If you aren’t already using custom metrics, the Pilothouse Meta team recommends making and using a few when gauging performance.
Not sure how to get started? No stress. Creating a custom metric is very simple and incredibly valuable.
1️⃣ In Ads Reporting, create a new report or open an existing report.
2️⃣ Next, open the customize tab on the right, select metrics, and scroll to the custom metrics section.
3️⃣ Click the “+ Create” button, and a window will open like the one below.
Pop in the formula for the metric you’d like to measure, and voila, you’re all set. Make sure everyone on your team has access if you are working together.
Custom metrics can be a number or percent, giving media buyers lots of flexibility to analyze data. The Pilothouse Meta team uses custom metrics to calculate thumbstop rate, link click to page view rate, average order value (AOV), and more.
Depending on your brand, you can leverage custom metrics to analyze front and back-end metrics, including metrics for Shop. For example, you can see both AOV and CVR with custom Shop metrics — See below for details. 👀