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Definitions

This page defines the core metrics and calculations used throughout SealMetrics reports.
Understanding these terms ensures consistent interpretation of your analytics data.

Entrances​

Definition:
An Entrance is a session that begins when a user visits your site with an empty referrer or a referrer from a different domain.

How it works:

  • Direct traffic: When someone types your URL directly or uses a bookmark
  • External referrals: When someone clicks a link from another website
  • Search engines: When someone finds your site through search results
  • Social media: When someone clicks a link from social platforms

Example:
If a user arrives at your site from a Google search, that counts as one entrance.

Pageview​

Definition:
The number of times a page has been viewed.

Key points:

  • Each page load counts as one pageview
  • Multiple views by the same user count separately
  • Refreshing a page generates a new pageview
  • Useful for measuring content popularity and engagement

Example:
If 100 people visit your homepage and 50 refresh once, you'll record 150 pageviews.

Conversions​

Definition:
A Conversion occurs each time a user completes an action that you’ve marked as a goal.
SealMetrics recommends using purchases as your main conversion.

Best practices:

  • Primary conversions: Purchases, sign-ups, leads
  • Focus on value: Track actions that directly impact business outcomes
  • Avoid over-tracking: Don’t mark every minor action as a conversion
  • Business relevance: Choose goals tied to measurable revenue

Example:
An e-commerce site should track completed purchases as conversions — not just product page views.

Revenue​

Definition:
The Revenue metric represents the total value of transactions captured by your conversion pixel.

Revenue tracking includes:

  • Purchase values: Captures the value of each transaction
  • Currency support: Multi-currency compatible
  • Attribution: Revenue is attributed to the correct traffic sources
  • Tax handling: Configurable to include or exclude taxes

Example:
If a user buys a €50 and a €30 product, total revenue = €80.

Micro Conversion​

Definition:
A Micro Conversion is a smaller user action that indicates engagement or intent, such as adding an item to the cart.

Common micro conversions:

  • Add to cart
  • Newsletter sign-up
  • Video views
  • Form starts
  • File downloads
  • Account creation

Example:
When a visitor adds a product to the cart but doesn’t purchase, that’s a micro conversion.

Cost​

Definition:
The total amount invested in marketing efforts.

Cost components:

  • Advertising spend
  • Agency or management fees
  • Platform or software costs
  • Creative production expenses

Example:
If you spend €1,000 on Google Ads and €500 on Facebook Ads, your total cost = €1,500.

Conversion Rate​

Definition:
The percentage of users who converted out of all entrances.

Formula: Conversion Rate = (Conversions ÷ Entrances) × 100 Example:

  • 1,000 entrances
  • 50 conversions
  • Conversion rate = (50 ÷ 1,000) × 100 = 5%

Conversion Type​

Definition:
The breakdown of conversions by type, as defined in your SealMetrics setup.

Common conversion types:

  • Purchase (e-commerce)
  • Lead (contact form)
  • Signup (account registration)
  • Download (resource)
  • Subscription (newsletter or service)

Each type can be assigned a unique business value.

Top Medium​

Definition:
The mediums driving the highest number of entrances and conversions (based on UTM reassignment).

Common mediums:

  • Organic (SEO traffic)
  • CPC (paid search)
  • Social (social media)
  • Email (email marketing)
  • Referral (external websites)
  • Direct (typed URLs)

Top Sources​

Definition:
The main domains or sources from which your traffic originates.

Examples:

  • Google (search engine)
  • Facebook (social)
  • LinkedIn (professional network)
  • Newsletter (email)
  • Partner sites (referral)

Advanced Metrics​

ROAS (Return on Ad Spend)​

Formula: ROAS = Revenue ÷ Cost Interpretation:

  • ROAS > 3:1: Highly profitable
  • ROAS 2–3:1: Acceptable
  • ROAS < 2:1: Underperforming

Customer Lifetime Value (CLV)​

Not displayed directly in reports, but can be calculated using:

  • Average order value
  • Purchase frequency
  • Customer retention rate

This metric helps estimate long-term customer profitability.

Cost Per Acquisition (CPA)​

Formula: CPA = Cost ÷ Conversions Example:
€1,000 cost with 50 conversions = €20 CPA

Metric Relationships​

Funnel Path​

Understanding how metrics connect in the user journey: Entrances → Pageviews → Micro Conversions → Conversions → Revenue​

Common Analyses​

  • Period-over-period: Compare current vs previous period
  • Channel comparison: Evaluate performance by source or medium
  • Campaign analysis: Measure specific marketing campaigns

SealMetrics Definitions provide a unified understanding of how each metric contributes to your business insights —
fully compliant, transparent, and designed for privacy-first analytics.