Metrics Reference

Detailed formulas and interpretation guidelines for every metric in Sealmetrics reports.

For a complete glossary of all terms (including privacy, platform, and technical concepts), see the Glossary.

Quick Reference

Metric	Formula	Higher/Lower is Better
Entrances	Count of sessions started	Higher
Pageviews	Count of page loads	Higher
Unique Visitors	Not tracked — use Entrances	—
Bounce Rate	Bounces / Entrances × 100	Lower
Engaged Entrances	Sessions with 2+ pageviews	Higher
Engagement Rate	Engaged / Entrances × 100	Higher
Pages per Session	Pageviews / Entrances	Higher
Conversions	Count of conversion events	Higher
Conversion Rate	Conversions / Entrances × 100	Higher
Revenue	Sum of conversion amounts	Higher
AOV	Revenue / Conversions	Higher

Traffic Metrics

Entrances

Definition: The number of sessions (visits) that started during the selected period.

Aspect	Description
Counting	Each new session counts as 1 entrance
Session start	First pageview with no active session (~2-hour inactivity window)
Use case	Measure traffic volume

Example: A user visits your site at 9:00 AM, leaves, and returns at 3:00 PM. This counts as 2 entrances.

Pageviews

Definition: The total number of pages viewed during the selected period.

Aspect	Description
Counting	Each page load counts as 1 pageview
Reloads	Page refresh counts as new pageview
Use case	Measure content consumption

Example: A user visits 5 pages in one session. This counts as 5 pageviews and 1 entrance.

Unique Visitors — not tracked

Sealmetrics does not calculate unique visitors. Identifying a "unique visitor" requires a persistent per-user identifier (cookie, fingerprint, or hash), and any such identifier constitutes personal data under GDPR. Sealmetrics's consentless model depends on not carrying an identifier across days: its session identifier rotates daily and cannot be reconstructed afterwards.

Use entrances as the audience-size signal instead — it measures unique sessions, which is what most product decisions actually need.

Bounce Rate

Definition: The percentage of entrance sessions where the user viewed only one page before leaving. Computed in aggregate — no individual tracking required.

Aspect	Description
Formula	(Entrances − Engaged Entrances) / Entrances × 100
"Engaged"	A session with more than one pageview
Range	0% to 100%
Lower is better	Generally indicates better engagement

Interpretation:

Bounce Rate	Interpretation
< 40%	Excellent engagement
40-55%	Good
55-70%	Average
> 70%	May need improvement

Exceptions: Some pages naturally have high bounce rates (contact pages, single-purpose landing pages).

Engaged Entrances

Definition: The number of sessions where the visitor viewed more than one page.

Aspect	Description
Counting	Session with 2+ pageviews counts as 1 engaged entrance
Threshold	Minimum 2 pageviews required
Use case	Measure quality of traffic

Example: A user visits your homepage and then navigates to a product page. This counts as 1 engaged entrance. If they only view the homepage and leave, it does not count as engaged.

Relationship to Bounce Rate:

• Engaged Entrances = Entrances - Bounces
• A session is either engaged OR a bounce, never both

Engagement Rate

Definition: The percentage of sessions where visitors viewed more than one page.

Aspect	Description
Formula	(Engaged Entrances / Total Entrances) × 100
Range	0% to 100%
Higher is better	Indicates quality traffic and relevant content

Interpretation:

Engagement Rate	Interpretation
> 60%	Excellent - visitors find content relevant
40-60%	Good
20-40%	Average
< 20%	May indicate traffic quality issues

Note: Engagement Rate + Bounce Rate = 100%. They are inverse metrics.

Pages per Session

Definition: The average number of pages viewed per session.

Aspect	Description
Formula	Total Pageviews / Total Entrances
Minimum	1.0 (every session has at least one pageview)
Use case	Measure content engagement depth

Interpretation:

Pages/Session	Interpretation
> 4	Excellent engagement
2-4	Good
1-2	Low engagement
~1	Most sessions are bounces

Example: 10,000 pageviews from 4,000 entrances = 2.5 pages per session.

Conversion Metrics

Conversions

Definition: The total number of completed conversion events during the selected period.

Aspect	Description
Counting	Each sealmetrics.conv() call counts as 1
Multiple per session	A user can have multiple conversions per session
Use case	Measure goal completions

Example: A user makes 2 purchases in one session. This counts as 2 conversions.

Conversion Rate

Definition: Conversions expressed as a percentage of entrances during the selected period. It is not deduplicated per session — a single session can contribute more than one conversion, so the rate can theoretically exceed 100% (in which case it is capped at 100%).

Aspect	Description
Formula	(Conversions / Entrances) × 100
Range	0% to 100% (capped)
Higher is better	Indicates effective conversion funnel

There is no universal "good" conversion rate: it depends on your sector, price point and traffic mix. Compare your own rate across periods, channels and devices rather than against a generic benchmark.

Events (Microconversions)

Definition: The total number of microconversion events tracked during the selected period.

Aspect	Description
Counting	Each sealmetrics.micro() call counts as 1
Purpose	Track engagement before conversion
Use case	Measure funnel progression

Common microconversions:

• Add to cart
• Newsletter signup
• Video play
• PDF download
• Form start

Revenue

Definition: The total monetary value from conversions during the selected period.

Aspect	Description
Source	Amount passed to sealmetrics.conv(type, amount)
Currency	Displayed in your configured currency
Aggregation	Sum of all conversion amounts

Example:

sealmetrics.conv('purchase', 99.99);  // Adds 99.99 to revenue
sealmetrics.conv('purchase', 149.50); // Adds 149.50 to revenue
// Total revenue: 249.49

Average Order Value (AOV)

Definition: The average revenue per conversion.

Aspect	Description
Formula	Total Revenue / Number of Conversions
Use case	Measure transaction size
Optimization	Upselling, cross-selling

Report Dimensions

Reports can be broken down by dimensions such as UTM Source, UTM Medium, UTM Campaign, Referrer, Page Path, Landing Page, Content Group, Device Type, Browser, Operating System, and Country. For definitions of these terms, see the Glossary.

Funnel Metrics

Funnel steps are aggregate event counts for the period, not individual users followed through a path — Sealmetrics does not track users across pages or sessions. Read these rates as ratios between step totals, not as "the same shoppers moving forward". See the Funnel report.

Funnel Completion Rate

Definition: The last step's total relative to the first step's total.

| Formula | (Count at last step / Count at first step) × 100 |

Step Completion Rate

Definition: A step's total relative to the previous step's total.

| Formula | (Count at current step / Count at previous step) × 100 |

Drop-off Rate

Definition: The share of the previous step's total that does not appear at the current step.

| Formula | 100 − Step Completion Rate |

Comparison Metrics

Delta (Δ)

Definition: The change between current and comparison period, shown as a percentage.

| Formula | ((Current - Previous) / Previous) × 100 |

Delta Colors

Color	Meaning
Green	Improvement
Red	Decline
Gray	No change or N/A

Note: For Bounce Rate, a decrease (negative delta) is shown in green because lower bounce rate is better.

Time-Based Metrics

Time Grouping

Grouping	Description
Day	Each data point is one day
Week	Data aggregated by week (Mon-Sun)
Month	Data aggregated by calendar month

Calculated Metrics

Revenue per Entrance

Definition: Average revenue generated per session.

Aspect	Description
Formula	Total Revenue / Total Entrances
Use case	Measure traffic monetization efficiency
Optimization	Improve conversion rate or AOV

Example: €10,000 revenue from 5,000 entrances = €2.00 revenue per entrance.

Cost per Acquisition (CPA)

Definition: Average cost to acquire one conversion.

Aspect	Description
Formula	Total Ad Spend / Total Conversions
Use case	Measure marketing efficiency
Lower is better	More efficient acquisition

Note: Requires external cost data import.

Return on Ad Spend (ROAS)

Definition: Revenue generated per unit of ad spend.

Aspect	Description
Formula	Total Revenue / Total Ad Spend
Use case	Measure advertising profitability
Breakeven	ROAS of 1.0 means revenue equals cost

Interpretation:

ROAS	Interpretation
> 4.0	Excellent
2.0-4.0	Good
1.0-2.0	Marginal
< 1.0	Losing money

Note: Requires external cost data import.

Related documentation

• Glossary — Full glossary of privacy, platform, and technical terms
• How Sealmetrics Calculates Entrances — Deep dive on the entrances metric
• Overview Report — Where these metrics are displayed
• Funnel Report — Where funnel completion metrics apply
• Filters — Segment any metric by dimension