Overview
Orphex pulls standard metrics from each connected ad platform, such as Spend, Impressions, Clicks, and Conversions. However, every business measures performance differently.
Custom Metrics allow you to create your own calculations using Orphex’s available metrics and a formula.
Once created, a custom metric appears alongside standard metrics in performance tables and can be used to:
Track KPIs
Create alert rules
Build filters
Analyze performance at a specific level
When Do You Need a Custom Metric?
Use a custom metric when you need calculations that ad platforms don’t provide by default.
Situation | Example |
You track a KPI the platform doesn’t calculate | Video Completion Rate, Blended ROAS |
You apply your own cost model | Revenue / (Spend × 1.2) |
You combine multiple signals into one indicator | (Conversions + Leads) / Clicks |
Creating a Custom Metric
Go to Settings → Custom Definitions
Click the edit icon next to Custom Metrics
Metric Configuration
Name (required)
The identifier for your metric.
This name appears in column headers and dropdown menus, so keep it short and recognizable.
Examples
Blended ROAS
CPL
Video CR
Level (required)
Defines the data level where the metric can be used.
The formula — and any feature using it — will only be available at the selected level.
Level | Description |
Ad | Metrics calculated at the individual ad level |
Adgroup | Metrics rolled up at the ad group level |
Campaign | Metrics rolled up at campaign level |
Asset | Metrics for individual creative assets |
Creative Image | Image-specific creative metrics |
Creative Video | Video-specific creative metrics |
Demographic Age Gender | Audience age and gender breakdown |
Demographic Location | Geographic breakdown metrics |
Funnel | Funnel-level metrics |
Keyword | Keyword-level metrics |
Landing Page | Landing page performance |
Ad Library | Library-level creative data |
Placement | Placement-level performance |
Product | Product-level metrics |
Search Term | Search query-level metrics |
⚠️ A custom metric defined at the Campaign level will not appear in Ad-level tables, alerts, or KPI tracking.
If you need the same calculation at multiple levels, create a separate metric for each level.
Description (optional)
A short explanation of what the metric measures.
Useful for teammates who did not create the metric.
Format
Controls how the calculated value appears in tables.
Format | Example |
Number | 4,230 |
Currency | $4,230 |
Percentage | 42.3% |
This setting only affects display, not the calculation itself.
Example:If your formula returns 0.423 and the format is Percentage, it will display as 42.3%.
Type
Defines how the Change (%) column is colored.
Type | Meaning |
Positive | Increase = good (green), decrease = bad (red) |
Negative | Increase = bad (red), decrease = good (green) |
Neutral | No color applied |
Example:
CTR → Positive metric
Cost → Negative metric
This behavior matches standard metrics across Orphex dashboards
Formula
The formula defines how the metric value is calculated.
Build your formula using metric tags shown in the editor (such as Cost, CPC, Clicks) combined with arithmetic operators.
Supported operators:
Operator | Meaning |
| Addition |
| Subtraction |
| Multiplication |
| Division |
| Grouping / order of operations |
Metric names must be selected from the available tags — free-text metric names are not supported.
Formula Examples
Metric | Formula |
Cost Per Lead | Cost / Leads |
Effective CPM | (Cost / Impressions) * 1000 |
Revenue After Fees | Revenue - (Cost * 0.15) |
Using Custom Metrics Across Orphex
Custom metrics can be used in all features operating at the same Level.
Feature | How it works |
Dashboards | Appears as a dimension column &Filters |
Alerts | Available as a trigger metric |
KPI Tracking | Can be tracked as a KPI |
Filters | Can be used in filter conditions |
Editing a Custom Metric
Go to Settings → Custom Definitions
Click the edit icon on the Custom Metrics row
Select the metric you want to edit
Update the fields and click Save
⚠️ Editing a formula applies retroactively. Historical data will reflect the new calculation.
If you’re changing your measurement logic significantly, consider creating a new metric instead.
Deleting a Custom Metric
Go to Settings → Custom Definitions
Open the Custom Metrics editor
Select the metric
Click Delete
⚠️ Deleting a metric removes it from:
Performance tables
Alert rules
KPI tracking
Saved filters
This action cannot be undone.
When Does It Appear?
After saving a custom metric, it is available immediately in the metric selector. However, calculated values may take up to 24 hours to appear across tables, alerts, KPI tracking, and filters. This is expected because Orphex needs to process the formula against your historical and incoming data before results can be displayed.
If a column shows, for all rows after creation, check back the following day.
Current Limitations
Custom metrics are limited to one level.
The same formula must be created separately for other levels.
Custom metrics cannot reference other custom metrics.
Frequently Asked Questions
Which table columns are affected by the Type setting?
Only the Change (%) column.
Positive metric → increase = green
Negative metric → increase = red
Neutral metric → Neutral = grey
Why can’t I find my custom metric in alerts, KPI tracking, or filters?
Check the metric’s Level.
A Campaign-level metric will not appear in Ad-level features.
Create a new metric at the correct level if needed.
Why can’t I find my custom metric in a table?
For the same reason: the table level must match the metric level.
Can a custom metric reference another custom metric?
No. Formulas can only reference Orphex’s built-in metrics.
Who can see custom metrics?
Custom metrics are workspace-wide.
All members of your workspace can see and use them.
If the issue persists, reach out via the support button in the bottom-right corner.