Website Performance Analysis – Full Project
As of 2025, the total number of websites on the internet is estimated
to be around 110 to 120 crore. Over 60% of web traffic now comes
from mobile devices.
Key Questions for Website Traffic and Engagement Analysis
1. What patterns or trends can you observe in website sessions and users over time?
2. Which marketing channel brought the highest number of users to the website, and
how can we use this insight to improve traffic from other sources?
3. Which channel has the highest average engagement time, and what does that tell us
about user behavior and content effectiveness?
4. How does engagement rate vary across different traffic channels?
5. Which channels are driving more engaged sessions compared to non-engaged ones,
and what strategies can improve engagement in underperforming channels?
6. At what hours of the day does each channel drive the most traffic?
7. Is there any correlation between high traffic (sessions) and high engagement rate
over time?
import numpy as np
import pandas as pd
import matplotlib.pyplot as plt
import seaborn as sns
import warnings
warnings.filterwarnings("ignore", category=UserWarning)
df = pd.read_csv('data-export (1).csv')
df.head()
# ---------------------------------------- \
0 Session primary channel group (Default channel...
1 Direct
2 Organic Social
3 Direct
4 Organic Social
Unnamed: 1 Unnamed: 2 Unnamed: 3 Unnamed: 4 \
0 Date + hour (YYYYMMDDHH) Users Sessions Engaged sessions
1 2024041623 237 300 144
2 2024041719 208 267 132
3 2024041723 188 233 115
4 2024041718 187 256 125
Unnamed: 5 Unnamed: 6 \
0 Average engagement time per session Engaged sessions per user
1 47.526666666666700 0.6075949367088610
2 32.09737827715360 0.6346153846153850
3 39.93991416309010 0.6117021276595740
4 32.16015625 0.6684491978609630
Unnamed: 7 Unnamed: 8 Unnamed: 9
0 Events per session Engagement rate Event count
1 4.673333333333330 0.48 1402
2 4.295880149812730 0.4943820224719100 1147
3 4.587982832618030 0.49356223175965700 1069
4 4.078125 0.48828125 1044
df.columns = df.iloc[0]
df = df.drop(index=0).reset_index(drop=True)
df.columns = ["Channel Group", "DateHour", "User", "Sessions",
"Engaged sessions",
"Average engagement time per session", "Engaged
sessions per user",
"Events per session", "Engagement rate", "Event
count"]
df.head()
Channel Group DateHour User Sessions Engaged sessions \
0 Direct 2024041623 237 300 144
1 Organic Social 2024041719 208 267 132
2 Direct 2024041723 188 233 115
3 Organic Social 2024041718 187 256 125
4 Organic Social 2024041720 175 221 112
Average engagement time per session Engaged sessions per user \
0 47.526666666666700 0.6075949367088610
1 32.09737827715360 0.6346153846153850
2 39.93991416309010 0.6117021276595740
3 32.16015625 0.6684491978609630
4 46.918552036199100 0.64
Events per session Engagement rate Event count
0 4.673333333333330 0.48 1402
1 4.295880149812730 0.4943820224719100 1147
2 4.587982832618030 0.49356223175965700 1069
3 4.078125 0.48828125 1044
4 4.529411764705880 0.5067873303167420 1001
df.info()
<class 'pandas.core.frame.DataFrame'>
RangeIndex: 3182 entries, 0 to 3181
Data columns (total 10 columns):
# Column Non-Null Count Dtype
--- ------ -------------- -----
0 Channel Group 3182 non-null object
1 DateHour 3182 non-null object
2 User 3182 non-null object
3 Sessions 3182 non-null object
4 Engaged sessions 3182 non-null object
5 Average engagement time per session 3182 non-null object
6 Engaged sessions per user 3182 non-null object
7 Events per session 3182 non-null object
8 Engagement rate 3182 non-null object
9 Event count 3182 non-null object
dtypes: object(10)
memory usage: 248.7+ KB
df["DateHour"] = pd.to_datetime(df["DateHour"], format="%Y%m%d%H",
errors='coerce')
df.head()
Channel Group DateHour User Sessions Engaged
sessions \
0 Direct 2024-04-16 23:00:00 237 300 144
1 Organic Social 2024-04-17 19:00:00 208 267 132
2 Direct 2024-04-17 23:00:00 188 233 115
3 Organic Social 2024-04-17 18:00:00 187 256 125
4 Organic Social 2024-04-17 20:00:00 175 221 112
Average engagement time per session Engaged sessions per user \
0 47.526666666666700 0.6075949367088610
1 32.09737827715360 0.6346153846153850
2 39.93991416309010 0.6117021276595740
3 32.16015625 0.6684491978609630
4 46.918552036199100 0.64
Events per session Engagement rate Event count
0 4.673333333333330 0.48 1402
1 4.295880149812730 0.4943820224719100 1147
2 4.587982832618030 0.49356223175965700 1069
3 4.078125 0.48828125 1044
4 4.529411764705880 0.5067873303167420 1001
numeric_cols = df.columns.drop(['Channel Group', 'DateHour'])
df[numeric_cols] = df[numeric_cols].apply(pd.to_numeric,
errors='coerce')
df["Hour"] = df["DateHour"].dt.hour
df.head()
Channel Group DateHour User Sessions Engaged
sessions \
0 Direct 2024-04-16 23:00:00 237 300
144
1 Organic Social 2024-04-17 19:00:00 208 267
132
2 Direct 2024-04-17 23:00:00 188 233
115
3 Organic Social 2024-04-17 18:00:00 187 256
125
4 Organic Social 2024-04-17 20:00:00 175 221
112
Average engagement time per session Engaged sessions per user \
0 47.526667 0.607595
1 32.097378 0.634615
2 39.939914 0.611702
3 32.160156 0.668449
4 46.918552 0.640000
Events per session Engagement rate Event count Hour
0 4.673333 0.480000 1402 23
1 4.295880 0.494382 1147 19
2 4.587983 0.493562 1069 23
3 4.078125 0.488281 1044 18
4 4.529412 0.506787 1001 20
df.describe()
DateHour User Sessions \
count 3182 3182.000000 3182.000000
mean 2024-04-20 01:17:07.278441216 41.935889 51.192646
min 2024-04-06 00:00:00 0.000000 1.000000
25% 2024-04-13 02:15:00 20.000000 24.000000
50% 2024-04-20 02:00:00 42.000000 51.000000
75% 2024-04-26 22:00:00 60.000000 71.000000
max 2024-05-03 23:00:00 237.000000 300.000000
std NaN 29.582258 36.919962
Engaged sessions Average engagement time per session \
count 3182.000000 3182.000000
mean 28.325581 66.644581
min 0.000000 0.000000
25% 13.000000 32.103034
50% 27.000000 49.020202
75% 41.000000 71.487069
max 144.000000 4525.000000
std 20.650569 127.200659
Engaged sessions per user Events per session Engagement rate
\
count 3182.000000 3182.000000 3182.000000
mean 0.606450 4.675969 0.503396
min 0.000000 1.000000 0.000000
25% 0.561404 3.750000 0.442902
50% 0.666667 4.410256 0.545455
75% 0.750000 5.217690 0.633333
max 2.000000 56.000000 1.000000
std 0.264023 2.795228 0.228206
Event count Hour
count 3182.000000 3182.000000
mean 242.272470 11.807040
min 1.000000 0.000000
25% 103.000000 6.000000
50% 226.000000 12.000000
75% 339.000000 18.000000
max 1402.000000 23.000000
std 184.440313 6.886686
1. What patterns or trends can you observe in website sessions and
users over time?
sns.set(style="whitegrid")
plt.figure(figsize=(10,5))
df.groupby("DateHour")[["Sessions", "User"]].sum().plot(ax=plt.gca())
plt.title("Sessions and Users Over Time")
plt.xlabel("DateHour")
plt.ylabel("Count")
plt.show()
2. Which marketing channel brought the highest number of users to
the website, and how can we use this insight to improve traffic from
other sources?
plt.figure(figsize=(8, 5))
sns.barplot(data=df, x="Channel Group", y="User", estimator=np.sum,
palette="viridis")
plt.title("Total Users by Channel")
plt.xticks(rotation=45)
plt.show()
C:\Users\Shubham Chaurasiya\AppData\Local\Temp\
ipykernel_30684\1525880387.py:2: FutureWarning:
Passing `palette` without assigning `hue` is deprecated and will be
removed in v0.14.0. Assign the `x` variable to `hue` and set
`legend=False` for the same effect.
sns.barplot(data=df, x="Channel Group", y="User", estimator=np.sum,
3. Which channel has the highest average engagement time, and what
does that tell us about user behavior and content effectiveness?
plt.figure(figsize=(8, 5))
sns.barplot(data=df, x="Channel Group",
y="Average engagement time per session",
estimator=np.mean, palette="magma", legend=False)
plt.title("Avg Engagement Time by Channel")
plt.xticks(rotation=45)
plt.show()
C:\Users\Shubham Chaurasiya\AppData\Local\Temp\
ipykernel_30684\3544933120.py:2: FutureWarning:
Passing `palette` without assigning `hue` is deprecated and will be
removed in v0.14.0. Assign the `x` variable to `hue` and set
`legend=False` for the same effect.
sns.barplot(data=df, x="Channel Group",
4. How does engagement rate vary across different traffic channels?
plt.figure(figsize=(8, 5))
sns.boxplot(data=df, x="Channel Group", y="Engagement rate",
hue="Channel Group", palette="coolwarm", legend=False)
plt.title("📦Engagement Rate Distribution by Channel")
plt.xticks(rotation=45)
plt.show()
5. Which channels are driving more engaged sessions compared to
non-engaged ones, and what strategies can improve engagement in
underperforming channels?
session_df = df.groupby("Channel Group")[["Sessions", "Engaged
sessions"]].sum().reset_index()
session_df["Non-Engaged"] = session_df["Sessions"] -
session_df["Engaged sessions"]
session_df_melted = session_df.melt(id_vars="Channel Group",
value_vars=["Engaged sessions", "Non-Engaged"])
plt.figure(figsize=(8, 5))
sns.barplot(data=session_df_melted, x="Channel Group", y="value",
hue="variable")
plt.title(" Engaged vs Non-Engaged Sessions")
plt.xticks(rotation=45)
plt.show()
6. At what hours of the day does each channel drive the most traffic?
heatmap_data = df.groupby(["Hour", "Channel Group"])
["Sessions"].sum().unstack().fillna(0)
plt.figure(figsize=(12, 6))
sns.heatmap(heatmap_data, cmap="YlGnBu", linewidths=.5, annot=True,
fmt='.0f')
plt.title("⏰Traffic by Hour and Channel")
plt.xlabel("Channel Group")
plt.ylabel("Hour of Day")
plt.show()
7. Is there any correlation between high traffic (sessions) and high
engagement rate over time?
df_plot = df.groupby("DateHour")[["Engagement rate",
"Sessions"]].mean().reset_index()
plt.figure(figsize=(10, 5))
plt.plot(df_plot["DateHour"], df_plot["Engagement rate"],
label="Engagement rate", color="green")
plt.plot(df_plot["DateHour"], df_plot["Sessions"], label="Sessions",
color="blue")
plt.title("📊Engagement Rate vs Sessions Over Time")
plt.xlabel("DateHour")
plt.legend()
plt.grid(True)
plt.show()
