Comparisons
Jul–Dec 2025 versus Full window (includes a partial month). An increase is not automatically good. When engagement falls while sessions rise, my assumption is paid.
Swap windows
Reset filters+232.1%
Sessions change
6,486 → 21,539
-1.8 pt
Engagement change
52.5% → 50.6%
+203.4%
Paid mix-column change
2,719 → 8,250
Columns
| Sessions | 6,486 | 21,539 | 15,053 | +232.1% | More volume. I would check whether paid caused it. |
| Users (monthly sum) | 5,714 | 18,703 | 12,989 | +227.3% | A sum of monthly rows, not unique people across the window. |
| Engagement rate | 52.5% | 50.6% | -1.8 pt | -3.5% | Quality worsened even if volume rose. |
| Direct sessions | 2,222 | 8,013 | 5,791 | +260.6% | This is the floor of the engine. |
| Paid sessions (mix column) | 2,719 | 8,250 | 5,531 | +203.4% | Likely the spike mechanism. |
| Organic Search column | 763 | 2,460 | 1,697 | +222.4% | This is the highest-quality scalable channel I can see in the full window. |
| Key events | 6,519 | 13,250 | 6,731 | +103.3% | This total mixes hiring and generic actions. I would not treat a rise as leads. |
What I noticed. Sessions moved +232.1% while engagement moved -1.8 points. Paid mix-column moved +203.4%.
How I am reading it. The later window bought more traffic of worse quality. That looks like the Paid Social pattern.
Where I would go next
| What I noticed | The numbers | How I am reading it | What I would do next |
|---|---|---|---|
| Direction needs a quality test | +232.1% sessions, -1.8 pt engagement. | Volume and quality can disagree, so I would not call this growth from sessions alone. | I would carry both numbers into any budget conversation. |