Week 23: Website Performance
ARC Digital Scorecard
Overall website health improved this week. This score is an analytical summary rather than a native GA4 metric.
| Area | Status | Assessment |
|---|---|---|
| SEO Momentum | Strong | Organic sessions rose to 342 and Organic new users increased 11.3%. |
| Audience Growth | Recovered | Active users +9.9%; new users +8.9%. |
| Customer Intent | Mixed | Forms and product clicks rose sharply while Click-to-Shop declined. |
| Engagement Depth | Watch | Average engagement time fell to 48 seconds. |
| AI Acquisition | Growing | AI Assistant sessions increased 46.2% to 19. |
Weekly Wins
- Active users increased to 343 (+9.9%).
- New users increased to 305 (+8.9%).
- Organic Search increased to 342 sessions (+2.1%).
- Organic new users reached 256 (+11.3%).
- Total events increased to 2,656 (+10.6%).
- Form submissions increased to 67 (+71.8%).
- Click-to-Product increased to 15 (+66.7%).
Watch List
- Average engagement time declined 37.7% to 48s.
- Click-to-Shop declined 19.6% to 111.
- Unassigned remains at 24 sessions.
- Revelstoke page views softened to 35.
Emily Summer Selects: Establishing the Baseline
Two Emily-related wine pages entered the top ten this week: Daydreamer Rosé with 21 views and Chantilly Lace with 18. Both also showed comparatively long engagement times.
Leadership interpretation: some of those visits occurred during page creation and review, so these individual page totals should not be presented as customer-demand evidence. Their value at this stage is as a pre-launch baseline. Once the Harvey Summer Selects experience is promoted, ARC can compare genuine campaign traffic and downstream shopping behaviour against this starting point.
Performance Overview
| Metric | This Week | Change |
|---|---|---|
| Active Users | 343 | +9.9% |
| New Users | 305 | +8.9% |
| Sessions | 435 | +4.1% |
| Page Views | 867 | +17.6% |
| Average Engagement Time | 48s | -37.7% |
| Total Event Count | 2,656 | +10.6% |
| Key Events | 2,410 | +10.7% |
| Click-to-Shop | 111 | -19.6% |
Traffic Acquisition
| Channel | Sessions | Change | Leadership Read |
|---|---|---|---|
| Organic Search | 342 | +2.1% | Dominant and still growing. |
| Direct | 58 | -1.7% | Essentially stable week over week. |
| Unassigned | 24 | Review | Attribution cleanup remains required. |
| AI Assistant | 19 | +46.2% | Small but growing measurable acquisition source. |
| Referral | 12 | +20.0% | Small-volume improvement. |
Store and Content Performance
| Page | Views |
|---|---|
| Home - Harvey Ave | 104 |
| ARC Liquor All Stores | 86 |
| Home - Vernon | 73 |
| Home - Guisachan | 71 |
| Home - Glenmore | 58 |
| Home - Vernon Square Mall | 49 |
| Home - Revelstoke | 35 |
Interpretation
The store network showed a broader recovery. Harvey remained the most-viewed store page, while Vernon, Glenmore and Vernon Square Mall improved materially. The All Stores gateway also rose strongly to 86 views.
Customer Intent
| Action | Week 23 | Change |
|---|---|---|
| Click-to-Shop | 111 | -19.6% |
| Form Submissions | 67 | +71.8% |
| Form Starts | 50 | +56.3% |
| Click-to-Product | 15 | +66.7% |
What this means: intent did not move in one direction. External shopping clicks declined, but form and product-level activity strengthened significantly. That makes conversion-path analysis the next useful step.
AI & Digital Tools Update
AI Assistant traffic increased to 19 sessions (+46.2%) and generated 253 events. Average engagement time was 1m 57s. The audience is still too small for broad conclusions, but the source is increasingly visible in ARC's acquisition mix.
Recommended Actions
- Continue store-level SEO following another week of Organic Search growth.
- Investigate the decline in Click-to-Shop against stronger form and product activity.
- Continue attribution cleanup for Unassigned traffic.
- Track AI Assistant traffic and downstream actions as the sample grows.
- Use Week 23 as a baseline for Emily-related pages before active promotion begins.
Trend Tracker
| Signal | Status | Leadership Read |
|---|---|---|
| Organic Search | Strengthening | 342 sessions; Organic new users +11.3%. |
| Audience Reach | Recovered | Active and new users both increased strongly. |
| Overall Activity | Improving | Page views and total events recovered. |
| Shopping Intent | Mixed | Click-to-Shop declined while forms and product clicks increased. |
| Attribution | Review | 24 Unassigned sessions still need investigation. |
Supporting GA4 Reports
These screenshots follow the approved descriptive naming convention for Week 23.
