Custom metrics

A custom metric is anything you define yourself for the active client. There are two kinds: Conversion sum (a count or total of selected platform events) and Formula (an expression built from other metrics). Once you create one, it's available to pick when you build reports.

Where they live

The bottom of the Metrics page has the Custom metrics table:

Name — the short identifier you use inside formulas (e.g. cpa).
Display name — the label that shows in reports (e.g. Cost per acquisition).
Type — Conversion sum or Formula.
Created — date.
Action menu — Edit / Delete.

The toolbar's Create metric button opens the metric modal in create mode.

Choosing a type

The first thing the form asks for is the Type:

Conversion sum — for counts or totals of platform conversion events that don't fit into Purchases / Revenue / Lead. Example: "Demo requests" — total of three platform-specific demo-related conversions.
Formula — for metrics built from other metrics. Example: roas = revenue / cost, cpa = cost / purchases.

The rest of the form switches based on the type.

Conversion sum

Fields:

Name (required) — short identifier like signups or demo_requests. If you reference this metric inside another Formula metric, this is the name you use.
Display name (required) — the label in reports, e.g. Demo requests.
What to count — choose between:
- Count — counts each matching event once.
- Value — sums the monetary value on each event (use this when the conversion carries a value you want to total).
Conversions — the same picker as Conversion mapping, grouped by placement, search-filterable. Tick the conversions to include.

Click Save. The metric appears in the table and is available to pick in reports.

Formula

Fields:

Name (required) — short identifier; this is what other Formula metrics use to reference this one.
Display name (required) — the report label.
Formula — the expression, written in the formula editor described below.

The formula editor

The editor is a single-line input that:

Accepts numbers, parentheses, and the operators +, −, ×, ÷.
Highlights metric references as chips. Insert a chip by typing # and picking from the autocomplete, or by typing the metric's name and a space — the editor auto-converts the typed name into a chip.
Validates as you go. A reference to a metric that doesn't exist (e.g. you renamed it later) shows "Unknown metric: …"; a malformed expression shows a syntax error.

Hint under the editor: operators: + − × ÷ ( ).

A few example formulas

Display name	Formula	Notes
ROAS	`#revenue / #cost`	Auto-formats as `3.58×` if you name the metric `roas`.
CPA	`#cost / #purchases`	Auto-formats as currency if you name it `cpa`.
Profit	`#revenue - #cost`	Pick a name like `profit`.
True ROAS	`#revenue * 0.85 / #cost`	Apply a margin factor; still formats as a ratio if named `roas`.
AOV	`#revenue / #purchases`	Currency formatting if named `aov`.
Blended CPL	`#cost / (#purchases + #lead)`	Combines two system metrics.

What you can't reference

Metrics that don't exist yet. Build prerequisites first.
Loops. A formula can't reference a metric that eventually references this one — the editor blocks the save.
Anything other than numbers and other metrics. No variables, no settings.

Editing and deleting

Edit opens the same modal pre-filled. You can change name, display name, formula / conversion list. Reports already using the metric pick up the new definition the next time they load.
Delete removes the metric. Reports that referenced it lose that column when they next load — edit those reports to add a different metric or recreate this one.

Renaming has consequences

If another metric's formula references this one by name, renaming breaks that formula — the editor will show Unknown metric: … on the dependent. Either rename and update its dependents in one go, or stick with the original name.

Permissions

Creating, editing, and deleting custom metrics is gated by role. Read-only members see the table and can view definitions but can't change them.