18 Calculated Metrics for Google Analytics

Calculated Metrics allow you to combine standard metrics to create your own super–amazing–shiny metrics inside Google Analytics. This is a great feature for power users, but it’s important to understand with this great new feature you also need to be careful about how you wield your new powers of customisation!

Why?

Well, you need to make sure that the Calculated Metrics you create align with your measurement plan. Start by asking yourself how the new metric will help you better understand your users and how you might act on the data you see.

For example, think about how a new metric might help you understand engagement or conversions at a deeper level than what you can get with the existing standard metrics.

A great starting point is to consider that the majority of metrics inside your reports are based on sessions, so there’s an opportunity to complement these standard metrics with user-based metrics that you create using Calculated Metrics.

Let’s look at some ideas to get you started.

Get started with these (awesome) Calculated Metrics:

#1: Pages per User

This is similar to the 'Pages per Session' metric you find in Google Analytics by default, but it gives you the average number of pages someone views at the user-level.

Name: Pages / User
Formatting: Integer
Formula: {{Pageviews}} / {{Users}}

#2: User Goal Conversion Rate

To get a better understanding of your true conversion rate based on users (and not sessions).

Name: User Goal Conversion Rate
Formatting: Percent
Formula: {{Goal Completions}} / {{Users}}

#3: User Ecommerce Conversion Rate

Similar to ‘User Goal Conversion Rate’, but focused on ecommerce transactions instead of goal conversions.

Name: User Ecommerce Conversion Rate
Formatting: Percent
Formula: {{Transactions}} / {{Users}}

#4: User Conversion Rate

A metric that combines both goal conversions and ecommerce transactions to provide a total conversion rate based on users.

Name: User Conversion Rate
Formatting: Percent
Formula: ( {{Goal Completions}} + {{Transactions}} ) / {{Users}}

#5: Average Goal Completions per User

Name: Goal Completions / User
Formatting: Integer
Formula: {{Goal Completions}} / {{Users}}

This Calculated Metric can be modified in a similar way to the conversion rate metrics above to create ‘Average Ecommerce Completions per User’ and ‘Average Total Conversions per User’.

#6: Sessions per User

Understand the average number of sessions for each of your users.

Name: Sessions / User
Formatting: Integer
Formula: {{Sessions}} / {{Users}}

#7: Events per User

See the average number of events triggered by each user. This metric could be adjusted to view ‘Unique Events per User’ to understand if users are engaging with particular events, while removing repeat interactions being reported.

Name: Events / User
Formatting: Integer
Formula: {{Total Events}} / {{Users}}

#8: Event Conversion Rate

This metric allows you to see the impact of custom interactions you are measuring using events on driving conversions.

Name: Events Conversion Rate
Formatting: Percent
Formula: ( {{Goal Completions}} + {{Transactions}} ) / {{Unique Events}}

#9: Event Goal Completions

See the total number of goal completions for people who triggered an event.

Name: Events Goal Completions
Formatting: Integer
Formula: {{Goal Completions}} / {{Unique Events}}

#10: Page Navigations

Understand if a page is popular when a user is navigating within your website. This metric removes pageviews when people land on your website to show you your most popular ‘non-landing pages’.

Name: Page Navigations
Formatting: Integer
Formula: {{Unique Pageviews}} – {{Entrances}}

#11: Total Value

A metric that combines ecommerce revenue with goal value to provide a total combined value.

Name: Total Value
Formatting: Currency
Formula: {{Revenue}} + {{Goal Value}}

#12: Value per Session

Understand the average value that each session provides.

Name: Value / Session
Formatting: Currency
Formula: ( {{Revenue}} + {{Goal Value}} ) / {{Sessions}}

#13: Value per User

Understand the average value that each user provides.

Name: Value / User
Formatting: Currency
Formula: ( {{Revenue}} + {{Goal Value}} ) / {{Users}}

#14: Revenue per User

Similar to ‘Average Value per User’, but focused solely on ecommerce revenue.

Name: Revenue / User
Formatting: Currency
Formula: {{Revenue}} / {{Users}}

#15: Pageviews per Transaction

Understand the average number of pages people view before completing an ecommerce transaction.

Name: Pageviews / Transaction
Formatting: Integer
Formula: {{Pageviews}} / {{Transactions}}

#16: Non-Bounces

This metric removes bounced sessions so you can focus on people who have engaged beyond a single page within the session.

Name: Non-Bounces
Formatting: Integer
Formula: {{Sessions}} - {{Bounces}}

#17: Non-Bounce Rate

The opposite to bounce rate – understand the percentage of sessions that included more than one pageview.

Name: Non-Bounce Rate
Formatting: Percent
Formula: ( {{Sessions}} - {{Bounces}} ) / {{Sessions}}

#18: Weighted Goal Conversion Rate

A metric that prioritises particular goals based on their importance. You will need to customise the formula based on the goals you want to prioritise. Here is an example:

Name: Weighted Goal Conversion Rate
Formatting: Percent
Formula: (( {{Leads (Goal 1 Completions)}} x 5 ) + ( {{Email (Goal 2 Completions)}} x 3 ) + ( {{PDF (Goal 3 Completions)}} x 1 )) / ( 9 x {{Sessions}})


Setting up Calculated Metrics

To set up Calculated Metrics you will need to have edit-level access to your Google Analytics account. Then, navigate to ‘Admin’ and select ‘Calculated Metrics’ under the ‘View’ column on the left.

Click the ‘New Calculated Metric’ button, name your metric and then in the ‘Formula’ input begin typing the name of the standard metric you want to use. For example if you want sessions, begin typing “sessions” and you will see the matching metrics that are available.

If you’re using the standard version of Google Analytics you can create up to 5 calculated metrics. Don’t worry if you set up a metric that you don’t like – you can always delete it and start again.

Once you’ve created your Calculated Metric you can head to ‘Customization’ and create a custom report that includes your new metric or you can head to ‘Reporting’ and use it within your dashboards.