Monthly Performance Report
May 2026
Website and search performance across padium.com for May 2026, compared against April 2026 and May 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
19,650
▼ -21.7% vs April (25,093)
▲ +4.6% vs May 2025 (18,779)
Total Users
16,733
▼ -19.3% vs April (20,736)
▲ +23.8% vs May 2025 (13,516)
New Users
15,548
▼ -19.2% vs April (19,240)
▲ +25.5% vs May 2025 (12,384)
Engagement Rate
86.6%
▼ -0.3% vs April (86.9%)
▲ +11.4% vs May 2025 (77.8%)
Avg. Engagement Time
2m 56s
▼ -5.1% vs April (3m 06s)
▲ +22.9% vs May 2025 (2m 23s)
Canary Wharf App Clicks
9,519
▼ -11.4% vs April (10,739)
Cardiff App Clicks
6,095
▼ -33.2% vs April (9,128)
Gift Card Revenue
£875
9 orders this month
▼ -43.4% vs April (£1,545)
What this is telling you
May eased back on nearly every headline number after a strong April, sessions down 21.7%, users down 19.3%, both venues' app clicks down, gift card revenue down. Against May last year the picture is still positive, sessions up 4.6% and users up nearly a quarter, but the growth rate has clearly slowed compared to how March and April looked against their prior-year equivalents. Organic Search is the main story behind the month on month dip, and it's covered in detail in Section 2.
2. Traffic by Channel
2.1 Sessions, Users & Engagement by Channel
| Channel | Sessions | MoM | YoY | Users | Engagement Rate |
|---|---|---|---|---|---|
| Organic Search | 8,896 | -27.9% (12,341) | -23.2% (11,578) | 7,406 | 88.0% |
| Paid Search | 6,463 | -9.7% (7,156) | +98.1% (3,262) | 5,603 | 90.9% |
| Paid Social | 2,400 | -25.6% (3,225) | +87.4% (1,281) | 2,299 | 77.0% |
| Direct | 1,487 | -19.3% (1,842) | -17.9% (1,812) | 1,251 | 83.2% |
| Referral | 236 | +34.1% (176) | +1.3% (233) | 185 | 83.5% |
| Unassigned | 184 | +2.8% (179) | +114.0% (86) | 172 | 66.8% |
| Paid Other | 46 | +43.8% (32) | +53.3% (30) | 45 | 60.9% |
| Organic Social | 40 | -20.0% (50) | -92.1% (506) | 40 | 90.0% |
| Cross-network | 34 | +13.3% (30) | +325.0% (8) | 34 | 97.1% |
What this is telling you
Organic Search is the standout concern this month, down 27.9% on April and, more notably, down 23.2% on May last year too, the first time this year that channel has fallen behind its prior-year equivalent. Paid Search and Paid Social both eased back from April's highs but remain well ahead of May 2025, so paid activity is still doing its job. Referral had its best month of the year, up 34.1% on April, largely down to a new linktr.ee source (see 2.2).
2.2 Referral Source Breakdown
Individual sources within the Referral channel for May 2026.
| Source | Sessions | Users | Engagement Rate |
|---|---|---|---|
| linktr.ee | 56 | 56 | 94.6% |
| canarywharf.com | 29 | 27 | 100% |
| sendibm3.com (email platform) | 25 | 22 | 72.0% |
| theglossarymagazine.com | 25 | 18 | 80.0% |
| chatgpt.com | 19 | 12 | 84.2% |
| statics.teams.cdn.office.net (Microsoft Teams) | 19 | 12 | 84.2% |
| sendibt3.com (email platform) | 11 | 2 | 72.7% |
| padiumbetatest-main.vercel.app | 9 | 1 | 44.4% |
| ltapadel.org.uk | 7 | 6 | 85.7% |
| All other referral sources | 36 | 29 | – |
What this is telling you
linktr.ee is a brand new source this month and already the single biggest referral driver, 56 sessions at a 94.6% engagement rate, worth checking which bio link this is coming from so it can be leaned into further. AI assistant platforms held roughly steady, ChatGPT and Gemini sent a combined 21 sessions this month vs 28 in April. Still not large enough to warrant its own channel line, but consistent enough now to keep watching.
2.3 New vs Returning Users
| Month | New Users | New % | Returning Users | Returning % |
|---|---|---|---|---|
| May 2026 | 15,548 | 92.9% | 1,185 | 7.1% |
| April 2026 | 19,240 | 92.8% | 1,496 | 7.2% |
| May 2025 | 12,384 | 91.6% | 1,132 | 8.4% |
What this is telling you
Returning users fell 20.8% vs April (1,185 vs 1,496) but are still slightly up vs May 2025 (1,185 vs 1,132). The new/returning mix itself barely moved, this is a proportional dip that tracks the overall session drop rather than a specific loss of repeat visitors.
3. Landing Pages & Engagement
Top landing pages by sessions, May 2026.
| Landing Page | Sessions | Engagement Rate | Avg. Engagement Time |
|---|---|---|---|
| / (Homepage) | 12,053 | 93.9% | 3m 14s |
| /cardiff | 4,116 | 85.2% | 1m 54s |
| /booking | 1,408 | 93.5% | 3m 44s |
| /canary-wharf | 438 | 86.8% | 4m 08s |
| /faqs | 126 | 71.4% | 2m 51s |
| /product/gift-card | 124 | 83.9% | 3m 04s |
| /events | 112 | 80.4% | 2m 48s |
| /food-and-drink-menu | 112 | 66.1% | 5m 33s |
| /contact-us | 96 | 74.0% | 4m 41s |
| /team | 84 | 77.4% | 3m 03s |
| /events-brochure | 75 | 68.0% | 3m 57s |
| /what-is-padel | 63 | 81.0% | 4m 22s |
| /whats-on | 23 | 91.3% | 0m 56s |
| /gallery | 17 | 76.5% | 1m 47s |
| /about | 10 | 90.0% | 2m 23s |
What this is telling you
The homepage and Cardiff page still dominate, but their combined share of sessions has eased slightly from April as the overall drop in Organic Search bit into both. Food & Drink Menu had a strong month for its size, its 112 sessions now tie with Events, and it carries the longest average engagement time on the list outside the events brochure, worth a look at what's driving interest there.
4. Search Console Performance
4.1 Search Overview
Clicks
10,806
▼ -22.3% vs April (13,903)
▼ -8.9% vs May 2025 (11,860)
Impressions
107,204
▼ -21.9% vs April (137,316)
▼ -49.7% vs May 2025 (212,949)
Average CTR
10.1%
▼ vs April (10.1%)
▲ vs May 2025 (5.6%)
Average Position
5.9
▲ vs April (7.5)
▲ vs May 2025 (15.4)
What this is telling you
Clicks and impressions are both down this month, but average position actually improved further, from 7.5 to 5.9, the best it's been all year. Impressions falling 49.7% against May last year while position improves is a sign Google is showing the site for fewer, more targeted searches rather than the site losing visibility broadly, worth watching alongside the Organic Search drop in Section 2.
4.2 Top 5 Branded Queries
| Query | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| padium cardiff | 1,301 | 3,267 | 39.8% | 1.1 |
| padium canary wharf | 981 | 3,159 | 31.1% | 2.0 |
| padium | 642 | 4,224 | 15.2% | 1.8 |
| padium cardiff bay | 110 | 248 | 44.4% | 1.5 |
| padium padel | 58 | 517 | 11.2% | 4.1 |
4.3 Top 5 Non-Branded Queries
| Query | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| padel canary wharf | 844 | 2,576 | 32.8% | 1.4 |
| canary wharf padel | 407 | 1,337 | 30.4% | 1.1 |
| padel cardiff | 340 | 2,245 | 15.1% | 1.5 |
| padel london | 310 | 6,571 | 4.7% | 6.3 |
| padel | 123 | 4,663 | 2.6% | 6.1 |
What this is telling you
Branded search made up 32.4% of all clicks this month (3,502 of 10,806), down from 38% in April but still well ahead of May last year (21.1%), branded recognition is holding up better than the raw click numbers suggest. Non-branded terms fell more than branded ones this month, in line with the Organic Search softening seen in Section 2.
4.4 Full Query Performance
Top 20 queries by clicks, May 2026.
| Query | Clicks | Impressions | CTR | Avg. Position |
|---|---|---|---|---|
| padium cardiff | 1,301 | 3,267 | 39.8% | 1.1 |
| padium canary wharf | 981 | 3,159 | 31.1% | 2.0 |
| padel canary wharf | 844 | 2,576 | 32.8% | 1.4 |
| padium | 642 | 4,224 | 15.2% | 1.8 |
| canary wharf padel | 407 | 1,337 | 30.4% | 1.1 |
| padel cardiff | 340 | 2,245 | 15.1% | 1.5 |
| padel london | 310 | 6,571 | 4.7% | 6.3 |
| padel | 123 | 4,663 | 2.6% | 6.1 |
| padium cardiff bay | 110 | 248 | 44.4% | 1.5 |
| padel near me | 106 | 2,325 | 4.6% | 9.2 |
| padel cardiff bay | 72 | 335 | 21.5% | 1.4 |
| padel courts london | 66 | 1,092 | 6.0% | 7.8 |
| paddle | 60 | 338 | 17.8% | 4.1 |
| padium padel | 58 | 517 | 11.2% | 4.1 |
| padium membership | 51 | 84 | 60.7% | 1.0 |
| paddle cardiff | 45 | 447 | 10.1% | 2.8 |
| padel courts near me | 42 | 1,168 | 3.6% | 10.8 |
| cardiff padel | 40 | 294 | 13.6% | 3.2 |
| padel court canary wharf | 40 | 109 | 36.7% | 4.1 |
| padium london | 39 | 251 | 15.5% | 7.5 |
4.5 Page Performance
Top pages by clicks, May 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 (/) | 7,708 | 121,034 | 6.4% | 6.1 |
| /cardiff | 1,549 | 18,853 | 8.2% | 3.3 |
| /booking | 900 | 23,067 | 3.9% | 3.9 |
| /canary-wharf | 304 | 17,592 | 1.7% | 3.2 |
| /faqs | 195 | 12,345 | 1.6% | 3.0 |
| /team | 97 | 1,609 | 6.0% | 5.6 |
| /product/gift-card | 95 | 875 | 10.9% | 5.0 |
| /events | 94 | 10,095 | 0.9% | 2.6 |
| /contact-us | 56 | 10,868 | 0.5% | 2.7 |
| /whats-on | 50 | 4,208 | 1.2% | 3.2 |
| Padium-Menu.pdf | 36 | 207 | 17.4% | 3.5 |
| /gallery | 23 | 686 | 3.4% | 4.3 |
| /what-is-padel | 23 | 9,857 | 0.2% | 3.7 |
| /about | 15 | 860 | 1.7% | 4.9 |
What this is telling you
The homepage's combined clicks fell from 9,280 to 7,708 this month, the single biggest contributor to the overall click decline. Cardiff also dropped sharply, from 2,905 to 1,549, roughly halved, while Canary Wharf held up better in relative terms (323 to 304). The domain split issue flagged last month is still present and still worth a technical SEO review.
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) | 4,116 | -35.3% (6,365) | – | 85.2% |
| Canary Wharf (venue) | 438 | -14.6% (513) | – | 86.8% |
| On Court (Academy / Coaching / Socials)* | 23 | -11.5% (26) | -80.2% (116) | 91.3% |
| Corporate Events | 112 | -3.4% (116) | +75.0% (64) | 80.4% |
| Gift Cards | 124 | -15.6% (147) | +42.5% (87) | 83.9% |
*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
On Court landing sessions fell sharply against May last year (-80.2%), the biggest YoY drop of any service, worth checking whether that page has lost visibility or whether coaching enquiries are now routing through a different page. Corporate Events fell slightly on April but is still up 75% on last year, a solid month given the broader softness elsewhere. Gift Cards remain the standout performer year on year despite the month on month dip. Both 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 still don't exist as separate landing page URLs in the site's May 2025 data, so no YoY comparison is available for either venue this month either.
Canary Wharf
438 sessions
▼ -14.6% vs April (513)
Engagement rate: 86.8%
Cardiff
4,116 sessions
▼ -35.3% vs April (6,365)
Engagement rate: 85.2%
Side by Side
| Venue | Sessions | Share of Venue Traffic | Engagement Rate | Avg. Engagement Time |
|---|---|---|---|---|
| Cardiff | 4,116 | 90.4% | 85.2% | 1m 54s |
| Canary Wharf | 438 | 9.6% | 86.8% | 4m 08s |
What this is telling you
Cardiff fell harder than Canary Wharf this month, -35.3% vs -14.6%, so while Cardiff still carries the large majority of venue traffic, the gap narrowed slightly from April's 12:1 ratio to roughly 9:1. Cardiff's steeper drop lines up with its larger organic search decline this month (Section 4).
7. Gift Cards
7.1 Traffic & Engagement
Sessions
124
▼ -15.6% vs April (147)
▲ +42.5% vs May 2025 (87)
Page Views
138
▼ -22.0% vs April (177)
▲ +38.0% vs May 2025 (100)
Avg. Time on Page
38s
▲ +0.3% vs April (38s)
▲ +38.0% vs May 2025 (28s)
Engagement Rate
83.9%
▲ +6.3% vs April (78.9%)
▼ -1.4% vs May 2025 (85.1%)
7.2 Channel Attribution
| Channel | May 2026 | April 2026 | May 2025 |
|---|---|---|---|
| Organic Search | 90 | 105 | 58 |
| Paid Search | 17 | 20 | 9 |
| Direct | 10 | 18 | 17 |
| Unassigned | 4 | 1 | – |
| Referral | 3 | 3 | 1 |
| Organic Social | – | – | 2 |
What this is telling you
Organic Search stayed the dominant channel at 73% of sessions, roughly the same share as April, so the traffic drop this month is proportional across channels rather than one channel collapsing. Paid Search and Direct both fell slightly in line with the overall session decline.
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
9
▼ -52.6% vs April (19)
▲ +28.6% vs May 2025 (7)
Revenue
£875
▼ -43.4% vs April (£1,545)
▲ +45.8% vs May 2025 (£600)
Average Order Value
£97.22
▲ +19.6% vs April (£81.32)
▲ +13.4% vs May 2025 (£85.71)
Conversion Rate
7.3%
▼ -43.8% vs April (12.9%)
▼ -9.8% vs May 2025 (8.1%)
| Device | Orders | Revenue | Avg. Order Value |
|---|---|---|---|
| Mobile | 7 | £795.00 | £113.57 |
| Desktop | 2 | £80.00 | £40.00 |
What this is telling you
Orders and revenue both fell back sharply after April's strong month, but this is still a good May compared to last year, revenue up 45.8% and orders up 28.6% year on year. Average order value climbed to its highest point this year at £97.22, so the fewer purchases that did happen were larger ones, mobile in particular carried much higher order values this month (£113.57 vs £40.00 on desktop). Conversion rate fell back to roughly April's level, still slightly below where it sat this time last year.
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. May 2025 used a single shared Playtomic link for both venues (9,809 clicks total), so no venue-level YoY split is possible for that month either.
9.1 Canary Wharf (padelmates.se)
Total Clicks
9,519
▼ -11.4% vs April (10,739)
| Landing Page | Channel | Clicks |
|---|---|---|
| / | Organic Search | 3,779 |
| / | Paid Search | 3,013 |
| / | Direct | 669 |
| /booking | Paid Search | 536 |
| /booking | Organic Search | 436 |
| / | Paid Social | 388 |
| /canary-wharf | Organic Search | 202 |
| / | Referral | 69 |
| / | Unassigned | 68 |
| /cardiff | Organic Search | 48 |
| /booking | Direct | 46 |
| (not set) | Organic Search | 36 |
| (not set) | Paid Search | 35 |
| / | Cross-network | 27 |
| /canary-wharf | Direct | 26 |
| /cardiff | Paid Search | 24 |
| /cardiff | Paid Social | 15 |
| (not set) | Direct | 9 |
| /events | Organic Search | 8 |
| / | Paid Other | 7 |
| Page | Clicks |
|---|---|
| / | 7,503 |
| /booking/ | 1,546 |
| /canary-wharf/ | 296 |
| /team/ | 70 |
| /cardiff/ | 41 |
| /whats-on/ | 25 |
| /what-is-padel/ | 19 |
| /faqs/ | 9 |
| /contact-us/ | 5 |
| /about/ | 3 |
| /events/ | 1 |
| /gallery/ | 1 |
9.2 Cardiff (padelmates.co)
Total Clicks
6,095
▼ -33.2% vs April (9,128)
| Landing Page | Channel | Clicks |
|---|---|---|
| / | Organic Search | 1,480 |
| /cardiff | Organic Search | 1,116 |
| /cardiff | Paid Social | 1,111 |
| /cardiff | Paid Search | 1,000 |
| / | Paid Search | 837 |
| / | Direct | 186 |
| /booking | Paid Search | 134 |
| /booking | Organic Search | 41 |
| / | Referral | 31 |
| / | Organic Social | 25 |
| /cardiff | Direct | 22 |
| / | Paid Social | 17 |
| /cardiff | Cross-network | 16 |
| /cardiff | Paid Other | 10 |
| /cardiff | Referral | 10 |
| /booking | Direct | 8 |
| (not set) | Paid Search | 6 |
| /cardiff | Organic Social | 5 |
| /faqs | Organic Search | 5 |
| / | Unassigned | 4 |
| Page | Clicks |
|---|---|
| /cardiff/ | 3,081 |
| / | 2,305 |
| /booking/ | 709 |
What this is telling you
Both venues fell this month, but Cardiff fell three times harder in percentage terms, -33.2% vs -14.6%, echoing the same pattern seen in Section 6's venue sessions. Cardiff's Paid Social contribution held up relatively well (1,111 clicks vs 1,810 in April, a smaller proportional drop than the channel overall), suggesting the paid activity itself is still performing, it's organic-driven traffic pulling the total down.
10. Insights & Key Takeaways
Growth Insights
Despite a softer month on month picture, May is still ahead of last year on almost every headline number, sessions up 4.6%, users up 23.8%, and average search position at 5.9, the best it's been all year. The underlying growth trend from earlier in the year hasn't reversed, it's just slowed.
Gift card average order value hit a year-high £97.22 this month, and both revenue and orders are comfortably ahead of May last year (+45.8% and +28.6%), even though fewer people visited the page. The people who do buy are spending more.
Cardiff's Paid Social clicks held up far better than its organic traffic this month, only easing back slightly while organic search fell hard. The paid activity itself is doing its job even as organic softens.
Opportunities
A new referral source, linktr.ee, appeared this month as the single biggest referral driver at 56 sessions and a 94.6% engagement rate. Worth identifying which bio link this is and whether it can be leaned into further.
Search Console still splits clicks across two domain versions of the site, the consolidation opportunity flagged last month remains open and may be contributing to this month's impression drop.
With organic search softening across the board, this could be a good month to lean further into Paid Search and Paid Social, both of which are still comfortably outperforming their May 2025 levels.
Watch Points
Organic Search fell both month on month (-27.9%) and year on year (-23.2%), the first YoY dip for this channel all year. Worth investigating whether this is a ranking or visibility issue rather than assuming it's seasonal.
On Court landing sessions dropped 80.2% against May last year, the sharpest YoY fall of any core service. Worth checking whether this page has lost visibility or whether coaching and social enquiries are now routing through a different page entirely.
Both venues' booking app clicks fell this month, Cardiff considerably harder than Canary Wharf (-33.2% vs -11.4%). April was an unusually strong month for Cardiff specifically, so this may simply be reversion, but it's worth watching whether June confirms a genuine slowdown or a return to April's level.
11. Year to Date (Jan – May 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 remains the peak month so far this year for both sessions and users. May eased back further than April did, landing close to February's level, but still well above where January started.
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, but May marks its lowest point since January, and the gap to Canary Wharf has narrowed for the first time this year.
Graph 3 — Traffic by Channel
GA4 sessions by channel
Standout Organic Search has been the largest channel every month, but May is its lowest point of the year so far. Paid Search overtook Organic Search's April level and is now the second largest channel by a clear margin.
Graph 4 — Branded vs Non-Branded Search Queries
Google Search Console, clicks
Standout Both branded and non-branded clicks fell in May, continuing the pullback from March's peak. The gap between the two has stayed roughly stable since April, non-branded consistently ahead by a similar margin each month.
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 May's revenue and order count both pulled back from April's peak, closer to the levels seen in February and March. Traffic to the page has stayed in a fairly narrow band all year (95 to 181 sessions), it's conversion that's driven the swings in revenue rather than visitor volume.