Monthly Performance Report
April 2026
Website and search performance across padium.com for April 2026, compared against March 2026 and April 2025. Covers both Padium venues, Canary Wharf and Cardiff.
1. Overview
Headline numbers for the month. All percentage changes show the comparison figure in brackets.
Sessions
25,093
▼ -19.2% vs March (31,064)
▲ +40.1% vs April 2025 (17,906)
Total Users
20,736
▼ -17.9% vs March (25,243)
▲ +63.6% vs April 2025 (12,671)
New Users
19,240
▼ -19.3% vs March (23,852)
▲ +64.9% vs April 2025 (11,667)
Engagement Rate
86.9%
▲ +1.7% vs March (85.4%)
▲ +12.9% vs April 2025 (77.0%)
Avg. Engagement Time
3m 06s
▲ +25.2% vs March (2m 28s)
▲ +20.8% vs April 2025 (2m 34s)
Canary Wharf App Clicks
10,739
▼ -30.5% vs March (15,443)
Cardiff App Clicks
9,128
▲ +97.3% vs March (4,627)
Gift Card Revenue
£1,545
19 orders this month
▲ +95.6% vs March (£790)
What this is telling you
Sessions dropped sharply against March, but March was an unusually high month, largely driven by a big spike in Organic Search traffic that didn't repeat in April. Compared to this time last year, April 2026 is up strongly across almost every headline number, sessions are up 40%, users up 64%, and people are spending noticeably longer on the site. Booking clicks show a clear shift toward Cardiff this month, and gift card revenue had its best month of the year so far.
2. Traffic by Channel
2.1 Sessions, Users & Engagement by Channel
| Channel | Sessions | MoM | YoY | Users | Engagement Rate |
|---|---|---|---|---|---|
| Organic Search | 12,341 | -39.5% (20,411) | +16.9% (10,553) | 10,083 | 87.4% |
| Paid Search | 7,156 | +32.9% (5,385) | +121.5% (3,230) | 6,090 | 90.8% |
| Paid Social | 3,225 | +315.1% (777) | +124.3% (1,438) | 3,051 | 77.8% |
| Direct | 1,842 | -58.2% (4,411) | +4.5% (1,762) | 1,569 | 85.0% |
| Unassigned | 179 | +9.8% (163) | +101.1% (89) | 165 | 53.1% |
| Referral | 176 | +1.7% (173) | +60.0% (110) | 123 | 73.9% |
| Organic Social | 50 | -63.5% (137) | -90.6% (534) | 45 | 92.0% |
| Paid Other | 32 | +128.6% (14) | +166.7% (12) | 31 | 59.4% |
| Cross-network | 30 | +11.1% (27) | +172.7% (11) | 30 | 100% |
What this is telling you
Paid Social jumped over 300% on last month, jumping from 777 to 3,225 sessions, this is a clear sign of a paid social campaign running in April that wasn't active in March. Organic Search is down heavily on March but that was an exceptional month; against last year it's still growing steadily. Paid Search continues to grow both month on month and year on year, and now brings in more sessions than Direct traffic.
2.2 Referral Source Breakdown
Individual sources within the Referral channel for April 2026.
| Source | Sessions | Users | Engagement Rate |
|---|---|---|---|
| canarywharf.com | 35 | 25 | 91.4% |
| statics.teams.cdn.office.net (Microsoft Teams) | 35 | 24 | 60.0% |
| chatgpt.com | 19 | 12 | 63.2% |
| theglossarymagazine.com | 18 | 15 | 77.8% |
| sendibm1.com (email platform) | 14 | 10 | 71.4% |
| gemini.google.com | 9 | 5 | 66.7% |
| padiumbetatest-main.vercel.app | 9 | 1 | 88.9% |
| ltapadel.org.uk | 6 | 6 | 100% |
| All other referral sources | 31 | 25 | – |
What this is telling you
Referral is a small channel overall but it's worth noting two AI assistant platforms, ChatGPT and Gemini, sent a combined 28 sessions this month. This is a new and growing source of discovery worth keeping an eye on. Once AI referral traffic is consistently large enough to matter, it will get pulled out into its own line in the 2.1 channel table above, rather than sitting inside Referral.
2.3 New vs Returning Users
| Month | New Users | New % | Returning Users | Returning % |
|---|---|---|---|---|
| April 2026 | 19,240 | 92.8% | 1,496 | 7.2% |
| March 2026 | 23,852 | 94.5% | 1,391 | 5.5% |
| April 2025 | 11,667 | 92.1% | 1,004 | 7.9% |
What this is telling you
Returning users grew 7.5% vs March (1,496 vs 1,391) and 49.0% vs April 2025 (1,496 vs 1,004), a good sign of people coming back to the site. The overall mix stays heavily skewed to new visitors, as expected for a business built on new customer discovery.
3. Landing Pages & Engagement
Top landing pages by sessions, April 2026.
| Landing Page | Sessions | Engagement Rate | Avg. Engagement Time |
|---|---|---|---|
| / (Homepage) | 14,453 | 93.2% | 3m 17s |
| /cardiff | 6,365 | 86.0% | 2m 03s |
| /booking | 1,519 | 92.3% | 3m 21s |
| /canary-wharf | 513 | 83.6% | 4m 25s |
| /faqs | 159 | 74.2% | 2m 44s |
| /product/gift-card | 147 | 78.9% | 4m 14s |
| /events | 116 | 86.2% | 3m 41s |
| /team | 91 | 82.4% | 3m 16s |
| /contact-us | 89 | 77.5% | 5m 10s |
| /food-and-drink-menu | 86 | 65.1% | 4m 46s |
| /what-is-padel | 77 | 75.3% | 3m 12s |
| /events-brochure | 66 | 69.7% | 13m 49s |
| /whats-on | 26 | 84.6% | 2m 50s |
| /about | 19 | 68.4% | 5m 57s |
What this is telling you
The homepage and the Cardiff page together account for over 4 in 5 sessions this month. The events brochure page has a very long average engagement time (nearly 14 minutes), suggesting people who land there are reading it thoroughly, likely corporate organisers reviewing packages before enquiring.
4. Search Console Performance
4.1 Search Overview
Clicks
13,903
▼ -37.2% vs March (22,130)
▲ +45.0% vs April 2025 (9,588)
Impressions
137,316
▼ -6.9% vs March (147,467)
▼ -4.2% vs April 2025 (143,289)
Average CTR
10.1%
▼ vs March (15.0%)
▲ vs April 2025 (6.7%)
Average Position
7.5
▼ vs March (6.4)
▲ vs April 2025 (14.7)
What this is telling you
Search clicks fell back after a very strong March, but position and CTR are both dramatically better than this time last year, average position has nearly doubled from 14.7 to 7.5, meaning the site is ranking much higher for its search terms than a year ago.
4.2 Top 5 Branded Queries
| Query | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| padium cardiff | 2,403 | 4,851 | 49.5% | 1.1 |
| padium canary wharf | 1,003 | 3,347 | 30.0% | 1.5 |
| padium | 873 | 5,273 | 16.6% | 1.7 |
| padium cardiff bay | 122 | 238 | 51.3% | 1.5 |
| padium padel | 68 | 699 | 9.7% | 4.4 |
4.3 Top 5 Non-Branded Queries
| Query | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| padel canary wharf | 975 | 2,835 | 34.4% | 1.3 |
| padel london | 448 | 7,636 | 5.9% | 5.5 |
| padel cardiff | 430 | 2,930 | 14.7% | 2.2 |
| canary wharf padel | 406 | 1,346 | 30.2% | 1.1 |
| padel cardiff bay | 139 | 442 | 31.4% | 1.3 |
What this is telling you
Branded search (people searching "padium") made up around 38% of all clicks this month, £5,319 of the 13,903 total, a strong sign of growing brand recognition. Non-branded terms like "padel canary wharf" and "padel cardiff" are also converting well into clicks, showing the site ranks strongly for generic local search too, not just brand name searches.
4.4 Full Query Performance
Top 20 queries by clicks, April 2026.
| Query | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| padium cardiff | 2,403 | 4,851 | 49.5% | 1.1 |
| padium canary wharf | 1,003 | 3,347 | 30.0% | 1.5 |
| padel canary wharf | 975 | 2,835 | 34.4% | 1.3 |
| padium | 873 | 5,273 | 16.6% | 1.7 |
| padel london | 448 | 7,636 | 5.9% | 5.5 |
| padel cardiff | 430 | 2,930 | 14.7% | 2.2 |
| canary wharf padel | 406 | 1,346 | 30.2% | 1.1 |
| padel cardiff bay | 139 | 442 | 31.4% | 1.3 |
| padel | 135 | 9,636 | 1.4% | 8.8 |
| padium cardiff bay | 122 | 238 | 51.3% | 1.4 |
| paddle cardiff | 107 | 622 | 17.2% | 2.8 |
| padel near me | 78 | 2,957 | 2.6% | 9.3 |
| padium padel | 68 | 699 | 9.7% | 4.4 |
| padel courts london | 67 | 1,851 | 3.6% | 6.7 |
| padium membership | 67 | 112 | 59.8% | 1.0 |
| cardiff padel | 66 | 341 | 19.4% | 2.0 |
| padium london | 65 | 268 | 24.3% | 5.3 |
| padium cardiff prices | 61 | 177 | 34.5% | 1.7 |
| padium canary wharf booking | 60 | 66 | 90.9% | 1.0 |
| canary wharf paddle | 52 | 123 | 42.3% | 1.0 |
4.5 Page Performance
Top pages by clicks, April 2026. As this is the same traffic split across two domain versions of the site, clicks for the same page have been combined into one line per page.
| Page | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| Homepage (/) | 9,280 | 151,735 | 6.1% | 7.5 |
| /cardiff | 2,905 | 25,486 | 11.4% | 2.9 |
| /booking | 1,053 | 30,385 | 3.5% | 4.0 |
| /canary-wharf | 323 | 18,962 | 1.7% | 2.8 |
| /faqs | 271 | 16,503 | 1.6% | 3.2 |
| /events | 106 | 11,059 | 1.0% | 2.7 |
| /team | 103 | 2,482 | 4.1% | 4.7 |
| /product/gift-card | 86 | 991 | 8.7% | 5.6 |
| /whats-on | 45 | 5,007 | 0.9% | 3.1 |
| /contact-us | 42 | 12,419 | 0.3% | 2.9 |
| Padium-Menu.pdf | 39 | 159 | 24.5% | 3.4 |
| /what-is-padel | 29 | 10,825 | 0.3% | 3.9 |
| /about | 22 | 1,014 | 2.2% | 4.6 |
What this is telling you
Combined, the homepage brings in 9,280 clicks this month, by far the biggest single page. Cardiff is a strong second at 2,905, more than nine times Canary Wharf's 323, consistent with the venue traffic gap seen in Section 6.
5. Core Services Performance
Traffic landing directly on each core service page. The current site groups Academy, Private Coaching and Socials under one On Court page, so these are reported together rather than split further.
| Service | Sessions | MoM | YoY | Engagement Rate |
|---|---|---|---|---|
| Cardiff (venue) | 6,365 | -21.5% (8,110) | – | 86.0% |
| Canary Wharf (venue) | 513 | -18.6% (630) | – | 83.6% |
| On Court (Academy / Coaching / Socials)* | 26 | -42.2% (45) | -58.1% (62) | 84.6% |
| Corporate Events | 116 | +34.9% (86) | +70.6% (68) | 86.2% |
| Gift Cards | 147 | -18.8% (181) | +69.0% (87) | 74.4% |
*On Court was previously named "What's On" on the site. Figures compare the same underlying page across the rename, not two different pages.
What this is telling you
Corporate Events is the standout this month, up 35% on March and 71% on last year, worth checking with the events team whether enquiry volume matches this traffic growth. On Court landing sessions are low across the board, most coaching and social discovery likely happens via the homepage or nav rather than people landing there directly from search or ads. The two venue pages are included here for a full service-level view; full venue detail is in Section 6.
6. Venue Performance
Note: Canary Wharf and Cardiff did not exist as separate landing page URLs in the site's April 2025 data, so no YoY comparison is available for either venue this month.
Canary Wharf
513 sessions
▼ -18.6% vs March (630)
Engagement rate: 83.6%
Cardiff
6,365 sessions
▼ -21.5% vs March (8,110)
Engagement rate: 86.0%
Side by Side
| Venue | Sessions | Share of Venue Traffic | Engagement Rate | Avg. Engagement Time |
|---|---|---|---|---|
| Cardiff | 6,365 | 92.5% | 86.0% | 2m 03s |
| Canary Wharf | 513 | 7.5% | 83.6% | 4m 25s |
What this is telling you
Cardiff dominates venue page traffic, over 12 times the sessions Canary Wharf gets. That's partly explained by Cardiff's much stronger organic search presence (see Section 4). Canary Wharf visitors engage for longer on average once they land, 4m 25s vs 2m 03s, but far fewer people are landing there directly.
7. Gift Cards
7.1 Traffic & Engagement
Sessions
147
▼ -18.8% vs March (181)
▲ +69.0% vs April 2025 (87)
Page Views
177
▼ -13.2% vs March (204)
▲ +77.0% vs April 2025 (100)
Avg. Time on Page
38s
▲ +11.8% vs March (34s)
▲ +35.7% vs April 2025 (28s)
Engagement Rate
74.4%
▲ +0.7% vs March (73.9%)
▲ +0.8% vs April 2025 (73.8%)
7.2 Channel Attribution
| Channel | April 2026 | March 2026 | April 2025 |
|---|---|---|---|
| Organic Search | 105 | 122 | 58 |
| Paid Search | 20 | 11 | 9 |
| Direct | 18 | 40 | 17 |
| Referral | 3 | 7 | 1 |
| Unassigned | 1 | 1 | – |
| Organic Social | – | – | 2 |
What this is telling you
Organic Search brings in the large majority of gift card page traffic every period shown, 71% of April's sessions. Paid Search nearly doubled month on month, 11 to 20, while Direct fell sharply, 40 down to 18, which is most of the reason total gift card sessions dropped this month.
7.3 Ecommerce Performance
Sourced from the monthly order export, not linked to GA4 session or channel data. Once ecommerce tracking is connected in GA4 directly, this note and the manual CSV step won't be needed.
Orders
19
▲ +72.7% vs March (11)
▲ +280.0% vs April 2025 (5)
Revenue
£1,545
▲ +95.6% vs March (£790)
▲ +251.1% vs April 2025 (£440)
Average Order Value
£81.32
▲ +13.2% vs March (£71.82)
▼ -7.6% vs April 2025 (£88.00)
Conversion Rate
12.9%
▲ +112.7% vs March (6.1%)
▲ +124.9% vs April 2025 (5.8%)
| Device | Orders | Revenue | Avg. Order Value |
|---|---|---|---|
| Mobile | 10 | £875.00 | £87.50 |
| Desktop | 9 | £670.00 | £74.44 |
What this is telling you
Gift card sales had a strong month. Orders and revenue are both up sharply on March and even more so on last year, despite traffic to the page actually falling, that's visible directly in the conversion rate, which more than doubled from 6.1% to 12.9%. More of the people who do visit are converting into a purchase. Mobile edges out desktop on order count, but desktop orders are catching up in average value.
8. Stories
Not yet applicable
The Stories section launched in August 2026. This section will be populated from the August report onward, covering new stories published that month and cumulative performance of top stories over time.
9. Booking Conversion Clicks
Outbound clicks to each venue's booking app. April 2025 used a single shared Playtomic link for both venues (9,451 clicks total), so no venue-level YoY split is possible for that month either.
9.1 Canary Wharf (padelmates.se)
Total Clicks
10,739
▼ -30.5% vs March (15,443)
| Landing Page | Channel | Clicks |
|---|---|---|
| / | Organic Search | 4,313 |
| / | Paid Search | 3,335 |
| / | Direct | 742 |
| /booking | Paid Search | 588 |
| /booking | Organic Search | 488 |
| / | Paid Social | 423 |
| /canary-wharf | Organic Search | 249 |
| /cardiff | Organic Search | 84 |
| / | Referral | 61 |
| (not set) | Paid Search | 58 |
| / | Unassigned | 58 |
| (not set) | Organic Search | 57 |
| /booking | Direct | 48 |
| /cardiff | Paid Social | 39 |
| /cardiff | Paid Search | 38 |
| (not set) | Unassigned | 18 |
| / | Cross-network | 16 |
| (not set) | Direct | 15 |
| /canary-wharf | Direct | 14 |
| /canary-wharf | Paid Search | 12 |
| Page | Clicks |
|---|---|
| / | 8,463 |
| /booking/ | 1,771 |
| /canary-wharf/ | 326 |
| /team/ | 61 |
| /cardiff/ | 56 |
| /whats-on/ | 28 |
| /what-is-padel/ | 22 |
| /contact-us/ | 4 |
| /faqs/ | 4 |
| /events/ | 3 |
| /about/ | 1 |
9.2 Cardiff (padelmates.co)
Total Clicks
9,128
▲ +97.3% vs March (4,627)
| Landing Page | Channel | Clicks |
|---|---|---|
| / | Organic Search | 2,553 |
| /cardiff | Organic Search | 1,978 |
| /cardiff | Paid Social | 1,810 |
| /cardiff | Paid Search | 1,157 |
| / | Paid Search | 869 |
| / | Direct | 346 |
| /booking | Paid Search | 132 |
| /booking | Organic Search | 74 |
| /cardiff | Direct | 32 |
| / | Organic Social | 26 |
| /cardiff | Paid Other | 21 |
| /cardiff | Cross-network | 19 |
| / | Paid Social | 10 |
| (not set) | Organic Search | 9 |
| /booking | Direct | 9 |
| (not set) | Paid Search | 8 |
| / | Referral | 8 |
| / | Unassigned | 6 |
| /cardiff | Unassigned | 6 |
| /faqs | Organic Search | 6 |
| Page | Clicks |
|---|---|
| /cardiff/ | 4,727 |
| / | 3,373 |
| /booking/ | 1,028 |
What this is telling you
A big shift this month: Cardiff booking clicks nearly doubled on March (+97%) while Canary Wharf fell back 30%. Paid Social is now a meaningful driver of Cardiff booking clicks, 1,810 clicks landing on the Cardiff page, matching the Paid Social spend increase seen in Section 2. Canary Wharf's booking clicks are overwhelmingly homepage driven rather than venue page driven, worth considering whether the Canary Wharf venue page needs a stronger call to action.
10. Insights & Key Takeaways
Growth Insights
Year on year, the site is in a much stronger position across the board, sessions up 40%, users up 64%, and average search position nearly doubled from 14.7 to 7.5. This isn't a one-off, it reflects consistent gains built up over the past twelve months.
Gift card sales had their best month of the year so far, £1,545 in revenue from 19 orders, more than doubling March despite fewer people visiting the page. More of the visitors who do arrive are converting.
Cardiff booking clicks nearly doubled month on month, largely driven by a strong showing from Paid Social, suggesting recent social activity aimed at Cardiff is translating directly into booking intent.
Opportunities
Search Console still credits more clicks to the previous site domain (padium.com) than the current one (www.padium.com). Consolidating this with a technical SEO review could concentrate ranking signal and improve visibility further.
AI assistant platforms (ChatGPT, Gemini) sent 28 referral sessions this month, a new discovery channel worth monitoring as it's likely to grow.
Canary Wharf's booking clicks are mostly happening from the homepage rather than the venue page itself, worth reviewing whether the Canary Wharf page could carry a clearer, more prominent booking call to action.
Watch Points
Enquiry form submissions dropped from 111 to just 7 this month, a 94% fall, while other engagement signals (book_now clicks, session quality) held steady. This looks like a form issue rather than a genuine drop in interest and is worth checking urgently.
Canary Wharf venue page sessions and booking clicks both fell this month (-18.6% and -30.5% respectively) while Cardiff grew strongly. Worth understanding whether this is a deliberate shift in marketing focus or something that needs addressing.
Overall sessions and pageviews are both down sharply against March. March was an exceptionally strong month, so this isn't necessarily a concern, but it's worth watching whether April's level becomes the new baseline or whether it recovers next month.
11. Year to Date (Jan – Apr 2026)
These charts will accumulate through the year, adding a new data point each month, and reset every January.
Graph 1 — Sessions & Total Users
GA4, all channels combined
Standout March was the peak month so far this year for both sessions and users. April eased back but remains well above January's starting point.
Graph 2 — Venue Page Sessions: Canary Wharf vs Cardiff
GA4 landing page sessions
Standout Cardiff has driven the large majority of venue page sessions every month this year, and the gap has widened steadily since January.
Graph 3 — Traffic by Channel
GA4 sessions by channel
Standout Organic Search has been the largest channel every month, but Paid Search and Paid Social have both grown steadily, with Paid Social spiking sharply in April.
Graph 4 — Branded vs Non-Branded Search Queries
Google Search Console, clicks
Standout Branded search clicks overtook non-branded for the first time in February and stayed ahead in March, a good sign of growing brand recognition, before easing back closer to parity in April.
Graph 5 — Gift Card Page Traffic & Order Revenue
Traffic to gift card page (bars, left axis) vs order revenue (line, right axis). Order count labelled above each point.
Standout Revenue and order count have grown together every month since January, both roughly doubling from January to April, despite page traffic itself staying fairly flat, a sign of steadily improving conversion rather than more visitors.