Custom Metrics (Calculated Fields)

Ad platforms don’t always provide the exact KPIs your agency uses. Whether you need to calculate a custom Conversion Rate, a specific Blended CPA, or a proprietary Engagement Score, Metric Might lets you define the math before the data ever hits your spreadsheet.

By building Calculated Metrics directly into your query, you eliminate the need to write fragile spreadsheet formulas that break whenever your row counts change.

1. Opening the Formula Builder

You can create a custom metric at any time while building a query.

Open the Metrics dropdown in the right-hand sidebar.
At the bottom right of the search overlay, click Create Calculated Metric.
The formula builder modal will appear over your spreadsheet.

2. Building Your Formula

Metric Name

Give your new metric a clear, identifiable name (e.g., Active Sessions or True ROAS). This becomes the exact column header printed in your Google Sheet.

Metric Formula (Autocomplete & Validation)

Start typing the name of any existing metric to build your formula.

Smart Autocomplete: As you type (e.g., "Imp"), a dropdown shows all matching platform metrics with descriptions. Click any result to insert it into the formula.
Supported operators:
- Addition (+)
- Subtraction (-)
- Multiplication (*)
- Division (/)
- Brackets ( ) — for controlling order of operations (e.g., (Clicks / Impressions) * 100)
Live Validation: Metric Might validates your formula in real-time. Invalid metric names or incomplete expressions display a red error message. Once the formula is structurally valid, each metric is converted into a formatted, highlighted block (e.g., <Sessions> / <Active Users>).

💡 Compatibility note: Calculated Metrics respect the data source's API rules. If the base metrics in your formula are incompatible with each other according to the ad platform, the resulting Calculated Metric will be automatically disabled during query building.

3. Saving and Reusing Metrics

Once your formula is valid, click Save Metric.

Your new custom metric is saved to your account for that data source type — you do not need to recreate it for every new query or client. Whenever you build a query for that platform, open the Metrics dropdown and scroll to the Calculated Fields category to find it alongside the standard platform metrics.

4. Managing Calculated Metrics

Calculated Metrics can be viewed and deleted from the Connections page in the left-hand navigation menu. Under the Calculated Metrics panel, each data source lists its custom metrics along with their formulas. Click the three-dot menu (⋮) next to any metric and select Delete to remove it.

⚠️ Deleting a Calculated Metric is permanent. Any existing queries that use the deleted metric will no longer be able to reference it. Make sure no active queries depend on a metric before removing it.

Editing an existing Calculated Metric is not currently supported. If you need to change a formula, delete the existing metric and create a new one with the corrected formula.

What’s Next?

Real-Time Iteration — use Apply on Change to test your new custom metrics instantly as you build.
Query Basics — learn how to pivot your metrics using Column Dimensions.