February 2026 ended with 24,209 total users and 21,866 new users. Traffic volume fell month over month, but engagement quality improved: bounce rate decreased to 52.39%, which means a smaller share of visits ended after a single page view. The site generated 15,334 engaged sessions, down modestly compared to the drop in users, and average user engagement time was 50 seconds.
Key Takeaways
- Total users declined to 24,209 (-26.63% month over month), and new users fell to 21,866 (-28.93%), indicating fewer fresh visits coming to the site.
- Bounce rate improved from 60.45% to 52.39% (-8.06 percentage points), suggesting landing pages did a better job keeping visitors from leaving immediately.
- Engaged sessions were 15,334 (-6.68%), a smaller drop than total users, which points to stronger session quality among the people who did visit.
- Organic Search (12,904 users) and Direct (7,697 users) drove most traffic, so overall results are heavily influenced by performance in those two channels.
- Traffic remained mobile-heavy (15,194 mobile users vs. 8,410 desktop), which keeps mobile page speed and usability central to engagement results.
Channel Notes
Organic Search (12,904 users) and Direct (7,697 users) were the main acquisition sources in February, together accounting for the majority of site users. Display (1,334) and Paid Social (1,268) added smaller volumes.
Referral traffic was lower volume (529 users) but showed the highest reported engagement time (00:04:15), which suggests those visitors were more intentional or better matched to the content. Display and Paid Social showed very short reported engagement times (00:00:16 and 00:00:07), which could reflect low-quality clicks, a landing page mismatch, or tracking/UTM issues.
Device Notes
Mobile continued to lead with 15,194 users, followed by 8,410 desktop users (tablet 440; smart TV 2). Since most visits are happening on phones, any friction on mobile landing pages, slow load times, or confusing navigation will have an outsized impact on bounce rate and engaged sessions.
What We Recommend Next
- Break down the user decline by channel and top landing pages to pinpoint where the biggest volume losses occurred.
- Review the highest-traffic landing pages for message match and obvious UX friction, since bounce rate is still above 50% (52.39%).
- Check mobile load speed and on-page experience on the pages that receive the most Organic Search and Direct traffic.
- Audit Display and Paid Social tracking (UTMs and landing page setup) to confirm the extremely low engagement times reflect real behavior and not measurement issues.
How We’ll Measure Improvement
We’ll know these changes are working if we see traffic stabilize while engagement quality continues to improve, especially on the landing pages and channels that drive the most visits.
- Higher engaged sessions and engaged sessions per user, particularly from Organic Search and Direct.
- Lower bounce rate from the current 52.39%, with the biggest gains on top landing pages and on mobile.
- More reliable and consistent engagement time reporting for Display and Paid Social after UTM and tracking clean-up.