SECTION 1
Executive Summary
Sessions
25,103
▲ +56.0% (16,096) vs June
▼ -4.4% (26,270) vs July 2025
Total Users
17,780
▲ +61.6% (11,000) vs June
▲ +8.4% (16,400) vs July 2025
Engagement Rate
71.0%
▲ +1.2pp (69.8%) vs June
▲ +12.1pp (58.9%) vs July 2025
Number of Bookings
556
▲ +16.8% (476) vs June
▲ +68.5% (330) vs July 2025
Total Revenue
£52,927
▲ +4.0% (£50,872) vs June
▲ +44.7% (£36,576) vs July 2025
Revenue from Glamping
£4,986
▼ -26.8% (£6,811) vs June
▲ +3.4% (£4,823) vs July 2025
Revenue from Camping
£753
▲ +466.2% (£133) vs June
no comparison available vs July 2025
Conversion Rate (session→transaction)
2.2%
▼ -0.8pp (3.0%) vs June
▲ +0.9pp (1.3%) vs July 2025
What this month looked like: July is clearly peak season now, sessions up 56.0% against June and revenue up 4.0%, though revenue didn't grow at anywhere near the rate traffic did, so the site-wide conversion rate fell again, from 2.96% to 2.21%, the fourth month running it has softened. Against last July the picture is strong: revenue up 44.7% and bookings up 68.5% despite fewer overall sessions than a year ago. Camping had a genuine turnaround this month after June's slump, revenue up sharply on much stronger traffic.
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 | 15,786 | ▲ 48.4% | ▲ 4.9% | 10,758 | ▲ 52.3% | ▲ 21.1% | 78.6% | ▲ 2.6% | ▲ 20.2% | £39,907 | ▲ 5.4% | ▲ 73.6% |
| Direct | 4,879 | ▲ 33.1% | ▼ 36.2% | 3,607 | ▲ 40.0% | ▼ 19.2% | 60.1% | ▼ 5.8% | ▲ 9.7% | £10,362 | ▼ 9.1% | ▼ 17.1% |
| Organic Social | 1,994 | ▲ 748.5% | ▲ 229.6% | 1,904 | ▲ 731.4% | ▲ 230.6% | 79.6% | ▲ 1.7% | ▲ 31.1% | £759 | ▲ 506.1% | ▲ 196.4% |
| Referral (other) | 1,239 | ▲ 18.1% | ▼ 29.6% | 1,164 | ▲ 22.9% | ▼ 9.9% | - | - | - | £380 | ▼ 64.0% | ▼ 53.0% |
| Email (Brevo) | 849 | ▲ 41.3% | - | 585 | ▲ 63.0% | - | 57.0% | ▲ 5.8% | - | £1,070 | ▲ 279.0% | - |
| AI Assistants | 202 | ▲ 75.7% | - | 176 | ▲ 81.4% | - | 77.7% | ▲ 7.6% | - | £287 | ▲ 261.1% | - |
| Unassigned (other) | 45 | ▲ 28.6% | ▼ 93.3% | 43 | ▲ 30.3% | ▼ 93.5% | 2.2% | - | ▼ 95.2% | £162 | ▲ 145.6% | ▲ 523.1% |
| Organic Video | 16 | ▼ 11.1% | ▼ 76.8% | 11 | ▼ 31.2% | ▼ 84.1% | 50.0% | ▲ 0.0% | ▲ 1062.8% | £0 | - | - |
| Paid Social | 2 | - | ▼ 99.6% | 1 | - | ▼ 99.8% | 100.0% | - | ▲ 166.7% | £0 | - | - |
| Mobile Push Notifications | 0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% | - | - | - | £0 | - | - |
Standout: Organic Search grew 48.4% against June and is comfortably the largest channel by both sessions and revenue. Organic Social had its biggest month of the year by far (1,994 sessions, up from 235 in June), worth understanding what drove that jump. Paid Social and Mobile Push Notifications both carried meaningful volume in July last year and remain essentially inactive this year.
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) | 1,059 | 1,054 |
| mail.google.com | 35 | 4 |
| teams.public.onecdn.static.microsoft | 31 | 25 |
| hosted.allocate.co.uk | 18 | 8 |
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) | 14,346 | ▲ 69.2% | ▲ 1.3% | 87.0% | ▲ 0.6% | ▲ 18.0% | £31,051 | ▲ 1.9% | ▲ 52.7% | 5m 01s | ▼ 4.1% | ▲ 16.2% |
| (not set) | 1,675 | ▲ 37.7% | ▲ 44.0% | 3.3% | ▼ 5.7% | ▲ 17.9% | £1,883 | ▼ 17.0% | ▲ 3.1% | 0m 13s | ▲ 18.2% | ▲ 62.5% |
| /workshops | 1,459 | ▲ 27.3% | ▲ 16.6% | 21.5% | ▼ 18.6% | ▼ 11.2% | £1,222 | ▼ 8.6% | ▲ 221.3% | 1m 32s | ▼ 19.3% | ▼ 22.0% |
| /wild-spa | 1,189 | ▲ 28.8% | ▼ 1.5% | 59.9% | ▼ 3.5% | ▲ 10.7% | £773 | ▲ 614.7% | ▲ 326.4% | 3m 09s | ▼ 9.1% | ▼ 4.1% |
| /prices-rates | 682 | ▲ 103.0% | ▲ 18.0% | 72.9% | ▼ 2.0% | ▲ 28.6% | £1,576 | ▲ 93.0% | ▲ 81.5% | 4m 45s | ▼ 4.0% | ▲ 42.5% |
| /booking-at-wowo | 659 | ▲ 31.8% | ▼ 68.9% | 75.4% | ▼ 0.5% | ▲ 88.0% | £5,625 | ▲ 22.8% | ▲ 49.9% | 6m 22s | ▲ 4.9% | ▲ 257.0% |
| /calendar | 563 | ▲ 41.5% | ▼ 18.5% | 54.0% | ▲ 3.3% | ▲ 32.7% | £548 | ▼ 20.4% | ▲ 261.4% | 3m 14s | ▲ 1.6% | ▲ 2.1% |
| /complete-your-booking | 406 | ▲ 78.9% | ▼ 55.9% | 57.1% | ▼ 17.5% | ▲ 43.5% | £3,289 | ▲ 6.0% | ▼ 8.4% | 4m 00s | ▼ 18.6% | ▲ 72.7% |
| /glamping | 327 | ▲ 31.3% | ▼ 14.6% | 79.2% | ▲ 5.5% | ▲ 36.1% | £751 | ▼ 37.5% | ▼ 72.0% | 5m 38s | ▲ 13.4% | ▼ 27.5% |
| /food-vans | 290 | ▲ 0.3% | ▼ 30.5% | 59.0% | ▲ 11.5% | ▲ 35.9% | £72 | - | - | 3m 01s | ▼ 12.1% | ▲ 17.5% |
| /camping | 269 | ▲ 71.3% | - | 71.0% | ▲ 7.3% | - | £822 | ▼ 26.4% | - | 4m 32s | ▼ 17.8% | - |
| /facilities | 246 | ▲ 26.8% | ▼ 17.7% | 76.0% | ▼ 0.4% | ▲ 22.2% | £0 | ▼ 100.0% | ▼ 100.0% | 4m 51s | ▼ 4.3% | ▲ 5.1% |
| /faqs | 204 | ▲ 58.1% | ▼ 42.5% | 61.3% | ▲ 4.1% | ▲ 31.8% | £24 | - | ▼ 94.7% | 4m 25s | ▲ 25.0% | ▲ 66.7% |
| /plan-your-stay | 169 | ▲ 47.0% | ▼ 10.1% | 82.2% | ▲ 0.6% | ▲ 16.3% | £0 | - | ▼ 100.0% | 4m 28s | ▼ 0.7% | ▼ 20.2% |
| /camping-areas | 143 | ▲ 21.2% | ▼ 57.8% | 68.5% | ▼ 9.2% | ▲ 43.3% | £145 | ▼ 75.2% | - | 4m 20s | ▲ 8.8% | ▲ 47.7% |
| /key-workers | 138 | ▲ 206.7% | ▼ 25.4% | 60.9% | ▼ 19.4% | ▲ 84.5% | £1,725 | ▲ 56.6% | ▲ 152.0% | 5m 49s | ▼ 21.2% | ▲ 119.5% |
| /activities | 120 | ▲ 31.9% | ▼ 5.5% | 75.0% | ▼ 1.1% | ▲ 26.9% | £90 | ▲ 596.4% | - | 5m 00s | ▲ 85.2% | ▲ 66.7% |
| /little-owl-yurt | 109 | - | - | 54.1% | - | - | £267 | - | - | 2m 36s | - | - |
| /directions | 107 | ▲ 4.9% | ▼ 56.5% | 40.2% | ▼ 10.9% | ▲ 31.8% | £115 | ▼ 27.4% | - | 2m 13s | ▼ 24.4% | ▲ 24.3% |
| /groups | 100 | ▲ 1.0% | ▼ 72.8% | 63.0% | ▼ 5.5% | - | £110 | ▲ 24.5% | - | 3m 30s | ▲ 1.4% | - |
Standout: /booking-at-wowo as a landing page continues its year-on-year transformation, engagement up from 40.1% to 75.4% on well under a third of last July's session volume. The homepage remains the dominant revenue driver by a wide margin.
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 | 8,209 | ▲ 86.5% | ▲ 65.7% | 4,880 | ▲ 88.9% | ▲ 81.3% | 59.4% | ▲ 1.2% | ▲ 9.4% | 1.1 | ▼ 8.5% | ▲ 1.9% |
| wowo | 4,749 | ▼ 2.8% | ▼ 30.5% | 791 | ▼ 13.6% | ▼ 44.7% | 16.7% | ▼ 11.1% | ▼ 20.4% | 4.9 | ▲ 1.4% | ▼ 6.7% |
| camp wowo | 1,636 | ▲ 392.8% | ▲ 154.0% | 932 | ▲ 352.4% | ▲ 139.0% | 57.0% | ▼ 8.2% | ▼ 5.9% | 1.1 | ▲ 10.0% | ▲ 4.8% |
| wowo camping | 990 | ▲ 23.6% | ▲ 17.9% | 640 | ▲ 25.7% | ▲ 20.8% | 64.6% | ▲ 1.7% | ▲ 2.5% | 1.0 | ▼ 2.9% | ▼ 1.9% |
| wild spa wowo | 764 | ▲ 41.5% | ▲ 68.7% | 18 | ▲ 125.0% | ▼ 76.9% | 2.4% | ▲ 59.0% | ▼ 86.3% | 3.2 | ▲ 5.7% | ▼ 6.5% |
| wowoxxx | 637 | ▲ 108.2% | ▲ 1890.6% | 13 | ▲ 30.0% | ▲ 333.3% | 2.0% | ▼ 37.6% | ▼ 78.2% | 9.5 | ▲ 10.5% | ▲ 15.9% |
| camping sussex | 421 | ▲ 83.0% | ▼ 65.5% | 8 | ▼ 11.1% | ▼ 20.0% | 1.9% | ▼ 51.4% | ▲ 131.6% | 8.6 | ▼ 10.4% | ▼ 60.9% |
| yurt | 421 | ▲ 1459.3% | - | 0 | ▼ 100.0% | - | 0.0% | ▼ 100.0% | - | 10.2 | ▼ 28.5% | - |
| woo woo campsite | 372 | ▲ 17.0% | ▲ 129.6% | 227 | ▲ 28.2% | ▲ 160.9% | 61.0% | ▲ 9.6% | ▲ 13.6% | 1.2 | ▼ 38.6% | ▲ 18.6% |
| wowo spa | 359 | ▲ 12.5% | ▲ 23.4% | 79 | ▲ 64.6% | ▲ 41.1% | 22.0% | ▲ 46.2% | ▲ 14.4% | 3.4 | ▲ 44.4% | ▲ 10.1% |
| wowo campsite prices | 318 | ▲ 81.7% | ▲ 996.6% | 210 | ▲ 78.0% | ▲ 1212.5% | 66.0% | ▼ 2.1% | ▲ 19.7% | 1.0 | ▼ 2.0% | ▼ 38.3% |
| wo wo campsite | 306 | ▲ 53.0% | ▲ 29.1% | 164 | ▲ 72.6% | ▲ 24.2% | 53.6% | ▲ 12.8% | ▼ 3.8% | 1.4 | ▲ 37.0% | ▲ 24.5% |
| campsite | 302 | ▲ 105.4% | - | 0 | - | - | 0.0% | - | - | 11.2 | ▼ 3.5% | - |
| woowoo camping | 272 | ▼ 6.8% | ▼ 42.7% | 192 | ▼ 8.6% | ▼ 37.9% | 70.6% | ▼ 1.8% | ▲ 8.5% | 1.2 | ▲ 3.4% | ▲ 21.0% |
| wowo campsite photos | 268 | ▲ 22.9% | ▼ 25.3% | 59 | ▲ 0.0% | ▼ 43.3% | 22.0% | ▼ 18.7% | ▼ 24.0% | 1.6 | ▲ 49.5% | ▼ 18.2% |
| woo woo | 247 | ▲ 325.9% | - | 2 | - | - | 0.8% | - | - | 7.5 | ▼ 4.7% | - |
| wow camping | 243 | ▲ 42.9% | ▼ 64.6% | 14 | ▼ 36.4% | ▲ 133.3% | 5.8% | ▼ 55.5% | ▲ 559.7% | 5.6 | ▼ 14.7% | ▼ 25.0% |
| camp fire | 226 | ▼ 6.2% | ▲ 22500.0% | 1 | - | - | 0.4% | - | - | 8.3 | ▼ 6.0% | ▼ 31.2% |
| woo woo camping | 207 | ▲ 2.0% | ▼ 62.4% | 121 | ▲ 0.8% | ▼ 64.0% | 58.5% | ▼ 1.1% | ▼ 4.3% | 2.3 | ▲ 69.9% | ▲ 89.9% |
| campsites sussex | 193 | ▲ 38.8% | ▼ 25.8% | 1 | ▼ 50.0% | ▼ 66.7% | 0.5% | ▼ 64.0% | ▼ 55.1% | 8.0 | ▼ 2.6% | ▼ 21.6% |
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 | 8,209 | ▲ 86.5% | ▲ 65.7% | 4,880 | ▲ 88.9% | ▲ 81.3% | 59.4% | ▲ 1.2% | ▲ 9.4% | 1.1 | ▼ 8.5% | ▲ 1.9% |
| wowo | 4,749 | ▼ 2.8% | ▼ 30.5% | 791 | ▼ 13.6% | ▼ 44.7% | 16.7% | ▼ 11.1% | ▼ 20.4% | 4.9 | ▲ 1.4% | ▼ 6.7% |
| camp wowo | 1,636 | ▲ 392.8% | ▲ 154.0% | 932 | ▲ 352.4% | ▲ 139.0% | 57.0% | ▼ 8.2% | ▼ 5.9% | 1.1 | ▲ 10.0% | ▲ 4.8% |
| wowo camping | 990 | ▲ 23.6% | ▲ 17.9% | 640 | ▲ 25.7% | ▲ 20.8% | 64.6% | ▲ 1.7% | ▲ 2.5% | 1.0 | ▼ 2.9% | ▼ 1.9% |
| wild spa wowo | 764 | ▲ 41.5% | ▲ 68.7% | 18 | ▲ 125.0% | ▼ 76.9% | 2.4% | ▲ 59.0% | ▼ 86.3% | 3.2 | ▲ 5.7% | ▼ 6.5% |
| Non-Branded |
|---|
| Query | Impressions | MoM | YoY | Clicks | MoM | YoY | CTR | MoM | YoY | Position | MoM | YoY |
|---|
| camping sussex | 421 | ▲ 83.0% | ▼ 65.5% | 8 | ▼ 11.1% | ▼ 20.0% | 1.9% | ▼ 51.4% | ▲ 131.6% | 8.6 | ▼ 10.4% | ▼ 60.9% |
| yurt | 421 | ▲ 1459.3% | - | 0 | ▼ 100.0% | - | 0.0% | ▼ 100.0% | - | 10.2 | ▼ 28.5% | - |
| campsite | 302 | ▲ 105.4% | - | 0 | - | - | 0.0% | - | - | 11.2 | ▼ 3.5% | - |
| camp fire | 226 | ▼ 6.2% | ▲ 22500.0% | 1 | - | - | 0.4% | - | - | 8.3 | ▼ 6.0% | ▼ 31.2% |
| campsites sussex | 193 | ▲ 38.8% | ▼ 25.8% | 1 | ▼ 50.0% | ▼ 66.7% | 0.5% | ▼ 64.0% | ▼ 55.1% | 8.0 | ▼ 2.6% | ▼ 21.6% |
Branded vs non-branded, month totals: 9,975 branded clicks (23,968 impressions) against 365 non-branded clicks (13,624 impressions). "wowo campsite" nearly doubled its impressions against June and reclaimed the top spot from "wowo". "camp wowo" jumped from 332 impressions in June to 1,636 this month at position 1.10, the single biggest mover in the query table.
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) | 63,486 | ▲ 50.9% | ▼ 58.2% | 12,061 | ▲ 58.8% | ▲ 50.6% | 19.0% | ▲ 5.2% | ▲ 260.7% | 7.0 | ▲ 10.6% | ▼ 85.5% |
| /facilities/ | 19,502 | ▲ 54.4% | ▼ 0.6% | 255 | ▲ 64.5% | ▲ 28.8% | 1.3% | ▲ 6.5% | ▲ 29.5% | 2.5 | ▼ 1.6% | ▼ 46.9% |
| /glamping/ | 19,052 | ▲ 57.4% | ▼ 20.2% | 212 | ▲ 34.2% | ▲ 26.9% | 1.1% | ▼ 14.8% | ▲ 59.1% | 2.9 | ▼ 5.6% | ▼ 70.9% |
| /booking-at-wowo/ | 18,578 | ▲ 57.9% | ▼ 32.1% | 312 | ▲ 31.6% | ▲ 33.9% | 1.7% | ▼ 16.6% | ▲ 97.2% | 2.1 | ▼ 2.3% | ▼ 62.4% |
| /prices-rates/ | 17,984 | ▲ 60.3% | ▼ 17.0% | 719 | ▲ 116.6% | ▲ 104.3% | 4.0% | ▲ 35.1% | ▲ 146.1% | 1.9 | ▼ 1.0% | ▼ 62.5% |
| /wild-spa/ | 16,078 | ▲ 29.7% | ▼ 38.2% | 557 | ▲ 11.6% | ▼ 11.3% | 3.5% | ▼ 13.9% | ▲ 43.5% | 4.8 | ▲ 18.7% | ▼ 52.3% |
| /plan-your-stay/ | 15,183 | ▲ 75.6% | ▲ 54.7% | 91 | ▲ 102.2% | ▲ 75.0% | 0.6% | ▲ 15.2% | ▲ 13.1% | 2.4 | ▼ 4.8% | ▼ 32.5% |
| /camping/ | 6,087 | ▲ 193.9% | - | 87 | ▲ 93.3% | - | 1.4% | ▼ 34.2% | - | 3.2 | ▼ 26.9% | - |
| /camping-areas/ | 2,908 | ▼ 1.8% | ▼ 73.8% | 112 | ▲ 30.2% | ▲ 0.9% | 3.9% | ▲ 32.6% | ▲ 285.5% | 3.0 | ▲ 9.7% | ▼ 61.9% |
| /activities/ | 2,746 | ▲ 11.2% | ▲ 102.1% | 95 | ▲ 13.1% | ▲ 63.8% | 3.5% | ▲ 1.7% | ▼ 18.9% | 8.2 | ▲ 2.1% | ▼ 63.9% |
| /groups/ | 2,671 | ▼ 2.9% | - | 62 | ▼ 17.3% | - | 2.3% | ▼ 14.9% | - | 7.8 | ▲ 4.1% | - |
| /woodland-yurt/ | 2,212 | - | - | 53 | - | - | 2.4% | - | - | 9.0 | - | - |
| /faqs/ | 1,920 | ▲ 32.5% | ▲ 7.7% | 141 | ▲ 45.4% | ▼ 12.4% | 7.3% | ▲ 9.7% | ▼ 18.7% | 4.4 | ▼ 4.5% | ▼ 46.1% |
| /attractions/ | 1,467 | - | - | 37 | - | - | 2.5% | - | - | 8.5 | - | - |
| /directions/ | 1,433 | ▲ 12.1% | ▼ 11.0% | 59 | ▲ 31.1% | ▼ 14.5% | 4.1% | ▲ 16.9% | ▼ 3.9% | 4.5 | ▼ 2.8% | ▼ 43.7% |
| /camp-fires/ | 1,244 | - | ▼ 48.8% | 40 | - | ▲ 14.3% | 3.2% | - | ▲ 123.2% | 7.1 | - | ▼ 44.6% |
| /food-vans/ | 1,190 | ▲ 27.1% | ▼ 71.0% | 194 | ▲ 39.6% | ▲ 25.2% | 16.3% | ▲ 9.8% | ▲ 332.1% | 16.3 | ▲ 102.5% | ▼ 25.5% |
| /eat-drink-local-produce/ | 1,189 | ▲ 20.7% | ▲ 9.8% | 83 | ▲ 18.6% | ▲ 7.8% | 7.0% | ▼ 1.8% | ▼ 1.8% | 7.0 | ▼ 11.5% | ▼ 65.3% |
| /workshops/ | 920 | - | ▲ 19.3% | 46 | - | ▲ 27.8% | 5.0% | - | ▲ 7.1% | 5.0 | - | ▼ 65.1% |
| /grassy-bell-tents/ | 624 | - | - | 37 | - | - | 5.9% | - | - | 5.9 | - | - |
The homepage's average position slipped again, from 6.30 in June to 6.97 this month, the third consecutive month of gentle decline, worth a proper look if it continues into August. "yurt" is a new entry in the top queries with 421 impressions but zero clicks at position 10.24, real visibility on a generic term not yet converting to clicks.
SECTION 5
Session Behaviour
5.1 New vs Returning
| Type | Sessions | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY | Session→Purchase | MoM | YoY |
|---|
| New | 16,484 | ▲ 65.0% | ▲ 14.9% | £21,847 | ▲ 6.7% | ▲ 82.7% | 218 | ▲ 23.2% | ▲ 92.9% | 1.3% | ▼ 25.4% | ▲ 67.9% |
| Returning | 7,281 | ▲ 38.4% | ▼ 18.6% | £31,080 | ▲ 2.3% | ▲ 26.8% | 338 | ▲ 13.0% | ▲ 57.2% | 4.6% | ▼ 18.3% | ▲ 93.1% |
Standout: Returning visitors convert at 4.6% against New's 1.3%, more than three times the rate, a consistent pattern every month this year.
5.2 Device & Geography
| Device | Sessions | MoM | YoY | Revenue | MoM | YoY |
|---|
| Mobile | 19,481 | ▲ 67.5% | ▼ 8.0% | £28,758 | ▲ 11.8% | ▲ 21.9% |
| Desktop | 5,634 | ▲ 24.5% | ▲ 9.8% | £23,831 | ▼ 4.5% | ▲ 84.3% |
| Tablet | 142 | ▲ 75.3% | ▼ 17.4% | £338 | ▲ 64.3% | ▲ 420.1% |
| City | Sessions | MoM | YoY | Revenue | MoM | YoY |
|---|
| London | 6,595 | ▲ 40.0% | ▼ 23.2% | £16,374 | ▲ 2.2% | ▲ 67.2% |
| (not set) | 3,302 | ▲ 56.6% | ▲ 0.3% | £4,512 | ▲ 74.1% | ▼ 2.7% |
| Bath | 3,160 | ▲ 79.6% | ▲ 56.7% | £5,633 | ▲ 27.7% | ▲ 215.5% |
| Uckfield | 1,366 | ▲ 36.2% | ▲ 112.1% | £818 | ▲ 47.5% | ▲ 93.0% |
| Brighton and Hove | 1,273 | ▲ 9.6% | ▼ 23.6% | £3,309 | ▼ 31.6% | ▼ 18.3% |
| Birmingham | 364 | ▲ 72.5% | ▼ 29.2% | £193 | ▲ 86.6% | ▼ 67.3% |
| Norwich | 259 | ▲ 45.5% | - | £198 | ▼ 46.5% | - |
| Eastbourne | 250 | - | - | £1,268 | - | - |
| Worthing | 249 | - | - | £1,168 | - | - |
| Plymouth | 222 | - | ▼ 46.1% | £287 | - | ▼ 11.2% |
Desktop revenue per session (£4.23) remains well ahead of Mobile (£1.48). Bath's traffic nearly doubled against June (3,160 sessions, up from 1,759) after holding roughly flat the two months before, a genuine acceleration worth watching into August.
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 | 69 | 6 | 3 |
| Glamping | 194 | 75 | 20 |
| Workshops | 13 | 245 | 122 |
| Site-wide total | 2,911 | 1,088 | 557 |
Standout: Camping's funnel improved this month, still thin but 3 bookings from 69 at the top of the funnel is a better ratio than June's near-total drop-off. Workshops again shows far more "Payment Added" events than "Choosing Prices", consistent with the working theory that workshops are frequently added on to an existing Camping or Glamping booking already in progress.
6.2 Enquiries & Contact Events
| Event | Count | MoM | YoY |
|---|
| Form submissions: Groups | 42 | ▲ 50.0% | ▼ 67.4% |
| Form submissions: Contact Us | 39 | ▲ 69.6% | ▲ 200.0% |
| Phone clicks: Contact Us page | 63 | ▲ 85.3% | ▲ 40.0% |
| Phone clicks: Footer | 117 | ▲ 15.8% | ▲ 21.9% |
Groups form submissions grew against June (42 up from 28) but sit well below July last year's 129, which appears to have been an unusually large spike rather than a typical month, worth checking what drove it if there's a record of a promotion or campaign at the time. Contact Us submissions and both phone click types all grew against June.
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 | Jul26 Sessions | Jun26 Sessions | Jul25 Sessions |
|---|
| /shop/ (landing page) | 351 | 255 | 319 |
| Kid's Hoody | 21 | 9 | 20 |
| Adult Hoody | 17 | 11 | 17 |
| Kid's T-Shirt | 13 | 6 | 7 |
| Adult T-Shirt | 10 | 4 | 5 |
| Caps | 8 | 4 | 7 |
| Enamel Mugs | 5 | 2 | 7 |
| Key Fobs | 5 | 2 | 0 |
| Luggage Tags | 5 | 0 | 0 |
| Coasters | 2 | 0 | 4 |
Shop traffic grew across the board this month, /shop/ up to 351 sessions from 255 in June, and every product page saw more visits too, the strongest month for shop traffic so far this year even without a revenue figure to go with it.
SECTION 8
Glamping
Sessions
7,683
▲ +58.0% (4,863) vs June
▲ +39.5% (5,509) vs July 2025
Revenue
£4,986
▼ -26.8% (£6,811) vs June
▲ +3.4% (£4,823) vs July 2025
Bookings
20
▼ -13.0% (23) vs June
▲ +5.3% (19) vs July 2025
| Option | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| Grassy Bell Tents | 751 | ▲ 55.2% | ▲ 34.1% | 92.9% | ▲ 0.5% | ▲ 3.8% | £1,123 | - | ▲ 380.1% | 4 | - | ▲ 300.0% |
| Alice Yurt | 684 | ▲ 71.4% | ▲ 48.7% | 94.3% | ▼ 0.2% | ▲ 4.5% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Cherry Tree Geodome | 559 | ▲ 62.5% | ▲ 43.0% | 93.4% | ▲ 3.3% | ▲ 8.0% | £265 | ▼ 43.2% | - | 1 | ▼ 50.0% | - |
| Little Owl Yurt | 487 | ▲ 133.0% | ▲ 85.2% | 87.3% | ▼ 8.3% | ▲ 0.2% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Woodland Yurt | 447 | ▲ 72.6% | ▲ 54.7% | 91.5% | ▼ 2.0% | ▼ 0.2% | £512 | - | ▲ 118.4% | 2 | - | ▲ 100.0% |
| Lotus (LM & LB) Bell Tents | 417 | ▲ 35.0% | ▲ 39.0% | 91.6% | ▲ 0.0% | ▲ 2.6% | £256 | ▼ 74.0% | ▼ 46.9% | 1 | ▼ 75.0% | ▼ 50.0% |
| Grassy Geodomes | 406 | ▲ 40.0% | ▲ 3.6% | 89.9% | ▲ 2.3% | ▲ 14.8% | £454 | ▼ 3.8% | ▲ 63.9% | 2 | ▲ 100.0% | ▲ 100.0% |
| Bluebell Shepherds Hut | 399 | ▲ 46.2% | ▲ 31.2% | 93.5% | ▲ 4.2% | ▲ 4.5% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Hobbit Yurt | 330 | ▲ 88.6% | ▲ 69.2% | 95.5% | ▲ 0.1% | ▲ 10.8% | £978 | - | ▲ 350.4% | 4 | - | ▲ 300.0% |
| Clarabella the Family Wagon | 291 | ▲ 67.2% | ▲ 54.8% | 90.4% | ▼ 0.4% | ▲ 0.0% | £0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% |
| Stepping Stones Shepherds Hut | 249 | ▲ 61.7% | ▲ 39.9% | 94.4% | ▲ 4.5% | ▲ 6.3% | £0 | ▼ 100.0% | - | 0 | ▼ 100.0% | - |
| Brookside Shepherds Hut | 219 | ▲ 56.4% | ▲ 32.7% | 90.0% | ▼ 0.8% | ▲ 3.8% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Gypsy Wagon | 187 | ▲ 30.8% | ▲ 14.0% | 94.1% | ▲ 6.0% | ▲ 12.7% | £145 | - | - | 1 | - | - |
Fourth month of the same pattern: Glamping traffic surged 58.0% against June but revenue fell 26.8% and bookings dipped slightly, the same traffic-outpacing-revenue story seen in Glamping every month since April. Alice Yurt is the most-visited option again but converted zero bookings this month.
SECTION 9
Camping
Sessions
5,741
▲ +59.7% (3,594) vs June
▲ +102.1% (2,841) vs July 2025
Revenue
£753
▲ +466.2% (£133) vs June
no comparison available vs July 2025
Bookings
3
▲ +200.0% (1) vs June
no comparison available vs July 2025
| Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| /camping/ | 2,758 | ▲ 66.5% | - | 94.2% | ▲ 0.7% | - | £753 | ▲ 466.1% | - | 3 | ▲ 200.0% | - |
| /camping-areas/ | 1,510 | ▲ 59.1% | ▲ 1.8% | 93.9% | ▲ 0.0% | ▲ 7.2% | £0 | - | - | 0 | - | - |
| /facilities/ | 1,473 | ▲ 48.9% | ▲ 8.5% | 93.6% | ▲ 1.4% | ▲ 4.5% | £0 | - | - | 0 | - | - |
A genuine recovery after June's near-total conversion collapse, revenue up more than fivefold on strong traffic growth. Worth watching whether this holds into August or was a one-off rebound.
SECTION 10
Workshops
Sessions
4,010
▲ +25.0% (3,208) vs June
▲ +46.2% (2,742) vs July 2025
Revenue
£3,835
▲ +21.2% (£3,165) vs June
▲ +143.1% (£1,578) vs July 2025
Bookings
122
▼ -10.3% (136) vs June
▲ +110.3% (58) vs July 2025
| Workshop | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Bookings | MoM | YoY |
|---|
| Enchanted Wowo Woods | 220 | ▲ 52.8% | ▲ 9.5% | 83.6% | ▲ 3.7% | ▲ 12.1% | £441 | ▲ 62.1% | ▲ 134.3% | 16 | ▲ 33.3% | ▲ 100.0% |
| Really Wild Bushcraft | 199 | ▼ 17.4% | ▼ 4.8% | 84.9% | ▼ 3.5% | ▲ 14.4% | £541 | ▲ 2.4% | ▲ 116.0% | 14 | ▼ 26.3% | ▲ 133.3% |
| Forest School | 154 | ▲ 58.8% | ▲ 35.1% | 77.3% | ▲ 1.3% | ▼ 8.2% | £194 | ▲ 203.2% | ▲ 24.9% | 5 | ▲ 66.7% | ▲ 0.0% |
| Potion Making | 151 | ▲ 13.5% | ▲ 7.9% | 89.4% | ▼ 1.8% | ▲ 2.6% | £42 | ▼ 78.7% | ▼ 36.1% | 3 | ▼ 75.0% | ▼ 25.0% |
| Little Wowos | 147 | ▼ 3.3% | ▲ 21.5% | 88.4% | ▲ 0.2% | ▼ 6.2% | £0 | - | - | 0 | - | - |
| Family Theatre | 106 | ▲ 37.7% | ▼ 27.4% | 90.6% | ▼ 3.1% | ▼ 6.9% | £0 | - | ▼ 100.0% | 0 | - | ▼ 100.0% |
| Golden Lotus Archery | 104 | ▲ 31.6% | ▲ 60.0% | 87.5% | ▲ 3.2% | ▼ 1.9% | £0 | - | - | 0 | - | - |
| Foraging & Wild Medicine | 95 | ▲ 9.2% | ▼ 2.1% | 84.2% | ▲ 0.4% | ▼ 2.8% | £0 | - | - | 0 | - | - |
| Family Art | 94 | ▲ 77.4% | ▲ 22.1% | 89.4% | ▼ 5.2% | ▲ 14.8% | £105 | ▼ 14.4% | - | 1 | ▼ 75.0% | - |
| Fox Den | 70 | ▼ 9.1% | - | 84.3% | ▼ 8.6% | - | £45 | ▼ 58.8% | - | 3 | ▼ 57.1% | - |
| Jimmy the Juggling Jester | 68 | ▲ 6.2% | ▲ 6.2% | 82.4% | ▼ 12.2% | ▼ 9.1% | £0 | ▼ 100.0% | ▼ 100.0% | 0 | ▼ 100.0% | ▼ 100.0% |
| Stage Combat | 66 | ▼ 35.9% | ▲ 1.5% | 87.9% | ▲ 19.1% | ▲ 19.1% | £0 | - | - | 0 | - | - |
| Sing Meraki | 57 | ▲ 171.4% | - | 86.0% | ▲ 6.2% | - | £9 | - | - | 1 | - | - |
| Really Wild Academy | 21 | ▲ 16.7% | ▲ 40.0% | 66.7% | ▼ 25.0% | ▼ 16.6% | £0 | - | - | 0 | - | - |
| Go Kids Music School | 20 | ▼ 31.0% | ▼ 45.9% | 70.0% | ▲ 1.4% | ▼ 19.1% | £0 | - | - | 0 | - | - |
Sessions and revenue both grew again, but bookings dipped slightly against June's high, the first month this year Workshops hasn't grown on every measure. Still well ahead of July last year on every number. Enchanted Wowo Woods overtook Really Wild Bushcraft as the top workshop this month.
SECTION 11
Wild Spa
Sessions
3,132
▲ +47.0% (2,130) vs June
▲ +20.8% (2,592) vs July 2025
Engagement Rate
80.7%
▲ +0.5pp (80.2%) vs June
▲ +5.0pp (75.7%) vs July 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. Sessions grew 47.0% against June, its strongest month of the year so far.
SECTION 12
Groups
Sessions
408
▲ +1.7% (401) vs June
▲ +11.2% (367) vs July 2025
Form submissions
42
▲ +50.0% vs June (28) vs June
▼ -67.4% vs July 2025 (129) vs July 2025
Groups form submissions grew against June but sit well below last July's unusually high total, most likely a one-off spike a year ago rather than a genuine year-on-year decline. Worth checking whether there was a specific campaign or seasonal promotion running last July.
SECTION 13
Booking Pages & Widget Journey
13.1 Homepage Widget Journey
| Page | Sessions | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY |
|---|
| Homepage (/) | 15,291 | ▲ 67.8% | ▲ 0.1% | £0 | ▼ 100.0% | - | 0 | ▼ 100.0% | - |
| /complete-your-booking/ | 6,741 | ▲ 88.8% | ▲ 54.4% | £18,797 | ▼ 16.1% | ▲ 17.4% | 168 | ▲ 2.4% | ▲ 27.3% |
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. The homepage itself shows £0 revenue this month, all of this month's homepage-originated revenue landed on /complete-your-booking/ instead, which grew to £18,797 and 168 transactions, both up sharply against June.
13.2 Other Booking & Pricing Pages
| Page | Sessions | MoM | YoY | Eng. Rate | MoM | YoY | Revenue | MoM | YoY | Transactions | MoM | YoY |
|---|
| /booking-at-wowo/ | 2,406 | ▲ 56.9% | ▼ 19.3% | 87.5% | ▲ 3.6% | ▲ 58.8% | £13,404 | ▲ 20.8% | ▲ 66.0% | 122 | ▲ 38.6% | ▲ 114.0% |
| /key-workers/ | 2,004 | ▲ 129.8% | ▲ 90.0% | 94.6% | ▼ 1.5% | ▲ 10.4% | £9,413 | ▲ 126.9% | ▲ 162.9% | 103 | ▲ 139.5% | ▲ 119.1% |
| /prices-rates/ | 1,383 | ▲ 76.6% | ▲ 10.8% | 84.3% | ▼ 1.6% | ▲ 9.2% | £1,568 | ▼ 31.8% | ▼ 35.9% | 14 | ▼ 6.7% | ▼ 6.7% |
| /discounts-at-wowo/ | 143 | ▲ 93.2% | ▲ 40.2% | 89.5% | ▼ 5.4% | ▲ 2.5% | £170 | ▼ 67.4% | - | 4 | ▲ 33.3% | - |
/key-workers/ more than doubled its sessions against June (2,004 up from 872) while holding a 94.6% engagement rate, comfortably its strongest month of the year. /booking-at-wowo/ also grew across every measure.
SECTION 14
General Content Pages
| Page Group | Sessions | Eng. Rate | Note |
|---|
| Plan Your Stay hub (Calendar, Entertainment, Food Vans, Activities) | 3,663 | ~85% | Supports planning, rarely transacts directly |
| Facilities hub (Camping Areas, Toilets/Showers, The Barn, Village) | 2,634 | ~95% | High engagement, reassurance content |
| About Us hub (Directions, FAQs, Contact Us, Reviews) | 1,791 | ~85% | Directions and FAQs carry the volume |
| Booking info hub (T&Cs, Booking FAQs) | 141 | 85.1% | Low volume, late-funnel reassurance |
Facilities-type content again posts the highest engagement rates on the site despite carrying no direct revenue, the same reassurance-content pattern seen every month so far this year.
SECTION 15
Insights & Key Takeaways
Growth Insights
Sessions grew 56.0% against June, the biggest single-month jump of the year, as the site moves fully into peak season.
Camping had a genuine turnaround this month, revenue up more than fivefold after June's near-total conversion collapse.
Revenue is up 44.7% and bookings up 68.5% against July last year, the strongest year-on-year position of any month so far.
/key-workers/ more than doubled its sessions against June while holding a 94.6% engagement rate, its best month of the year.
Opportunities
"yurt" is a new top-20 query with 421 impressions but zero clicks, real visibility on a generic term not yet converting, worth a look at how the listing appears.
Bath's traffic nearly doubled against June after two flat months, worth understanding what's driving interest from that market before it potentially levels off again.
Organic Social had its best month of the year by far, worth identifying what specifically drove the jump so it can be repeated.
Shop traffic grew across every product page this month even without revenue tracking in place, worth keeping an eye on once that gap is fixed.
Watch Points
Site-wide conversion rate fell for a fourth consecutive month, from 2.96% to 2.21%, even as traffic grew strongly. Worth confirming this is seasonal browsing behaviour rather than a booking-journey issue.
Glamping has now shown the same traffic-up, revenue-down pattern for four months running since April, the most sustained trend in this report.
The homepage's average Search Console position has slipped for three consecutive months, from 5.68 in May to 6.97 this month.
Workshops bookings dipped slightly this month after five months of consistent growth, worth watching whether this is a pause or the start of a slowdown.
Popularity Insights: Glamping & Workshops
Alice Yurt remains the most-visited glamping option but converted zero bookings this month, a popularity-to-revenue mismatch worth investigating properly given how consistently it appears.
Hobbit Yurt delivered the category's top glamping revenue again on far less traffic than the leaders, a consistently efficient converter.
Enchanted Wowo Woods overtook Really Wild Bushcraft as the top workshop this month on every measure.
Stage Combat and Bluebell Shepherds Hut both pulled solid traffic but converted zero bookings this month, worth a closer look at both pages.
SECTION 16
Year to Date (Jan – Jul 2026)
Sessions & Total Users
July is the strongest month of the year so far on both lines, confirming the site is now fully into its peak season climb.
Traffic by Channel
Organic Search's lead widened further this month, and Organic Social posted its first genuinely large month of the year.
GSC: Branded vs Non-Branded Clicks
Branded clicks reached a new high this month, well above every earlier point in the year. Non-branded clicks have grown too but remain a small fraction of the total.
Revenue by Page (Top 5 + Other)
Complete Your Booking's share grew again this month after two months of decline, back in line with the strength seen earlier in the year.
Glamping: Revenue vs Bookings
Both lines have now declined for four straight months since April, the clearest and longest sustained downward trend anywhere in this report.
Camping: Revenue vs Bookings
July's rebound breaks a two-month decline, though revenue remains well below March's high point for the year.
Workshops: Revenue vs Bookings
Revenue kept climbing but bookings dipped slightly this month, the first time the two lines have moved in different directions since the growth run began in March.
July 2026