Conversions

The Conversions report provides detailed analysis of your conversion and microconversion events, including revenue tracking and performance metrics.

Accessing the Report

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

URL pattern: /sites/{site_id}/conversions

Tabs

The report has two tabs for different event types:

1. Conversions Tab

Shows completed conversion events (primary goals).

Column	Description
Conversion Type	Name/identifier of the conversion
Count	Total number of conversions (with progress bar)
Unique Users	Distinct users who converted
Revenue	Total revenue attributed (with progress bar)
Avg. Value	Average revenue per conversion
Conv. Rate	Conversions / Total Entrances × 100

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

2. Microconversions Tab

Shows microconversion events (secondary goals/engagement metrics).

Column	Description
Event Type	Name/identifier of the microconversion
Count	Total number of events (with progress bar)
Unique Users	Distinct users who triggered this event
Pages	Number of unique pages where event occurred

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

Top section displays aggregate metrics:

Card	Description
Total Conversions	Sum of all conversion events
Total Revenue	Sum of all revenue
Conversion Rate	Overall conversion rate
Avg. Order Value	Average revenue per conversion

When comparison mode is enabled, cards show delta percentages.

Charts

Conversions Over Time

Line chart showing conversion count over the selected period.

• Hover for daily/weekly values
• Identify peaks and patterns
• Comparison line when enabled

Revenue Over Time

Area chart showing revenue accumulation.

• Track revenue trends
• Identify high-value periods
• Spot anomalies

Conversion Type Distribution

Pie chart showing distribution across conversion types.

• Top 5 types shown individually
• Remaining grouped as "Other"
• Percentage labels

Filtering

Table Filter Builder

Each tab has its own filter builder:

Conversions tab fields:

• Conversion Type
• Count
• Revenue
• Conv. Rate

Microconversions tab fields:

• Event Type
• Count
• Unique Users

Example filters:

Goal	Filter
High-value conversions	Revenue greater than 1000
Frequent events	Count greater than 100
Low-performing types	Conv. Rate less than 1
Specific 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. Select the Conv. Items tab
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 per User	Total Revenue / Unique Users	Customer 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. Go to Conversions tab
2. Sort by Count or Revenue
3. Focus optimization on top types
4. Monitor conversion rate per type

Analyzing Microconversion Funnel

1. Go to Microconversions tab
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

Revenue Trend Analysis

1. Set date range to 90 days
2. Review Revenue Over Time chart
3. Identify:
   • Seasonal patterns
   • Campaign impact periods
   • Unusual spikes or drops

Comparing Conversion Types

1. Go to Conversions tab
2. Sort by Conv. Rate
3. Compare:
   • Which types convert best?
   • 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
• Use Unique Users to understand user-level conversion

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:

• Current tab data (Conversions or Microconversions)
• All visible columns
• Respects active filters
• CSV format