HCFM Marketing WeeklyFor the Director of Marketing and Communications
Reporting week July 20 to 26, 2026 · data complete through July 26, 2026
Family Rosary · on trackCatholicMom · on trackHCFM · on trackFather Peyton · watch
Your week in 90 seconds
Mission. The daily Rosary and Mass drew 12,161 organic engaged views on YouTube this week, social carried 2,628 engagements across the ministries, and 132 people crossed from anonymous to known by praying or signing up with us.
What changed. No single post dominated this week; engagement was spread across the ministries.
Your decisions this week.- Approve UTM tagging on every campaign link, so we can finally prove which social posts drive sign-ups. This week social first-touched only 3 of 132 new known people, and we cannot yet see which posts did it.
- Decide whether prayersforfamilies.org, down -100% in engaged sessions this week, needs someone to look or is a one-off.
- Before the next paid push, set a cost-per-engaged-view target: in 2026 paid bought 207,277 YouTube views but 56,225 never stayed to watch.
Watch. Father Peyton needs a look.
Family Rosary · YouTube
12,161
▼ -2% vs last week
organic engaged viewsViews from people who chose to stay and watch, not scroll past. Our YouTube headline, because staying is the point., the flagship
Engaged website sessions
14,100
▲ +2,296 vs last week (11,804)
across the reporting properties, bot-screened
New known people
132
each traceable to source and form
anonymous visitors who became named contacts this week; the full path is in Section 5
Answer-engine sessions
34
AEO, Answer Engine Optimization
people an AI (ChatGPT, Perplexity) sent to CatholicMom, a new discovery channel
Family Rosary's YouTube held near its seasonal normal, -2% versus expected. For planning, the websites still run on search and direct; social sent about 4% of their traffic this week. And 132 people crossed from anonymous to known by filling a form; the full path is in Section 5.
Section 1 · Where the mission traveled, by ministryThis week beside last week, so every change reads at a glance.
| Channel | Metric | This week | Last week | Change |
|---|
| Family Rosary |
| YouTube | organic engaged views | 12,161 | 12,384 | -2% |
| Facebook | post engagement, 22 posts | 2,575 | 123,009 | -98% |
| Instagram | post engagement, 0 posts | 0 | 722 | -100% |
| CatholicMom |
| Facebook | post engagement, 27 posts | 44 | 23 | +91% |
| YouTube | organic engaged views | 25 | 52 | -52% |
| Instagram | post engagement, 0 posts | 0 | 0 | n/a |
| Website | engaged sessions | 12,593 | 10,613 | +19% |
| HCFM |
| Facebook | post engagement, 0 posts | 0 | 0 | n/a |
| Instagram | post engagement, 0 posts | 0 | 0 | n/a |
| Website | engaged sessions | 573 | 384 | +49% |
| Father Peyton Center |
| Facebook | post engagement, 2 posts | 9 | 5 | +80% |
| Instagram | post engagement, 0 posts | 0 | 0 | n/a |
| Website | engaged sessions | 71 | 114 | -38% |
| Daily Family Prayer |
| YouTube | organic engaged views | 172 | 195 | -12% |
YouTube is organic engaged views; Facebook and Instagram are post engagement; website is engaged sessions. Change is versus the prior week.
The house view: Family Rosary on YouTube against its modeled normal range. Holy Week is marked. Family Rosary drew 12,161 organic engaged views this week versus an expected 12,418, inside its normal range of 11,512 to 13,386.
Section 1b · The headline numbers, broken downWhich website and which channel the totals are actually made of, this week.
Section 2 · Websites, at director depthEvery property by engaged sessions this week, with the page people actually landed on.
| Property | Engaged sessions | vs last week | Top page this week |
|---|
| catholicmom.com | 12,593 | +19% | / |
| hcfm.org | 573 | +49% | / |
| blog.familyrosary.org | 334 | +27% | / |
| familyrosary.org | 153 | +10% | / |
| museumoffamilyprayer.org | 129 | +68% | / |
| peytonfamilyinstitute.org | 122 | +100% | / |
| hcfmstore.org | 87 | -23% | /collections/complimentary-rosaries |
| fatherpeyton.org | 71 | -38% | / |
| worldatprayer.org | 38 | +9% | / |
| prayersforfamilies.org | 0 | -100% | / |
Engaged sessions per property this week. Site health: fatherpeyton.org, prayersforfamilies.org fell more than a quarter week over week; worth a look.
Section 3 · Search and answer enginesWhat people type to reach us, and which discovery search pulls in the most new people.
On CatholicMom, branded searches (our name) drove 463 clicks and discovery searches (not our name) 1,348, so 74% of search clicks come from people who were not looking for us. That discovery is what scales.
The gold bar is the single biggest discovery search: the top query that does not include our name, so it is finding people who were not looking for us. That is the one worth building on; keep the page it lands on current and well linked. This highlight follows the data and re-ranks as the searches do (week of July 20 to 26, 2026).
Answer engines sent 34 sessions to CatholicMom this week, people who asked an AI and clicked through to us, broken down by engine: ChatGPT 31 (91%), Perplexity 3 (9%). ChatGPT leads. This is the discovery channel that is coming: not a blue link but an AI citing us inside its answer. Small today and growing; the move is to make our best content quotable so more of these engines name us. Cross-check: these are GA4 referral sessions, and any that fill a form show up as a named contact in Section 5.
Section 4 · Where the audiences and the money come from
Session mix per property from GA4, week of July 20 to 26, 2026, sorted by search plus direct. This reads the week's actual channel mix, so a property shows paid only on a week it was actually run. Colours are consistent across every chart.
Where the money is working. On Family Rosary's YouTube in 2026, paid ads bought 207,277 views but only 151,052 of them stayed to watch, a 72.9% engagement rate against 99.7% for the 413,854 organic views. That is 56,225 paid views that never engaged. Paid is 33.4% of all raw views but just 26.8% of engaged views. Across the websites paid moves only fatherpeyton.org; everywhere else it is 0 to 1%. Meta ad spend is not yet configured and expected once analyst access to the ad accounts comes through (see the recommendation below).
Family Rosary YouTube, 2026 to date. Bars are raw views against views that stayed to watch (engaged), split organic versus paid. Organic keeps nearly every view; paid loses about one in four. Source: YouTube Analytics organic and paid view splits.
Section 5 · The full circle: reach to known people to actionWhat the reach became: named people and mission actions, from HubSpot.
Arrived
35,028
sessions on the websites (GA4)
→
Engaged
14,100
40% stayed to read (GA4)
→
Became known
132
named people, submitted a form (HubSpot)
Where the 132 came from, first touch (gold = social)
Organic search92
Direct26
Referral6
Offline4
Organic social2
Paid social1
Paid search1
What they signed up for or downloaded, top CTAs
Download · CM | Sunday Mass Activities Resources88
Sign-up · CM | Daily Gospel Subscription51
Sign-up · FR | Interactive Prayer Form - Send me news 21
Sign-up · CM | Daily Digest (Articles Email Subscripti9
Registration · MOFP | Summer Catholic Festival (Event)8
Sign-up · FTP | Subscribe to Blog 2018 Notifications 64
The full circle, this week. Social reached 2,628 engagements this week. 35,028 sessions arrived on the websites and 14,100 engaged; 132 became named people by submitting a form. Of those, 3 came from social first, the rest from search, direct and referral. Every named person is traceable to the exact form they filled and the channel that first brought them. The one thing not yet visible is the individual button clicks and the campaign on each link; that needs UTM tags on our links and a GA4 event pull, which is the next step to close the last gap.
| Mission action | This week | Last week | Change |
|---|
| Event registrations | 9 | 3 | +200% |
| Newsletter sign-ups | 96 | 114 | -16% |
| Resource downloads | 88 | 93 | -5% |
| Prayer intentions | 1 | 1 | +0% |
Source of truth for people and conversions: HubSpot. Submissions are counted from the daily archive we keep, because HubSpot itself retains only 30 days. Counts only, no personal data is stored. Email-to-action needs the marketing-email scope, which is tier-locked on our plan; donation revenue is not something we can see at all. Nothing here is ever estimated.
Section 6 · What I'd recommend
1Look into prayersforfamilies.org: engaged sessions fell -100% this week.
It went from about 0 to 0 engaged sessions. A drop that size usually has a specific cause, a page change, a broken link, or a campaign that ended, and it is worth finding before it compounds into next week.
2Schedule Family Rosary's most important posts around Fri 3pm.
That is when its audience has been most active over the last 180 days. Posting into the quiet hours instead leaves free reach on the table every week.
3Build on the discovery search “catholic girl names”.
It brought 93 clicks from people who were not searching our name. Keep the page it lands on current and well linked so that discovery keeps compounding.
4Tag every link in social posts with UTM so the social-to-signup path is provable.
This week 3 of 132 new known people came from social first touch. Without UTM tags we cannot see which post did it; with them, the full circle in Section 5 sharpens every week.