Metrics
Four families of metrics power every Level report — system, custom, platform, and the derived metrics Level computes for you.
A metric is a number you can put in a report column. Level defines metrics per organization on the Metrics page. The page has two sections: System Metrics at the top and a Custom Metrics table below.
The four families
System metrics
There are exactly three: Purchases ("Conversion event count"), Revenue ("Total conversion value"), and Lead ("Lead capture event count"). They're built into Level and present in every organization, shown as three cards at the top of the Metrics page.
System metrics don't measure anything by themselves — they need conversion mapping to know which platform events count as a purchase, a revenue event, or a lead. You configure that once per organization via Configure conversions; the same map drives every report.
Custom metrics
Anything you create yourself with the Create Metric button. Each custom metric is one of two types:
- Conversion Sum — pick a set of platform-side conversion definitions; the metric is the total Count or Value of those events. Useful for events that don't fit Purchases / Revenue / Lead — e.g. "Newsletter signups".
- Formula — write an expression over other metrics with
+,−,×,÷, and parentheses. See Custom metrics for the editor, validation rules, and ready-made formula presets.
Platform metrics
The native metrics Google Ads and Meta report for your ad accounts — impressions, clicks, spend, video views, engagements, and many more. You don't create or configure them; Level syncs them automatically, and they're available as building blocks inside Formula metrics. Monetary platform metrics are converted to the report's currency, and some exist only at the campaign level. See Custom metrics — Platform metrics.
Derived metrics
ROAS, CPA, AOV, CTR, CPM, and CPL — computed by Level and available in reports out of the box. No setup beyond conversion mapping: once Purchases, Revenue, and Lead are mapped, the derived metrics use them automatically. See Derived metrics.
Display formatting
Level formats metric values automatically: monetary values render in the report's currency, rates render as percentages, ROAS renders as a ratio like 3.58×, and everything else renders as a plain count with thousands separators.
Plan availability
Metrics are partly plan-gated — see Plans & limits for the full picture:
- Conversion mapping and custom metrics are available on Pro and above. On Free, the mapping is read-only (marked with a Pro badge) and the Custom Metrics section shows an upgrade hint.
- The revenue family — Revenue, Purchases, ROAS, CPA, AOV, Lead, CPL — is Pro and above. On Free these metrics don't appear in reports at all.
What you'll do here
| Task | Where |
|---|---|
| Map platform conversions to Purchases / Revenue / Lead | Conversion mapping |
Build a metric like profit = revenue − cost | Custom metrics — Formula |
| Build a metric like "Total signups" from selected platform events | Custom metrics — Conversion Sum |
| Understand what ROAS / CPA / CTR mean in Level | Derived metrics |
| Pick which metrics appear in a specific report | The report drawer — see Creating a report |
Order of operations
When setting an organization up for the first time, the recommended sequence is:
- Add ad accounts (so platform-side conversion definitions show up in the picker).
- Configure conversion mapping for whichever of Purchases / Revenue / Lead apply to this organization. Derived metrics like ROAS and CPA start working as soon as this is done.
- Create custom metrics for anything the built-ins don't cover (e.g.
profit = revenue − cost). - Build reports — pick the metrics you've defined and the ad accounts they should aggregate over.
You can reorder, but each step builds on the previous one — formulas can't reference metrics that don't exist yet.
In this section
- System metrics — Purchases, Revenue, and Lead, and what they actually represent.
- Conversion mapping — point platform-side conversion definitions at Level's three system metrics.
- Custom metrics — build your own with the formula editor (including platform metrics and presets) or as a sum of selected conversion events.
- Derived metrics — ROAS, CPA, AOV, CTR, CPM, CPL: how Level computes them and when to build your own variant instead.