ARC LIQUOR STORES • WEEK 31 • OCTOBER 12–18, 2026
Enhanced Leadership Performance Report
A leadership-focused interpretation of traffic, engagement, store visibility and shopping intent.
Leadership headline: Sessions fell a modest 3.1% while average engagement declined more sharply. Revelstoke, Vernon and Glenmore improved, and Organic Search remained the primary channel.
Sessions
317
▼3.1%
Active Users
239
▼2.4%
New Users
212
▼1.9%
Engaged Sessions
313
▼4.3%
Page Views
606
▼5.8%
Avg. Engagement
52s
▼37.4%
Click-to-Shop
86
▼16.5%
Organic Search
240
▼1.6%
ARC Digital Scorecard
Reach held relatively close to Week 30, but shopping activity and measured engagement weakened. The scorecard presents qualitative analysis, not a GA4-issued score.
| Area | Direction | Reading |
|---|---|---|
| Reach | Near stable | 317 sessions (▼3.1%) |
| Organic Search | Dominant | 240 sessions; 75.71% share |
| Shopping intent | Watch | 86 Click-to-Shop events (▼16.5%) |
| Store pages | Mixed | Revelstoke +138.9%; Guisachan -42.6% |
| Engagement | Watch | 52s per active user (▼37.4%) |
| Measurement | Review | Routine activity counted among key events |
Weekly Wins
- Traffic remained close to Week 30: 317 sessions (▼3.1%) and 239 active users (▼2.4%).
- Organic Search remained the dominant channel with 240 sessions (75.71%).
- Direct sessions increased to 53 (▲6.0%).
- Revelstoke page views climbed to 43 (▲138.9%); Vernon rose to 50 (▲16.3%), Glenmore to 55 (▲3.8%).
- Form submissions registered 38 events involving 25 users, compared with 30 events in Week 30.
Watch List
- Average engagement per active user fell to 52 seconds (▼37.4%).
- Click-to-Shop declined to 86 events (▼16.5%) involving 59 users.
- Guisachan page views fell 42.6%, Harvey 24.2% and Vernon Square Mall 18.4%.
- AI Assistant sessions fell from 20 to 12 (▼40.0%), while averaging 2m 29s per session.
- Broad key-event configuration still means the 100% session key-event rate is not a purchase conversion rate.
Week 31: Traffic Steadies, Intent Needs Attention
Week 31 traffic was only slightly lower: 317 sessions (▼3.1%), 239 active users (▼2.4%) and 212 new users (▼1.9%). Engagement quality was more concerning: average active-user engagement declined 37.4% to 52s, and Click-to-Shop fell 16.5% to 86 events across 59 users. Organic Search still supplied 75.71% of visits. Revelstoke, Vernon and Glenmore were positive store-page exceptions.
Performance Overview
| Metric | Week 31 | WoW | Leadership read |
|---|---|---|---|
| Sessions | 317 | ▼ 3.1% | Traffic softened slightly |
| Active users | 239 | ▼ 2.4% | Audience nearly stable |
| New users | 212 | ▼ 1.9% | New-user decline modest |
| Engaged sessions | 313 | ▼ 4.3% | 98.74% engagement rate |
| Page views | 606 | ▼ 5.8% | 2.54 views per active user |
| Avg. engagement / active user | 52s | ▼ 37.4% | Per-session average 39s |
| Total users | 247 | Not shown | User Acquisition headline |
| Total events | 1,878 | ▼ 8.0% | All recorded GA4 events |
| Click-to-Shop | 86 | ▼ 16.5% | 59 users; shopping-path action |
| Click-to-Product | Not shown | Not shown | Outside first 10 visible events |
| Key events | 1,709 | Not shown | Broad configuration, not sales |
Traffic Acquisition
| Channel | Sessions | Share | Engaged | Avg. time | WoW |
|---|---|---|---|---|---|
| Organic Search | 240 | 75.71% | 240 | 30s | ▼ 1.6% |
| Direct | 53 | 16.72% | 53 | 42s | ▲ 6.0% |
| AI Assistant | 12 | 3.79% | 12 | 2m 29s | ▼ 40.0% |
| Referral | 8 | 2.52% | 8 | 2m 25s | ▼ 42.9% |
| Unassigned | 4 | 1.26% | 0 | 11s | Not shown |
The channel rows reconcile exactly to 317 sessions; 313 engaged sessions also match GA4. The AI Assistant sample is small and does not establish a purchase outcome.
Store & Content Performance
| Page | Views | WoW |
|---|---|---|
| Harvey Avenue | 69 | ▼ 24.2% |
| ARC Liquor All Stores | 63 | ▼ 11.3% |
| Glenmore | 55 | ▲ 3.8% |
| Vernon 58th Avenue | 50 | ▲ 16.3% |
| Revelstoke | 43 | ▲ 138.9% |
| Vernon Square Mall | 40 | ▼ 18.4% |
| Guisachan | 35 | ▼ 42.6% |
| Home Deliveries Revelstoke | 20 | Not shown |
| Google Analytics - Oct 05-11 | 15 | Not shown |
| Beers | 13 | Not shown |
What This Means
Revelstoke grew from 18 to 43 views (+138.9%), while Vernon gained to 50 (+16.3%). Glenmore reached 55 (+3.8%). Harvey, Guisachan and Vernon Square Mall declined; page engagement metrics should be reviewed alongside sources and page objectives.
The seven store/gateway pages accounted for 355 of the site's 606 views.
Customer Intent
| Event | Count | Users | Comparison |
|---|---|---|---|
| page_view | 606 | 244 | ▼ 5.8% |
| user_engagement | 399 | 148 | ▼ 11.9% |
| session_start | 315 | 243 | ▼ 4.0% |
| first_visit | 212 | 212 | ▼ 1.9% |
| click | 106 | 70 | ▼ 23.7% |
| click_to_shop | 86 | 59 | ▼ 16.5% |
| scroll | 71 | 42 | ▼ 22.0% |
| form_submit | 38 | 25 | Not shown |
| form_start | 28 | 25 | Not shown |
| click_to_call | 8 | 2 | Not shown |
Click-to-Shop records interest, not purchases. Forms cannot be interpreted as a completion funnel from these events alone.
AI Assistant Signal
AI Assistant generated 12 sessions (▼40.0%), averaging 2m 29s of session engagement and 10.58 events per session. Deep use remains visible in the small cohort, but Week 31 volume is lower.
Recommended Actions
- Review changes to Click-to-Shop and placement of store shopping calls-to-action.
- Examine source/landing-page and content patterns behind reduced engagement time.
- Study Revelstoke and Vernon page increases; distinguish new customer interest from changes in navigation or testing.
- Review Guisachan, Harvey and Vernon Square Mall search visibility and page performance.
- Track AI Assistant sessions alongside duration and meaningful shopping actions; do not infer outcomes from session totals.
- Validate form events: 38 submits versus 28 starts do not support a reliable completion rate.
- Review key-event setup to distinguish ordinary website activity from commercial intent.
Trend Tracker
| Signal | Direction | Interpretation |
|---|---|---|
| Total traffic | Softer | 317 sessions, down 3.1% |
| Organic Search | Stable-ish | 240, down 1.6% |
| Direct | Improved | 53, up 6.0% |
| Shopping intent | Watch | 86 actions, down 16.5% |
| Revelstoke | Improved | 43 views, up 138.9% |
| Engagement | Watch | 52s per active user, down 37.4% |
“Week 31 held close to last week in visitor numbers, while Revelstoke, Vernon and Glenmore gained visibility; the priority now is restoring engagement and shopping intent.”
Supporting GA4 Reports
