Monday Brief

Good morning, Sally.

What moved in the week of to , against the four weeks before it. Reach held, but it moved from owned channels to paid ones.

The one thing

Owned reach slipped to while paid filled the gap.

Organic search brought visits, against in a usual week. Paid social and paid search brought more, so total visits held at . The share is level with the lowest week of the last 12, and under your target.

Is this more than one week?

Yes. The share was the week before, and every week since has been under target.

Which channels made up for it?

Paid social brought visits against a usual , and paid search against . You paid for visits that organic search used to bring.

Next step Find out why organic search fell: /deep-analysis Why did organic search visits fall last week?

What moved

  1. Retention

    visitors came back last week, the most of any week in the last 12, against a usual .

    Are new visitors coming back too?

    Not yet. Of the visitors first seen in the last four weeks, have come back. The returns are people you already knew.

  2. Email

    Each email visit was worth , against a usual , from the same number of visits: against .

    Is email still the most valuable channel?

    Yes. Over the last four weeks an email visit was worth , against for paid search and for organic search.

    And SMS?

    SMS brought visits against a usual . The numbers are small, so watch it for another week before you change anything.

  3. Win-back

    Only of new visitors from the last four weeks have come back. of those who have not came first from paid media.

    Who should get the win-back first?

    Start with the visitors you paid for. Then look at first touches: people whom TikTok ads first brought come back of the time, and Google search only .

  4. First touch

    Visitors whom TikTok ads first brought come back most often: within 60 days, more than twice Google Ads at .

Held steady visits in all, against a usual . new visitors, against .

This week