Formulas in the Report Builder
In the Report Builder
, you can create powerful visualizations using the defined metrics in your account. Combining these metrics in a formula allows you to glean additional insights from your data. This topic dives into how formulas can be used in the Report Builder
 lets jump in!
What is a formula
? what
In the Report Builder
, a formula
is just a combination of one or more metrics based on some mathematical logic. A typical example looks like this:
In this example, you use a Number of orders metric (A)
and a Distinct buyers metric (B)
, and the goal is to answer the question: what is the average number of orders my buyers are making each month? The parameters of the formula are:

Definition
: Here, you apply math on the input metrics. In this example, dividing the number of orders by the number of distinct buyers tells us the average number of orders. Therefore, the definition is (A/B). 
Format
: Is your formula returning a number, a time period, or a currency amount? Next to the formula’s definition is a dropdown, which you can use to specify the return’s format. In this case, it is a number. 
Miscellaneous
: The formula’s timestamp, groupings, perspectives, and filters are all inherited by its input metrics. There is nothing to do here!
How can I use formulas
in my reports? how
Now that you have covered the basics, look at some examples.
Example: I want to find out what percent of my revenue can be attributed to firsttime orders.
In this example, you used the Revenue
and Revenue (first time orders)
metrics. By dividing the Revenue (first time orders)(B)
metric by the Revenue metric (A)
and setting the return format to Percent
, you can find the percent of revenue that can be attributed to first time orders.
Example: I want to know what the average revenue per order is when I do and do not offer a promo code
.
In this example, you used the Revenue
and Number of orders
metrics. The answer to this question involves two steps  dividing Revenue (A)
by the Number of orders (B)
and setting the return format to Currency
. Next, you only allowed the formula result (Avg. Revenue per order
) to show and grouped the results by Promo code
.
Example: I want to know the distribution of my new customers’ UTM sources.
Finding the answer to this question involves a few steps:

First you added the
New Customers
metric, and then grouped byutm_source  all
. This is metricA
, orNew Customers (grouped)
. 
Next, you duplicated the
New Customers (grouped)
metric and set it to use an independent dimension. MetricB
New customers (ungrouped)
 shows the total number of new customers. 
After hiding both metrics, you set the formula definition to
A/B
. This divides theNew customers (grouped)
by theNew Customers (ungrouped)
. 
Next, you set the results format to
Percent
.
In this example, you used the Stacked Columns
perspective to display the results by month. This allows us to compare the distribution of new customers on a monthtomonth basis.
Wrapping up wrapup
Did you notice in the examples above that the formula’s timestamp
, groupings
, perspectives
, and filters
are inherited from its input metrics? Keep in mind that formulas can be used to use perspectives
and independent time options, just like metrics can.
If you have any additional questions about using formulas in the Report Builder
, contact support.