This document defines various metrics and key performance indicators (KPIs) used to measure the performance of digital marketing campaigns and websites. It provides the name of each metric or KPI, the group it belongs to (e.g. AdSense, AdWords, Ecommerce), and the Tableau formula used to calculate it from raw event data. Some examples of metrics included are click-through rate, cost per click, conversion rate, revenue per item, pageviews per visit, bounce rate, and average page load time.

1. Group Measures Name Tableau Formula
AdSense AdSense CTR
[AdSense Ads Clicks]/[AdSense Page
Impressions]
AdSense AdSense eCPM
[AdSense Revenue]/[AdSense Page
Impressions]*0.001
AdWords CPM [Cost] / ([Impressions] / 1000)
AdWords CPC [Cost] / [Clicks]
AdWords CTR [Clicks] / [Impressions]
AdWords Cost per Transaction [Cost] / [Transactions]
AdWords Cost per Goal [Cost] / [Goal Completions]
AdWords Cost per Conversion [Cost] / ([Transactions] + [Goal Completions])
AdWords RPC ([Revenue] + [Goal Value]) / [Clicks]
AdWords ROI ([Revenue] + [Goal Value] - [Cost]) / [Cost]
AdWords Margin
([Revenue] + [Goal Value] - [Cost]) / ([Revenue]
+ [Goal Value])
App Tracking Screens / Sessions [Screen Views]/[Visits]
Ecommerce
Ecommerce Conversion
Rate
[Transactions] / [Visits]
Ecommerce Avg. Value [Revenue] / [Transactions]
Ecommerce Per Visit Value [Revenue] / [Visits]
Ecommerce Total Value [Revenue] + [Goal Value]
Ecommerce Revenue per Item [Product Revenue] / [Quantity]
Ecommerce Items per Purchase [Quantity] / [Unique Purchases]
Event Tracking Avg. Value [Event Value] / [Total Events]
Event Tracking Events per Visit with Event [Total Events] / [Visits with Event]
Exceptions Exceptions / Screen [Exceptions]/[Screen Views]
Exceptions Crashes / Screen [Fatal Exceptions]/[Screen Views]
Goal Conversions Per Visit Goal Value [Goal Value] / [Visits]
Goal Conversions Goal Conversion Rate [Goal Completions] / [Visits]
Goal Conversions Abandoned Funnels [Goal Starts] - [Goal Completions]
Goal Conversions Total Abandonment Rate
([Goal Starts] - [Goal Completions]) / [Goal
Starts]
Internal Search Avg. Search Results Views [Search Result Views] / [Total Unique Searches]
Internal Search % Visits with Search [Visits with Search] / [Visits]
Internal Search Avg. Search Depth [Search Depth] / [Total Unique Searches]
Internal Search Avg. Search Duration [Time after Search] / [Total Unique Searches]
Internal Search % Search Exits [Search Exits] / [Total Unique Searches]
Internal Search
Search Goal Conversion
Rate
[Goal Completions] / [Total Unique Searches]
Internal Search Goal Value per Search [Goal Value] / [Total Unique Searches]
Other App Views per Visit [App Views] / [Visits]
Other Avg. Visit Duration [Visit Duration] / [Visits]
Other Actions per Social Visit [Social Actions / [Unique Social Actions]
Other Avg. User Timing (sec) [User Timing (ms)] / [User Timing Sample]
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2. Other % New Visits [New Visits] / [Visits]
Page Tracking Entrances/Pageviews [Entrances] / [Pageviews]
Page Tracking Entrance Bounce Rate [Bounces] / [Entrances]
Page Tracking Bounce Rate [Bounces] / [Visits]
Page Tracking Pages/Visit [Pageviews] / [Visits]
Page Tracking Avg. Time on Page [Time on Page] / ([Pageviews] - [Exits])
Page Tracking % Exit [Exits] / [Pageviews]
Page Tracking Avg. Page Load Time
([Page Load Time] / [Page Load Sample]) *
0.001
Site Speed Avg.
Avg. Document Content
Loaded Time (sec)
([Document Content Loaded Time (ms)]/[DOM
Latency Metrics Sample])*0.001
Site Speed Avg.
Avg. Document Interactive
Time (sec)
([Document Interactive Time (ms)] / [DOM
Latency Metrics Sample])*0.001
Site Speed Avg. Domain Lookup Time
([Domain Lookup Time] / [Speed Metrics Count])
* 0.001
Site Speed Avg. Page Download Time
([Page Download Time] / [Speed Metrics
Count]) * 0.001
Site Speed Avg. Redirection Time
([Redirection Time] / [Speed Metrics Count]) *
0.001
Site Speed Avg. Server Connection Time
([Server Connection Time] / [Speed Metrics
Count]) * 0.001
Site Speed Avg. Server Response Time
([Server Response Time] / [Speed Metrics
Count]) * 0.001