Definition:
Custom metrics are like the default metrics that appear in the Google Analytics account, except that these are created by the same user. It can use them to collect and analyze data that Analytics does not automatically track. Custom metrics allow you to combine Analytics data with other data, for example, CRM data.
In addition, by tracking this data with custom metrics,progress can be tracked by comparing them to the most important metrics, thus making custom reports more flexible and easy to read.
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Create a custom metric
To create a custom metric in Analytics, follow these steps:
- Access the Analytics account and go to the property to which you want to add the metric.
- “Custom Definitions” is clicked and then the “Custom Metrics” tab is selected.
- Then, the “New Custom Metric” button is clicked.
- Now it is named. It can be any text, but it is simple and unique. This will help minimize confusion with other custom dimensions or metrics.
- The format type must be selected. The format type can be an integer, currency type, or time. If an integer is used, any number can be used. By currency type, a decimal number must be used (by default, the currency type will match the profile settings). For time, the seconds must be specified. In the report, the time appears as HH:MM:SS.
- Do not forget to check the “Active” box to start data collection. This will allow you to see the dimensions in the reports almost instantaneously. You can also create a dimension and make it inactive until needed.
- Click on the “Create” button.
Frequently asked questions about Custom Metric
What does Custom Metric mean in digital marketing?
Custom Metric refers to the concept described in this glossary entry: Definition : Custom metrics are like the default metrics that appear in the Google Analytics account, except that these are created by the same user. Custom metrics allow you to combine Analytics data with other data, for example, CRM data. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Custom Metric?
Teams should review Custom Metric when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Custom Metric used in a digital strategy?
Custom Metric is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Custom Metric?
A common mistake is using Custom Metric too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.