser?
No access. You export two files yourself, and the report reads them in your browser. The files never leave it. Page URLs go to our checker. Search phrases go to our keyword-data provider only if you email us the pricing file, as described above. Neither receives your numbers.
What does “priced at what advertisers pay” mean?
For up to 200 queries that lost clicks, the report makes a pricing file. You email it to us, and within 24 hours we reply with the cost per click US advertisers pay for each phrase (from a keyword-data provider), multiplied by the clicks you lost and scaled to a month. It’s a stand-in for what the traffic was worth, not your revenue. Phrases with no advertiser data stay unpriced.
How is this different from your free tools?
The Google update checker reads one export and finds your drop week and the updates around it. The redirect and noindex checkers test the URLs you give them. The Drop Report finds which pages and queries lost the clicks, checks the top 100 lost pages without you listing them, and prices the queries. The free tools stay free.
How long does my report link work?
30 days, for the domain you gave. We don’t keep a copy of your report, so download the PDF or CSV before you close the page.