December 2025
Reporting period: 1 Dec 2025 to 31 Dec 2025 | Comparison: November 2025
Monthly Analytics Report
| Organic Search |
3,491
3,845
|
| Direct |
2,429
2,345
|
| Paid Social |
1,069
425
|
|
1,052
1,006
|
|
| Organic Social |
522
560
|
| Referral |
416
477
|
| Unassigned |
149
309
|
| Organic Video |
473
563
|
The same 27 trial starts look different depending on which question you ask:
83 trial starts in December is the second-highest monthly figure in the dataset after November (95). Achieved without paid search, with Organic Search and Direct combining for 58 of the 83. Paid Social added 13 for the first time, confirming Meta campaigns are now converting at scale. The 3-month trend (Oct–Dec: 264 vs Jul–Sep: 204 = +29.4%) confirms the trial funnel is on a genuine upward trajectory heading into 2026.
The launch email for the Coaching Intelligence Report generated 149 sessions, the highest single-send result of the month. The dedicated checkout page attracted 253 landing sessions with 63.6% engagement, matching the main membership checkout in traffic volume. As a new product, this is a strong proof of concept for content-led products as both a commercial mechanism and a list-engagement tool.
Paid Social grew from 425 sessions (November) to 1,069 (+151.5%), its highest monthly total. More importantly it delivered 13 trial starts, the same as Organic Video. The Meta campaign drove 509 sessions alone. With a small session volume but comparable conversion rate to organic channels, December establishes Paid Social as a genuine trial start channel for the first time. Consistent budget and creative iteration into Q1 2026 is warranted.
South Africa overtook Indonesia and the US to reach 846 sessions (+22.1%), its strongest month on record. With 552 unique users behind those 846 sessions, a significant proportion are new visitors. South Africa has consistently ranked in the top 5 throughout 2025. Germany also hit 309 sessions (+55.3%), its highest monthly total, pointing to meaningful audience growth in the DACH market without any targeted effort.
ScoreApp leads fell from 117 (November) to 63 (December), a -46.2% decline. However the funnel conversion metrics improved: completion rate rose from 90.6% to 94.5%, and lead form-to-lead conversion was near-perfect. The decline is entirely a volume issue at the top of the funnel. With fewer organic and social visitors reaching the quiz in December, fewer leads is the natural output. November was an outlier; December is more representative of a typical month.
Netherlands fell from 617 sessions (November, #3 market) to 472 (December, #5), a -23.5% drop. The Netherlands has been one of TPS's most consistent top-5 non-UK markets throughout 2025. Belgium held steady (+5.4%) over the same period, making a broad Dutch-language drop unlikely. If the Netherlands decline continues into January, it may indicate a channel-specific issue or reduced search visibility in that market. One month is not a trend; two is a pattern.
First-touch and last-touch attribution are almost identical for December trial starts. Direct (31 first vs 30 last), Paid Social (13 vs 13), Organic Video (9 vs 7). Most converters arrived on the channel they converted on, confirming a short, direct purchase path for December. This suggests TPS is not yet retargeting users across channels or re-engaging visitors who entered via one route and later converted via another.
Both /settings/paywalls (239 sessions, 4:59 avg duration) and /settings/paywall_charges (222 sessions, 6:08 avg) entered the top 20 pages for the first time. High time-on-page for billing screens combined with /account/billing moving up to position 10 (274 sessions) tells a clear story: December's promotional campaigns prompted a wave of members actively managing their subscriptions. This is a positive retention signal. Members who engage with their account settings are not passively churning.
307 of 471 YouTube sessions in December arrived without UTM parameters. This has improved marginally from April (67%) but the core issue is unchanged. Adding UTMs to every video description link and the YouTube channel bio would immediately make 300+ sessions per month attributable. At December's YouTube volume of 471 sessions, this would turn roughly two-thirds of an already productive channel from invisible into reportable campaign data. This remains the highest-impact UTM action available.
253 people landed directly on /checkout/player-membership-new in December. 65.6% left without starting a trial, up from 52.7% in April. These are the highest-intent sessions on the site. Every 10-point reduction in this bounce rate generates approximately 25 additional trial starts per month with no extra traffic required. The checkout page bounce rate is the highest-leverage CRO metric on the site and should be tracked monthly as a standalone KPI.
With 30+ sends across Black Friday follow-ups, Christmas campaigns, product launches and onboarding sequences, December was the most active email month of the year. The list absorbed this volume and produced 1,052 sessions (+4.6% on November). The Coaching Intelligence Report launch email alone generated 149 sessions. The lesson for 2026: higher send frequency with specific, named content (product launches, campaign sequences, named psychological moments) consistently outperforms generic sends. Build the content calendar around this pattern.
December 2025 demonstrated a repeatable seasonal playbook: Black Friday follow-up sequence into Christmas offer launch, gift card campaign, coaching product release, member upgrades with deadline. Together these drove 500+ email sessions and contributed meaningfully to the 83 trial starts. The framework exists. Running it earlier, with more lead time on the gift card push and the product launch, and with a clearer countdown on the Christmas offer close date, would likely improve both session volume and trial conversion in December 2026.