> For the complete documentation index, see [llms.txt](https://docs.roivenue.com/roivenue-resources/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.roivenue.com/roivenue-resources/roivenue-training/roivenue-app/data/metrics.md).

# Metrics

Metrics lists the calculated metrics in your account, such as Return on Ad Spend or Cost per Click, and lets you create your own from existing metrics.

Roivenue calculates many metrics from your basic data. Return on Ad Spend, Cost per Click, or Conversion Rate are all formulas built from metrics such as cost, clicks, or conversions. The **Metrics** page shows all these calculated metrics and lets you add your own when you need a metric that is not available by default.

Use Metrics when you want to:

* See how a calculated metric is defined.
* Create a metric you use in your own reporting, for example a custom ratio or margin.
* Use the same metric definition in all reports, dashboards, and exports.

To open the page, go to **Data → Metrics** in the left navigation.

The page has a table with three columns:

1. **Code:** the technical name of the metric. You use it in formulas.
2. **Name:** the name shown in reports.
3. **Formula:** how the metric is calculated, for example `netRevenue/marketingInvestment` for **Return on Ad Spend**.

***

### How to create a metric

1. Click **Add New Derived Measure**.
2. Fill in the form:

| Field                     | What to enter                                                                                                   |
| ------------------------- | --------------------------------------------------------------------------------------------------------------- |
| **Name**                  | The name shown in reports, for example "Revenue per Visit".                                                     |
| **Formula**               | The calculation, using the codes of existing metrics, numbers, `+`, `-`, `*`, `/`, and parentheses.             |
| **Code**                  | A unique technical name without spaces, for example `revenuePerVisit`.                                          |
| **Description**           | Optional. What the metric shows.                                                                                |
| **Concept Type**          | **Metric** or **Performance**.                                                                                  |
| **Semantic Type**         | What the value represents: **Metric**, **Money**, **Percentage**, or **Ratio**.                                 |
| **Data Type**             | **Decimal**, **Double**, or **Long**.                                                                           |
| **Visual Representation** | **Higher is Better** or **Lower is Better**. Roivenue uses it to show whether a change is positive or negative. |

3. Click **Save**.

{% hint style="info" %}
**Always use codes, not names, in formulas.** For example, write `netRevenue/visits`, not `Net Revenue/Visits`. You find the codes of calculated metrics in the **Code** column. Basic metrics you often need are `marketingInvestment` (cost), `netRevenue`, `grossProfit`, `conversions`, `clicks`, `impressions`, and `visits`.
{% endhint %}

***

### Formula examples

| Metric                             | Formula                                                |
| ---------------------------------- | ------------------------------------------------------ |
| **Return on Ad Spend**             | `netRevenue/marketingInvestment`                       |
| **Cost of Sales**                  | `marketingInvestment/netRevenue`                       |
| **Cost per Thousand Impressions**  | `1000*marketingInvestment/impressions`                 |
| **Marketing Profit**               | `grossProfit - marketingInvestment`                    |
| **Return on Marketing Investment** | `(netRevenue-marketingInvestment)/marketingInvestment` |
| **Click-through rate**             | `(clicks+0.0)/impressions`                             |

***

### How to edit or delete a metric

* Click the settings icon next to a metric to change its definition.
* Click the delete icon to remove it.

{% hint style="warning" %}
**Changing or deleting a metric affects every report that uses it.** Dashboards, saved views, targets, and exports that contain the metric change too. Check where the metric is used before you change it.
{% endhint %}

***

#### FAQ

<details>

<summary>1. How long does it take before a new metric appears in reports?</summary>

No waiting is needed. A new metric is available in reports right after you save it. If you don't see it, refresh the page.

</details>

<details>

<summary>2. My metric is not visible in reports. What should I do?</summary>

Refresh the page first. If it is still missing, check the formula: every code must exist and be written exactly, including capital letters. If the problem remains, contact your CSM.

</details>

<details>

<summary>3. Which operators can I use in a formula?</summary>

Addition `+`, subtraction `-`, multiplication `*`, division `/`, and parentheses. You can combine numbers and any number of existing metrics.

</details>

<details>

<summary>4. Why do I have to use codes instead of names?</summary>

Names can change and may contain spaces or special characters. Codes are fixed technical identifiers, so the formula always points to the right metric.

</details>

<details>

<summary>5. Why does the Click-through rate formula contain +0.0?</summary>

It makes sure the result is calculated as a decimal number. Without it, dividing two whole numbers, such as clicks and impressions, could be rounded to a whole number.

</details>

<details>

<summary>6. Does the attribution model change my metric?</summary>

Yes, if the formula uses attributed metrics such as conversions or revenue. The metric is calculated from the values of the attribution model you have selected.

</details>