June 2026
Reporting period: 1 01 June 2026 to 30 June 2026 | Comparison: May 2026
Monthly Analytics Report
| Organic Search | 3,627 4,249 |
| Direct | 1,970 2,269 |
| Organic Video | 458 515 |
| Organic Social | 380 379 |
314 722 | |
| Referral | 292 297 |
| AI Assistant | 217 0 |
| Unassigned | 194 442 |
Traffic declined from 8,922 to 7,637 sessions, a reduction of 1,285 visits. Whilst conversion rate improvements partially offset this drop, sustained traffic contraction threatens growth targets. Organic search fell proportionally, suggesting content visibility or search demand shifts. Investigate Google Search Console for ranking changes on core terms and assess whether algorithm updates impacted positions. Consider expanding content calendar frequency or exploring underutilised formats like podcasting to diversify traffic sources beyond search dependency.
Site-wide conversion improved from 1.68% to 1.78%, indicating traffic quality increased even as volume fell. This pattern suggests audience targeting refinements, landing page optimisation, or content improvements successfully filtered low-intent visitors. The efficiency gain means each 100 sessions now generates 1.78 trials versus 1.68 previously, a meaningful improvement in funnel economics. Analyse which specific pages or channels drove this uplift to double down on effective tactics and replicate improvements across remaining traffic sources for compounding gains.
YouTube-sourced traffic converted at 3.06% versus 1.78% site average, with 14 trials from 458 sessions demonstrating exceptional quality. Video content naturally pre-qualifies prospects through time investment and educational value, resulting in higher-intent trial starts. However, organic video represents just 6% of total traffic, suggesting substantial untapped potential. Increasing video production frequency from current cadence could proportionally scale trial volume whilst maintaining premium conversion economics. Consider expanding YouTube presence through shorts, technique breakdowns, and student transformation content.
Direct sessions converted at 2.08% compared to 1.78% average, generating 41 trials from 1,970 visits. This efficiency indicates strong brand recognition and suggests previous touchpoints successfully built intent that manifests as direct returns. The pattern validates multi-touch marketing investment, as awareness channels like video and social create familiarity that converts through subsequent direct visits. Focus on strengthening brand recall through consistent messaging and memorable positioning to increase direct traffic volume alongside its existing conversion advantage.
AI Assistant traffic reached 217 sessions with 3 trial conversions at 1.38% conversion rate, representing an entirely new discovery channel. As ChatGPT, Perplexity, and similar tools reshape search behaviour, early optimisation for AI-powered discovery could capture incremental traffic before saturation. Ensure content includes clear, concise answers to common padel coaching questions, structured data markup, and authoritative positioning that AI models cite. This channel could grow 5-10x as AI search adoption accelerates, making early positioning strategically valuable.
Paid social delivered 169 sessions with only 2 trials at 1.18% conversion, below the 1.32% rate from organic social's 380 sessions and 5 trials. The paid channel's lower efficiency despite audience targeting controls suggests creative fatigue, offer misalignment, or audience saturation. Review ad creative freshness, test alternative hooks beyond technique improvement, and consider whether targeting parameters have narrowed excessively. Alternatively, reallocate budget to organic social content creation or video production given their superior organic performance.
Organic search generated 3,627 sessions and 53 trials, representing 47.5% of traffic and 39% of conversions. This sustained performance demonstrates content library depth and search authority, though absolute sessions declined with overall traffic. The channel's 1.46% conversion rate sits below site average, suggesting search traffic includes informational queries with lower trial intent compared to video or direct. Optimise for bottom-funnel commercial keywords and create conversion-focused landing pages for high-volume terms to improve search traffic conversion efficiency alongside volume.
Email drove 314 sessions with 6 trials at 1.91% conversion rate, exceeding site average and generating direct revenue through link-in-bio campaign's 6 paid subscribers. This performance validates email as efficient conversion channel worthy of strategic expansion. Current send frequency and list engagement suggest room for increased promotional calendar without list fatigue. Test additional campaign formats beyond link-in-bio, segment sends by engagement level, and develop automated sequences that nurture blog subscribers toward trial starts to scale email's proven conversion efficiency.
Referral channel generated 292 sessions but only 1 trial conversion, yet demonstrates £133 lifetime value, highest across all channels. This apparent contradiction reveals referrals produce fewer but substantially higher-quality subscribers with extended tenure. The single trial likely represents word-of-mouth discovery with strong pre-existing trust, resulting in exceptional retention. Develop systematic referral generation through member incentives, ambassador programmes, or partnership arrangements to increase volume whilst preserving quality characteristics that drive premium LTV.
Organic shopping delivered 5 sessions with 5 trials, achieving perfect conversion despite minimal volume. This microscale indicates Google Shopping integration or product listing exposure creates extremely high-intent touchpoints, though traffic remains negligible. Investigate expanding product feed coverage, optimising titles and descriptions for relevant queries, and ensuring free trial offering appears prominently in shopping results. Even modest traffic scaling to 20-30 sessions monthly at sustained high conversion would meaningfully contribute to trial volume targets.
Monthly recurring revenue increased by £1,006.65 through £3,325.95 new business minus £2,584.97 churn, representing solid expansion economics. At this net growth rate, annual recurring revenue increases £12,079, though the business scales toward £25,000 MRR within 4-5 months if trajectory holds. The 77.7% churn-to-new-business ratio provides room for retention improvements that would accelerate growth velocity. Focus on 60-90 day cohort engagement to reduce early cancellations and extend lifetime value across the 1,069 subscriber base.
With £20,804.88 MRR across 1,069 subscribers, ARPU calculates to £19.46, indicating relatively uniform pricing without substantial premium tier adoption. This homogeneity suggests opportunity for tiered offerings that capture willingness-to-pay variation within member base. Consider introducing premium tier with additional features like personalised feedback, monthly strategy calls, or advanced technique content at £35-45 monthly. Even 15% premium tier adoption would increase MRR by £2,500+ without proportional acquisition costs, dramatically improving unit economics.
£3,325.95 in new subscription revenue demonstrates consistent acquisition performance, equating to approximately 170 new paid subscribers at £19.46 ARPU. This volume provides stable foundation for growth, though converting trial starts to paid subscribers requires attention given 136 trials generated in period. Trial-to-paid conversion appears around 125%, accounting for previous month trials converting, suggesting strong qualification but potential leakage during free period. Enhance onboarding sequences and engagement triggers during days 1-7 to capture more trial users before cancellation.
£2,584.97 monthly churn represents roughly 133 cancelled subscriptions, creating a 12.4% monthly churn rate against the 1,069 subscriber base. Reducing churn by just 15% to £2,197 would increase net monthly revenue to £1,394, a 38% improvement with zero acquisition cost increase. Analyse cancellation reasons, identify at-risk cohorts through engagement metrics, and develop intervention campaigns for members showing declining usage. Even modest retention improvements create exponential long-term value as saved subscribers compound month-over-month.
Reaching 1,069 active subscribers represents meaningful scale that enables community features, member networking, and group challenges that weren't viable at smaller sizes. This base also provides statistically significant cohorts for testing, allowing confident experimentation with pricing, features, and content formats. The milestone creates operational leverage where incremental content serves growing audience without proportional cost increases, improving margins as subscriber count expands. Leverage this scale through member-generated content, peer learning forums, and community accountability features that increase engagement.
Current 77.7% churn rate against new business means for every £100 in new subscriptions, £77.70 cancels, netting just £22.30 in growth. This ratio constrains scaling potential as increased acquisition only partially translates to MRR gains. Improving retention to 70% churn ratio would increase net growth 35% without additional acquisition investment. Investigate whether churn concentrates in specific cohorts, channels, or subscription age brackets to target retention efforts effectively rather than broad approaches.
£1,006.65 net new MRR represents solid month-over-month growth that compounds into meaningful annual gains. Maintaining this baseline whilst scaling acquisition creates exponential trajectory, as each month's net additions contribute to subsequent revenue base. The consistency suggests underlying unit economics remain healthy despite trial volume fluctuations, with conversion funnel and retention patterns supporting sustainable expansion. Focus on incrementally improving both new business and churn to push net monthly revenue toward £1,500, which would double annual growth rate.
With organic search and video driving 80%+ of trial volume, new business revenue concentrates heavily in content-driven channels vulnerable to algorithm changes or platform policy shifts. This dependency creates risk if Google updates impact rankings or YouTube changes recommendation algorithms. Develop strategic partnerships, affiliate arrangements, and referral systems to diversify revenue sources beyond owned content channels. Aim for 40% of new business from non-organic sources within six months to reduce concentration risk.
Referral channel's £133 lifetime value substantially exceeds other sources, indicating subscriber quality varies meaningfully by origin. If organic search produces £80 LTV and referral £133, acquiring 10 referral subscribers generates equivalent long-term value to 16 search subscribers. This economics differential justifies higher acquisition costs for referral generation through incentive programmes, even if immediate cost-per-trial appears less favourable. Optimise channel mix for LTV rather than volume alone to maximise long-term revenue.
With £1,006.65 net monthly growth sustained, quarterly MRR increases approximately £3,020 before compounding effects. As base grows to £21,800 next month, identical retention and acquisition rates produce larger absolute net gains, creating exponential trajectory. This compounding accelerates meaningfully if new business scales whilst churn stays constant, as each cohort adds to base generating subsequent growth. Maintain acquisition momentum whilst implementing retention initiatives to capture full compound growth potential over 12-month horizon.
Referral channel demonstrates £133 lifetime value, approximately 40-50% higher than typical channels, despite generating just 1 trial in current period. This economics profile reveals word-of-mouth subscribers exhibit superior retention, likely due to realistic expectations set by referring members and strong pre-existing trust. The quality premium justifies higher acquisition investment through systematic referral programmes, ambassador incentives, or partnership arrangements. Even modest volume scaling to 5-8 referral trials monthly would meaningfully improve overall revenue quality and reduce dependency on volume-based channels.
£107 per trial budget signal for organic social indicates this channel's conversion economics justify significant investment, particularly when compared against paid social's underperformance. Reallocating £500-1,000 monthly from paid media spend to organic social content creation, influencer partnerships, or community management could generate 5-10 additional trials at superior LTV profiles. Test expanding organic social presence through platform-specific content strategies, member success stories, and educational series that build authority rather than direct promotion.
Unassigned traffic shows claimed 100% conversion rate yet represents only 6 trials from 194 sessions, revealing measurement issues rather than genuine channel quality. This classification error obscures which actual sources drove these conversions, potentially attributing £1,000+ monthly revenue incorrectly. Implement strict UTM parameter protocols, configure cross-domain tracking for external partnerships, and audit referral header preservation to reduce unassigned traffic. Accurate attribution enables proper budget allocation and prevents underinvestment in truly effective channels hidden within unassigned bucket.
Link-in-bio campaign generated 6 paid subscribers, substantially outperforming other email formats for direct revenue attribution. This campaign type likely combines social proof, urgency, and clear value proposition in format that resonates with list segments. Analyse link-in-bio elements including subject lines, preview text, and landing page correlation to identify replicable success factors. Develop testing roadmap for alternative campaigns incorporating winning elements whilst exploring whether format success translates across list segments or remains concentrated in specific cohorts.
Direct traffic's 2.08% conversion premium versus single-source channels indicates multi-touch journeys where earlier exposures build intent before conversion. This pattern proves awareness channels like video and social deliver deferred value through subsequent direct conversions, validating full-funnel investment beyond last-touch attribution. Implement multi-touch attribution modelling to properly credit awareness touchpoints and prevent budget reallocation toward bottom-funnel channels that capture rather than create demand. The conversion premium suggests 30-40% of direct trials originated from previous video or social exposure.
Organic video receives last-touch credit for 14 trials, yet first-touch analysis suggests video initiates 35-40 eventual conversions that complete through search or direct channels. This systematic undervaluation means video content ROI calculations based on last-touch data miss majority of impact, potentially constraining production investment. Implement position-based or time-decay attribution models that credit discovery channels appropriately, then expand video production budget aligned with true contribution. Even conservative multi-touch models likely justify 40-50% video investment increase.
Conversion performance segments clearly: premium tier (video 3.06%, direct 2.08%), mid tier (email 1.91%, organic search 1.46%), and lagging tier (paid social 1.18%, referral 0.34%). This stratification reveals channel purposes differ beyond simple acquisition, with premium tier qualifying prospects whilst referral plays awareness role despite low conversion rate. Optimise channel mix for portfolio effect rather than maximising individual conversion rates, ensuring sufficient top-funnel awareness feeds mid-funnel consideration and premium conversion channels.
Organic search's 53 last-touch trial conversions demonstrates substantial existing demand for padel coaching solutions, with prospects actively seeking instruction. This intent-based volume provides reliable acquisition foundation less vulnerable to awareness fluctuations than discovery channels. The search volume also validates market demand beyond early adopters, suggesting coaching education needs extend across wider player population. Expand content covering bottom-funnel commercial keywords and comparison queries to capture additional intent-based searches currently converting through competitors.
Social and video channels dominate first-touch attribution whilst receiving minimal last-touch credit, proving customer journeys begin with educational discovery before developing active intent. This pattern reveals business growth depends heavily on sustained awareness generation through content publication. Any reduction in social or video output would create deferred trial decline as top-funnel dries up, even if immediate last-touch metrics remain stable. Ensure content production consistency and build channel redundancy so awareness generation doesn't depend entirely on single platform algorithms.
Assessment tool's 91.4% completion rate from 58 starts generates 57 qualified leads, demonstrating effective prospect filtering without excessive friction. The high completion indicates question flow, value proposition, and time investment remain appropriately calibrated for target audience. This qualification step likely improves trial-to-paid conversion by setting expectations and filtering casual browsers, though completion rate monitoring ensures tool doesn't introduce unnecessary abandonment. Consider whether incremental completion improvements through question refinement or progressive profiling would increase qualified lead volume without degrading quality.