Custom metrics let you combine multiple metrics from different integrations and apply calculations to that data. Custom metrics can be added as widgets to reports and custom dashboards.

There are limitless calculations you can do, including:

Custom metrics can be created at both the account and Client levels.

Step 1: Open the left navigation menu, then click Data.

Step 2: Click Custom Metrics in the Data page menu, then click Create Custom Metric in the upper right.

Step 3: Select whether you want this custom metric available in All Clients or only a specific Client. If All is selected, the custom metric is available at the account level and within each Client.

​Step 4: Choose whether to create the custom metric from scratch or to clone an existing custom metric.

​Step 5: Add the details for your custom metric.
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The Data Type options are:

Step 6: Build the formula. Click the formula field to display a pop-up menu of the Metrics, Operators, and Numbers options. From this menu, select the integrations and metrics you need from the dropdowns.

​You can also type the metric name into the options for selection:

Step 7: Click within your metrics to apply any required filters. Filters include the ability to select from separate accounts or properties connected within a single Client's integrations.

Step 8: Add operators as needed by typing them in, then select from the operating menu.

Step 9: Repeat this process for each metric or operator. You can also add numbers to your formula as needed. In this example, the final formula for determining CPC average is:

(Microsoft Avg CPC + Google Avg CPC + Facebook Avg CPC) / 3

Step 10: Select whether an increase is positive or a decrease is considered positive. For the cost per click example above, the "Decrease is positive" option was chosen for the CPC average.

Step 11: Once you are happy with your formula, click Create to save the custom metric. The custom metric is then available as a widget for dashboards or reports, and visible in the custom metrics table.

Under the Client column, you can see which Client this custom metric is available within. No Client name means the metric is available in All Clients.

Google Sheets metrics work slightly differently than regular integration metrics, as you must manually point to where the data will be pull from.

Step 1: With a custom metric open, click the formula field, click Metric, then click Google Sheets.

Step 2: Select the column from the list that corresponds to the data column of the Google Sheet you wish to draw from.

Step 3: Select the correct spreadsheet, then the associated tab, date column, and aggregator type.

Step 4: Finish building the rest of your custom metric formula, then click Create in the bottom left.

Here is a video walkthrough:

Custom metrics are added to reports and dashboards as widgets.

Step 1: Edit the dashboard or report.

Step 2: From the widget menu on the right, click Custom Metrics.

Step 3: Locate the custom metric you wish to add from the list, then click and drag it into the page.

If you see "an error occurred" after saving your widget, please check that your custom formula is valid and that the integrations relating to your custom formula are connected properly.

You can edit a custom metric from the custom metrics table or directly from a report or dashboard widget.

To edit an existing custom metric: Click the Ellipsis to the far right of the custom metric. Click Edit from the dropdown. This opens the same editor used to create the metric, so you can change all of the metric details.

To edit from a report or dashboard, click the Ellipsis at the top right of the custom metric widget and select Edit Custom Metric from the sidebar.

Clone a custom metric when you want to save a copy of the original before editing it, or simply duplicate a formula. To clone, create a custom metric and select Clone Existing Metric as the source instead of creating a new one.

Step 1: From the account-level Data page, click Custom Metrics, then + Create Custom Metric.

Step 2: In the creation wizard, choose which Client to clone the metric into. By selecting All, you can bulk clone the custom metric, making it available to All Clients. Click Continue.

​Step 3: Choose Clone an existing custom metric.
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Step 4: Select a specific custom metric to clone. You can narrow the available metrics by selecting a Client from the Source dropdown, or by searching the metric name. Click Select Custom Metric in the bottom left to move on to the final step.

Step 5: Make any final edits to the cloned custom metric, then click Create in the bottom left to lock in these updates and save the cloned custom metric.

We recommend you regularly review and update filters and account settings to maintain the accuracy of your custom metrics. This ensures that the metrics continue to meet the reporting needs of all clients.

Deleting a custom metric is permanent.

Step 1: On the custom metrics table, click the Ellipsis next to the custom metric you would like to remove.

Step 2: In the dropdown, click Delete.

Step 3: Click Confirm in the confirmation pop-up.

Below are example formulas you can build with custom metrics. Each example lists the platforms involved, the metrics to select, and the formula.

Review how well your ad campaigns are converting into actual sales.

Platforms: WooCommerce or Shopify, Facebook Ads

Metrics:

Formula: (ecommerce platform) Total Sales - Facebook Ads Amount Spent

Evaluate your ad spend across all your platforms and ad campaigns.

Platforms: Microsoft Advertising (formerly Bing Ads), Facebook Ads, Google Ads, Twitter Ads, LinkedIn Ads

Metrics:

Formula: Microsoft Advertising Cost + Facebook Ads Amount Spent + Google Ads Cost + Twitter Ads Cost + LinkedIn Ads Cost

View the total number of clicks your ads are getting.

Platforms: Facebook Ads, Google Ads

Metrics:

Formula: Facebook Ads Clicks + Google Ads Clicks (ad analytics)

Measure the efficiency of your expenses against your earnings.

Platforms: Google Ads, Facebook Ads, Shopify, WooCommerce

Metrics:

Formula: (Google Ads Cost (ad analytics) + Facebook Ads Amount Spent) / WooCommerce or Shopify Total Sales

Review your PPC ad clicks to calls conversion rate.

Platforms: Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads, Adroll, Microsoft Advertising, Centro, Simpli.fi, Avanser, Call Source, Call Tracking Metrics, CallRail, Delacon, Google Business Profile, Marchex, Twilio, WildJar, Synup

Clicks metrics:

Calls metrics:

Formula: (Call tracking platform Calls / PPC Platform Clicks) * 100

Estimate your Client's cost-effectiveness across your PPC platforms.

Platforms: Facebook Ads, Google Ads, Google Analytics, Google Business Profile

Metrics:

Formula: (Facebook Ads Amount Spent + Google Ads Cost) / (GBP Calls + GA Unique Events + Facebook Messaging Conversations Started + Facebook Leads)

Compare your revenue to the cost of your ad campaigns.

Platforms: Facebook Ads, Google Ads

Metrics:

Formula: (Facebook Ads Website Purchases Conversion Value + Google Ads Value Conv) / (Facebook Ads Amount Spent + Google Ad Cost)

If a custom metric is not calculating correctly, work through these checks:

Step 1: Review the formula. Ensure your custom metric formula includes mathematical operators between all source metrics.

Step 2: Check data sources. Verify that the correct data sources and metrics are selected in the formula.

Step 3: Test the metric. Apply the custom metric to a widget or goal to confirm it calculates correctly.

Step 4: Update historical data. If errors occur over long date ranges, consider adjusting the date range or reviewing formula changes.

A custom metric formula can contain up to 15 metrics.

Custom metrics can only use metrics that support historical data or have historical breakdowns. Metrics that only show all-time values are not supported at this time.

At this time, it is not possible for a custom metric formula to include another custom metric.

At this time, custom metrics are only available as Stat, Line Chart, Sparkline Chart, Bar Chart, and Area Chart widgets.

Yes. Google Sheets can be used to pull data into custom metrics. In the formula field, click Metric, then Google Sheets, then point to the spreadsheet, tab, data column, date column, and aggregator type. See the Use Google Sheets Data in Custom Metrics section of this article for the full steps.

Not all integrations are compatible with custom metrics. The table below covers the unsupported integrations.

If you have any questions, please contact our friendly support team by following these instructions! We're available 24/5 to help 😄