When comparing data over a certain time period it’s important to look at all variables in order to get valuable data.
For example, comparing sales from today vs yesterday might seem like a fair comparison because we would like sales to be going upward. However, what if yesterday was a holiday so sales were very low and today is a normal day. Would that spike in sales be relevant? What if we look at one month compared to the previous month. If the first month is December and your services are holiday related, the December sales might be much higher then the January sales.
We traffic could be the same thing. If your web traffic goes up significantly that might seem like a good thing but if your conversion rate goes down significantly as well, is that a good thing or a bad thing.
Be willing to look at as many variables as possible or make sure you are comparing apples to apples and not apples to bananas.
Have a great day!