Website Report – Whitman-Walker (2026-09)

From September 1–30, 2026, the website received 30,263 users, including 28,732 new users. Traffic declined about 20% from August, and engaged sessions fell 24.1% to 13,824, although average engagement time improved to 25 seconds.

Key Takeaways

• Total users declined 19.4%, showing a clear month-over-month drop in audience volume.
• New users decreased 20.1%, closely matching the overall traffic decline.
• Engaged sessions fell faster than total users, suggesting that the lower traffic also produced fewer meaningful visits.
• Bounce rate increased by 4.7% to 63.60%, indicating that slightly more sessions ended without further interaction.
• Desktop accounted for approximately 76.9% of listed device users, while mobile represented about 22.9%.

Channel Notes

Direct remained the largest listed channel with 18,097 users, but it declined 31% from August. This drop appears to be a major contributor to the overall traffic decline and should be reviewed alongside campaign tagging and attribution.

Organic Search was nearly unchanged at 9,126 users, up 0.20%, which provided a stable source of visibility. Paid Social increased 100% but contributed a smaller 845 users, while Referral generated 590 users and Unassigned generated 859.

Device Notes

Desktop generated 23,317 listed device users, compared with 6,933 on mobile. Desktop should remain the primary experience focus, but mobile landing pages still need to be fast and easy to use because they serve nearly one-quarter of the reported device audience.

What We Recommend Next

• Review the highest-traffic landing pages and segment bounce rate by channel and device to identify where the increase is concentrated.
• Check landing-page message match and page speed, especially for Direct and Paid Social visitors.
• Investigate the 31% decline in Direct traffic and confirm that campaign tagging and channel attribution are working correctly.
• Define and validate GA4 key events so future reports can connect traffic and engagement with meaningful outcomes.

How We’ll Measure Improvement

We will compare future results with September’s baseline and look for stronger engagement, lower bounce rates, and reliable conversion tracking across channels and devices.

• A bounce rate below 63.60%, especially on high-traffic landing pages.
• Growth in engaged sessions from the current 13,824 without a decline in average engagement time.
• Validated key events that allow conversions and conversion rates to be reported accurately.