Calculated performance in Google Analytics: what it is and how to work with them

Author: Ilkhom Chakkanbaev, author of the blog SeoPulses

Calculated performance in Google Analytics - a feature that allows you to create custom metrics that will be calculated automatically when building reports. Unfortunately, the only standard metrics, and to calculate non-standard indicators need to use Excel, you can use the reports. With this functionality you can quickly and easily create the desired figure in the future to add them to your reports, save time professionals.

Requirements and Limitations

This functionality can be used only in the version Universal Analytics (counter UA-).

Also, with the metrics data, you can work in the Google Analytics API, but for this purpose in the API should be available all the benchmarks, which are involved in the calculation formula, because otherwise it is not possible to perform the calculation of indicators.

The free version of Google Analytics, you can create only 5 of these indicators when Analytics 360 allowed the creation of up to 50 metrics.

To work with the objectives (for example, order processing) required to create and use them in Google Analytics.

How to create a calculated measure?

This feature is available to all users of Google Analytics, but for its use need to go to the bar "Administrator" - "Calculated indicators".

In the resulting window, you can see all the existing indicators and to create a new need to click on "+ calculates a score."

Next, fill in the following data:

  • Title. Need to navigate;
  • calcMetric_. You must specify a unique name for the new metric;
  • the type of formatting. Responsible for the type of metric, e.g., percentage or an integer;
  • Formula. Here, the formula itself is specified to calculate the index.

First, we should define the format, which can be:

  • Floating-point number;
  • Integer;
  • Currency (decimal format);
  • Time;
  • Interest.

Then enter the formula for the calculation of metrics, which will need to use the basic Google indexes Analysts, for example, to calculate the value of the order will need to use the {cost} and {order issued (Goal)} (the value in Google Analytics - it's advertising costs).

For your convenience, the system automatically offers turnkey options for metrics that you can use when writing your keywords.

In the creation of the desired index, you can use the following operators:

  • +. Summation;
  • -. Subtraction;
  • /. Division;
  • *. Multiplication;
  • (). Parentheses;
  • 0-9. Positive numbers may also be fractional.

For example, on the site an online store, where there are 2 forms:

  • Order through the basket;
  • Order in 1 click.

Create a new record, "The price of any order", which is equal to the sum of the costs divided by the sum of the orders through the basket and in 1 click. The formula is as follows:

Cost {{}} / ({{Sent data (Goal)}} + {{Check decorated (Goal)}})

How to use it in your reports?

After creating a new index, you can go in any report, for example, the "Traffic Sources" - "Campaign" - "Cost Analysis" and click on "Change".

Then we add a new record, which enter the name of the created metrics that will be in the tab "Other".

Save the report.

In the following table, you will see the finished report with added metrics.

We solve real problems on the basis of calculated measure with Google Analytics

Example №1. Analyze advertising campaigns and the net profit from their work:

  1. First Create the "All orders" equal "order through basket" + "quick order";
  2. Index order price, "cost" divided by 0.8 (VAT), divided by the number of "all orders";
  3. Gross profit = revenue {} * {{figure-profitability}}
  4. Net profit = revenue {} * {{figure-profitability}} - {cost}

In order to calculate the profitability index should split the difference between the proceeds and the cost of the product / service to total revenue. Example: Campaign Revenue from the order of 10,000 rubles, when the cost price is 7500 rubles, respectively, their difference will be 2500. Then divide the 2500 total revenue (10,000 rubles) and receive indicator of profitability of 25%.

Adding them to the report "sources" and we get the following summary of the source / channel (in this example was used for the index of {{}} profitability-number 0.35).

If necessary, you can add the report to analyze advertising campaigns and deeper in utm_compaign.

Example №2. The verification of the KPI advertising campaigns, for example, you want to receive bookings from advertising sources for 600 rubles per order, you can create the following indicators:

  • All orders;
  • The price of the order;
  • Consumption tax incl. {Cost} /0.8.
  • KPI. (((Cost {{}} / 0.8) / ({{Data Sent}} + {{Check decorated)}})) / 300)

As a result, we get:

All sources / campaigns that have a value greater than 1 do not fulfill the KPI, all that is less than 1 fulfill these requirements.

Examples of using

Creating a single target of several

If the online store or other site has several purposes, for example, ordering through the basket, buy in 1 click, feedback form, and others.

To do this, create a calculated measure with the name, such as "all orders" or "Lida" and enter the following values:

  • Name: Lida;
  • calcMetric_leads (or any other)
  • the type of formatting. Integer;
  • Formula: {{Buy 1 click (Goal Conversion)}} + {{Order issued (Goal)}} + {{callback (Goal)}}. Important! You should use the target-minded in your presentation Google Analytics.

Priced

Counting the cost of each action, or all together by advertising sites.

  • Name: Priced;
  • calcMetric_ordercost
  • format Type: Currency;
  • Formula: {{cost}} / {{Order issued (Goal)}}

In cases where the counting is multiple targets at once after the division is required to open a parenthesis and enter each target through the "+" and then close the bracket. Example:

{{Cost}} / ({{Buy 1 click (Goal)}} + {{Order issued (Goal)}})

Gross profit store

If the site transmits data about shopping (e-commerce), you can create a metric of gross profit, which would require to know the average profit margin, which, for example, may be 35% or 45%, it is enough to divide {{profit}} / {{revenue} }.

After creating a record:

  • Name: Gross profit;
  • calcMetric_grossprofit;
  • format Type: Currency;
  • Formula: {{income}} * {{figure}}-profitability. (How to calculate described above)

Important! The separator in the figures should be indicated by point ".", Not a comma ",".

Income minus tax refunds

To do this will need to download the data on returns, and then create a new metric:

  • Title: Income minus return;
  • calcMetric_ minusreturn;
  • format Type: Currency;
  • Formula: {{Revenue}} - {{The refund amount for the goods}}

Advertising costs per user

For example, it lets you know how much 1 user spends advertising budget over time.

  • Name: Expenditure on advertising per user;
  • calcMetric_ costonuser;
  • format Type: Currency;
  • Formula: {{cost}} / {{User}}

Important! To get the most accurate indicator is better to use the segmentation that is described in this article .

Clicks per user

Ad clicks per user

  • Title: Hits per user;
  • calcMetric_ cliksonuser;
  • format Type: A floating point number;
  • Formula: Number of clicks {{}} / {{User}}

As in the previous article, it is best to use segmentation by channel cpc to obtain the most accurate data.

The conversion rate of the target in the goal

This metric will let you know the conversion rate of one goal to another, for example, add to the cart or in a transaction ordering.

  • Title: Conversion of add to the cart in order;
  • calcMetric_ convtoorder;
  • format Type: percentage;
  • Formula: {{Number of items add to the cart}} / {{}} Transactions

As a result, we get a nice report with the desired parameters:

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