Metrics are a central concept in Funnel. They contain the numerical measures from your connected data sources. You can also create your own custom metrics that are based on the fields from your data sources or other custom metrics. These can be used just like any other metric in Funnel.

Creating a new custom metric

To create a new metric you have the following choices available on the metrics page:

  • Custom metric - Create a new metric from scratch

  • From another account - Re-use one or more metrics from other accounts that you can later adjust in this account

  • With standard rules - Create a new metric that uses Funnel's standard rules (e.g. account-wide totals for Cost, Clicks, and Impressions). These can be overridden to create the logic you need in this account

Then you can see and adjust attributes common to all metrics:

  • Id - A unique identifier for the metric, used in exports, etc.

  • Name - A name used in metric listings, tables, etc.

  • Description - A longer description explaining the metric's use case

  • Unit - Monetary, number, percentage, or duration describe how to display and interpret the value

  • Precision - The number of decimals to display

After this you need to decide how the calculation should be done:

  • Formula - Simple math. For example Cost / Clicks

  • Rules - Based on conditions. For example, varying definition of Cost depending on data source

Examples of these are detailed below. Once the definition is saved you can use it in Funnel's Data Explorer, Data Warehouse exports, Dashboards, etc.


If you, for instance, want to create a metric that shows the cost per session, which you define as cost divided by sessions, it would be expressed as a simple math expression: Cost / Sessions 

This can be typed in as a formula in the input field that will help to search for what underlying fields can be used. Other common examples are:

  • Client cost  Cost * 1.1 

  • Net revenue Revenue - Cost 

  • Revenue per Session  Revenue / Sessions 

  • Client ROAS Revenue / (Cost * 1.1) 

Other formula metrics (custom or from data sources) cannot be re-used in a formula. Nor can one use any conditions. So, in order to express more advanced logic or to simplify and re-use concepts, you can use rule-based metrics.


If you, for instance, want to create a metric that varies the definition of Conversions depending on the data source that could be expressed as:

For Adwords data, set the value to Adwords All conv.
For Facebook Ads data, set the value to Website Conversions.
For Google Analytics data, set the value to Goal 1 + Goal 6

This is done by adding rules in the Rule editor. One can also add multiple conditions and do other transformations on the selected values. The order of the rules can be important as the first match is used. Other examples of rule-based metrics are:

  • Billed cost
    if Campaign contains "_A1_" then Cost * 1.1,
    if Campaign contains "_A2_" then Cost * 1.2,
    otherwise Cost

  • AppsFlyer installs if Event name is "install" use Count

  • Revenue ex tax
    if Market contains "US" then Revenue * 0.8,
    if Market contains "UK" then Revenue * 0.75,

  • Calculated Revenue
    if Campaign contains "|c7" then Total Conversions * 1.07,
    if Campaign contains "|c20" then Total Conversions * 1.2,

Read more about how to work with rule based metrics

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