February 2026 (2026-02-01 to 2026-02-28) brought 17,473 total users and 15,597 new users. The site logged 10,458 engaged sessions, while bounce rate rose to 57.70%, meaning a larger share of visits ended without a second interaction. Average engagement time was 42 seconds, which suggests users were spending less time actively engaging with pages.
Key Takeaways
- Total users fell to 17,473 (down 1,369; -7.27% vs January), so overall demand was lower this month.
- Engaged sessions were 10,458 (down 1,430; -12.04% MoM), which points to fewer high-quality visits, not just fewer visits.
- Bounce rate increased to 57.70% (up 1.65 percentage points; +2.94% MoM), indicating slightly more sessions ended after a single page.
- Organic Search (9,136 users) and Direct (6,953 users) drove most traffic, so performance is highly dependent on SEO and returning or brand-driven visits.
- Desktop made up about two-thirds of users (11,590), with Mobile at about one-third (5,610), so changes to the desktop experience can move the overall numbers quickly.
Channel Notes
Organic Search (9,136 users) and Direct (6,953 users) were the main acquisition sources, with smaller volumes from Referral (660), Unassigned (325), and Organic Social (255). This mix means most traffic is coming either from search visibility or people navigating straight to the site.
Engagement quality varied by channel. Organic Search averaged 00:03:25 and Referral averaged 00:03:03, while Direct averaged 00:01:07, which may indicate that some Direct visits are less intentional or landing on pages that do not immediately answer the user’s need.
Device Notes
Traffic remained Desktop-heavy, with 11,590 Desktop users versus 5,610 Mobile users and only 83 Tablet users. With bounce rate at 57.70%, it is worth paying close attention to Mobile landing page experience and page speed because Mobile visitors tend to be less patient if pages load slowly or the content is hard to scan.
What We Recommend Next
- Review the top February landing pages and identify where bounce rate is highest, then check for message-match from Organic Search and Direct into those pages.
- Break out bounce rate and engaged sessions by channel (Organic Search vs Direct vs Referral) to pinpoint where the engagement drop is concentrated.
- Prioritize updates to the highest-traffic SEO entry pages, focusing first on pages with low engagement time relative to their traffic.
- Validate tracking consistency across reporting snapshots, since some month-over-month KPI values are missing or inconsistent (especially for new users and other engagement metrics).
How We’ll Measure Improvement
We’ll know these changes are working if visits from the main channels (Organic Search and Direct) produce more meaningful interaction and fewer immediate exits. The goal is to improve the quality of sessions, not just the volume.
- Lower bounce rate from 57.70% while keeping traffic levels stable.
- More engaged sessions above 10,458 and a higher engaged-sessions share of total sessions.
- Higher average engagement time above 42 seconds, especially on top landing pages from Organic Search and Direct.