Your at-a-glance summary for February 2026 with month-on-month movement vs January.
February was the Chambers strongest month in the reporting period. 504 active users visited the site an 18% increase on January’s 427 and total sessions grew 21.7% to 780. Crucially, returning users grew 37.7% (77 → 106), which for a membership organisation is a meaningful indicator of member re-engagement and loyalty.
Organic Search surpassed Direct traffic for the first time, rising to 54.1% of sessions (422 sessions) up from 43.8% in January. This growth was partially driven by Bing organic traffic nearly tripling (21 → 68 sessions), which may reflect improved search rankings on Microsoft’s search engine or growing use of Microsoft Edge among the local business community.
The cross-referral from caloundramarkets.com.au continued to accelerate, growing 64% to 92 sessions cementing it as the site’s third-largest session source. This organic cross-audience pipeline is highly valuable: both sites share the same Caloundra community audience, and visitors arriving from the Markets site show strong engagement (55.2% engagement rate for referral medium). This channel will continue to grow as both sites develop.
Noteworthy Activity on website
Coffee in Caloundra event listed • Netwalking event listed • “Connect Caloundra Forum” news post published • Building Business Excellence Masterclass event listed • It’s sconetime event listed.
Channel Breakdown – February
Sessions by Channel – Feb vs Jan
| Channel | Feb Sessions | Feb % | Jan % |
|---|---|---|---|
| Organic Search | 422 | 54.1% | 43.8% ↑ |
| Direct | 194 | 24.9% | 33.5% ↓ |
| Referral | 108 | 13.8% | 13.3% ≈ |
| Organic Social | 51 | 6.5% | 8.7% |
| Unassigned | 5 | 0.6% | 0.6% = |
Engagement Rate by Medium – Feb
| # | Page | Views | Active Users | Events | Bounce Rate | vs Jan |
|---|---|---|---|---|---|---|
| 01 | Homepage / | 457 | 290 | 1,600 | 38.4% | ↑ bounce (was 31.4%) |
| 02 | Events /our-events/ | 270 | 186 | 756 | 29.9% | ↑ +53 users |
| 03 | Member Directory /member-directory/ | 107 | 64 | 255 | 16.2% | ↑ from #4 |
| 04 | About /about/ | 103 | 83 | 290 | 16.8% | ≈ stable |
| 05 |
Join ★ 13.7% bounce
/join/
| 89 | 55 | 242 | 13.7% | ↑ +8 users |
| 06 |
Contact Us NEW
/contact-us/
| 59 | 48 | 198 | 27.3% | ↑ New to top 7 |
| 07 |
Supporting Aura South
/supporting-aura-south/
| 38 | 29 | 127 | 38.9% | ↓ from #5 |
Top Search Queries – Clicks (Feb vs Jan)
Organic Impressions by Landing Page
Active Users by City (Feb vs Jan)
User Distribution – February
UTM parameters can track incoming visits to the site where Google Tag Manager can assign traffic sources from this. Traffic referred from social media links or from other sites/pages that don’t include UTM’s get grouped into “direct” or “unassigned” instead of social or referral as Google Analytics can’t tell where those visitors came from. Adding a short tag to the end of URL’s, can show the real impact of every social post / campaign and partner referral.
After GTM is connected, we will use the companion technique for outgoing links (useful for tracking clicks on “Buy Ticket” style buttons) as currently those clicks are invisible in GA4 and there is no way to measure how well an individual listing is actually performing
| Parameter | What it tracks | Required? |
|---|---|---|
| utm_source | Where the traffic comes from (platform / referral name) | Always |
| utm_medium | What channel type created it (organic_social, paid_social, email…) | Suggested |
| utm_campaign | Which campaign sent it (groups results under one label in report) | If Relevant |
| utm_content | Which specific post or ad (useful when running multiple creatives at once) | Suggested |
| utm_term | Keyword (only used for paid Google Search campaigns) | If Relevant |
| Scenario | utm_campaign value | Notes |
|---|---|---|
| Ongoing general posts | caloundra-chamber-organic | Default for all regular posts with no specific push behind them |
| A specific paid push | mar-2026-paid-push | Change the month prefix each time — all ads in the campaign share the same value so results combine into one row |
| A business network promotion | chamber-mar-2026 | Ties all traffic from that promotion directly to that event in the report |
| Business networking | business-networking-2026 | Use the same value across every post in the drive so the total is visible at a glance |