Within Google analytics, Metrics and Dimensions complement each other – in simple words, metrics are individual elements of a dimension that can be measured as a sum or ratio. GA provides a very exhaustive array of Dimensions and Metrics for data interpretation – but, these certainly don’t cover every type of custom business analysis – which drives the need to create Custom metrics.
But, before we brace ourselves for creating custom metrics, a few simple checklists should be performed…
- Is it relevant to my analysis?
- Is the metrics tied to the dimension?
- Can it be measured as a sum / ratio?
- Can this metric stand alone OR can they combine with another metric (custom / default) to offer a greater insight into our business issues
Let’s glide through some of the practical custom metrics that helps us in our analysis….
- Custom Dimension = MemberShip::: Custom Metric = Number of Member Visitors
- Custom Dimension = MemberShip::: Custom Metric = Number of Non- Member Visitors
- Number of Logged-In users at one point of time
- Capture authorship of posts through custom metric – Post / Page author. This custom metrics will help the relative popularity of various authors (page views per author).
- If you have an ongoing event / conference and you are doing registrations through the landing page WHERE you also have a Phone Number AND you also have a Live Chat option. The following custom metrics will add a greater insight to our conversion strategy for the event…
- Phone Calls
- Live Chats
- Call durations
- Phone call Locations
- Chat Locations
What we have seen here is that we can drill down starting with our Business Objectives (KPIs) to Custom Dimensions to Custom metrics – with the analytical clarity to connect the custom metrics to our Business objectives.
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