The metrics product allows you to apply mathematical and statistical operations to visually analyze and compare your customer data. Use point and click UI to create custom calculations: add, subtract, multiply and aggregate different metric types.

Metric Types

  • Collection-based. These metrics use data from selected source collection fields. You can also apply aggregation function (e.g., total, sum, average) to get deeper data insights.
  • Event-based. Metrics that use event count calculation to aggregate the metric values. The event metric uses events created via the event editor
  • Metrics-based. Metrics are any saved metrics that you can reuse in metric builder UI.
  • User-based. Metrics that use user count data (by organization or selected source). You can further filter down the metric by selecting total user count or identified/ anonymous user count.

UI Components

Title - naming the metric is mandatory. You cannot save the metric unless it is named.
Format - formatting of the metric. Choices include number (...,00), time (s), percent (%).
Decimal places - shows how many decimal places will be shown in the metric. The maximum number of decimal places you can specify is 10.
Formula - formula builder allows you to create complex metric calculations.


Functions are a list of statistical and mathematical functions that can be applied to collection based metrics. Functions are applied to the entire table of the metric.
Sum. Sum of all metric values
Total. The count of values in a given metric.
Average. Calculates the sum of a single value in the metric and divides the result by the number of values in the metric.
Median. Returns the median for a metric. The median is the number in the middle of a set of numbers. The function is created by ordering all data points and picking out the one in the middle (or if there are two middle numbers, taking the mean of those two numbers). Example: The median of 4, 1, and 7 is 4 because when the numbers are put in order (1, 4, 7), the number 4 is in the middle.
Percentile. Returns the x-the percentile of values for a metric. A percentile indicates the value below which a given percentage of observations in a group falls. For example, the 20th percentile is the value below which 20% of the observations may be found. The percentile value can be 25, 75 and 90.