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Properties Report

The Properties report lets you analyze custom properties attached to conversions and microconversions, broken down by traffic source (UTM parameters).

What This Report Shows​

When you track conversions with custom properties (like product_category, plan_type, or payment_method), this report helps you understand:

  • Which property values perform best across different traffic sources
  • How conversions distribute across property values by campaign
  • Which traffic sources drive specific property outcomes

Accessing the Report​

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

Report Interface​

Controls​

ControlDescription
View ModeToggle between Totals (absolute numbers) and Rates (percentages)
Data SourceFilter by All Events, Conversions Only, or Microconversions Only
Property KeySelect which property to analyze (e.g., currency, plan_type)
ExportDownload the current view as CSV

Property Analysis Table​

The main table shows:

ColumnDescription
Source / Medium / CampaignUTM attribution for this row
TotalSum of all events for this UTM combination
[Property Values]Dynamic columns for each unique value of the selected property

Heatmap Visualization​

Cells are color-coded to highlight performance:

ColorMeaning
GreenAbove average share for this property value
YellowAverage share
RedBelow average share for this property value

This helps you quickly identify which traffic sources over- or under-perform for specific property values.

View Modes​

Totals Mode

  • Shows absolute counts for each property value
  • Useful for understanding volume distribution

Rates Mode

  • Shows conversion rates (events / entrances)
  • Displays entrance count for context
  • Useful for comparing efficiency across sources

Available Properties Table​

Below the main analysis, you'll find a summary of all available property keys:

ColumnDescription
Property KeyThe property name (click to analyze)
ConversionsCount from conversion events
MicroconversionsCount from microconversion events
TotalCombined count

Example Use Cases​

E-commerce: Product Category Analysis​

Track which traffic sources drive purchases in each category:

sealmetrics.conv('purchase', 99.99, {
  product_category: 'electronics',
  brand: 'Apple',
  payment_method: 'credit_card'
});

Then analyze the product_category property to see:

  • Google Ads drives 60% of electronics purchases
  • Facebook drives 45% of fashion purchases
  • Organic search has the highest conversion rate for accessories

SaaS: Plan Type Analysis​

Understand which campaigns drive premium vs basic subscriptions:

sealmetrics.conv('subscription', 49.00, {
  plan_type: 'premium',
  billing_cycle: 'annual'
});

Analyze plan_type to optimize campaigns for higher-value plans.

Lead Gen: Lead Source Analysis​

Track which forms and sources generate leads:

sealmetrics.conv('lead', 0, {
  form_name: 'contact',
  lead_source: 'pricing_page'
});

Best Practices​

1. Use Consistent Property Names​

Standardize property names across your implementation:

// Good - consistent naming
sealmetrics.conv('purchase', value, { product_category: 'shoes' });

// Avoid - inconsistent
sealmetrics.conv('purchase', value, { category: 'shoes' });
sealmetrics.conv('purchase', value, { productCategory: 'shoes' });

2. Keep Property Values Clean​

Use consistent, lowercase values:

// Good
{ plan_type: 'premium' }

// Avoid
{ plan_type: 'Premium' }
{ plan_type: 'PREMIUM' }

3. Limit Property Cardinality​

Properties work best with a manageable number of unique values (under 50). Avoid using unique IDs as property values.

4. Track Meaningful Properties​

Focus on properties that inform business decisions:

Good properties:

  • product_category - Informs inventory and marketing decisions
  • plan_type - Helps optimize pricing campaigns
  • payment_method - Identifies payment preferences by source

Less useful properties:

  • order_id - Too many unique values
  • timestamp - Already tracked automatically
  • user_email - Privacy concern, too granular

Requirements​

The Properties report requires:

  1. Conversions or microconversions with properties - Events must include custom properties
  2. Traffic with UTM parameters - At least some traffic should have UTM attribution

If no properties are found, the report will display: "No properties found. Properties are set when tracking conversions and microconversions."