2025 Second Quarter Analytics
FY25 Q2 Website Visits and Users Overview
Despite a slight increase in sessions (+0.8%), overall user metrics are down. Total users dropped by 3.6%, with new users seeing a steeper decline of 5.8%. The engagement rate also dipped by 4.8%, now at 55%, suggesting users are slightly less active once on the site. This decline is likely due to the new housing menu that links to different websites.
- Total Visits: 4,898,123 (-2.4% YoY)
- Total Users: 1,743,133 (-3.6% YoY)
- New Users: 1,632,422 (-5.8% YoY)
ACS Website Traffic Overview
User growth continues trending upward with total users up 9.8% and new users up 10.6%, signaling healthy outreach and acquisition. Page views jumped 15.8%, outpacing session growth at 9.2%, which suggests users are exploring more content per visit. However, engagement rate dipped slightly by 0.8%, so while traffic is growing, interaction depth may need attention.
Key Metrics:
- Total Users: 102,692 (+9.8%)
- New Users: 73,397 (+10.6%)
- Views: 195,119 (+15.8%)
- Sessions: 139,045 (+9.2%)
- Engagement Rate: 60% (-0.8% YoY)
BRD Website Traffic Overview
Overall traffic is down, with total users decreasing by 9.5% and new users by 10.6%, leading to a 5.8% drop in page views and a 5.5% dip in engagement rate. While fewer users are coming to the site, those who do are spending more time per session (up 5.9%), suggesting deeper engagement with available content.
One likely factor is the new housing landing page, which may be redirecting users searching for rentals to external housing resources. This shift in behavior could be pulling traffic away from other sections like travel or equipment checkout, ultimately impacting overall engagement and session volume.
Key Metrics:
- Total Users: 816,853 (−9.5%)
- New Users: 632,731 (−10.6%)
- Views: 1,893,385 (−5.8%)
- Sessions: 1,298,960 (−3.7%)
- Engagement Rate: 62% (−5.5%)
CYS Website Traffic Overview
Traffic to Child & Youth Services (CYS) content saw a decline earlier in the year, particularly among new users. A new navigation was launched in March and seems to be helping, with most programs showing signs of an upward trend since then. While some users may still be adjusting to the new structure, those who reach CYS content are spending more time on site and viewing more pages, indicating strong interest once they find the information.
Key Metrics:
- Total Users: 237,298 (−6.9%)
- New Users: 162,570 (−10.3%)
- Total Page Views: 517,582 (-2.4% YoY)
- Sessions: 367,824 (-2.5% YoY)
- Engagement Rate: 60% (−0.6%)
- Average Session Time: 2 minutes, 52 seconds (+11.5% YoY)
SS Website Traffic Overview
The first quarter of FY25 showcased robust user engagement across three core programs: NAF Personnel Services, CEAT, and Home-Based Business (HBB). Organic search and referral channels were the primary traffic drivers, reflecting effective digital strategies. Career-focused pages, especially the /careers section, attracted strong interest and successfully directed users to external resources. These results reflect effective efforts to maintain visibility and engage key audiences. However, the new landing page /employment may be competing with existing content, potentially diluting traffic and shifting attention away from deeper career-related pages.
Despite a small uptick in sessions, overall user activity is down. Fewer new and returning users are visiting, and those who do are slightly less engaged. This decline is likely tied to the new housing menu, which directs users to external websites potentially pulling traffic away from on-site content and lowering overall engagement.
