Last 28 Days — GA4
Last 28 days (Mar 31 - Apr 27) vs previous 28 days (Mar 3 - Mar 30).
Traffic dropped 25% period-over-period. But the visitors who showed up stuck around longer, engaged more, and converted at a slightly higher rate. The story isn't "we're losing visitors", it's "we're getting fewer but better ones, and we should figure out why volume softened."
Other key metrics
Monthly trend
April 2026 is partial (through Apr 27). Full-month pace lands near 19,100 if current rate holds.
Sessions by path
Top 10 landing pages, last 28 days vs previous 28.
| Path | Last 28d | Prev 28d | vs prev |
|---|---|---|---|
| / | 3,167 | 3,902 | ▼ 19% |
| /custom-caskets | 848 | 888 | ▼ 5% |
| /product/pet-memorial-casket-custom | 638 | 196 | ▲ 226% |
| /product/lilac-silver-18-gauge-steel-casket | 588 | 743 | ▼ 21% |
| /product/cobalt-20-gauge-steel-casket | 520 | 478 | ▲ 9% |
| /product-category/clearance-caskets | 500 | 745 | ▼ 33% |
| /product/wellington-solid-walnut-wood-casket | 463 | 438 | ▲ 6% |
| /product-category/wood-caskets | 424 | 598 | ▼ 29% |
| /product-category/metal | 423 | 669 | ▼ 37% |
| /product/heavenly-mother-20-gauge-steel-casket | 416 | 348 | ▲ 20% |
The big one: /product/pet-memorial-casket-custom jumped from 196 to 638 sessions, a 225% increase. Worth investigating — is this a new ad creative, an organic ranking shift, or a page that suddenly went viral somewhere? If it's paid traffic, it's not converting well. If it's organic, it's a real opportunity.
The category pages (/product-category/wood-caskets, /product-category/metal, /product-category/clearance-caskets) all dropped significantly. Those are typically organic-driven, so it's worth a quick GSC check to see if rankings slipped on category-level queries.
Channel breakdown
| Channel | Sessions | Conversions | Conv. Rate |
|---|---|---|---|
| Paid Shopping | 7,365 | 64 | 0.87% |
| Paid Search | 5,384 | 86 | 1.60% |
| Organic Search | 1,948 | 33 | 1.69% |
| Direct | 1,386 | 18 | 1.30% |
| Unassigned | 705 | 4 | 0.57% |
| Cross-network | 242 | 1 | 0.41% |
| Organic Shopping | 152 | 4 | 2.63% |
Same pattern as last month: Paid Shopping pulls the volume but Paid Search and Organic Search both convert at roughly 2x the rate. The conversion gap is worth a real conversation about budget mix.
What to do next
- Investigate the pet memorial casket spike. 225% increase in 28 days is either a windfall or a noise signal. Identify the source (GSC for organic, Ads platform for paid, social referrers for viral). If it's converting, double down. If not, fix the page or stop feeding it traffic.
- Audit category-page rankings. Three product-category pages (wood, metal, clearance) all dropped 30%+ in sessions. Pull GSC ranking data and check for recent slippage.
- Re-examine Paid Shopping budget allocation. Conversion rate is half what Paid Search delivers. Even shifting 20% of spend would likely net more conversions per dollar.
- Find the source of the volume drop. Sessions are down 25% across nearly every day. Check whether paid spend decreased, a referral source dried up, or this matches a seasonal pattern from prior years.