Week 22: 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 | Recovered | Organic Search increased to 330 sessions, up 6.8%. |
| Shopping Intent | Resilient | Click-to-Shop held at 138, down only 1.4% despite much lower page-view volume. |
| Overall Engagement | Normalized | Page Views and Event Count declined after Week 21's unusually deep engagement. |
| Attribution Quality | Review | Unassigned increased to 30 sessions and requires source investigation. |
| AI Acquisition | Emerging | 13 sessions; engagement remains interesting, but the sample is still small. |
Weekly Wins
- Organic Search increased to 330 sessions (+6.8%).
- Organic new users increased to 228 (+8.1%).
- Click-to-Shop held at 138 (-1.4%).
- Glenmore page views increased 30.6%.
- Guisachan increased 8.8%; Revelstoke increased 6.1%.
- Craft Beer increased to 18 views (+260%) from a small base.
Watch List
- Page Views declined 39.0%.
- Total Events declined 30.9%.
- Average Engagement Time declined 40.8%.
- Direct traffic declined 40.8% to 58 sessions.
- Unassigned increased to 30 sessions.
Local Market Context: Okanagan Wildfires & Air Quality
Week 22 coincided with forest fires and exceptionally poor air quality in Kelowna and the surrounding Okanagan. This is important operating context when interpreting the week's softer browsing and engagement figures.
Leadership interpretation: GA4 cannot establish that wildfire or air-quality conditions caused the changes in website behaviour, so the report does not attribute the declines directly to them. Against that unusually disruptive backdrop, the recovery in Organic Search and the resilience of Click-to-Shop are particularly encouraging.
Performance Overview
Week 22 brought a clear normalization in overall website activity after Week 21. The main strategic positive was that ARC's largest acquisition channel returned to growth while shopping intent remained comparatively stable.
| Metric | This Week | Change |
|---|---|---|
| Active Users | 311 | -6.6% |
| New Users | 277 | -8.3% |
| Sessions | 415 | -10.6% |
| Page Views | 737 | -39.0% |
| Average Engagement Time | 1m 17s | -40.8% |
| Total Event Count | 2,374 | -30.9% |
| Key Events | 2,155 | -32.7% |
| Click-to-Shop | 138 | -1.4% |
Click-to-Shop materially outperformed the decline in overall browsing, suggesting that visitors who progressed into ARC's shopping pathway remained comparatively purposeful.
Traffic Acquisition
| Channel | Sessions | Change | Leadership Read |
|---|---|---|---|
| Organic Search | 330 | +6.8% | Recovered and remains ARC's dominant acquisition source. |
| Direct | 58 | -40.8% | Normalized after the previous week's stronger result. |
| Unassigned | 30 | Review | Requires investigation of source and campaign attribution. |
| AI Assistant | 13 | -51.9% | Small emerging source; continue monitoring engagement quality. |
Store and Content Performance
| Page | Views | Change |
|---|---|---|
| Home - Harvey Ave | 97 | -38.6% |
| Home - Guisachan | 74 | +8.8% |
| Home - Revelstoke | 52 | +6.1% |
| Home - Glenmore | 47 | +30.6% |
| Craft Beer | 18 | +260% |
Interpretation
Store performance was mixed rather than uniformly weaker. Harvey remained the most-viewed store page, while Guisachan, Revelstoke and Glenmore all improved.
Glenmore is particularly notable because page views increased 30.6%, providing a positive location-level signal during an otherwise softer week.
Customer Intent
| Action | Week 22 | Change |
|---|---|---|
| Click-to-Shop | 138 | -1.4% |
| Form Submissions | 39 | -4.9% |
| Click-to-Product | 9 | -10.0% |
What this means: customer intent remained considerably more resilient than overall content consumption. This is the strongest commercial signal in Week 22.
AI & Digital Tools Update
AI Assistant traffic recorded 13 sessions. Volume declined week over week, but it remains a measurable emerging acquisition source. Because the sample is small, the correct leadership interpretation is to continue tracking engagement and downstream shopping behaviour rather than treating it as an established trend.
Recommended Actions
- Continue store-level SEO and content development following the Organic Search recovery.
- Investigate the source of the 30 Unassigned sessions.
- Identify which pages and channels helped Click-to-Shop remain resilient.
- Continue monitoring AI Assistant traffic without over-interpreting the small sample.
- Keep wildfire and air-quality disruption in context when comparing Week 22 with more typical weeks.
Trend Tracker
| Signal | Status | Leadership Read |
|---|---|---|
| Organic Search | Recovered | 330 sessions, up 6.8%. |
| Shopping Intent | Resilient | Click-to-Shop down only 1.4%. |
| Overall Browsing | Normalized | Views and Event Count softened significantly. |
| Store Performance | Mixed | Three store pages grew while others softened. |
| Attribution | Review | 30 Unassigned sessions require investigation. |
Supporting GA4 Reports
These screenshots follow the approved descriptive naming convention for Week 22.
