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Event Properties

Event properties let you attach custom data to conversions and microconversions for deeper analysis.

How Event Properties Work​

Properties are sent with each event and stored alongside it:

Event: add_to_cart (microconversion)
├── Standard fields (automatic)
│   ├── timestamp: 2024-01-15T14:32:00Z
│   ├── page_url: /products/widget
│   ├── device: mobile
│   └── country: ES
│
└── Custom properties (you define)
    ├── product_id: SKU-123
    ├── product_name: Widget Pro
    ├── price: 49.99
    └── category: electronics

Adding Properties to Events​

Conversions​

Pass properties as the third parameter to sealmetrics.conv():

sealmetrics.conv('purchase', 149.99, {
  product_category: 'electronics',
  payment_method: 'credit_card',
  shipping_method: 'express',
  coupon_code: 'SAVE10',
  is_gift: 'false',
  items_count: '3'
});

Microconversions​

Pass properties as the second parameter to sealmetrics.micro():

sealmetrics.micro('add_to_cart', {
  product_id: 'SKU-123',
  quantity: '2',
  from_wishlist: 'true'
});

Non-Monetary Conversions​

Use 0 as the amount for leads, signups, and other non-monetary goals:

sealmetrics.conv('lead', 0, {
  form_name: 'contact',
  source: 'homepage'
});

Common Property Patterns​

Product Properties​

sealmetrics.micro('add_to_cart', {
  // Identification
  product_id: 'SKU-12345',
  product_name: 'Wireless Headphones',
  product_variant: 'Black',

  // Categorization
  category: 'Electronics',
  subcategory: 'Audio',
  brand: 'Sony',

  // Pricing
  price: '149.99',
  original_price: '199.99',
  discount_percent: '25',

  // Inventory
  in_stock: 'true',
  stock_level: 'low'
});

Content Properties​

sealmetrics.micro('article_read', {
  // Identification
  content_id: 'article-456',
  content_title: 'How to Choose Headphones',

  // Categorization
  content_type: 'article',
  category: 'buying-guides',
  tags: 'audio,headphones,wireless',

  // Metadata
  author: 'jane-smith',
  publish_date: '2024-01-10',
  word_count: '1500',
  read_time: '7',

  // Features
  has_video: 'true',
  has_gallery: 'true'
});

User Action Properties​

sealmetrics.micro('begin_checkout', {
  // Action context
  action_location: 'cart_page',

  // State before action
  items_in_cart: '3',
  cart_value: '249.99',

  // Action details
  selected_shipping: 'express',
  estimated_delivery: '2024-01-18'
});

Using Properties in Reports​

Filtering​

Filter reports by property values:

Traffic Report
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Filters:
+ product_category equals "electronics"
+ payment_method equals "credit_card"

Showing: Credit card purchases in Electronics

Breaking Down​

Break down metrics by property:

Conversions by Payment Method
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

payment_method    Conversions    Revenue      AOV
──────────────────────────────────────────────────
credit_card            234      €35,100    €150
paypal                  89      €11,570    €130
apple_pay               67       €9,380    €140
bank_transfer           23       €4,600    €200

Data Types​

All Values Are Strings​

Sealmetrics stores all property values as strings:

// Recommended: use strings explicitly
sealmetrics.conv('purchase', 99.99, {
  price: '49.99',
  quantity: '2',
  is_sale: 'true',
  discount_percent: '25'
});

Numbers and booleans are automatically converted to strings, so both forms work:

// Also works (auto-converted)
sealmetrics.conv('purchase', 99.99, {
  price: 49.99,
  quantity: 2,
  is_sale: true
});

Dynamic Properties​

From Data Layer​

Read from an existing data layer:

sealmetrics.conv('purchase', dataLayer[0].orderTotal, {
  category: dataLayer[0].productCategory,
  brand: dataLayer[0].brand
});

From DOM​

Read from page elements:

document.querySelector('.add-to-cart').addEventListener('click', function() {
  sealmetrics.micro('add_to_cart', {
    product_id: this.dataset.productId,
    product_name: this.dataset.productName,
    price: this.dataset.price
  });
});

From URL Parameters​

var params = new URLSearchParams(window.location.search);

sealmetrics.micro('search', {
  search_query: params.get('q') || '',
  sort_by: params.get('sort') || 'relevance',
  page_number: params.get('page') || '1'
});

Debugging Properties​

Debug Mode​

Add ?debug=1 to any page URL to see tracking events in the browser console:

https://yoursite.com/checkout?debug=1

The console will show all events being sent, including their properties.

Verify in Dashboard​

Check properties arrived correctly:

  1. Go to Reports
  2. Find your event
  3. Click to see properties

Troubleshooting​

Properties Not Appearing​

  1. Check property names — Use alphanumeric characters and underscores
  2. Wait for processing — Data can take a few minutes to appear
  3. Verify with debug mode — Add ?debug=1 to see events in console

Wrong Values​

  1. Check data types — All values are stored as strings
  2. Check encoding — Ensure valid UTF-8 characters
  3. Check value length — Values over 500 chars are truncated

Missing on Some Events​

  1. Check conditional logic — Properties only sent when defined
  2. Check timing — Ensure data is available when event fires
  3. Check errors — Look for console errors before the tracking call