April 2026
Reporting period: 1 Apr 2026 to 30 Apr 2026 | Comparison: March 2026
Monthly Analytics Report
| Organic Search |
4,369
4,168
|
| Direct |
2,361
2,358
|
| Organic Video |
642
416
|
|
605
687
|
|
| Organic Social |
510
469
|
| Referral |
243
339
|
| Unassigned |
160
154
|
| Paid Social |
49
55
|
The same 27 trial starts look different depending on which question you ask:
Sessions grew +3.4%, users +1.4% and new user acquisition +3.1% month on month without any paid acquisition. The entire growth is organic. This is a commercially efficient position, but it also creates dependency on channels TPS does not fully control, particularly Google rankings. Monitoring keyword positions for core terms is advisable as a risk management practice.
27 trial starts after 0 in March is the most commercially significant movement in this report. Direct and Organic Search each drove 12 trial starts without any paid support. The checkout funnel is working. Organic Search is demonstrating its full value as TPS's top channel for both traffic volume and trial start conversion simultaneously, making it the most important channel to protect and invest in.
Feb to Apr 2026 delivered only 119 trial starts versus 260 in Nov to Jan 2026. This is the single most important commercial question for TPS right now. The prior 3-month period averaged around 87 trial starts per month; the current period averages around 40. Whether caused by a tracking issue, a commercial strategy change, seasonality or a genuine sales slowdown, this needs a direct explanation before the May report.
Organic Video grew +54.3% month on month with zero paid promotion. The Lebron and Augsburger collaboration video drove 95 sessions from a single video, more than most individual email sends. YouTube also delivered 2 direct trial starts in April. The strategy of featuring known players and coaches in training content is working and should be scheduled consistently as a core content format.
59 leads from 58 completions at 100% quiz completion rate is the strongest ScoreApp performance in the data. Starts grew +41.5% and leads grew +34.1% versus March. Social and Video are sending the highest-quality quiz audiences relative to their session share. These two channels are the best current drivers of qualified lead generation for TPS and should continue to receive investment.
358 of 537 YouTube sessions arrived without UTM parameters, meaning no campaign visibility on this traffic. Adding UTMs to every video description link and channel bio link would immediately convert 358 invisible sessions per month into attributable campaign data. At current YouTube growth rates, this gap will become increasingly costly as the channel grows. This is the single highest-impact UTM fix available to TPS right now.
Email drove 606 sessions in April but zero same-session trial starts. This is expected behaviour for a subscription product. Subscribers browse content via email, build trust across multiple visits, then return via Direct or Search to start their trial. Email's value is in engagement, lead generation and subscriber growth. Evaluating it by last-click trial starts will always produce a misleadingly low picture of its commercial contribution.
334 people landed directly on the checkout page in April. 176 of them (52.7%) left without starting a trial. These are high-intent visitors who already knew where they were going. Every 10-point reduction in checkout bounce rate generates approximately 33 additional trial starts per month with no extra traffic needed. This is the highest-leverage conversion optimisation available to TPS and warrants direct investigation into what causes people to leave at the final step.
Estonia doubled from 96 to 186 sessions, jumping 8 positions in country rankings. However, only 30 unique users generated those 186 sessions, a very small group visiting repeatedly rather than a wave of new audience growth. This could be highly active existing members, a specific content piece resonating locally, or automated traffic. No action needed this month, but if it sustains in May without user growth alongside it, it warrants closer investigation.
Referral sessions fell from 339 to 243 in April, the largest negative channel movement of the month. Referral traffic comes from backlinks, partner sites and external mentions. A decline of this size points to one or more traffic-driving sources going quiet. Checking the Referral report in GA4 to identify the specific lost domains would take 10 minutes and could identify a recoverable placement or a conversation to have with a partner.
59.3% of April trial starts came from outside the UK, with 16 countries each contributing at least one. Some converting countries like Bulgaria, Czechia, Indonesia and Egypt are not in the top 10 for traffic but are converting anyway, suggesting high intent quality in those markets. Any localised promotion or content targeting these padel-active international markets could generate meaningful incremental trial starts given they are already converting without any dedicated effort.
"Why padel feels rushed when nothing looks wrong" generated 173 sessions, nearly 3x the next best email. The subject names a specific in-match feeling that players recognise immediately. This is the TPS email formula at its best: player psychology over product benefits, a specific moment over a general claim. The performance gap between this email and the rest is so large that subject line strategy should be a standing monthly review item for Sandy and Tom.