Conversions

The Conversions report tells you which goals visitors complete and what they're worth, with a top-right toggle between Conversions (primary goals like purchases and signups, showing count, revenue, and average value) and Microconversions (engagement events like add-to-cart, shown by count). Use it to see your top-performing conversion types and total revenue for the selected period.

Accessing the Report

1. Select a site from the site selector
2. Click Conversions in the sidebar

URL pattern: /sites/{site_id}/conversions

View Toggle

A toggle in the top-right switches between two views: Conversions and Microconversions.

Conversions View

Shows completed conversion events (primary goals).

Column	Description
Conversion Type	Name/identifier of the conversion
Conversions	Total number of conversions (shown with a metric bar)
Revenue	Total revenue attributed (shown with a metric bar)
Avg. Value	Average revenue per conversion

Conversion Types

Common conversion types include:

Type	Typical Use
purchase	E-commerce transaction
signup	Account registration
subscription	Subscription signup
lead	Lead form submission
download	File download
booking	Appointment/reservation

Microconversions View

Shows microconversion events (secondary goals/engagement metrics).

Column	Description
Event Type	Name/identifier of the microconversion
Count	Total number of events (shown with a metric bar)

Common Microconversions

Type	Typical Use
add_to_cart	Item added to shopping cart
newsletter_signup	Email list subscription
video_play	Video engagement
scroll_depth	Page scroll milestone
click_cta	CTA button click
form_start	Form interaction started

Summary Cards

The cards shown depend on the active view.

Conversions view:

Card	Description
Total Conversions	Sum of all conversion events
Total Revenue	Sum of all revenue
Avg. Order Value	Average revenue per conversion
Conversion Types	Number of distinct conversion types

Microconversions view:

Card	Description
Total Events	Sum of all microconversion events
Event Types	Number of distinct event types

Chart

A single bar chart is shown below the summary cards:

• Conversions view: "Conversions by Type" — one bar per conversion type, by count
• Microconversions view: "Microconversions by Type" — one bar per event type, by count

Filtering

Table Filter Builder

Each view has its own filter builder:

Conversions view fields:

• Conversion Type
• Conversions (count)
• Revenue
• Avg. Value

Microconversions view fields:

• Event Type
• Count

Example filters:

Goal	Filter
High-value conversions	Revenue greater than 1000
Frequent events	Count greater than 100
Low-value types	Avg. Value less than 10
Specific conversion	Conversion Type equals "purchase"

Global Filter Integration

Conversions report respects global filters:

1. Global filter: Country = Spain
2. See only conversions from Spanish visitors
3. Compare conversion rates by country

Tracking Conversions

JavaScript API

Track conversions using the tracker:

// Basic conversion
sealmetrics.conv('purchase');

// Conversion with revenue
sealmetrics.conv('purchase', 99.99);

// Conversion with properties
sealmetrics.conv('purchase', 149.99, {
  product_id: 'SKU-123',
  category: 'Electronics'
});

Microconversions

Track engagement events:

// Basic microconversion
sealmetrics.micro('add_to_cart');

// Microconversion with properties
sealmetrics.micro('video_play', {
  video_id: 'intro-video',
  duration: 120
});

See Tracker Documentation for complete implementation guide.

Per-Product Analysis

For detailed product-level analytics from your e-commerce conversions, use the Properties report:

1. Go to Properties in the sidebar
2. Set the Data Source toggle to Conv. Items
3. Browse product fields (product_name, category, brand, sku, etc.)
4. Select a field to see its values broken down by traffic source, medium, and campaign

This report shows individual product data from the items array sent with your purchase conversions. See Conversions Tracking for implementation details.

Revenue Analysis

Revenue Metrics

Metric	Calculation	Use
Total Revenue	Sum of all conversion amounts	Overall performance
Avg. Order Value	Total Revenue / Conversions	Transaction size
Revenue per Entrance	Total Revenue / Entrances	Traffic value

Revenue by Source

Combine with Sources report:

1. Go to Sources report
2. Sort by Revenue column
3. Identify highest-revenue sources
4. Calculate ROAS (external ad spend data)

Revenue by Country

Combine with Geography report:

1. Go to Geography report
2. Sort by Revenue column
3. Identify top markets
4. Calculate revenue per visitor by country

Use Cases

Monitoring Conversion Performance

1. Check Total Conversions card daily
2. Compare with previous period
3. Investigate significant changes (>10%)
4. Check by conversion type for specifics

Identifying Top Conversion Types

1. Switch to the Conversions view
2. Sort by Conversions or Revenue
3. Focus optimization on top types

Analyzing Microconversion Funnel

1. Switch to the Microconversions view
2. Sort by Count (descending)
3. Track progression: view → add_to_cart → checkout → purchase
4. Calculate drop-off rates between steps

Finding Conversion Opportunities

1. Filter by high-traffic sources (Sources report)
2. Return to Conversions report
3. Compare conversion rates
4. Low rate + high traffic = opportunity

Comparing Conversion Types

1. Switch to the Conversions view
2. Sort by Conversions or Avg. Value
3. Compare:
   • Which types convert most?
   • Which have highest value?
   • Which need improvement?

Attribution

Last-Touch Attribution

Sealmetrics uses last-touch attribution by default:

• Conversion attributed to the session where it occurred
• Source/medium of that session gets credit
• Simple and transparent model

Multi-Session Users

For users who convert after multiple sessions:

• Each session tracked independently
• Conversion credited to the converting session

Best Practices

Naming Conventions

Use consistent, descriptive conversion type names:

Good	Avoid
purchase	conv1
newsletter_signup	signup
request_demo	form
add_to_cart	cart

Revenue Values

• Always pass numeric values (not strings)
• Use consistent currency
• Include only the transaction amount
• Don't include tax/shipping unless relevant

Testing Conversions

Before going live:

1. Test each conversion type
2. Verify revenue values are correct
3. Check properties are captured
4. Confirm data appears in report

Export

Click Export to download:

• The current view's data (Conversions or Microconversions)
• All visible columns
• Respects active filters
• Choose CSV or PDF format