Office Hours request for Google referral traffic investigation

Background:

Before we moved to Drupal, around the beginning of November, ITS required our old site moved to a Microsoft cloud server and we had some issues with the switch over. ITS tried to move us to secure URLs, but the security certificate on the server was for yale.edu and our domain is yalebooks.com. Right after the switch to the cloud server, we saw a significant drop in referral traffic from Google.com. We hoped that the move to one url, yalebooks.com and an update to the new GA tracking code as part of Drupal would resolve this issue, but we have not seen any improvement. Our URLs also changed as part of the move to Drupal, so we are not sure if that is compounding the issue of google referral traffic drop off or if there was some initial problem that had us blacklisted or something.

Questions:

1. Could this problem be due to changes in the tracking code? Or a problem with how the tracking code is implemented on the site?

2. Could it be due to the changes in domain configuration? Going from having both yalepress.yale.edu and yalebooks.com? If so, would we be better off with just yalepress.yale.edu instead of yalebooks.com? Are there improvements we can make to the yalebooks.com configuration to get back to the level of traffic we saw before?

3. My understanding is that organic google traffic represents traffic from users clicking through from a google search, whereas google.com referral traffic represents users clicking through from other types of google pages. What do you think the way google.com traffic drops off beginning at the end of October and organic traffic picks up at the same time means? Does this point to a problem with the tracking code or could it be a coincidence?

Stats:

All Referral Traffic:

Referral Traffic from Google.com:

Organic Google traffic:

All organic search traffic:

Overall Traffic: