Enhanced Leadership Performance Report
A leadership-focused interpretation of ARC's digital performance, customer intent, acquisition quality and emerging opportunities.
ARC Digital Scorecard
Audience acquisition recovered strongly, led by Organic Search. Engagement depth and shopping actions softened, creating a clear conversion-quality opportunity. This score is an analytical leadership summary rather than a native GA4 metric.
| Area | Status | Assessment |
|---|---|---|
| SEO Momentum | Recovered | Organic sessions increased 13.7% to 298. |
| Audience Reach | Growing | Sessions +9.9%, active users +15.4%, new users +15.8%. |
| Customer Intent | Watch | Click-to-Shop declined 17.3% to 110. |
| AI Acquisition | High Quality | 15 sessions, but 7m 19s engagement and 26.67 events/session. |
| Attribution | Review | 23 Unassigned sessions remain. |
Weekly Wins
- Sessions reached 411 (+9.9%).
- Active users reached 315 (+15.4%).
- New users reached 278 (+15.8%).
- Organic Search reached 298 sessions (+13.7%).
- Direct reached 73 sessions (+15.9%).
- Guisachan increased 23.4% and Vernon 12.5%.
- Featured Emily's Wine Selects reached 42 views and the Top 5.
Watch List
- Click-to-Shop declined 17.3%.
- Average engagement declined 32.9%.
- AI Assistant volume fell, despite exceptional quality.
- Forms remained soft.
- 23 Unassigned sessions require attribution review.
Week 27: Audience Recovery Returns
Week 27 reversed the previous week's audience decline. Sessions, active users and new users all increased, with Organic Search providing 72.51% of sessions and returning to growth.
Leadership interpretation: ARC has regained audience momentum. The next task is to improve what that audience does after arrival, particularly Click-to-Shop, scrolling and form activity.
Performance Overview
| Metric | This Week | Change |
|---|---|---|
| Sessions | 411 | +9.9% |
| Engaged Sessions | 405 | +8.3% |
| Active Users | 315 | +15.4% |
| New Users | 278 | +15.8% |
| Page Views | 836 | -6.0% |
| Avg Engagement | 1m 03s | -32.9% |
| Total Events | 2,512 | -4.9% |
| Key Events | 2,330 | -3.9% |
| Click-to-Shop | 110 | -17.3% |
Traffic Acquisition
| Channel | Sessions | Change | Leadership Read |
|---|---|---|---|
| Organic Search | 298 | ▲ 13.7% | 72.51% of sessions; strong recovery and still ARC's primary acquisition source. |
| Direct | 73 | ▲ 15.9% | Recovered from Week 26 and contributed 17.76% of sessions. |
| Unassigned | 23 | ▲ 4.5% | Attribution issue remains on the Watch List. |
| AI Assistant | 15 | ▼ 61.5% | Lower volume, but exceptional 7m 19s engagement and 26.67 events/session. |
| Referral | 12 | ▲ 33.3% | Small but improved channel with 2m 24s average engagement. |
| Cross-network | 6 | ▲ 20.0% | Small contribution; continue monitoring. |
Store and Content Performance
| Page | Views |
|---|---|
| Home-Harvey Ave | 147 |
| ARC Liquor All Stores | 63 |
| Home-Guisachan | 58 |
| Home-Vernon | 45 |
| Featured Emily's Wine Selects | 42 |
| Home-Glenmore | 42 |
| Home-Revelstoke | 39 |
| Home-Vernon Square Mall | 33 |
| Emily | 24 |
| Ask Emily | 21 |
Interpretation
Harvey remained the network leader at 147 views. Guisachan, Vernon and Glenmore all improved. Featured Emily's Wine Selects reached 42 views from seven active users, while Ask Emily recorded 21 views from four users. These remain small samples, but they provide useful early evidence of deeper wine-content exploration.
Customer Intent
| Action | Week 27 | Change |
|---|---|---|
| Total Clicks | 144 | -7.7% |
| Click-to-Shop | 110 | -17.3% |
| Form Submissions | 31 | -20.5% |
| Form Starts | 24 | -22.6% |
| Click-to-Product | 12 | Returned |
What this means: acquisition recovered faster than downstream action. Week 28 should focus on turning the larger audience into more product exploration, shopping clicks and enquiries.
AI Assistant Signal
AI Assistant volume normalized from 39 to 15 sessions, but quality remained exceptional. Those sessions averaged 7m 19s engagement, 26.67 events per session, generated 400 events and 399 key events. The channel therefore remains strategically interesting even at lower weekly volume.
Recommended Actions
- Identify the search queries and landing pages behind Organic growth.
- Review the Click-to-Shop decline despite stronger acquisition.
- Monitor AI Assistant quality and seek to rebuild volume.
- Continue measuring Featured Emily's Wine Selects and Ask Emily.
- Review form softness.
- Investigate Unassigned traffic.
Trend Tracker
| Signal | Status | Leadership Read |
|---|---|---|
| Organic Search | Recovered | 298 sessions, up 13.7%. |
| Audience Reach | Growing | Sessions +9.9%, active users +15.4%, new users +15.8%. |
| Shopping Intent | Watch | Click-to-Shop declined to 110. |
| AI Assistant | High Quality | Lower volume, but 7m 19s engagement and 26.67 events/session. |
| Emily | Developing | Featured Emily's Wine Selects reached the Top 5. |
| Attribution | Review | 23 Unassigned sessions remain. |
Supporting GA4 Reports
These screenshots follow the approved descriptive naming convention for Week 27.
