Build Custom Metrics with Filters, Meta Ads, and Google Analytics Data

Introduction

Custom Metrics in your CRM have been enhanced with powerful new features. You can now add filters directly to individual parts of your calculation formulas, and you can incorporate data from Meta Ads and Google Analytics to create comprehensive, cross-channel performance indicators. This guide explains how to use these new capabilities.

What's New

The latest update to Custom Metrics introduces three major features:

• Metric-Level Filtering: Apply specific filters to each data source (or "metric token") within your formula. You can independently filter contacts by tag, opportunities by pipeline, calls by agent, and more for each component of your calculation.
• Meta Ads Data Source: Include key advertising metrics from Meta Ads—like total spend, impressions, click-through rate (CTR), cost per click (CPC), and conversions—directly in your formulas.
• Google Analytics Data Source: Pull in metrics from Google Analytics to combine website performance data with your CRM data, enabling metrics like cost per opportunity.
• Full-Page Builder: The Custom Metric editor now opens in a dedicated full-page view, providing more space to build complex formulas and configure filters.

How to Add Filters to a Metric

Filters allow you to calculate a metric based on a specific subset of your data, such as opportunities in a certain pipeline or contacts with a particular tag.

Step 1: Open the Custom Metric Builder

From your main dashboard, enter edit mode. Click to add a new widget or edit an existing one, then either create a new custom metric or select an existing one to modify.

Step 2: Build Your Formula

Construct your formula by adding metric tokens as you normally would. To apply a filter, you will need to select a specific token.

Step 3: Click a Metric Token to Open Filters

Click directly on one of the metric tokens in your formula. A configuration panel will appear on the right side of the screen. Navigate to the Filters tab within this panel.

Step 4: Set Your Filter Conditions

In the configuration panel, you will see which metric token the filter is being applied to. Configure your filter with the following steps:

1. Select the Date Property that the metric should be calculated against (e.g., "Created On").
2. In the filter row, choose the attribute you want to filter by (like Tag, Pipeline, or Owner) from the first dropdown menu.
3. Select an operator (such as "Is one of" or "Is not") from the second dropdown.
4. Enter or select the specific value for the filter in the final field.
5. To add more conditions that must all be true (AND logic) for the same metric, click the + AND button.
6. To create a separate filter rule for the same metric, click + Add Filter.

Step 5: Save the Metric

Once your filters are configured, click the Update button at the top right of the page to save your custom metric. Metric tokens that have active filters will display a small filter icon for easy identification.

How to Use Meta Ads Metrics

Step 1: Open the Formula Builder

In the Custom Metric editor, click inside the main formula field to open the metric selection menu.

Step 2: Select Meta Ads

From the list of metric categories, choose Meta Ads. This will reveal the available advertising metrics, which include sums (like Total Spend, Impressions, Conversions) and averages (like Average Cost Per Click, Average Cost Per Conversion).

Step 3: Build Your Formula

Select the desired Meta Ads metric and combine it with other metrics using mathematical operators. For example, dividing Sum of Spend (from Meta) by Sum of Conversions creates a custom Cost per Conversion metric for your dashboard.

How to Use Google Analytics Metrics

Step 1: Open the Formula Builder

In the Custom Metric editor, click inside the formula field to open the metric picker.

Step 2: Select Google Analytics

From the metric categories list, select Google Analytics to view the available website metrics.

Step 3: Build Your Formula

Choose a Google Analytics metric and combine it with your CRM data. A common use is to divide advertising spend data from Google Analytics by the count of opportunities in your CRM to calculate Cost per Opportunity.

Note: Your Google Analytics account must be connected in your CRM settings under Settings > Integrations before these metrics will appear in the list.

Example Metrics You Can Build

• Opportunity Win Rate: (Count of Opportunity [filtered for "Won" status] / Count of Opportunity [Total]) × 100. Add a filter for a specific pipeline or owner.
• Customer Ratio: (Count of Contacts [filtered for Tag = "Customer"] / Count of Contacts [Total]) × 100.
• Cost per Opportunity: Sum of Spend (from Google Analytics) / Count of Opportunity.
• Cost per Conversion: Sum of Spend (from Meta Ads) / Sum of Conversions (from Meta Ads).
• Revenue per Call: Total Revenue / Count of Calls. Add a filter for calls made by a specific agent.

Frequently Asked Questions

Can I add different filters to each metric in the same formula?

Yes. Each metric token in your formula has its own independent filter configuration. Clicking on one token to add a filter does not affect the others.

How many filter conditions can I add to a single metric?

You can add multiple conditions using AND logic for a single metric. Each condition is a separate row defining an attribute, operator, and value.

Do Meta Ads and Google Analytics metrics use the dashboard's date range?

Yes. These external metrics, like all others, are calculated based on the date range currently selected on your dashboard or report.

What if my Meta Ads or Google Analytics metrics don't appear in the list?

First, ensure the corresponding integration is properly connected. Navigate to Settings > Integrations in your account and verify the connection for Google Analytics or Meta Ads. The metrics will only be available in the builder if the integration is active.

Can I use these filtered custom metrics in Snapshots?

Yes. Custom metrics, including their configured filters, can be used in Snapshots.