Website Report – Asian Pacific American Center (2026-05)

In May 2026, APAC’s website reached 7,131 total users and 6,938 new users, with 4,114 engaged sessions. Traffic grew strongly month over month, and average engagement time improved to 49 seconds, which shows more people were finding and spending time with APAC’s cultural and educational content. Bounce rate rose to 57.70%, so some visitors may not have found a clear next step after landing on the site.

Key Takeaways

• Total users increased by 2,432, or 51.76%, while new users increased by 2,501, or 56.36%. This points to broader discovery of APAC content in May.
• Engaged sessions rose to 4,114, up 37.96% from April. More visits included meaningful interaction, not just page views.
• Average engagement time improved from 43 seconds to 49 seconds. Visitors spent slightly more time with the site once they engaged.
• Bounce rate increased to 57.70%, up 3.39 percentage points. This means a larger share of visitors left without taking another measurable action.
• Traffic concentrated on the homepage with 3,427 sessions, along with strong activity on /aanhpi-heritage-month/ with 704 sessions and /learn/ with 527 sessions.

Channel Notes

Direct traffic led May with 3,560 users, followed by Organic Search with 2,109 users and Referral with 1,242 users. This mix suggests many visitors either came straight to the site or found APAC through search and partner or outside links.

Referral traffic had the largest listed month-over-month gain, adding 756 users. That growth may point to stronger visibility from external sources, which is especially useful for expanding awareness of APAC’s programs, exhibitions, publications, and educational resources. Organic Social remained smaller at 245 users, and Unassigned traffic increased to 140 users, which may indicate some tracking or tagging issues.

Device Notes

Desktop accounted for most traffic with 5,611 users, while Mobile brought in 1,533 users and Tablet brought in 67 users. Growth occurred on both desktop and mobile, but the strong desktop skew suggests many visitors may be exploring APAC content in research, education, or work settings where a larger screen is common.

What We Recommend Next

• Review the top landing pages, especially the homepage and key campaign pages, to identify where the higher bounce rate is coming from.
• Analyze referral sources to see which partners or external sites drove the May increase, then strengthen the content paths that those visitors use most.
• Audit UTM tags and GA4 channel grouping rules to reduce the rise in Unassigned traffic and improve reporting accuracy.
• Improve internal links and calls to action on high-traffic pages like /aanhpi-heritage-month/, /learn/, and /visions-voices/ so visitors can move more easily into related content.

How We’ll Measure Improvement

We will look for signs that traffic quality improves, not just traffic volume. The clearest indicators will be lower bounce rate on priority pages, stronger engaged sessions, and cleaner channel attribution.

• Bounce rate decreases on the homepage and other top landing pages.
• Engaged sessions and average engagement time continue to grow without a matching rise in bounce rate.
• Unassigned traffic decreases as more visits are correctly attributed to Direct, Organic Search, Referral, Social, or other defined channels.