Custom metrics are user-defined values designed to diversify the reporting metrics available to advertisers. They are formula-based and can be created using already existing reporting metrics. They are company-wide, so can be used throughout all the company accounts. 

You create custom metrics in the company settings, which you can access from the Accounts page.

Create custom metrics

To create a custom metric, define the following fields:

• Name: A descriptive name for the metric
• Type: The type of metric in question (Percentage, Money or Number)
• Formula: The actual formula that calculates the metric, entered similarly to for example formulas in Excel. In addition to numerical values, you can use existing metrics as well as previously created Custom Metrics in the formula, and the text field will populate a drop-down menu of available metrics based on text input.
  • Formula creation supports the following functions:
    • Addition (+)
    • Subtraction (-)
    • Multiplication (*)
    • Division (/)

The used attribution model can be selected when applicable.

Use custom metrics

To use custom metrics in reporting, add them to a Campaigns view by editing columns.

In addition, you can custom metrics in the conditions of optimization triggers under the Optimization tab.

Numeric type of custom metrics can be used to obtain 3 decimal precision in calculating metrics.

Examples of custom metrics

• 1/ROI: Campaign reporting goal would calculate inverse ROI, or the cost per dollars raised of the campaign
• Impressions/Campaign reporting goal would calculate the amount of impressions required for a single Campaign reporting goal conversion