Weekly Performance & Reporting Upgrades
A clear snapshot for leadership, plus proof-of-impact tracking that ties ARC’s store pages to real actions: phone calls and outbound clicks into each Barnet e-commerce store.
What changed (and why it matters)
We upgraded ARC’s reporting from “visits and page views” into high-intent actions that indicate revenue path.
Now measured (store-attributed):
- click_to_call — taps on phone numbers (tel:)
- click_to_shop — outbound clicks to each store’s Barnet shop page
- click_to_product — outbound clicks to specific Barnet product pages
Each event includes: store, page_path, link_text, link_url — making weekly reporting cleaner and more actionable.
Topline growth
Interpretation: Traffic is up sharply. Engagement time dropping can be consistent with more “utility intent” visitors (arrive → find store → click shop/call → leave). That’s not automatically negative if actions increase.
Which store pages are being viewed
| Page | Views | Notes |
|---|---|---|
| Home–Harvey | 463 | Main domain currently routes here |
| Home–Guisachan | 126 | Strong interest despite single-domain approach |
| Home–Vernon | 95 | Consistent store page usage |
| Home–Revelstoke | 75 | Store page discovery confirmed |
| Home–Glenmore | 74 | Store page discovery confirmed |
Interpretation: Harvey will naturally dominate until the multi-store landing page becomes the default. Still, all store pages are being used, validating the “one domain → choose store → drive to Barnet” flow.
Where sessions are coming from
| Channel | Sessions | Share |
|---|---|---|
| Organic Search | 420 | ~51% |
| Direct | 293 | ~36% |
| Referral | 98 | ~12% |
| Unassigned | 19 | ~2% |
Interpretation: Organic is the top driver—ARC is gaining visibility without paid spend. Direct suggests returning users / branded traffic. Referrals can represent high-trust sources.
New weekly reporting section: “Commercial Intent”
Tracked actions
- click_to_call: phone taps from store pages
- click_to_shop: clicks into Barnet shop pages
- click_to_product: clicks into specific Barnet product pages
What we can answer weekly
- Which store pages drive the most Barnet traffic?
- Which button types perform best (Shop vs Buy)?
- Which store is getting the most outbound intent?
- How many attempted calls came from the site?
Important note: click_to_call is a “tap to call” metric, not confirmed connected calls. (Still valuable as a lead-intent indicator.)
Early signals (tracking just launched)
click_to_call is currently low (example: 4) because tracking was added yesterday/today. Next week’s report will show a clearer baseline.
We’ll track trends week-over-week and by store.
Optional: mark “conversions” for the weekly report
If Hans wants a “conversion-style” section, we can mark one or more of these as key events for reporting:
- click_to_call (most obvious)
- click_to_shop (store-level e-commerce intent)
- click_to_product (highest e-commerce intent short of purchase)
Longer-term
We can ask Barnet/Armstrong about purchase-level reporting access (or a conversion signal), so ARC can directly quantify “ARC website → Barnet purchase” influence.