Your at-a-glance summary for February 2026, with month-on-month movement vs January.
Caloundra Street Markets attracted 3,300 active users in February 2026 which is a modest 5.7% dip from January’s 3,500 and consistent with post-holiday seasonality on the Sunshine Coast. Despite slightly fewer visitors, per-user engagement improved across the board with average engagement time up from 27 seconds to 31 seconds (+14.8%), and event count per active user increased from 5.3 to 5.8 (+9.4%).
Organic Google Search dominated traffic at an estimated 73.2% of all sessions (3,500 sessions). The homepage retained its 28,000 monthly impressions, with “caloundra markets” remaining the top keyword query at 1,100+ clicks. Notably, the Stallholders page jumped to the third most-viewed page in February (402 views, 266 active users) – attributed to increased communication with stallholders and potential growth in stallholder enquiry activity compared to January.
The drop in social engagement rate (61.9% in January → 33.3% in February) may reflect the stabilisation affect following streamlining efforts for market profiles and March data should shed more light on performance.
Noteworthy Activity on website
Home page updates for all markets • Landing pages for each market updated • Social media links for all markets updated • Stallholder application navigation flow updated • Updated Terms & Conditions and pricing information.
Channel Breakdown – February
Sessions by Channel
| Channel | Sessions | Feb % | Jan % |
|---|---|---|---|
| Organic Search | 3,500 | 73.2% | 71.9% |
| Direct | 967 | 20.2% | 20.5% |
| Referral | 151 | 3.2% | 2.1% ↑ |
| Organic Social | 138 | 2.9% | 2.6% |
| Unassigned | 13 | 0.3% | 2.9% ↓ |
Engagement Rate by Medium – Feb vs Jan
| # | Page | Views | Active Users | Events | Bounce Rate | vs Jan |
|---|---|---|---|---|---|---|
| 01 | Home — 3 Street Markets / | 3,700 | 2,400 | 11k | 59.5% | ≈ stable |
| 02 | Caloundra Street Fair /caloundra-street-fair/ | 736 | 557 | 1,900 | 26.7% | ↑ +12 users |
| 03 | Stallholders ↑ NEW #3 /stallholders/ | 402 | 266 | 1,100 | 22.3% | ↑ from #6 |
| 04 | Our Markets /our-markets/ | 376 | 282 | 1,100 | 41.9% | ↑ +17 users |
| 05 | Caloundra Twilight Market /caloundra-twilight-market/ | 317 | 249 | 872 | 31.7% | ↓ from #3 |
| 06 | Currimundi Lake Twilight Market /currimundi-lake-twilight-market/ | 286 | 218 | 896 | 40.8% | ≈ stable |
| 07 | Fees & T&C’s /fees-and-tcs/ | 201 | 118 | 562 | 40.9% | ↑ +11 users |
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-markets-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 market date promotion | twilight-mar-2026 | Ties all traffic from that promotion directly to that event in the report |
| Stallholder recruitment | stallholder-recruitment-2026 | Use the same value across every post in the drive so the total is visible at a glance |