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  Article updated: June 20, 2024

Create a custom metric

A custom metric is a unique formula that you can set up to track and analyze the social results that matter to you. You can add, subtract, multiply, or divide existing metrics to create a formula for a metric that’s unique to you and your business goals.

You must be a Hootsuite Super admin, admin, or a member with the custom permission Advanced Analytics: Manage settings to create, edit, and delete custom metrics in Advanced Analytics. See Overview of custom permissions. See Metrics in Analytics for a complete list of metrics.

Plans: Customers with Advanced Analytics. Want more Hootsuite features? Upgrade your plan.

Creating custom metrics video.

Create a custom metric

You can create as many custom metrics as you need and edit or delete the ones you don’t use. Note that editing or deleting a custom metric will edit and delete it for all of your organization members.

  1. Go to Analytics, and then select Analytics settings from the bottom of the navigation.
  2. Select Custom metrics, and then select Create a custom metric.
  3. Select the type of metric you want to track. You can choose between post-level and Page-level. Learn more about the difference between post-level and Page-level metrics.
  4. Select whether you'd like to display your data as a sum or an average.
  5. Select to view your results as a number or percentage. Note that percentage is calculated by multiplying the number by 100.
  6. Enter a name, measurement unit, and description for your custom metric.
  7. Select Add metrics and operators and select from one of the following options to start creating your formula :
    • Metric - Create a simple formula and add metrics one by one.
      Sample formula showing adding metrics one by one.
    • Number - Add a number to your metric.
      Sample formula showing metric plus number.
    • Group - Group metrics. The "( )" operator is used to calculate the formula inside the brackets first.
      Sample formula showing grouping metrics.
    • Select Divide to divide two or multiple metrics or groups of metrics.
      Sample formula showing dividing metrics.
      Optionally, you can select to add more metrics or groups of metrics to your division calculation.

    To remove a metric from your formula, select X next to it.

    Tip: Creating a more complex formula? Select Expand section to view your formula on the entire screen. When you’re done, select Collapse section to go back.

  8. Select Search metric to add a metric to your formula.
  9. Select , and then select how you want to calculate your metrics - add, subtract, or multiply.
  10. Once you’re happy with your formula, select Create metric.

Edit or delete a custom metric

You can edit or delete any custom metric you’ve created. 

  1. Go to Analytics, and then select Analytics settings at the bottom of the navigation to view all of your custom metrics.
    • Select Duplicate next to a metric to copy the metric and use it as a template to build a new one.
    • Select Edit to edit your metric. Multiple-network metrics cannot be edited.
    • Select Delete to remove it from your list.

Analyze the results for your custom metrics

To analyze results for both Page- and post-level metrics, create a custom report in Analytics and add your custom metrics.

  1. Go to Analytics, and then select Create a report .
  2. Select Custom report, and then select Create report.
  3. Select Custom metrics, and then select Add to add a metric to your report and view the results. To learn more, see Create a report in Analytics.

You can also review results for post-level metrics in Impact content in Advanced Analytics.

  1. Go to Analytics, and then select Impact content.
  2. Select a post to open the details. Scroll down to the Custom section to view the results for your custom metrics. To learn more, see Review organic performance with Impact content.


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