Comparisons
Jul–Dec 2025 versus Q4 2025. An increase is not automatically good. When engagement falls while sessions rise, my assumption is paid.
Swap windows
Reset filters-52.3%
Sessions change
6,486 → 3,095
-3.8 pt
Engagement change
52.5% → 48.6%
-70.8%
Paid mix-column change
2,719 → 795
Columns
| Sessions | 6,486 | 3,095 | -3,391 | -52.3% | Less volume. I would check whether quality improved. |
| Users (monthly sum) | 5,714 | 2,666 | -3,048 | -53.3% | A sum of monthly rows, not unique people across the window. |
| Engagement rate | 52.5% | 48.6% | -3.8 pt | -7.3% | Quality worsened even if volume rose. |
| Direct sessions | 2,222 | 1,504 | -718 | -32.3% | This is the floor of the engine. |
| Paid sessions (mix column) | 2,719 | 795 | -1,924 | -70.8% | Paid receded; I would look at Organic Search time. |
| Organic Search column | 763 | 342 | -421 | -55.2% | This is the highest-quality scalable channel I can see in the full window. |
| Key events | 6,519 | 1,433 | -5,086 | -78.0% | This total mixes hiring and generic actions. I would not treat a rise as leads. |
What I noticed. Sessions moved -52.3% while engagement moved -3.8 points. Paid mix-column moved -70.8%.
How I am reading it. Volume and quality can disagree. I would read the mix columns before calling this growth or decline.
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 | -52.3% sessions, -3.8 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. |