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

You can access Custom Metrics in the main navigation: Settings > Integrations > Custom Metrics.

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, similar to 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, find them in the Columns selector. Note that you won't be able to change the attribution window in the Reporting view – that can only be done in the Custom Metrics settings.

In addition, you can custom metrics in the conditions of Optimization Triggers (Meta-Triggers only) under a Meta ad account menu > Optimization.

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

Examples of custom metrics

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