Trends

The Trends dashboard shows how each channel moved over the last 3, 6, 9, or 12 months. Use it to see what is rising, what is falling, and where data is missing. Every change compares the selected window with the window of the same length just before it. Months with no loaded data appear as gaps. Generated October 02, 2026.

Window

What moved

This section ranks the metrics that rose and fell most against the prior period. A metric appears when it moved 5% or more, has enough data in both windows, and, for a rate, passes a significance test. Partial data means one window has missing months, so the comparison uses per-month averages. Use the View button to jump to the metric's chart.

Rising

Falling

🔍 Search

Search shows how often the sites appear in Google results and how often people click. Use it to see whether visibility or click-through moved. Figures combine the MU and MUA sites.

📧 Email

Email covers every campaign sent in the month. Use it to see whether opens and clicks hold as volume changes. Rates are totals over totals, so a large send counts in proportion to its size.

📱 Text messages

Text messages cover broadcasts sent through Impactive. Use it to see whether delivery, replies, and opt-outs move with volume. Only a few months are loaded, so most comparisons show not enough data.

🌐 Website

Website covers Google Analytics 4 sessions on the MU and MUA sites. Use it to see whether traffic and conversions move together. Key events count only where goals are configured.

🚌 Events and online actions

This group covers event participation and the forms people submit online. Events count by event date, so months after the latest loaded signups stay empty. Online actions come from the VAN Online Activity report.

🚪 Field

Field covers door and phone contact from the organizing app. Use it to see volume and the share of attempts that reach a person. Work logged under a coalition partner's committee does not appear under Michigan United.

💰 Contributions

Contributions covers gifts recorded in VAN, counted by the date received. Use it to see money raised and gift volume by month. Email-attributed dollars come from the email platform and run separately.

🪪 Members

Members covers the join month of today's active members. Use it to see when membership drives landed. Lapsed members are absent from the roster, so earlier months can read low.

Data coverage

This map shows which months have loaded data for each channel across the last 24 months. Use it before trusting a 9 or 12 month comparison. The shaded columns mark the selected window.

Data loadedNo data loaded

Source: v_monthly_metrics in mu_master_analytics (built by create_trend_views.py), the same view the chat reads for trend questions. Windows end at September 2026. A sum compares per-month averages over the months that have data. A rate compares total over total across the window, and a two-proportion z-test marks changes inside normal variation. Events count by event date. Members count by join month among today's active members, with zero-filled months inside the roster's range. Regenerate: trend_report.py.