Custom metrics let you build your own formulas, such as contribution margin, blended ROAS or cost per new customer, and use them across Atria. Custom metrics are available on the Business and Enterprise plans.
Where they appear
Once created, a custom metric works like any other metric. It appears on the Overview dashboard, in Radar, in reports, and in snapshots you share. Anyone viewing a snapshot sees the metric with the name you gave it.
Create one
Go to Analytics & Launch and select your ad account.
On the Overview dashboard, find the Key Metrics card and click Metric settings.
Click + Create custom metric.
Enter a Name. Be specific, for example "CPA (paid purchases)" instead of "CPA".
Choose a Format, such as Currency ($), Percentage (%) or Number.
Build the Formula from base metrics such as Spend, Clicks, Impressions, Purchases, Revenue and ROAS.
Set Performance direction: whether higher or lower is better. This sets the colour shading in reports.
Set Summable: whether the metric can be added up across rows. Spend can. CPA can't, because adding ratios gives a meaningless total.
Click Create metric.
The metric then appears alongside the standard metrics in every report.
Example formulas
Metric | Formula | Format |
CPA (cost per acquisition) | Spend ÷ Purchases | Currency ($) |
CTR (click-through rate) | Clicks ÷ Impressions | Percentage (%) |
AOV (average order value) | Revenue ÷ Purchases | Currency ($) |
Cost per click | Spend ÷ Clicks | Currency ($) |
Profit | Revenue – Spend | Currency ($) |
Profit ROAS | (Revenue – Spend) ÷ Spend | Number |
If you've connected Triple Whale or Northbeam, you can use their metrics in formulas too.
Tips
Start with two or three. Build the metrics you actually make decisions with, and add more when you need them.
Agree the definition first. When a custom metric looks wrong, the cause is usually a base metric that counts something different from what you expected, such as a purchase event.
They update automatically as new data comes in.
Edit or delete them from Metric settings, or from Custom columns → Customize table columns above a report table.
Save the ones you use most in a column preset.
FAQ
Can I use custom metrics in a snapshot?
Yes, everywhere you report in Atria.
Which metrics can I use in a formula?
Any standard metric from your connected ad accounts.
Is there a limit?
No.
I can't see custom metrics.
They're only on the Business and Enterprise plans. Contact us to discuss.
For help building your metrics, email support@tryatria.com.