February 2026 recorded 202,175 total users (201,406 of them new) and 208,237 engaged sessions. Bounce rate was 1.29%, which means very few sessions ended without interaction, but average user engagement was only 9 seconds, which points to many short visits.
Key Takeaways
- Total users were 202,175, down 30,825 (-13.2%) month over month, indicating lower overall traffic volume than January.
- Bounce rate was 1.29% (down 7.21 percentage points from January), which suggests most sessions triggered an engagement signal.
- Engagement volume was strong at 208,237 engaged sessions, but average engagement time was only 9 seconds, so many sessions likely ended quickly even if they counted as “engaged.”
- Direct drove the majority of users (167,021) but had very short average engagement (8 seconds), which can signal tagging issues, low-intent traffic, or non-human visits.
- Desktop dominated the device mix (about 179K users) versus mobile (25,787), so most visits likely experienced the desktop version of the site.
Channel Notes
Direct was the largest traffic source with 167,021 users, but average engagement was only 00:00:08. When Direct is both very large and very low-engagement, it often points to attribution or traffic-quality issues (for example, missing UTM tags on campaigns, referral exclusions that push traffic into Direct, internal traffic, or bots).
Organic Search brought in 17,270 users with much stronger average engagement (00:01:47). Cross-network was smaller (4,678 users) but had the highest engagement (00:02:30), and Paid Social drove 4,979 users with 00:00:56 engagement, which is a healthier profile than Direct.
Device Notes
Desktop accounted for most users (about 179K) compared with mobile (25,787), with minimal tablet usage (837). This mix suggests desktop UX and page speed will influence overall results the most, but it is still worth checking mobile for friction since mobile users can behave differently even at lower volume.
What We Recommend Next
- Audit Direct traffic quality and attribution by reviewing source/medium tagging, referral exclusions, and filters for internal or bot traffic, since Direct volume is high (167,021 users) and engagement is very short (8 seconds).
- Prioritize SEO and landing page improvements for Organic Search and Cross-network audiences, because those channels show the strongest engagement (01:47 and 02:30).
- Review top landing pages by entrances to see where short engagement is coming from and whether content match or page speed is contributing to quick exits.
- Compare desktop vs mobile engagement to spot any device-specific drop-offs and run a targeted mobile UX check even though mobile traffic is smaller.
How We’ll Measure Improvement
We’ll consider the changes successful if traffic becomes better attributed and engagement becomes more consistent across channels, especially within Direct. We will also watch whether higher-engagement channels grow without sacrificing interaction quality.
- Higher average engagement time (above 9 seconds) while maintaining a low bounce rate (currently 1.29%).
- A healthier channel mix, with a smaller share of low-engagement Direct traffic and sustained or growing users from Organic Search and Cross-network.
- More engaged sessions (currently 208,237) per user, indicating visitors are interacting more deeply once they arrive.