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Evolution

The Evolution report shows how your metrics change over time: summary cards compared with the previous period, a trend chart, and a table with one row per hour, day, week or month.

Accessing the Report​

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

URL pattern: /sites/{site_id}/evolution

The report refreshes its data automatically every minute while the page is open.

Time Grouping​

Control how data is aggregated using the grouping selector (By Hour, By Day, By Week, By Month). The default is By Day.

GroupingBest For
By HourVery short periods, intraday patterns. Rows are grouped by day and expand to show individual hours
By DayShort periods (7-30 days), daily patterns
By WeekMedium periods (1-3 months), weekly trends
By MonthLong periods (6+ months), seasonal analysis

How the buckets are built:

  • By Hour requests hourly data; the other three groupings request daily data and add it up.
  • By Week buckets start on Monday and are labelled with that Monday's date.
  • By Month buckets are labelled with the month.
  • The first and last week or month of your date range can be partial — they only contain the days inside the range, so compare them with care.

UTM Filters​

The Filters button in the report header opens a UTM Filters panel with three dropdowns.

UTM filters do not currently narrow the data

The Source, Medium and Campaign selectors can be set, and they show as chips, but the chart, summary cards and table on this page currently still show all traffic for the date range and Segment. Do not use them to isolate a campaign's trend. To see the totals for a single source, medium or campaign, use the Sources report (Sources, Mediums and Campaigns tabs).

Available Filters​

FilterDescriptionExample
SourceUTM sourcegoogle, facebook, newsletter
MediumUTM mediumcpc, organic, email
CampaignUTM campaignblack-friday-2025, brand-awareness

Each dropdown lists up to 100 values taken from your Sources, Mediums and Campaigns data.

Applying UTM Filters​

  1. Click the Filters button to open the filter panel
  2. Choose a value from the Source, Medium, and/or Campaign dropdowns (one value per dropdown, or "All …" to clear it)
  3. Active filters appear as removable chips below the toolbar; the Filters button shows a count badge
  4. Clear all in the panel removes every UTM selection

UTM selections are not kept when you leave the report.

Combining Filters​

The three selectors are designed to combine with AND logic (for example Source = "google" AND Medium = "cpc"). See the caution above: the selections are not currently applied to the data.

Summary Stats​

Six summary cards appear above the chart, showing aggregate metrics for the selected date range and Segment:

CardDescription
EntrancesSessions started
PageviewsTotal page views
Pages/EntrancePageviews ÷ Entrances
Bounce RateShare of entrances that bounced
ConversionsCompleted conversions
RevenueSum of conversion amounts

Each card shows the percentage change vs the previous period — the period of the same length immediately before your date range. On this report the comparison is always the previous period, whatever comparison option is selected in the date picker. For Bounce Rate, a decrease is shown as an improvement.

Chart​

A single area chart shows the selected metric over time, titled with the metric and grouping (for example "Entrances by Day"). Use the metric toggle in the chart header to switch between:

  • Entrances (default)
  • Pageviews
  • Conversions

Revenue, Bounce Rate and Events are not available in the chart; read them in the table below.

Chart behavior:

  • Hover for exact values per period
  • A brush appears for long series (more than 30 points) to drag and zoom
  • Zoom controls appear for series with more than 14 points

Data Table​

Detailed breakdown with all metrics per time period.

ColumnDescription
Date / Time / Week / MonthTime period. The first column's header changes with the grouping (Date/Time, Date, Week, or Month)
EntrancesSessions started
PageviewsTotal page views
Bounce RateSingle-page session percentage. Values above 70% are highlighted in red and below 40% in green
EventsMicroconversions (all types combined)
ConversionsCompleted conversions
Conv. RateConversions ÷ Entrances × 100
RevenueTotal revenue

In By Hour mode, rows are grouped by day and each day can be expanded (chevron next to the date) to reveal its individual hours.

Table Features​

  • Sorting: Click column headers to sort (disabled in By Hour mode). Default order is newest period first
  • Pagination: 10 rows per page by default; switch to 50, 100 or 500
  • Totals row: Aggregated totals shown at the bottom. Entrances, Pageviews, Events, Conversions and Revenue are summed; Bounce Rate and Conv. Rate are recalculated from the totals, not averaged
  • Export: Download as CSV or PDF

The table has no per-column filter builder; to narrow the data, use the global Segment (see Filters Interaction).

Use Cases​

Analyzing Weekly Patterns​

  1. Set date range to last 30 days
  2. Select By Day grouping
  3. Look for patterns:
    • Higher traffic on weekdays vs weekends?
    • Conversion rate changes by day?

Comparing Campaigns​

Because the UTM filters do not currently narrow this report (see UTM Filters), compare campaigns in the Campaigns tab of the Sources report, which lists Entrances, Conversions, Conv. Rate and Revenue per campaign for the selected date range. Change the date range to compare how the same campaign did across periods.

Identifying Seasonality​

  1. Set date range to last 12 months
  2. Select By Month grouping
  3. Look for:
    • Peak months
    • Low seasons
    • Year-over-year patterns (with a range longer than 12 months)

Tracking Campaign Launch​

  1. Set date range starting a couple of weeks before the launch date
  2. Select By Day grouping
  3. Monitor the whole site's Entrances, Conversions and Revenue:
    • Ramp-up pattern after launch
    • Peak performance day
    • Decay curve
  4. For the campaign's own numbers, check its row in the Sources report's Campaigns tab for the same dates

E-commerce use cases​

These cases assume your store sends a purchase conversion with its order amount — without the amount, Revenue stays at zero. See the E-commerce Setup Guide or How to Measure Conversions. Attribution in Sealmetrics is last click per session and there are no user-level journeys, so every figure below is an aggregate per period.

Is my revenue growing, or only my traffic?​

  1. Pick the date range you want to judge (for example, last 30 days)
  2. Read the Entrances, Conversions and Revenue cards and their change vs the previous period
  3. Select By Week and read Conv. Rate and Revenue down the table

How to read it:

  • Entrances up with Conversions and Revenue up by a similar amount: growth is real and conversion is holding.
  • Entrances up but Conv. Rate down: you are buying or attracting traffic that does not buy. Check which channels grew in the Sources report before spending more on them.
  • Revenue up faster than Conversions: orders are getting larger. Export the table and divide Revenue by Conversions per week to follow average order value.

What days and hours do my customers buy?​

  1. Set a range of at least a week or two, so one unusual day does not dominate
  2. Select By Hour and expand a few typical days; compare Conversions and Revenue per hour
  3. Switch to By Day to compare weekdays with weekends

How to read it: the hours and days that carry most orders are where a promotion start, an email send or extra support cover has the most effect. The quietest hours are the safest window for maintenance and deploys. Keep in mind the hour export does not include the hour itself (see Export); read hourly values on screen.

Does mobile convert as well as desktop?​

  1. Open Segment, set Device Type = Mobile, and apply
  2. Select By Week and note Conv. Rate and Revenue for each week
  3. Change the Segment to Desktop and repeat

How to read it: if mobile brings a large share of Entrances but a clearly lower Conv. Rate week after week, the gap is persistent rather than noise — review the mobile product page, cart and checkout. The same approach works per country (Segment → Countries) to see whether a new market is converting. For a single-period breakdown by device, the Devices report is quicker.

Why did orders drop this week?​

  1. Select By Day over the last two to four weeks
  2. Find the day Conversions (or Revenue) fell and compare Entrances, Bounce Rate and Events on that day with the days before

How to read it:

  • Entrances fell too: fewer shoppers arrived — look at traffic sources in the Sources report.
  • Entrances steady but Bounce Rate jumped: landing pages or site speed may have a problem that day.
  • Entrances and Events steady but Conversions fell: shoppers are still interacting but not completing the purchase — look at the checkout steps in the Funnel report.

Events is the total of all microconversion types combined, so it only helps here if you track shopping actions such as add_to_cart and begin_checkout as microconversions. To see each event type separately, use the Conversions report.

When does my seasonal peak start, and how big is it?​

  1. Set a range of the last 12 months or more
  2. Select By Month for the shape of the year, then By Week around the peak months
  3. Read Revenue and Conversions per period

How to read it: the week where Revenue starts rising tells you when shoppers begin buying, which is when campaigns and stock need to be ready — usually a few weeks earlier than the peak itself. A peak that is higher than last year with a similar Conv. Rate means more demand; a similar peak reached with more Entrances means conversion got worse.

Filters Interaction​

The data in this report is scoped by:

  1. Date range (from the date picker)
  2. Global filters from the Segment panel: Countries, Device Type, Browser and Operating System. They apply to the summary cards, chart and table alike

Example:

  • Segment: Country = Spain, Device Type = Mobile
  • Result: every card, chart point and table row counts only mobile traffic from Spain

The report's own UTM Filters can be set but do not currently change the data (see UTM Filters). There is no local table filter builder on this report. See Filters for how the Segment panel works.

Export​

Click Export above the table to download:

  • Every row for the current grouping (all pages, not just the visible one), newest first
  • Columns: Date, Entrances, Pageviews, Bounce Rate, Events, Conversions, Conv. Rate, Revenue
  • Respects the date range and Segment
  • Choose CSV or PDF format

The totals row is not included in the file. In By Hour mode the export contains the day rows plus the hours of any days you have expanded, but the hour is not written to the file — hour rows only show their date.

Written and maintained by the Sealmetrics Team