How to Create Custom Metrics in Looker Studio

Every campaign has different goals. When you're running your campaigns, you might find yourself in need of tracking some specific metrics that might not be commonly used and might also be unavailable in Google Analytics 4. Luckily, if you're using Looker Studio, then you can create custom metrics according to your needs. This quick and easy tutorial (+ 3 examples!) will show you how to create custom metrics in Looker Studio. Without further ado, let's get started!

How to Create Custom Metrics in Looker Studio

1. Select any Scorecard, Chart, or Table

2. Navigate to the "SET-UP" column (right-hand-side)

3. Select "Add metric"

4. Click on "ADD CALCULATED FIELD"

5. Name your Custom Metric

6. Select the data type (Number or Currency)

7. Input the formula

8. Click on "APPLY"

List of Looker Studio Custom Metrics (Example)

Here are some example Google Analytics custom metrics for Looker Studio:

E-commerce Metrics:

• Average Order Value (Revenue / Transactions)

• Revenue per User (Revenue / Users)

• Cart-to-Detail Rate (Add to Cart / Product Views)

• Buy-to-Detail Rate (Purchases / Product Views)

• Purchase-to-Cart Rate (Purchases / Add to Cart)

Engagement Metrics:

• Pages per Session (Views / Sessions)

• Return Visitor Rate (Return Visitors / Total Visitors)

• New User Rate (New Users / Total Users)

Frequently Asked Questions on Creating Custom Metrics in Looker Studio

What types of visualizations work with custom metrics in Looker Studio?

Custom metrics work with most visualizations:

• Scorecards: Single metrics (sales, conversion rates)

• Bar Charts: Category comparisons

• Line Charts: Time-based trends

• Tables: Multiple metrics with dimensions

• Pie Charts: Composition analysis

• Bullet Charts: Target comparisons

• Geo Charts: Geographic distribution

  
  

How can I test a custom metric to ensure it works correctly?

After creating a custom metric, add it to a chart or table in your report to test its output. Verify the results by comparing them to expected values or using sample data to ensure accuracy.

Can custom metrics be shared with others?

Yes, when you share a report, custom metrics become available to all viewers/editors. Sharing the data source lets others use these metrics in their reports.

How do I edit or delete a custom metric?

To edit or delete a custom metric:

1. Click on the Resource menu at the top of the screen.

2. Select Manage added data sources.

3. Find and click on the data source that contains your custom metric.

4. In the data source editor, scroll through the list of fields to find the custom metric you want to edit.

5. Click on the custom metric to open its settings.

6. Make the necessary changes to the metric name or formula in the formula editor or; look for the delete option (usually represented by a trash can icon or a "Delete" button).

7. After making your changes, click Save to apply the updates.

Why might a custom metric show "null" values?

Null values can appear due to:

• Missing data

• Incorrect formula logic

• Incompatible field combinations

• Filtering issues

• Data type mismatches