Organic Search: Organic search experienced significant growth in 2025, increasing from 9,714 sessions to 17,789 sessions (+83% YoY). This channel now accounts for approximately 54% of total website traffic and delivered 1,699 conversions at a 6.52% conversion rate.
The primary driver was Google organic search, which alone generated 17,789 sessions. Google My Business also emerged as a new traffic source in 2025 with 298 sessions and an exceptionally high 24.83% conversion rate.
Referral: Referral traffic showed mixed results in 2025, with overall volume increasing but significant shifts in traffic sources. The channel generated 6,450 sessions with 488 conversions (7.57% conversion rate) and $40,061 in revenue.
Notable growth came from several sources: tandavaretreats.com referrals increased 289%, linktr.ee grew 24% while maintaining a strong 37.86% conversion rate, and ChatGPT (69 sessions with 23.19% conversion) emerged. However, some previously strong sources declined, including vogue.com (-65%, from 562 to 195 sessions) and vogue.fr (-68%).
Organic Social: Organic social media channels are evolving, with the landscape showing differentiated performance across platforms in 2025. Total organic social traffic reached 2,185 sessions with 74 conversions (3.39% conversion rate).
Facebook traffic decreased from 532 to 422 sessions (-20.68%), while Instagram (l.instagram.com) grew from 103 to 165 sessions (+60.19%) with notably better conversion at 12.73%. LinkedIn saw 103 sessions with a 16.50% conversion rate, suggesting strong engagement from professional audiences.
Email Marketing: Email marketing emerged as a newly tracked channel in 2025, showing exceptional conversion performance. The channel generated 931 total sessions with 110 conversions, representing an 11.82% conversion rate - the highest of all major marketing channels.
Particularly noteworthy is the Tandava Retreats Newsletter, which achieved a 40.98% conversion rate from 61 sessions. Newsletter traffic from partners also performed well, with 473 sessions generating 65 conversions.
Tandava’s 2025 retreat data shows early-year momentum but late-year weakness. Discovery calls are healthy (especially in Feb, Mar, Jul, Aug), but retreats are unevenly scheduled, with a concentration in late-year months (Oct/Nov). Compared to 2024, 2025 starts stronger.
Retreat frequency is uneven: high concentration in July, October, and November (4 each), with only 1 retreat in several months (Feb, May, Aug, Sep, Dec).
The year starts strong with 3 retreats in January, dips in spring, peaks mid- and late-year, then drops again in December.
Scheduling seems clustered into peak months, which might be aligning with demand or facilitator availability.
Low Visits to Calls Link: We can't see a strong link between the number of Discovery Calls and visitors per month. In other words, more visits doesn't mean more calls. Web traffic is growing, and, over time, we may see a different picture.
Slow Spring/Early Summer: As recently discussed, the slow April to June for calls might have been down to fewer retreats. But the rest of the year to date looks steady with the calls per month.
Conversions: About 1% of visitors become Discovery Call leads. Converting about 1% of visitors into prospects is in line with many clients, and other industries. Lower conversion rates can be down to several factors. But, the most important one is to target our ideal customers consistently. i.e. quality over quantity.
Overall Growth: Total bookings for January to July 2025 amounted to 108, which is a substantial increase compared to the 71 total bookings recorded in the same period in 2024.
Year-on-Year Growth: This represents a year-on-year growth of 52.11% from January to July 2024 to the same period in 2025.
Key differences in monthly booking volumes between January and July for 2024 and 2025:
Early 2025 Surge: The first four months of 2025 (January to April) showed significant increases in bookings compared to the same period in 2024. For instance, January saw an increase of 10 bookings, February 17, March 14, and April 8.
Mid-Year Fluctuations: From May to July, the trend reversed, with May and June experiencing decreases in bookings compared to 2024 (-6 and -8 bookings respectively). July, however, showed a slight increase of 2 bookings.
Conversion Rate
The conversion rate from Calls to Bookings is extremely high, showing the importance of that step in the process. Achieving a base level of about 50% is remarkable. Anything higher is outstanding.
Connecting this stage of the pipeline to the start of the process illustrates the key point of targeting the ideal prospects in the first place to get such high conversion rates.