Calculated metrics

Calculated Metrics

A calculated metric is a formula that combines base metrics.

Why create calculated metrics?

Base metrics: Visitors, Page Views, Revenue

Calculated metrics: Things you actually want to measure:

• Bounce Rate (Bounces / Visits)
• Conversion Rate (Orders / Visitors)
• Revenue per Visitor (Revenue / Visitors)
• Average Order Value (Revenue / Orders)

Creating a calculated metric

Step 1: Go to Metrics → + (New)

Step 2: Build formula

[ Numerator: Revenue ]
[ Operator: / (divide) ]
[ Denominator: Visitors ]

Step 3: Format output

• Decimal places
• Percentage vs number

Step 4: Save

• Name: "Revenue per Visitor"
• Description: "Average revenue per unique visitor"

Step 5: Use in reports

• Drag to canvas like any metric
• Works in all reports

Common calculated metrics

E-commerce

• AOV = Revenue / Orders
• Conversion Rate = Orders / Visitors * 100
• Cart Abandonment = (Cart Adds - Purchases) / Cart Adds * 100

Media/Content

• Engagement Rate = Engaged Sessions / Total Sessions * 100
• Avg Time on Page = Total Time Spent / Page Views
• Return Rate = Returning Visitors / Total Visitors * 100

SaaS

• Signup Conversion = Signups / Visitors * 100
• Free Trial to Paid = Paid Conversions / Trial Signups
• Feature Adoption = Feature Users / Total Users * 100

Advanced: Multi-touch metrics

Attribution-based metrics:

Last-touch Revenue = Revenue attributed to last touchpoint
First-touch Revenue = Revenue attributed to first touchpoint

Use: Compare how different channels drive conversions

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Next: Attribution IQ