Website Report – Asian Pacific American Center (2026-04)

April 2026 finished with 4,699 total users and 4,437 new users. Even though overall traffic declined month over month, engagement signals moved in the right direction: 2,982 engaged sessions, a 54.31% bounce rate, and 00:00:43 average engagement time per user. In plain terms, fewer people visited, but the visitors you did get were more likely to stick around and interact.

Key Takeaways

• Total users fell to 4,699 (down 737, or 13.56% month over month), and new users fell to 4,437 (down 725, or 14.04%). This points to weaker top-of-funnel traffic in April.
• Engaged sessions increased to 2,982 (up 64, or 2.19%). This suggests the traffic that arrived was more qualified or found the content more relevant.
• Bounce rate improved to 54.31% (down 6.73 percentage points). This means fewer sessions ended after just one page, although the rate is still above 50%.
• Average engagement time per user rose to 00:00:43 (up 4 seconds). Visitors spent a bit more time actively engaged with the site.
• Top pages drove a large share of sessions: the homepage (/) had 2,428 sessions (+44%), and /aanhpi-heritage-month/ reached 483 sessions (+455%). These pages likely played a big role in the engagement improvements.

Channel Notes

Traffic was led by Direct (2,354 users) and Organic Search (1,775 users), with Referral (486) and Organic Social (139) contributing smaller shares. This mix shows the site relies heavily on people coming in directly and through search.

Month over month, Organic Search users were down 28% and Organic Social users were down 52%, while Referral users were up 34% and Direct was up 1.82%. That pattern helps explain why total users dropped even as some engagement metrics improved, since the channels that typically bring in new audiences softened.

Device Notes

April traffic skewed strongly to Desktop (3,430 users) versus Mobile (1,245) and Tablet (29). Desktop held steady versus March, but Mobile dropped sharply (1,961 to 1,245), which likely contributed to the overall traffic decline and is worth keeping in mind when reviewing landing page performance and load speed.

What We Recommend Next

• Review the top entry pages (especially the Home page and /aanhpi-heritage-month/) to confirm they have clear next steps and strong internal links to deeper, relevant content.
• Dig into bounce rate drivers by landing page and source, focusing on message match, page speed (especially on mobile), and where exits cluster by source/medium.
• Investigate why Organic Search and Organic Social declined by checking query and landing page trends (which pages lost visibility or sessions, and which social sources dropped).
• Validate and expand GA4 conversion tracking since Key Events currently shows 0, so future reports can connect traffic and engagement to outcomes.

How We’ll Measure Improvement

We will treat improvements as a mix of stronger traffic quality and clearer outcomes. If the recommended updates work, we should see more sessions that stay engaged, fewer single-page exits, and measurable actions that can be attributed to the channels and pages we are optimizing.

• Bounce rate moves down from 54.31% while engaged sessions increase from 2,982.
• Organic Search users rebound from 1,775 and Organic Social users improve from 139, without engagement time dropping from 00:00:43.
• GA4 Key Events changes from 0 to tracked conversions we can report on by page and channel.