Rules

Rules-based Custom Metrics can consist of one or more rules. Rules can be for a specific data source ('Adwords', 'Facebook', ...) or for all data sources.

Conditions ('WHEN ...')

Here's where to define when a rule should be applied, for instance, if it should be applied for the data source 'my data source' when record dates match Saturdays and Sundays.

WHEN
  {Data Source} exactly matches 'my data source'
AND
  {Day of week} exactly matches 'Saturday' OR exactly matches 'Sunday'

For more details on conditions, see below.

Result Value ('THEN IS ...')

When conditions have been met (matching) the result needs to be defined. The result is determined as the 'value of' an existing metric, the 'sum of' several existing metrics, a dimension converted 'to number', or a specified 'numeric value'. This value can be modified in further steps, by adding, subtracting, multiplying, or dividing it with the value from another metric or a specified number. It can also be modified by looking up another value from a list or google sheet.

For more details on result values, see below.

Data sources

A rules-based metric can have different rules for different data sources. When a data source group ('Adwords', 'Facebook', ...) has been selected, rules can be added to data sources belonging to that data source group, either using conditions or for all those data sources. It is also possible to add rules for all data source groups using conditions.

Examples

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,
...

Conditions reference (operators)

`exactly matches` `does not exactly match`	Is the specified dimension value exactly the specified value?
`contains` `contains (ignore case)` `does not contain` `does not contain (ignore case)`	Does the specified dimension value contain the specified value?
`starts with` `starts with (ignore case)` `ends with`	Does the specified dimension value start or end with the specified value?
`split by` `matches regex` `does not match regex`	Can the specified dimension value be split by the specified delimiter or does it match the specified regular expression?
`is empty` `is not empty`	Is the specified dimension value empty?
`>` `≥` `<` `≤`	Is the specified dimension value bigger or smaller than the specified value?

Dimensions 'Data source' and 'Data source type' only support these operators:

exactly matches
does not exactly match
is not empty

Result value reference

Initial value

`value of`	Set the value to the value of a specified metric.
`sum of`	Set the value to the sum of multiple specified metric values.
`to number`	Convert a numeric dimension to a number
`numeric value`	Set the value to a specified numeric value.

Additional steps

`plus` `minus` `multiplied by` `divided by`	`number` `value from`	Modify the initial value with a specified number or metric value using the specified operator.
`lookup`	`comma-separated values` `google sheet`	Look up the initial value in the match column of the specified table, if any, and return the value from the result column.

Read more about Formulas and Rules in How are custom metrics calculated?