Metrics Reference

Detailed formulas, benchmarks, 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	Count of distinct users	Higher
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 after 30 minutes of inactivity
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

Definition: The number of distinct users who visited during the selected period.

Aspect	Description
Identification	Cookieless (no cookies required)
Cross-device	Same user on different devices counts as different visitors
Use case	Measure audience size

Example: One user visits 3 times in a day. This counts as 1 unique visitor, 3 entrances.

Bounce Rate

Definition: The percentage of sessions where the user viewed only one page and then left.

Aspect	Description
Formula	(Single-page sessions / Total sessions) × 100
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: The percentage of sessions that resulted in at least one conversion.

Aspect	Description
Formula	(Sessions with conversions / Total sessions) × 100
Range	0% to 100%
Higher is better	Indicates effective conversion funnel

Benchmarks by industry:

Industry	Typical Conv. Rate
E-commerce	1-3%
SaaS	3-7%
Lead generation	2-5%
Media/Content	1-2% (subscription)

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 Completion Rate

Definition: The percentage of users who completed all steps in a funnel.

| Formula | (Users completing last step / Users entering first step) × 100 |

Step Completion Rate

Definition: The percentage of users who completed a step relative to the previous step.

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

Drop-off Rate

Definition: The percentage of users who left at a specific step.

| Formula | (Users who left at step / Users who entered step) × 100 |

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.

Revenue per Visitor

Definition: Average revenue generated per unique visitor.

Aspect	Description
Formula	Total Revenue / Unique Visitors
Use case	Measure visitor value
Comparison	Higher than Revenue per Entrance if visitors return

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.