Analyze the data › Calculated Metrics
Module 12 of 21 Analyze the data
Calculated Metrics
Small feature, large consequences
3 sections about 42 min
- 01 What Are Calculated Metrics A count can point at the wrong winner. Ratios are how meaning appears in data, and calculated metrics are where you keep the ones your business runs on.
- 02 Building Calculated Metrics Orders divided by visits looks like one formula. It is at least four, and the builder decides which one you saved without ever telling you.
- 03 Calculated Metrics Best Practices Anyone can build one in a minute. Two years on the library holds four Conversion Rates, and the total row does not add up. Both are the same problem.
About this module
The cheapest place in Adobe Analytics to change what a company measures, and the reason those libraries end up holding four different conversion rates.
A count can point at the wrong winner. The page with the most visits is often not the page doing the most work, and the honest answer usually arrives as a ratio rather than a total.
Calculated metrics are how you build those ratios. This module covers what they really are, and how settings inside the builder change the answer in ways that are easy to miss, so that what looks like one formula is usually at least four. It ends with the governance problem: anybody can build one in a minute, and two years later the library holds four different Conversion Rates and nobody knows which is right.
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