Newborn care & postpartum doula services / CLIENT CASE STUDY

IAMANCS: search discovery for specialist newborn care

How 114 recorded search visits fit into the audience for a Seattle newborn-care and postpartum-doula service, including the limits of enquiry measurement.

IAMANCS — Aleca Murphywww.iamancs.com

See the original reports

THE RECORDED RESULTS

Performance at a glance.

1 June–31 August 2026Compared with 1 March–31 May 2026

Organic Search sessions: 114
Compared with 136 previously, a 16.18% decrease.
Engaged organic sessions: 60
Compared with 92 in the preceding period.
Average organic engagement time: 47 sec
Compared with 39 seconds; the organic engagement rate fell from 67.65% to 52.63%.

A specific service for a specific stage of family life

IAMANCS is Aleca Murphy’s newborn-care and postpartum-doula business serving Seattle and surrounding areas. The public website describes daytime support, overnight care, infant-sleep support and virtual services. Prospective clients need to understand the type of support offered, the service area and how to start a conversation. This profile examines website acquisition, not clinical outcomes or the quality of care.

Search contributed 114 recorded visits

Organic Search generated 114 sessions from June through August, compared with 136 from March through May. Total sessions declined from 353 to 274. Search therefore remained a meaningful source of discovery during a period with a smaller overall recorded audience. The figures describe visits, not individual families or enquiries.

Longer average time does not erase fewer engaged visits

Average engagement time per organic session increased from 39 to 47 seconds. At the same time, engaged organic sessions fell from 92 to 60 and the organic engagement rate decreased from 67.65% to 52.63%. Reporting the measures together avoids presenting a longer average visit as an improvement across the whole customer journey.

Enquiry measurement is the missing connection

The report recorded zero key events and zero revenue in both comparison periods. A family might still make contact by phone, email or an untracked form. Without validated enquiry events, traffic cannot be translated into client bookings. No private visitor or family information is included in this case study; the analysis uses aggregate channel totals only.

A focused next review

A useful next step would examine the pages for daytime, overnight and virtual support separately, check whether local visitors can quickly establish service availability, and validate the completion of contact actions. Search Console and landing-page evidence would help distinguish changing demand from a tracking or visibility issue. These are recommendations for investigation, not documented past deliverables or a claim of causality.

FROM THE CLIENT’S GOOGLE ANALYTICS 4

The original reports.

Open any screenshot to inspect the captured report at full size.

Original IAMANCS — Aleca Murphy GA4 traffic comparison for June–August versus March–May 2026 — REPORT 01Original GA4 acquisition report: 1 June–31 August 2026 compared with 1 March–31 May 2026. The case explains both increases and decreases; visits and recorded events are not treated as confirmed sales or leads.

HOW TO READ THESE RESULTS

Measurement context.

Analytics reviewed in Anu’s signed-in GA4 session on 11 September 2026. Both comparison periods contain 92 days. The report uses Session primary channel group (Default Channel Group).

Sessions are visits, not unique people. Key events are configured Analytics events and are not necessarily distinct enquiries or purchases. No sales or lead increase is asserted without validated event evidence.

Analytics alone does not establish tracking continuity, seasonality or which marketing work caused a change. Recommendations in this profile describe future investigation, not verified services delivered.

Business context is based on the linked public client website. The screenshot preserves the original report values.

Business context: IAMANCS — Aleca Murphy: business and services (opens in a new tab)

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