Week 21: Website Performance
ARC Digital Scorecard
Overall website health remains positive. This is an analytical summary rather than a native GA4 metric.
| Area | Status | Assessment |
|---|---|---|
| SEO Momentum | Watch | Organic Search remained dominant but sessions declined 24.0%. |
| Engagement Depth | Strong | Average engagement time rose 98.2%; page views rose 25.8%. |
| AI Acquisition | Promising | 27 AI Assistant sessions generated 933 events and deep engagement. |
| Customer Intent | Watch | Click-to-Shop declined 8.7% and form submissions declined 41.2%. |
| Channel Mix | Broadening | Direct more than doubled and Referral increased 28.6%. |
Weekly Wins
- Page views increased 25.8% to 1,201.
- User engagement events increased 44.1% to 905.
- Average engagement time increased 98.2% to 2m 09s.
- Direct sessions increased 110.9% to 97.
- Scroll events increased 94.3% to 136.
- AI Assistant produced 27 sessions and 933 events.
Watch List
- Active users declined 12.8%.
- Organic sessions declined 24.0%.
- Click-to-Shop declined 8.7%.
- Form submissions declined 41.2%.
- 32 Unassigned sessions require attribution review.
Digital Milestone: Engagement Deepens
Week 21 provides evidence that ARC's website is becoming more useful to the visitors it attracts. Despite lower reach, customers generated more page views, more user-engagement events and more total tracked interactions.
Leadership interpretation: this is not a substitute for audience growth, but it is an important quality signal. The next objective is to convert that deeper exploration into more shopping and enquiry actions.
Performance Overview
Week 21 was a quality-over-quantity week. The site reached fewer users, yet page exploration and interaction increased materially.
| Metric | This Week | Previous | Change |
|---|---|---|---|
| Active users | 333 | 382 | -12.8% |
| New users | 298 | 339 | -12.1% |
| Sessions | 463 | 496 | -6.7% |
| Engaged sessions | 458 | 494 | -7.3% |
| Pages and screen views | 1,201 | 955 | +25.8% |
| Average engagement time | 2m 09s | 1m 05s | +98.2% |
| Total event count | 3,398 | 2,978 | +14.1% |
| Click-to-Shop | 136 | 149 | -8.7% |
Traffic Acquisition
Organic Search remained the largest source of sessions, while Direct traffic more than doubled. Referral and AI Assistant also grew, creating a more varied acquisition mix.
| Channel | Sessions | Share | Change |
|---|---|---|---|
| Organic Search | 307 | 66.3% | -24.0% |
| Direct | 97 | 21.0% | +110.9% |
| AI Assistant | 27 | 5.8% | +17.4% |
| Referral | 27 | 5.8% | +28.6% |
| Unassigned | 32 | 6.9% | Attribution review |
Store and Content Performance
| Page | Views | Change |
|---|---|---|
| Home-Harvey Ave | 157 | +23.6% |
| ARC Liquor All Stores | 84 | +1.2% |
| Home-Vernon | 72 | -23.4% |
| Home-Guisachan | 68 | -18.1% |
| Home-Vernon Square Mall | 55 | -24.7% |
| Home-Revelstoke | 49 | +11.4% |
| Home-Glenmore | 36 | -46.3% |
Interpretation
Harvey strengthened and remained the leading store homepage. The All Stores gateway held steady and Revelstoke improved, while several other store pages softened.
The mixed location-level result reinforces the need to read store performance individually rather than treating all ARC traffic as one trend.
Events and Customer Actions
| Event | Count | Change |
|---|---|---|
| page_view | 1,201 | +25.8% |
| user_engagement | 905 | +44.1% |
| session_start | 459 | -7.1% |
| first_visit | 298 | -12.1% |
| click | 174 | -12.6% |
| click_to_shop | 136 | -8.7% |
| scroll | 136 | +94.3% |
| form_submit | 40 | -41.2% |
| form_start | 36 | -40.0% |
| click_to_product | 10 | 0.0% |
What this means: customers explored more deeply, but shopping and enquiry actions did not rise with engagement. This is the key conversion opportunity for the next reporting period.
AI & Digital Tools Update
AI Assistant generated 27 sessions, up 17.4%, with average engagement time of 16m 05s, 933 events and 923 key events. The sample is still small, so the correct interpretation is promising engagement rather than a mature acquisition channel.
Recommended Actions
- Review the Organic Search decline.
- Investigate the source of Direct growth.
- Strengthen CTAs on high-engagement pages.
- Continue AI Assistant measurement.
- Review Unassigned traffic and UTM tagging.
Trend Tracker
| Signal | Week 21 Direction | Leadership Read |
|---|---|---|
| Reach | Down | Fewer active and new users. |
| Engagement | Up strongly | More views, engagement events and time. |
| Organic | Down | Still dominant, but needs attention. |
| Direct / Referral | Up | Channel mix broadened. |
| Commercial intent | Softer | Shopping and forms lagged engagement. |
| AI discovery | Promising | Small audience, unusually deep activity. |
Supporting GA4 Reports
The Gold Standard PDF includes the supporting GA4 evidence. Website image filenames are listed in the Week 21 package.