Website Report – Asian Pacific American Center (2026-07)

In July 2026, apa.si.edu recorded 3,980 total users and 3,833 new users, with traffic up 12.21% month over month. Engaged sessions increased to 1,891, and average engagement time rose to 34 seconds, which suggests more visitors found content worth interacting with. Bounce rate improved slightly to 63.87%, but it remains high enough to review how visitors experience key entry pages.

Key Takeaways

• Total users increased by 433, a 12.21% month-over-month gain, showing stronger site visibility in July.
• New users rose by 452, or 13.37%, which means most of the traffic growth came from people who had not visited recently.
• Engaged sessions increased by 295, or 18.48%, indicating that engagement improved faster than overall traffic.
• Bounce rate decreased by 1.11 percentage points to 63.87%, a small improvement but still a sign that some entry pages may not be guiding visitors deeper into the site.
• The top session drivers were /babaylan/ with 1,336 sessions and the homepage with 1,317 sessions, making these important pages for visitor flow.

Channel Notes

Direct traffic led the channel mix with 2,125 users, followed by Organic Search with 1,447 users. Together, these channels accounted for most of the users shown in the report, which means people are primarily arriving by typing in the site, using bookmarks, clicking untagged links, or finding the site through search.

Direct users increased by 22%, and Organic Search users increased by 9.46%, which supported the overall traffic gain. Referral traffic declined to 176 users, and Organic Social declined to 151 users. AI Assistant traffic grew from 43 to 96 users, still a smaller source but worth monitoring because it more than doubled.

Device Notes

Desktop was the main device category with 2,630 users, about 66.08% of total users, while Mobile contributed 1,297 users, about 32.59%. Mobile grew faster month over month at 20.89%, so page speed, readability, and clear next steps on mobile entry pages should remain a priority.

What We Recommend Next

• Review the top entry pages, especially /babaylan/ and the homepage, to reduce bounce rate by making key information and next steps easier to find.
• Add or strengthen internal links from high-traffic pages to related exhibits, programs, visit information, or other relevant content to encourage deeper browsing.
• Validate GA4 key event tracking since Key Events are currently 0, so the site can measure meaningful actions beyond visits and sessions.
• Monitor AI Assistant traffic and make sure pages receiving that traffic have clear metadata, useful summaries, and obvious next steps for visitors.

How We’ll Measure Improvement

We will know these updates are working if traffic quality improves, not just traffic volume. The main signs will be stronger engagement, fewer single-page visits, and clearer tracking of actions that matter.

• Bounce rate decreases from 63.87%, especially on top entry pages like /babaylan/ and the homepage.
• Engaged sessions continue to grow from 1,891 while average engagement time holds steady or improves.
• GA4 key events begin recording once tracking is configured, giving a clearer view of visitor actions beyond page views.