In this article we’ll discuss the advantages and limitations of Calculated Metrics, and how to create these metrics in GA4 to analyse your website performance. We’ll also discuss how you can create custom metrics in ROI Hunter to analyse product performance across your site and other channels like Meta, and how you can action these metrics to influence your campaigns directly.
Calculated Metrics give you the opportunity to create measurements beyond all the pre-built metrics that GA4 offers. This means you can get deep insight into the statistics that matter most for your specific business goals. Maybe you want to include data about Returns of items bought on-site into your calculations about Total Revenue. With GA4, you can build that metric.
Once you have the metrics built, you can use them in custom reports, custom dashboards, and more. You’re also able to use your Calculated Metrics retrospectively, meaning you can look back at historical data with your fancy new measurement. By building these metrics within GA4, you also avoid any inconsistencies that might occur if you had to create and apply these metrics from a separate tool.