SECTION 1
Executive Summary
Sessions
12,172
▲ +6.7% (11,411) vs March
▼ -33.0% (18,171) vs April 2025
Total Users
8,188
▲ +7.0% (7,654) vs March
▼ -23.7% (10,729) vs April 2025
Engagement Rate
75.7%
▲ +0.8pp (74.9%) vs March
▲ +14.7pp (61.0%) vs April 2025
Number of Bookings
615
▼ -47.1% (1,163) vs March
▲ +7.1% (574) vs April 2025
Total Revenue
£83,221
▼ -43.7% (£147,794) vs March
▲ +29.7% (£64,187) vs April 2025
Revenue from Glamping
£11,032
▼ -15.9% (£13,124) vs March
▲ +53.2% (£7,203) vs April 2025
Revenue from Camping
£990
▼ -7.1% (£1,066) vs March
▲ +265.6% (£271) vs April 2025
Conversion Rate (session→transaction)
5.0%
▼ -5.1pp (10.2%) vs March
▲ +1.9pp (3.2%) vs April 2025
What this month looked like: traffic kept climbing into peak season and engagement quality is the best it's been all year at 75.7%. Revenue and booking volume both dropped sharply against March, but that's mostly a calendar story rather than a warning sign, since March carried a wave of early-2026 season bookings that April simply didn't repeat. Against last April, revenue is up nearly 30% on fewer, higher-intent sessions. Glamping revenue held up well against last year, up 53%, and Camping revenue nearly quadrupled off a small base.
SECTION 2
Traffic Overview
2.1 Traffic by Channel
Ordered by sessions, highest to lowest.
| Channel | Sessions | MoM | YoY | Users | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY |
|---|
| Organic Search | 8,317 | ▲ 14.3% | ▼ 23.2% | 5,571 | ▲ 15.4% | ▼ 9.6% | 79.9% | ▲ 2.7% | ▲ 21.1% | £62,877 | ▼ 36.1% | ▲ 45.9% |
| Direct | 3,032 | ▼ 8.0% | ▼ 53.0% | 2,172 | ▼ 6.7% | ▼ 44.4% | 72.2% | ▲ 1.4% | ▲ 41.8% | £17,663 | ▼ 56.8% | ▼ 12.0% |
| Referral (other) | 306 | ▼ 15.9% | ▼ 23.5% | 222 | ▼ 2.2% | ▼ 19.3% | 45.0% | ▼ 27.7% | ▼ 16.2% | £2,631 | ▼ 63.7% | - |
| Organic Social | 154 | ▼ 50.2% | ▼ 68.2% | 146 | ▼ 49.8% | ▼ 67.9% | 75.3% | ▲ 8.7% | ▲ 19.7% | £0 | ▼ 100.0% | ▼ 100.0% |
| Email (Brevo) | 138 | ▲ 112.3% | ▼ 48.9% | 90 | ▲ 125.0% | ▼ 37.1% | 59.4% | - | - | £11 | ▼ 96.7% | ▼ 98.3% |
| AI Assistants | 79 | ▲ 54.9% | - | 67 | ▲ 42.6% | - | - | - | - | £0 | - | - |
| Organic Video | 63 | ▲ 186.4% | - | 57 | ▲ 159.1% | - | 49.2% | - | - | £0 | - | - |
| Unassigned (other) | 23 | ▲ 21.1% | ▲ 0.0% | 22 | ▲ 15.8% | ▼ 4.3% | - | - | - | £39 | ▼ 93.6% | ▼ 77.3% |
| Paid Social | 0 | - | - | 0 | - | - | - | - | - | £0 | - | - |
Standout: Organic Search is doing the heavy lifting, up on both comparisons and now the highest-revenue channel too. Email (Brevo) and AI Assistants are broken out as their own lines here rather than buried inside Referral or Unassigned, now that they carry enough volume to track individually.
2.2 Referral Source Breakdown
Remaining referral sources not already broken out above as their own channel line.
| Source | Sessions | Users |
|---|
| wowo.secureonlinepay.co.uk (payment gateway) | 122 | 121 |
| hosted.allocate.co.uk | 51 | 35 |
| mail.google.com | 32 | 4 |
| goboony.co.uk | 10 | 7 |
| maxabelltent.co.uk | 9 | 4 |
Email (Brevo) and AI Assistants (ChatGPT) are broken out as their own channel lines in the table above rather than repeated here.
SECTION 3
Landing Pages & Engagement
Revenue here is attributed to the page a session landed on, not necessarily where the transaction happened. A session that lands on /glamping/ and later completes on /complete-your-booking/ counts its revenue against /glamping/ here, so this table shows which entry points are worth the most across the whole session, not page-level transactions.
| Landing Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Avg Engagement Time | MoM | YoY |
|---|
| / (Homepage) | 7,254 | ▲ 9.3% | ▼ 28.0% | 88.1% | ▼ 0.1% | ▲ 17.5% | £50,466 | ▼ 46.9% | ▲ 38.6% | 5m 40s | ▼ 9.1% | ▲ 9.0% |
| (not set) | 916 | ▼ 10.1% | ▼ 27.8% | 5.7% | ▲ 21.3% | ▲ 46.2% | £4,302 | ▼ 1.0% | ▲ 56.8% | 0m 22s | ▲ 29.4% | ▲ 46.7% |
| /wild-spa | 620 | ▲ 13.3% | ▼ 44.9% | 79.8% | ▼ 3.6% | ▲ 35.7% | £580 | ▼ 32.7% | ▼ 0.6% | 3m 11s | ▼ 5.4% | ▲ 13.0% |
| /booking-at-wowo | 427 | ▼ 43.7% | ▼ 29.3% | 75.2% | ▼ 6.2% | ▲ 23.5% | £10,634 | ▼ 58.4% | ▲ 18.5% | 7m 36s | ▼ 8.4% | ▲ 14.9% |
| /complete-your-booking | 315 | ▼ 4.8% | ▼ 67.9% | 53.7% | ▼ 12.0% | ▲ 51.7% | £4,671 | ▼ 42.8% | ▼ 11.1% | 4m 29s | ▼ 41.3% | ▲ 57.3% |
| /workshops | 269 | ▲ 89.4% | ▼ 2.9% | 40.5% | ▼ 25.3% | ▲ 6.9% | £647 | ▲ 98.4% | ▲ 10.0% | 3m 06s | ▼ 8.4% | ▼ 13.1% |
| /prices-rates | 192 | ▲ 24.7% | ▼ 39.8% | 74.5% | ▲ 12.5% | ▲ 23.8% | £1,016 | ▼ 59.4% | ▲ 84.3% | 6m 10s | ▲ 21.3% | ▲ 19.0% |
| /glamping | 189 | ▲ 5.0% | ▼ 49.6% | 83.1% | ▲ 9.2% | ▲ 62.3% | £1,973 | ▼ 16.6% | ▲ 70.8% | 6m 45s | ▲ 3.6% | ▲ 52.3% |
| /calendar | 185 | ▲ 122.9% | ▼ 28.8% | 55.7% | ▼ 7.5% | ▲ 52.6% | £818 | ▲ 1503.3% | ▲ 546.3% | 4m 08s | ▼ 1.6% | ▼ 26.0% |
| /cherry-tree-geodome | 101 | ▲ 134.9% | ▲ 53.0% | 65.3% | ▲ 4.0% | ▲ 34.6% | £0 | - | ▼ 100.0% | 1m 54s | ▼ 41.2% | ▼ 54.6% |
| /facilities | 97 | ▲ 18.3% | ▼ 40.1% | 75.3% | ▼ 9.2% | ▲ 35.4% | £0 | ▼ 100.0% | ▼ 100.0% | 5m 04s | ▼ 13.1% | ▲ 40.7% |
| /camping | 96 | ▼ 7.7% | - | 75.0% | ▲ 2.6% | - | £1,895 | ▲ 2.0% | - | 5m 57s | ▲ 19.0% | - |
| /groups | 83 | ▲ 18.6% | ▲ 43.1% | 79.5% | ▲ 1.1% | ▲ 31.8% | £478 | ▼ 32.5% | ▲ 209.1% | 2m 57s | ▼ 34.2% | ▼ 29.8% |
| /camping-areas | 71 | ▼ 11.2% | ▼ 69.4% | 73.2% | ▼ 2.4% | ▲ 64.9% | £544 | ▲ 385.4% | ▼ 29.4% | 6m 08s | ▲ 5.4% | ▲ 115.2% |
| /eat-drink-local-produce | 68 | ▲ 161.5% | ▼ 30.6% | 67.6% | ▼ 12.1% | ▲ 20.5% | £0 | ▼ 100.0% | - | 3m 04s | ▼ 65.5% | ▼ 6.1% |
| /faqs | 65 | ▲ 32.7% | ▼ 60.6% | 66.2% | ▲ 8.2% | ▲ 43.6% | £485 | ▲ 122.6% | ▲ 34.9% | 5m 24s | ▲ 29.1% | ▲ 31.7% |
| /food-vans | 63 | ▲ 152.0% | ▼ 34.4% | 63.5% | ▼ 11.8% | ▲ 15.0% | £0 | ▼ 100.0% | ▼ 100.0% | 4m 05s | ▲ 214.1% | ▼ 24.6% |
| /activities | 57 | ▲ 119.2% | ▼ 16.2% | 78.9% | ▲ 7.9% | ▲ 34.2% | £99 | - | ▼ 15.2% | 4m 01s | ▲ 39.3% | ▲ 15.9% |
| /woodland-yurt | 52 | ▼ 7.1% | ▼ 27.8% | 76.9% | ▲ 0.1% | ▲ 15.3% | £425 | - | ▲ 125.2% | 5m 39s | ▲ 53.4% | ▲ 5.0% |
| /grassy-geodomes | 51 | ▼ 28.2% | ▼ 59.8% | 68.6% | ▲ 21.8% | ▲ 40.6% | £234 | ▼ 56.5% | ▼ 54.7% | 5m 49s | ▼ 32.4% | ▲ 36.9% |
Standout: the homepage is both the top traffic driver and the top revenue generator by a wide margin. "(not set)" landing pages still carry real revenue, which usually points to a tagging or referral-tracking gap worth a quick look.
SECTION 4
Search Performance (Google Search Console)
4.1 Top 20 Queries
Ordered by impressions, highest to lowest.
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Avg Position | MoM | YoY |
|---|
| wowo campsite | 2,727 | ▲ 22.6% | ▲ 12.7% | 1,731 | ▲ 18.4% | ▲ 12.0% | 63.5% | ▼ 3.4% | ▼ 0.7% | 1.3 | ▼ 7.1% | ▲ 31.0% |
| wowo | 2,561 | ▼ 19.4% | ▼ 38.7% | 818 | ▼ 7.0% | ▼ 7.0% | 31.9% | ▲ 15.3% | ▲ 51.5% | 4.4 | ▲ 11.4% | ▼ 25.8% |
| gypsy wagon | 1,116 | ▲ 71.2% | - | 0 | ▼ 100.0% | - | 0.0% | ▼ 100.0% | - | 1.7 | ▼ 32.0% | - |
| wild spa wowo | 566 | ▲ 9.1% | ▲ 36.7% | 13 | ▼ 31.6% | ▼ 86.0% | 2.3% | ▼ 37.3% | ▼ 89.8% | 3.0 | ▼ 16.7% | ▲ 15.8% |
| wowo camping | 459 | ▲ 5.0% | ▲ 7.7% | 288 | ▼ 8.6% | ▼ 4.0% | 62.7% | ▼ 13.0% | ▼ 10.9% | 1.5 | ▲ 29.6% | ▲ 20.2% |
| wowoxxx | 381 | ▲ 29.6% | ▲ 1213.8% | 11 | ▲ 83.3% | ▲ 1000.0% | 2.9% | ▲ 41.5% | ▼ 16.3% | 8.3 | ▲ 8.0% | ▼ 1.0% |
| camping sussex | 365 | ▲ 38.8% | ▼ 69.4% | 7 | ▲ 0.0% | ▼ 22.2% | 1.9% | ▼ 27.9% | ▲ 154.4% | 11.8 | ▲ 2.3% | ▼ 18.3% |
| wowo spa | 284 | ▲ 17.8% | ▲ 69.0% | 59 | ▲ 51.3% | ▲ 59.5% | 20.8% | ▲ 28.4% | ▼ 5.7% | 2.2 | ▼ 41.8% | ▼ 11.0% |
| wow camping | 272 | ▲ 41.7% | ▼ 66.1% | 40 | ▲ 48.1% | ▲ 700.0% | 14.7% | ▲ 4.6% | ▲ 2258.8% | 5.2 | ▼ 5.6% | ▼ 8.4% |
| camp wowo | 251 | ▼ 0.4% | ▲ 6.4% | 174 | ▲ 4.2% | ▲ 20.8% | 69.3% | ▲ 4.6% | ▲ 13.6% | 1.1 | ▼ 10.0% | ▲ 8.0% |
| woowoo camping | 209 | ▲ 21.5% | ▲ 18.1% | 147 | ▲ 15.7% | ▲ 14.8% | 70.3% | ▼ 4.7% | ▼ 2.7% | 1.2 | ▲ 17.8% | ▲ 19.0% |
| enamel mug | 203 | - | ▼ 16.1% | 0 | - | - | 0.0% | - | - | 25.8 | - | ▼ 48.0% |
| glamping sussex | 189 | ▲ 11.8% | ▼ 48.2% | 1 | ▲ 0.0% | ▼ 85.7% | 0.5% | ▼ 10.6% | ▼ 72.4% | 24.8 | ▲ 10.5% | ▲ 76.7% |
| woo woo campsite | 184 | ▲ 37.3% | ▲ 142.1% | 124 | ▲ 39.3% | ▲ 138.5% | 67.4% | ▲ 1.5% | ▼ 1.5% | 1.2 | ▼ 47.4% | ▲ 23.0% |
| sussex campsites | 165 | ▲ 42.2% | ▼ 8.8% | 5 | ▲ 150.0% | ▲ 150.0% | 3.0% | ▲ 75.8% | ▲ 174.2% | 7.7 | ▲ 14.0% | ▼ 14.0% |
| group camping | 165 | ▲ 57.1% | - | 3 | ▲ 50.0% | - | 1.8% | ▼ 4.5% | - | 9.2 | ▼ 35.8% | - |
| campsite | 165 | ▼ 23.6% | ▼ 84.1% | 0 | - | - | 0.0% | - | - | 21.5 | ▲ 18.1% | ▼ 66.7% |
| campsites sussex | 156 | ▲ 45.8% | ▼ 39.5% | 2 | ▲ 0.0% | ▼ 33.3% | 1.3% | ▼ 31.4% | ▲ 10.3% | 8.0 | ▲ 22.9% | ▼ 2.3% |
| wowo.xxx | 155 | ▼ 10.4% | ▲ 5066.7% | 3 | ▲ 200.0% | ▲ 200.0% | 1.9% | ▲ 234.8% | ▼ 94.2% | 6.5 | ▲ 7.6% | ▼ 30.1% |
| wo wo campsite | 149 | ▲ 41.9% | ▲ 44.7% | 69 | ▲ 13.1% | ▲ 16.9% | 46.3% | ▼ 20.3% | ▼ 19.2% | 1.0 | ▼ 76.9% | ▲ 1.0% |
4.2 Branded vs Non-Branded Queries (Top 5 each)
Both tables ordered by impressions, highest to lowest.
| Branded (contains "wowo") |
|---|
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Position | MoM | YoY |
|---|
| wowo campsite | 2,727 | ▲ 22.6% | ▲ 12.7% | 1,731 | ▲ 18.4% | ▲ 12.0% | 63.5% | ▼ 3.4% | ▼ 0.7% | 1.3 | ▼ 7.1% | ▲ 31.0% |
| wowo | 2,561 | ▼ 19.4% | ▼ 38.7% | 818 | ▼ 7.0% | ▼ 7.0% | 31.9% | ▲ 15.3% | ▲ 51.5% | 4.4 | ▲ 11.4% | ▼ 25.8% |
| wild spa wowo | 566 | ▲ 9.1% | ▲ 36.7% | 13 | ▼ 31.6% | ▼ 86.0% | 2.3% | ▼ 37.3% | ▼ 89.8% | 3.0 | ▼ 16.7% | ▲ 15.8% |
| wowo camping | 459 | ▲ 5.0% | ▲ 7.7% | 288 | ▼ 8.6% | ▼ 4.0% | 62.7% | ▼ 13.0% | ▼ 10.9% | 1.5 | ▲ 29.6% | ▲ 20.2% |
| wowoxxx | 381 | ▲ 29.6% | ▲ 1213.8% | 11 | ▲ 83.3% | ▲ 1000.0% | 2.9% | ▲ 41.5% | ▼ 16.3% | 8.3 | ▲ 8.0% | ▼ 1.0% |
| Non-Branded |
|---|
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Position | MoM | YoY |
|---|
| gypsy wagon | 1,116 | ▲ 71.2% | - | 0 | ▼ 100.0% | - | 0.0% | ▼ 100.0% | - | 1.7 | ▼ 32.0% | - |
| camping sussex | 365 | ▲ 38.8% | ▼ 69.4% | 7 | ▲ 0.0% | ▼ 22.2% | 1.9% | ▼ 27.9% | ▲ 154.4% | 11.8 | ▲ 2.3% | ▼ 18.3% |
| enamel mug | 203 | - | ▼ 16.1% | 0 | - | - | 0.0% | - | - | 25.8 | - | ▼ 48.0% |
| glamping sussex | 189 | ▲ 11.8% | ▼ 48.2% | 1 | ▲ 0.0% | ▼ 85.7% | 0.5% | ▼ 10.6% | ▼ 72.4% | 24.8 | ▲ 10.5% | ▲ 76.7% |
| sussex campsites | 165 | ▲ 42.2% | ▼ 8.8% | 5 | ▲ 150.0% | ▲ 150.0% | 3.0% | ▲ 75.8% | ▲ 174.2% | 7.7 | ▲ 14.0% | ▼ 14.0% |
Branded vs non-branded, month totals: 4,254 branded clicks (10,492 impressions) against just 231 non-branded clicks (12,993 impressions). "gypsy wagon" gets 1,116 impressions at position 1.68 but zero clicks this month, meaning page one visibility is going entirely unclicked and the search snippet itself is worth a look.
4.3 Page Performance (GSC)
Ordered by impressions, highest to lowest. wowo.co.uk and www.wowo.co.uk are combined into a single Homepage row.
| Page | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Avg Position | MoM | YoY |
|---|
| Homepage (combined www + non-www) | 30,005 | ▲ 11.6% | ▼ 51.4% | 4,761 | ▲ 14.5% | ▲ 9.3% | 15.9% | ▲ 2.6% | ▲ 124.8% | 6.5 | ▼ 9.4% | ▼ 81.2% |
| /wild-spa/ | 10,349 | ▲ 0.2% | ▼ 25.4% | 497 | ▲ 7.3% | ▼ 8.0% | 4.8% | ▲ 7.2% | ▲ 23.4% | 4.3 | ▼ 18.7% | ▼ 70.3% |
| /glamping/ | 8,065 | ▲ 96.9% | ▼ 53.6% | 109 | ▲ 25.3% | ▼ 16.2% | 1.4% | ▼ 36.4% | ▲ 80.6% | 4.3 | ▼ 23.4% | ▼ 66.2% |
| /facilities/ | 8,005 | ▲ 21.1% | ▲ 28.9% | 83 | ▲ 20.3% | ▲ 53.7% | 1.0% | ▼ 0.7% | ▲ 19.2% | 2.5 | ▼ 0.8% | ▼ 41.5% |
| /booking-at-wowo/ | 7,816 | ▲ 20.4% | ▼ 40.9% | 178 | ▼ 20.9% | ▲ 21.1% | 2.3% | ▼ 34.3% | ▲ 105.0% | 2.2 | ▼ 12.8% | ▼ 64.8% |
| /prices-rates/ | 7,317 | ▲ 43.8% | ▼ 24.8% | 207 | ▲ 68.3% | ▲ 32.7% | 2.8% | ▲ 17.1% | ▲ 76.6% | 2.1 | ▼ 21.6% | ▼ 57.0% |
| /plan-your-stay/ | 5,544 | ▲ 18.5% | ▼ 7.0% | 38 | ▲ 52.0% | ▲ 46.2% | 0.7% | ▲ 28.2% | ▲ 57.1% | 2.8 | ▲ 13.1% | ▼ 39.1% |
| /groups/ | 2,237 | ▲ 170.8% | - | 63 | ▲ 53.7% | - | 2.8% | ▼ 43.3% | - | 8.5 | ▼ 18.5% | - |
| /gypsy-wagon/ | 2,217 | ▲ 52.6% | ▲ 129.0% | 39 | ▲ 69.6% | ▲ 160.0% | 1.8% | ▲ 11.1% | ▲ 13.5% | 4.4 | ▼ 26.3% | ▼ 77.3% |
| /camping-areas/ | 2,128 | ▲ 4.8% | ▼ 52.0% | 44 | ▲ 22.2% | ▲ 12.8% | 2.1% | ▲ 16.7% | ▲ 135.1% | 3.0 | ▼ 15.3% | ▼ 69.3% |
| /activities/ | 1,579 | ▲ 8.8% | ▲ 59.8% | 46 | ▲ 84.0% | ▲ 119.0% | 2.9% | ▲ 69.1% | ▲ 37.1% | 11.4 | ▼ 6.0% | ▼ 63.3% |
| /attractions/ | 1,231 | - | ▲ 19.4% | 21 | - | ▲ 61.5% | 1.7% | - | ▲ 35.3% | 9.4 | - | ▼ 61.8% |
| /faqs/ | 1,129 | ▲ 7.6% | ▼ 9.8% | 63 | ▲ 57.5% | ▼ 4.5% | 5.6% | ▲ 46.3% | ▲ 5.9% | 5.2 | ▲ 1.8% | ▼ 55.0% |
| /camping/ | 1,059 | ▼ 38.3% | - | 30 | ▲ 76.5% | - | 2.8% | ▲ 185.8% | - | 6.0 | ▲ 26.8% | - |
| /eat-drink-local-produce/ | 930 | ▲ 43.1% | ▲ 5.0% | 44 | ▲ 175.0% | ▲ 15.8% | 4.7% | ▲ 92.2% | ▲ 10.3% | 8.9 | ▲ 8.8% | ▼ 68.0% |
| /woodland-yurt/ | 907 | ▲ 72.1% | - | 38 | ▲ 40.7% | - | 4.2% | ▼ 18.2% | - | 11.6 | ▼ 10.0% | - |
| /workshops/ | 902 | ▼ 11.2% | ▼ 76.6% | 21 | ▲ 31.2% | ▲ 31.2% | 2.3% | ▲ 47.8% | ▲ 461.5% | 5.5 | ▼ 18.4% | ▼ 51.5% |
| /cherry-tree-geodome/ | 597 | ▲ 212.6% | - | 93 | ▲ 564.3% | - | 15.6% | ▲ 112.5% | - | 3.8 | ▼ 53.0% | - |
| /food-vans/ | 597 | ▼ 48.4% | ▼ 78.3% | 49 | ▲ 157.9% | ▲ 11.4% | 8.2% | ▲ 400.2% | ▲ 414.1% | 8.5 | ▼ 46.0% | ▼ 64.0% |
| /entertainment-at-wowo/ | 595 | ▼ 13.6% | ▼ 85.5% | 27 | ▲ 42.1% | ▲ 12.5% | 4.5% | ▲ 64.6% | ▲ 674.3% | 11.1 | ▲ 10.8% | ▲ 39.3% |
Fixed this month: wowo.co.uk and www.wowo.co.uk were previously reported as two separate pages, splitting the data. Combined, the homepage reached 30,005 impressions and 4,761 clicks, up from 26,889 impressions and 4,158 clicks in March.
SECTION 5
Session Behaviour
5.1 New vs Returning
| Type | Sessions | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY | Session→Purchase | MoM | YoY |
|---|
| New | 7,438 | ▲ 7.9% | ▼ 20.9% | £31,163 | ▼ 59.0% | ▲ 26.3% | 261 | ▼ 60.5% | ▲ 6.1% | 3.5% | ▼ 63.4% | ▲ 34.1% |
| Returning | 4,050 | ▲ 5.2% | ▼ 36.8% | £52,058 | ▼ 27.6% | ▲ 31.8% | 354 | ▼ 29.5% | ▲ 7.9% | 8.7% | ▼ 33.0% | ▲ 70.9% |
Standout: returning visitors are less than a third of sessions but convert at roughly double the rate of New, and generated more total revenue this month despite far fewer sessions.
5.2 Device & Geography
| Device | Sessions | MoM | YoY | Revenue | MoM | YoY |
|---|
| Mobile | 8,767 | ▲ 12.5% | ▼ 39.1% | £49,570 | ▼ 31.3% | ▲ 15.2% |
| Desktop | 3,337 | ▼ 6.3% | ▼ 14.4% | £33,428 | ▼ 54.1% | ▲ 64.1% |
| Tablet | 57 | ▼ 18.6% | ▼ 61.7% | £223 | ▼ 92.1% | ▼ 71.3% |
| City | Sessions | MoM | YoY | Revenue | MoM | YoY |
|---|
| London | 3,556 | ▲ 4.8% | - | £24,194 | ▼ 49.6% | - |
| (not set) | 1,566 | ▲ 12.5% | ▼ 37.6% | £7,897 | ▼ 44.3% | ▼ 10.3% |
| Bath | 1,138 | ▲ 7.3% | - | £7,502 | ▼ 11.7% | - |
| Brighton and Hove | 769 | ▼ 8.8% | ▼ 25.1% | £7,331 | ▼ 51.4% | ▲ 63.2% |
| Uckfield | 315 | ▲ 63.2% | ▲ 13.7% | £1,374 | ▼ 36.4% | ▲ 409.5% |
| Cambridge | 245 | ▲ 36.9% | - | £952 | ▼ 49.7% | - |
| Birmingham | 193 | ▲ 6.0% | ▼ 38.5% | £701 | ▼ 73.0% | ▲ 51.0% |
| Newcastle upon Tyne | 144 | - | - | £830 | - | - |
| Norwich | 143 | ▼ 0.7% | ▼ 53.4% | £691 | ▼ 51.2% | ▲ 134.7% |
| Worthing | 138 | - | - | £2,162 | - | - |
Desktop converts to far more revenue per session than Mobile despite carrying less traffic. London remains the clear top market. Cities marked with a dash simply didn't place in that period's top 10, so a fair comparison isn't available for them.
SECTION 6
Bookings & Enquiries
6.1 Booking Funnel by Type
Steps tracked: Choosing Prices, then Payment Added, then Booking Completed. Data note: the earliest funnel step (Choosing Dates) stopped firing in GA4 after June 2025, a genuine tracking gap upstream of us. The funnel below starts from the earliest step still reliably tracked.
| Booking Type | Choosing Prices | Payment Added | Booking Completed |
|---|
| Camping | 57 | 16 | 5 |
| Glamping | 155 | 55 | 31 |
| Workshops | 14 | 172 | 84 |
| Site-wide total | 2,077 | 1,256 | 615 |
Standout: Glamping converts through the funnel noticeably better than Camping. Workshops shows more "Payment Added" events than "Choosing Prices", and the most likely explanation is that workshops are often booked as an add-on to an existing Camping or Glamping stay rather than as their own standalone booking, so the workshop itself only enters the funnel at the payment stage of a booking that started elsewhere. We're running with this as the working explanation rather than treating it as a confirmed tracking bug.
6.2 Enquiries & Contact Events
| Event | Count | MoM | YoY |
|---|
| Form submissions: Groups | 18 | ▼ 37.9% | ▲ 157.1% |
| Form submissions: Contact Us | 13 | ▼ 27.8% | ▼ 18.8% |
| Phone clicks: Contact Us page | 27 | ▲ 42.1% | ▼ 40.0% |
| Phone clicks: Footer | 65 | ▲ 38.3% | ▼ 9.7% |
Groups enquiries fell this month, 18 against 29 in March, while Contact Us submissions also dropped slightly. Both are still tracking above April 2025 levels.
SECTION 7
Shop (Merchandise)
Traffic and engagement below reflect real GA4 tracking. We are not reporting a shop order or revenue figure this month: GA4's purchase event never fires for the shop checkout, so any count we produced from page views would not be reliable enough to report as a number.
7.1 Shop Pages & Products
| Page | Apr26 Sessions | Mar26 Sessions | Apr25 Sessions |
|---|
| /shop/ (landing page) | 155 | 118 | 205 |
| Kid's T-Shirt | 5 | 2 | 6 |
| Adult Hoody | 4 | 7 | 4 |
| Kid's Hoody | 4 | 6 | 7 |
| Adult T-Shirt | 4 | 2 | 2 |
| Enamel Mugs | 2 | 4 | 4 |
| Caps | 1 | 2 | 1 |
| Coasters | 1 | 0 | 4 |
| Key Fobs | 1 | 1 | 2 |
| Leather Lanyard | 1 | 1 | 0 |
/shop/ is the clear entry point with 155 sessions, but none of the individual product pages get meaningful traffic on their own. People are browsing the shop as a whole rather than arriving at specific products.
SECTION 8
Glamping
Sessions
4,465
▲ +8.7% (4,106) vs March
▼ -26.5% (6,074) vs April 2025
Revenue
£11,032
▼ -15.9% (£13,124) vs March
▲ +53.2% (£7,203) vs April 2025
Bookings
31
▼ -36.7% (49) vs March
▲ +3.3% (30) vs April 2025
| Option | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| Cherry Tree Geodome | 425 | ▲ 24.3% | ▼ 7.8% | 89.6% | ▼ 2.1% | ▲ 0.0% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Alice Yurt | 384 | ▲ 25.5% | ▼ 22.4% | 95.1% | ▼ 1.7% | ▲ 6.5% | £918 | ▲ 15.2% | ▲ 414.8% | 3 | ▲ 0.0% | ▲ 200.0% |
| Grassy Bell Tents | 322 | ▲ 9.9% | ▼ 23.5% | 96.6% | ▲ 1.0% | ▲ 6.5% | £975 | ▼ 28.7% | ▲ 1.1% | 1 | ▼ 80.0% | ▼ 75.0% |
| Grassy Geodomes | 316 | ▼ 1.9% | ▼ 33.5% | 91.1% | ▲ 6.3% | ▲ 11.5% | £990 | ▼ 48.6% | ▼ 40.1% | 4 | ▼ 50.0% | ▼ 42.9% |
| Woodland Yurt | 288 | ▲ 19.0% | ▼ 19.3% | 92.4% | ▲ 0.8% | ▲ 3.1% | £1,160 | - | ▲ 287.4% | 3 | - | ▲ 200.0% |
| Bluebell Shepherds Hut | 262 | ▲ 7.8% | ▼ 53.5% | 92.0% | ▼ 3.7% | ▲ 29.6% | £0 | ▼ 100.0% | - | 0 | ▼ 100.0% | - |
| Little Owl Yurt | 215 | ▲ 17.5% | ▼ 25.3% | 96.3% | ▼ 0.4% | ▲ 5.0% | £828 | ▲ 20.9% | ▲ 251.2% | 2 | ▲ 0.0% | ▲ 100.0% |
| Lotus (LM & LB) Bell Tents | 210 | ▲ 30.4% | ▼ 23.6% | 94.3% | ▲ 4.0% | ▲ 8.0% | £739 | ▲ 49.1% | - | 3 | ▲ 50.0% | - |
| Gypsy Wagon | 179 | ▲ 16.2% | ▼ 18.3% | 92.2% | ▲ 2.1% | ▲ 6.8% | £209 | ▲ 12.5% | - | 1 | ▲ 0.0% | - |
| Hobbit Yurt | 178 | ▲ 2.3% | ▼ 30.7% | 95.5% | ▲ 1.9% | ▲ 4.0% | £1,206 | ▲ 11.2% | ▲ 316.3% | 5 | ▲ 66.7% | ▲ 400.0% |
| Stepping Stones Shepherds Hut | 156 | ▲ 0.0% | ▼ 37.1% | 96.8% | ▲ 4.9% | ▲ 17.0% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Clarabella the Family Wagon | 151 | ▲ 0.0% | ▼ 26.7% | 97.4% | ▲ 5.8% | ▲ 9.1% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Brookside Shepherds Hut | 144 | ▼ 1.4% | ▼ 26.2% | 94.4% | ▲ 7.6% | ▲ 5.2% | £234 | ▼ 84.0% | ▼ 57.5% | 1 | ▼ 75.0% | ▲ 0.0% |
Popularity vs revenue mismatch: Cherry Tree Geodome pulls the most traffic of any single glamping option but converted zero bookings this month, while Hobbit Yurt has under half the traffic and delivered the category's top revenue.
SECTION 9
Camping
Sessions
2,795
▲ +11.0% (2,519) vs March
▲ +17.7% (2,375) vs April 2025
Revenue
£990
▼ -7.1% (£1,066) vs March
▲ +265.6% (£271) vs April 2025
Bookings
5
▼ -44.4% (9) vs March
▲ +150.0% (2) vs April 2025
| Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| /camping/ | 1,399 | ▲ 5.0% | - | 96.0% | ▲ 1.1% | - | £473 | ▼ 50.9% | - | 4 | ▼ 50.0% | - |
| /camping-areas/ | 719 | ▲ 8.4% | ▼ 47.6% | 94.9% | ▲ 1.5% | ▲ 8.0% | £517 | - | - | 1 | - | - |
| /facilities/ | 677 | ▲ 29.4% | ▼ 32.6% | 93.6% | ▼ 0.1% | ▲ 4.9% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
Camping is the most consistent grower in the report this month. /camping/ has no April 2025 comparison because it wasn't a distinct enough landing page to register in that period's top pages; treat that YoY gap as a data limitation, not a genuine zero.
SECTION 10
Workshops
Sessions
1,656
▲ +35.0% (1,227) vs March
▼ -14.8% (1,944) vs April 2025
Revenue
£2,546
▲ +85.7% (£1,371) vs March
▲ +69.3% (£1,504) vs April 2025
Bookings
84
▲ +133.3% (36) vs March
▲ +52.7% (55) vs April 2025
| Workshop | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| Really Wild Bushcraft | 117 | ▲ 4.5% | ▼ 26.9% | 88.9% | ▲ 3.7% | ▲ 3.0% | £261 | ▲ 104.1% | ▲ 435.0% | 7 | ▲ 40.0% | ▲ 250.0% |
| Little Wowos | 112 | ▼ 26.3% | ▼ 38.5% | 81.3% | ▲ 9.4% | ▲ 5.7% | £0 | - | - | 0 | - | - |
| Enchanted Wowo Woods | 105 | ▲ 34.6% | ▼ 30.0% | 86.7% | ▼ 3.3% | ▲ 8.4% | £263 | ▲ 84.2% | ▲ 87.6% | 10 | ▲ 150.0% | ▲ 25.0% |
| Potion Making | 95 | ▲ 33.8% | ▼ 1.0% | 90.5% | ▼ 4.1% | ▲ 4.6% | £98 | ▼ 43.4% | ▼ 44.4% | 5 | ▲ 0.0% | ▼ 16.7% |
| Foraging & Wild Medicine | 67 | ▼ 31.6% | ▼ 24.7% | 91.0% | ▲ 19.0% | ▲ 19.1% | £105 | ▲ 1.1% | ▲ 728.7% | 1 | ▲ 0.0% | ▲ 0.0% |
| Family Theatre | 61 | ▲ 41.9% | ▼ 46.0% | 98.4% | ▲ 0.7% | ▲ 7.0% | £0 | - | - | 0 | - | - |
| Forest School | 53 | ▼ 28.4% | ▼ 22.1% | 94.3% | ▲ 10.8% | ▲ 10.6% | £48 | ▼ 66.3% | ▲ 9.0% | 2 | ▼ 50.0% | ▲ 100.0% |
| Fox Den | 52 | ▲ 136.4% | - | 86.5% | ▼ 13.5% | - | £56 | - | - | 3 | - | - |
| Golden Lotus Archery | 48 | ▲ 50.0% | ▼ 40.7% | 89.6% | ▼ 7.5% | ▲ 42.2% | £0 | - | - | 0 | - | - |
| Stage Combat | 43 | - | ▼ 10.4% | 88.4% | - | ▲ 8.7% | £0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% |
| Family Art | 40 | - | ▼ 39.4% | 90.0% | - | ▲ 4.2% | £50 | - | ▼ 63.7% | 2 | - | ▼ 50.0% |
| Jimmy the Juggling Jester | 32 | ▲ 68.4% | ▼ 49.2% | 93.8% | ▼ 1.0% | ▲ 13.7% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Sing Meraki | 18 | ▲ 20.0% | - | 100.0% | ▲ 15.3% | - | £0 | ▼ 100.0% | - | 0 | ▼ 100.0% | - |
| Really Wild Academy | 13 | - | - | 84.6% | - | - | £0 | - | - | 0 | - | - |
| Go Kids Music School | 8 | ▲ 14.3% | - | 100.0% | ▲ 0.0% | - | £0 | - | - | 0 | - | - |
Biggest mover in the whole report: Workshops had its best month of the year on every measure, led by Enchanted Wowo Woods and Really Wild Bushcraft.
SECTION 11
Wild Spa
Sessions
1,713
▲ +16.8% (1,466) vs March
▼ -29.3% (2,424) vs April 2025
Engagement Rate
88.5%
▲ +0.2pp (88.3%) vs March
▲ +12.4pp (76.1%) vs April 2025
Wild Spa is booked through the same embedded booking widget as the rest of the site, and the transaction records against wherever the booking actually completes (mainly /complete-your-booking/ and /booking-at-wowo/) rather than the page the visitor started on. So there's genuinely nothing to report on revenue or transactions for this page specifically; 88.5% engagement is the highest of any major page on the site, and traffic is climbing steadily month on month even though it's still behind last April's early-season peak.
SECTION 12
Groups
Sessions
363
▼ -18.1% (443) vs March
▼ -6.4% (388) vs April 2025
Form submissions
18
▼ -37.9% vs March (29) vs March
▲ +157.1% vs April 2025 (7) vs April 2025
Groups traffic dipped this month but it's still generating the most enquiry form activity of any page type, a reminder that Groups is enquiry-led rather than self-serve, so form submissions are the better health check here than sessions or revenue.
SECTION 13
Booking Pages & Widget Journey
13.1 Homepage Widget Journey
| Page | Sessions | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY |
|---|
| Homepage (/) | 7,769 | ▲ 7.9% | ▼ 28.5% | £416 | ▼ 80.1% | ▼ 64.3% | 4 | ▼ 75.0% | ▼ 69.2% |
| /complete-your-booking/ | 3,699 | ▼ 2.0% | ▼ 18.1% | £42,226 | ▼ 43.9% | ▲ 37.0% | 297 | ▼ 50.2% | ▲ 8.0% |
This is the single biggest booking pathway on the site. As agreed, /complete-your-booking/ is only reachable via the homepage widget, so its revenue and bookings are reported here as a direct continuation of the homepage journey.
13.2 Other Booking & Pricing Pages
| Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY |
|---|
| /booking-at-wowo/ | 1,425 | ▼ 23.6% | ▲ 1.4% | 85.3% | ▲ 1.7% | ▲ 13.7% | £17,598 | ▼ 58.0% | ▲ 21.2% | 125 | ▼ 63.8% | ▲ 2.5% |
| /key-workers/ | 860 | ▼ 6.4% | ▲ 7.9% | 97.1% | ▲ 0.6% | ▲ 9.0% | £4,531 | ▼ 32.4% | ▲ 36.3% | 44 | ▼ 27.9% | ▲ 22.2% |
| /prices-rates/ | 601 | ▼ 3.8% | ▼ 32.4% | 88.5% | ▲ 4.0% | ▲ 7.1% | £3,665 | ▼ 29.0% | ▼ 22.9% | 22 | ▼ 47.6% | ▼ 29.0% |
| /discounts-at-wowo/ | 97 | ▲ 3.2% | ▲ 3.2% | 91.8% | ▲ 2.7% | ▲ 5.3% | £174 | ▼ 84.4% | ▲ 26.4% | 2 | ▼ 71.4% | ▲ 0.0% |
/key-workers/ converts better than any other page on the site this month, with 97.1% engagement and the best session-to-transaction rate in the report.
SECTION 14
General Content Pages
| Page Group | Sessions | Eng. Rate | Note |
|---|
| Plan Your Stay hub (Calendar, Entertainment, Food Vans, Activities) | 1,858 | ~85% | Supports planning, rarely transacts directly |
| Facilities hub (Camping Areas, Toilets/Showers, The Barn, Village) | 1,653 | ~95% | High engagement, reassurance content |
| About Us hub (Directions, FAQs, Contact Us, Reviews) | 1,158 | ~88% | Directions and FAQs carry the volume |
| Booking info hub (T&Cs, Booking FAQs) | 106 | 87.7% | Low volume, late-funnel reassurance |
Facilities-type content consistently posts the highest engagement rates on the site despite carrying no direct revenue. This is reassurance content that supports the booking decision rather than driving it.
SECTION 15
Insights & Key Takeaways
Growth Insights
Workshops had its best month of the year: sessions, revenue and bookings all climbed on both comparisons, led by Enchanted Wowo Woods and Really Wild Bushcraft.
Engagement rate hit 75.7% site-wide, the strongest of any month in 2026 so far and nearly 15 points above last April.
Camping revenue is up sharply year on year, and Organic Search sessions grew month on month to become an even bigger share of total traffic.
Returning visitors converted at roughly double the rate of new visitors, generating the majority of this month's revenue from under a third of total sessions.
Opportunities
Non-branded terms like "gypsy wagon" (1,116 impressions, 0 clicks at position 1.68) and "camping sussex" show real demand Wowo isn't yet fully capturing.
/key-workers/ converts better than any other page on the site on modest traffic. Understanding why could inform other page designs.
Desktop sessions convert to nearly double the revenue per session of Mobile, despite Mobile carrying most of the traffic.
Fixing the Shop's missing purchase tracking would finally show whether merchandise is a meaningful revenue line.
Watch Points
Revenue and bookings both fell sharply against March, largely a calendar effect from March's early-season booking wave. Worth confirming that's the full explanation.
Organic Social sessions dropped to a third of March's volume and well below last April. Worth checking posting activity.
The first step of the booking funnel (Choosing Dates) has been silently untracked since July 2025. Worth flagging to whoever manages the tagging.
Shop checkout still shows no purchase event reaching GA4 this month, so there's no reliable order or revenue figure to report for the shop at all right now.
Popularity Insights: Glamping & Workshops
Cherry Tree Geodome is the most-viewed individual glamping option but converted zero bookings this month, a popularity-to-revenue mismatch worth investigating.
Hobbit Yurt punches well above its traffic to deliver the category's top glamping revenue.
Enchanted Wowo Woods and Really Wild Bushcraft are the two standout workshops this month, both up on last April.
Several workshops (Little Wowos, Family Theatre, Golden Lotus Archery, Stage Combat) are pulling healthy traffic but zero bookings. Worth a look at whether that's seasonal or needs a page refresh.
SECTION 16
Year to Date (Jan – Apr 2026)
Sessions & Total Users
Both lines have grown every month since January. Sessions are up 20% and users up 19% since the start of the year, tracking the run into peak season.
Traffic by Channel
Organic Search has pulled steadily further ahead of every other channel each month this year.
GSC: Branded vs Non-Branded Clicks
Branded clicks have climbed steadily from January to April. Non-branded clicks have grown too, but stayed a small fraction of the total throughout.
Revenue by Page (Top 5 + Other)
/complete-your-booking/ and /booking-at-wowo/ together have made up more than half of site revenue every month this year.
Glamping: Revenue vs Bookings
Bookings peaked in March but revenue peaked in January. January's bookings skewed toward higher-value stays.
Camping: Revenue vs Bookings
Camping has been Wowo's smallest but steadiest category this year, with both lines trending gently upward since January.
Workshops: Revenue vs Bookings
Workshops is the clearest growth line in this whole report. Both revenue and bookings have climbed every month since January.
April 2026