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Custom Properties

Custom properties let you attach additional data to conversions and microconversions, enabling deeper analysis tailored to your business needs.

What Are Custom Properties?​

Standard tracking captures basic information:

  • Page URL
  • Traffic source
  • Device type
  • Conversion amount

Custom properties let you add your own data:

  • Product category
  • Payment method
  • Subscription plan
  • Coupon code
  • Anything else relevant to your business

How Properties Work​

Properties are key-value pairs passed as the last parameter to sealmetrics.conv() and sealmetrics.micro():

// Conversion with properties
sealmetrics.conv('purchase', 149.99, {
  product_category: 'electronics',
  brand: 'Apple',
  payment_method: 'credit_card',
  coupon_used: 'SAVE10'
});

// Microconversion with properties
sealmetrics.micro('add_to_cart', {
  product_id: 'SKU-123',
  product_name: 'Widget Pro',
  price: '49.99'
});

Use Cases​

E-commerce​

sealmetrics.conv('purchase', 149.99, {
  product_category: 'electronics',
  brand: 'Apple',
  payment_method: 'credit_card',
  coupon_used: 'SAVE10',
  is_first_purchase: 'true'
});

Analysis enabled:

  • Revenue by product category
  • Conversion rate by brand
  • Coupon effectiveness
  • New vs returning customer behavior

SaaS​

sealmetrics.micro('feature_used', {
  feature_name: 'export',
  plan_type: 'pro',
  company_size: '50-100',
  user_role: 'admin'
});

Analysis enabled:

  • Feature adoption by plan
  • Usage patterns by company size
  • Admin vs regular user behavior

Lead Generation​

sealmetrics.conv('lead', 0, {
  form_name: 'contact_form',
  source: 'homepage',
  industry: 'technology',
  company_size: '50-100'
});

Analysis enabled:

  • Lead quality by source
  • Industry distribution
  • Form performance comparison

Property Limits​

AttributeLimit
Property name max length100 characters
Property value max length500 characters
Total payload max64KB

Reserved Properties​

Don't use property names starting with underscore (_). These are reserved for internal use.

Best Practices​

Naming Conventions​

// Good: snake_case, descriptive
{
  product_category: 'electronics',
  customer_type: 'premium',
  is_first_purchase: 'true'
}

// Bad: inconsistent, vague
{
  'Product-Category': 'electronics',
  type: 'premium',
  first: 'yes'
}

Value Consistency​

// Good: consistent values
// customer_type: 'free' | 'pro' | 'enterprise'

// Bad: inconsistent values
// customer_type: 'Free' | 'PRO' | 'Enterprise' | 'free' | 'premium'

All Values Are Strings​

All property values are transmitted as strings. Numbers and booleans are automatically converted:

// Both are equivalent
sealmetrics.conv('purchase', 99, { quantity: 3 });
sealmetrics.conv('purchase', 99, { quantity: '3' });

Quick Start​

1. Plan Your Properties​

Before implementing, decide:

  • What questions do you want to answer?
  • What data do you need to answer them?
  • Which events should carry which properties?

2. Add Properties to Your Events​

// With conversions
sealmetrics.conv('purchase', 99.99, {
  product_category: 'software',
  payment_method: 'stripe'
});

// With microconversions
sealmetrics.micro('signup', {
  plan_selected: 'pro',
  referral_source: 'friend'
});

3. Analyze in Reports​

Once properties are flowing:

  1. Open any report
  2. Click Add Filter
  3. Select your custom property
  4. Filter or break down by values

Next Steps​