Comparisons
Q4 2025 versus Q2 2026. An increase is not automatically good. When engagement falls while sessions rise, my assumption is paid.
Swap windows
Reset filters+2.6%
Sessions change
3,095 → 3,176
-6.1 pt
Engagement change
48.6% → 42.5%
+24.4%
Paid mix-column change
795 → 989
Columns
| Sessions | 3,095 | 3,176 | 81 | +2.6% | More volume. I would check whether paid caused it. |
| Users (monthly sum) | 2,666 | 2,686 | 20 | +0.8% | A sum of monthly rows, not unique people across the window. |
| Engagement rate | 48.6% | 42.5% | -6.1 pt | -12.5% | Quality worsened even if volume rose. |
| Direct sessions | 1,504 | 1,148 | -356 | -23.7% | This is the floor of the engine. |
| Paid sessions (mix column) | 795 | 989 | 194 | +24.4% | Likely the spike mechanism. |
| Organic Search column | 342 | 456 | 114 | +33.3% | This is the highest-quality scalable channel I can see in the full window. |
| Key events | 1,433 | 1,311 | -122 | -8.5% | This total mixes hiring and generic actions. I would not treat a rise as leads. |
What I noticed. Sessions moved +2.6% while engagement moved -6.1 points. Paid mix-column moved +24.4%.
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 | +2.6% sessions, -6.1 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. |