November 2025
Reporting period: 1 Nov 2025 to 30 Nov 2025 | Comparison: October 2025
Monthly Analytics Report
| Organic Search |
3,845
3,817
|
| Direct |
2,345
2,433
|
|
1,006
775
|
|
| Organic Video |
563
497
|
| Organic Social |
560
337
|
| Referral |
477
419
|
| Paid Social |
425
754
|
| Unassigned |
309
331
|
The same 95 trial starts look different depending on which question you ask:
95 trial starts in November is the highest single-month figure in the TPS reporting dataset. Black Friday clearly drove commercial performance, with the homepage as the primary conversion entry point at 51.6% of all trial starts. Organic Search and Direct each held their ground as the top converting channels, delivering 42 and 37 trial starts respectively without any paid search activity.
The Sep to Nov 2025 period delivered 279 trial starts versus just 106 in Jun to Aug 2025. This represents a genuine step-change in commercial performance across Q4, driven by a combination of stronger organic reach, the email list maturing, Black Friday promotional activity and consistent content output on YouTube and social. TPS's Q4 momentum is clear.
75 email sends drove 1,006 sessions in November, both records in this dataset. Black Friday was clearly the primary driver, with 8 of the 10 top emails being campaign messages. Email is demonstrating its commercial value during promotional periods at a scale not seen in other months. The list engagement is strong enough to sustain high send volumes without obvious fatigue.
The prior 6-month period (Dec 2024 to May 2025) shows 1,539 total purchase events, but 729 of them (47%) are attributed to "Unassigned" channel. This indicates a significant tracking or attribution issue in that period where channel data was not being captured correctly. The current 6-month figure of 385 is accurate and trustworthy; the prior figure is not. Historical comparisons stretching back to 2024 should be treated with caution.
Paid Social dropped from 754 sessions in October to 425 in November, losing 329 sessions and falling from the second to the seventh channel. This appears to be a deliberate budget reallocation towards the Black Friday email campaign. If Paid Social was paused or reduced for November, that decision should be evaluated against trial start data: November still delivered 95 trial starts without it, suggesting the organic and email channels can compensate during promotional periods.
Indonesia generated 9 trial starts from 514 sessions in November, a same-session conversion rate of approximately 1.75%. For context, UK generated 26 trial starts from 3,281 sessions (0.79%). Indonesia converts at more than twice the UK rate. This is consistent with November's strong Indonesian engagement data and suggests a highly motivated buyer audience in that market that could be worth targeting more deliberately.
The YouTube bio link (tagged as bio_TPS_Access_Links) drove 155 sessions in November, the single largest UTM-tagged YouTube source, outperforming every individual video. This confirms that the bio link placement is working actively and should always point to the highest-converting destination. The /links page that receives this traffic drove 4 trial starts in November, its best performance. Optimising the /links page layout specifically for conversion could meaningfully increase trial starts from this traffic source.
1,006 email sessions, 101 ScoreApp events and 3 same-session trial starts in November. The last-click number dramatically understates email's role. The Black Friday campaigns drove awareness, consideration and return visits that converted later via Direct or Search. The ScoreApp funnel shows email feeding top-of-funnel qualification. Check GA4 Conversion Paths to quantify how many of November's 95 trial starts had an email touchpoint earlier in the journey.
Saudi Arabia generated 5 trial starts from just 88 sessions in November, a conversion rate of approximately 5.7%, the highest of any market in the dataset this month. Despite sitting at position 19 in overall traffic, Saudi Arabia is converting at an exceptional rate. The Gulf padel market is growing rapidly. If TPS were to create targeted content or campaigns for this market, even small traffic increases could yield disproportionate trial starts given the demonstrated intent quality.
/checkout/player-membership-new had 251 entry sessions and a 61.4% bounce rate in November. Even in the strongest trial start month on record, 154 people landed on checkout and left. The Black Friday checkout page by contrast had 38.1% bounce rate and 3:47 session duration, suggesting that a more compelling offer framing on the standard checkout page could significantly reduce bounce and increase trial starts without any additional traffic.
The USA dropped from 492 to 410 sessions in November, falling from position 5 to position 5 but with a sharper volume decline than other markets. Whether this is connected to the Paid Social reduction (which may have driven US discovery) or reflects a genuine organic drop in the US market, it is worth monitoring over December and January to determine whether it is a trend or a one-month fluctuation.
117 leads in November is the highest monthly lead total in the dataset. Despite quiz starts dropping slightly versus October (-7.9%), the lead output held strong thanks to a high completion rate (90.6%) and strong lead form conversion. Organic Video continues to drive the highest-quality quiz audience relative to its session share, and email is feeding meaningful ScoreApp activity at 101 events despite the low same-session trial start conversion.
