Comparisons
Jul–Dec 2025 versus Jan–Sep 2026 (includes a partial month). An increase is not automatically good. When engagement falls while sessions rise, my assumption is paid.
Swap windows
Reset filters+132.1%
Sessions change
6,486 → 15,053
-2.6 pt
Engagement change
52.5% → 49.8%
+103.4%
Paid mix-column change
2,719 → 5,531
Columns
| Sessions | 6,486 | 15,053 | 8,567 | +132.1% | More volume. I would check whether paid caused it. |
| Users (monthly sum) | 5,714 | 12,989 | 7,275 | +127.3% | A sum of monthly rows, not unique people across the window. |
| Engagement rate | 52.5% | 49.8% | -2.6 pt | -5.0% | Quality worsened even if volume rose. |
| Direct sessions | 2,222 | 5,791 | 3,569 | +160.6% | This is the floor of the engine. |
| Paid sessions (mix column) | 2,719 | 5,531 | 2,812 | +103.4% | Likely the spike mechanism. |
| Organic Search column | 763 | 1,697 | 934 | +122.4% | This is the highest-quality scalable channel I can see in the full window. |
| Key events | 6,519 | 6,731 | 212 | +3.3% | This total mixes hiring and generic actions. I would not treat a rise as leads. |
What I noticed. Sessions moved +132.1% while engagement moved -2.6 points. Paid mix-column moved +103.4%.
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 | +132.1% sessions, -2.6 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. |