This is like reading books with one's reading glasses on for a while, then off for a while, then on again for a while. In Web analytics the medium to long term

This is like reading books with one's reading glasses on for a while, then off for a while, then on again for a while. In Web analytics the medium to long term trend almost always trumps individual data points. Those don't mean a thing and can actually be bad for the business owners if "corrective" actions get taken based upon them.