Google Analytics Adds Calculated Metrics
New tool allows the creation of custom metrics that are calculated from traditional metrics, such as Revenue Per User and more.
Google has rolled out a new feature called Calculated Metrics that extends the power of Google Analytics by letting users create new metrics/reports that are based on the existing set of traditional metrics.
For example, with calculated metrics, an e-commerce company could create a Revenue Per User metric by combining the traditional Revenue and Users data from Google Analytics. A Currency Conversion metric can be created by using the Revenue metric and doing some simple math — i.e., multiplying it by the current conversion rate for the target country.
There’s been no official Google blog post about it that we’ve found, but it was the primary feature that Google listed in its most recent monthly Google Analytics product update email. Here’s what the email said:
We are excited to announce the addition of the highly anticipated Calculated Metrics in Google Analytics! Calculated Metrics are user-defined metrics that are computed from existing metrics. This can help drive more relevant analyses and enables greater actionability without leaving the product.
The email links to a Google Help page about calculated metrics where you’ll find instructions to get started and screenshots showing some examples of what a correctly created calculated metric looks like — such as this one for Revenue Per User.
The help page notes that Calculated Metrics are only available to properties using Universal Analytics.