Marketing metrics recipes

Amplitude Analytics provides a multitude of insights into the success of your product's marketing efforts. This article highlights the ingredients needed to recreate common marketing metrics using Event Segmentation or User Sessions charts.

Before you begin

If you haven’t already read up on the basics of building charts in Amplitude, you should do so before proceeding.

Some of the setup instructions in this article require the use of custom formulas. See this article to read more about custom formula metrics, syntax, and definitions.

Metric recipes

The examples in this section provide a starting point for setting up each metric. As with other analyses, use filters, group-bys, or segmentation to refine results. 

Session totals

The session totals metric provides a sum of sessions.

Use the following setup for each module in your User Sessions chart to create the session totals metric:

• Sessions: Count sessions for all sessions

  If desired, filter results by a specific domain or URL: 

  • Click Filter by and choose Contains Event. Search for the Page Viewed event. Set the count to greater than or equal to one.
  • Click the Filter to add a where clause for your desired Page URL.

• Measured as: Total Sessions

• Segmented by: All users

Visitors

The visitors metric gives a count of unique users who trigger a specific event.

Use the following setup for each module in your Event Segmentation chart to create the visitors metric:

• Events: Page View

  If desired, filter results by a specific domain or URL: 

  • Click Filter by and choose Page URL. Select the checkbox next to your desired domain and click Apply.

• Measured as: Uniques

• Segmented by: All users

Sessions per user

The sessions per user metric gives an average count of sessions by unique user.

Use the following setup for each module in your User Session chart to create the sessions per user metric:

• Sessions: Count sessions for all sessions

If desired, filter results by a specific domain or URL: 

• Click Filter by and choose Contains Event. Search for the Page Viewed event. Set the count to greater than or equal to one.

  • Click Filter to add a where clause for your desired Page URL.

• Measured as: Avg Per User

• Segmented by: All users

Average session duration

The average session duration metric gives an average length of sessions.

Use the following setup for each module in your User Sessions chart to create the average session duration metric:

• Sessions: Count sessions for all sessions

If desired, filter results by a specific domain or URL: 

• Click Filter by and choose Contains Event. Search for your desired Page View event. Set the count to greater than or equal to one.

  • Click Filter to add a where clause for your desired Page URL.

• Measured as: Avg length (counting in days, hours, minutes)

• Segmented by: All users

Page views

The page views metric gives a sum of page views events.

Use the following setup for each module in your Event Segmentation chart to create the page views metric:

• Events: Page View

If desired, filter results by a specific domain or URL: 

• Click Filter by and choose Page URL. Select the checkbox next to your desired domain and click Apply.

• Measured as: Event Totals

• Segmented by: All users

Page views per session

The page views per session gives an average count of Page View events per session.

Use the following setup for each module in your User Session chart to create the page views per session metric:

• Sessions: Count events performed within sessions for all sessions
  • By Event Count of the Page View event

If desired, filter results by a specific domain or URL: 

• Click Filter by and choose Contains Event. Search for the Page Viewed event. Set the count to greater than or equal to one.

  • Click Filter to add a where clause for your desired Page URL.

• Measured as: Avg events per session

• Segmented by: All users

Bounce rate

The bounce rate metric compares the count of sessions with a single Page View event to the total number of sessions as a percentage. 

Use the following setup for each module in your User Sessions chart to create the bounce rate metric:

• Sessions: Count sessions

  • A: All sessions
    • where Contains Event = Page Viewed with a count of one
  • B: All sessions

If desired, filter results by a specific domain or URL of each session: 

• Click Filter by and choose Contains Event for session B. Search for the Page Viewed event. Set the count to greater than or equal to one for session B.

  • Click Filter to add a where clause for your desired Page URL for sessions A and B.

• Measured as: Formula %:SESSIONTOTALS(A)/SESSIONTOTALS(B)

• Segmented by: All users

This User Sessions chart is set up to calculate the 30-day bounce rate for the Page URL ampli.com/home. The bounce rate for March 4th was 97.3 percent.

Entry rate

The entry rate metric gives the comparison of sessions with a Page View event grouped by the first property value of the specified event property to the total number of sessions as a percentage. 

Use the following setup for each module in your User Sessions chart to create the entry rate metric:

• Sessions: Count sessions

  • A: All sessions
    • Grouped by the First Property Value of the Page View event property Page Title
  • B: All sessions

If desired, filter results by a specific domain or URL of sessions A and B: 

• Click Filter by and choose Contains Event. Search for the Page Viewed event. Set the count to greater than or equal to one.

  • Click Filter to add a where clause for your desired Page URL.

• Measured as: Formula %:SESSIONTOTALS(A)/SESSIONTOTALS(B)

• Segmented by: All users

This User Sessions chart is set up to calculate the 30-day entry rate for the Page URL ampli.com/home. The chart’s group-by property value Page Title is seen as different colored lines in the chart. The entry rate for March 3rd was 35.5 percent for the Home property value.

Exit rate

The exit rate metric gives the comparison of sessions with a Page View event grouped by the last property value of the specified event property to the total number of sessions as a percentage. 

Use the following setup for each module in your User Sessions chart to create the exit rate metric:

• Sessions: Count sessions

  • A: All sessions
    • Grouped by the Last Property Value of the Page View event property Page Title
  • B: All sessions

If desired, filter results by a specific domain or URL of sessions A and B: 

• Click Filter by and choose Contains Event. Search for the Page Viewed event. Set the count to greater than or equal to one.

  • Click Filter to add a where clause for your desired Page URL.

• Measured as: Formula %:SESSIONTOTALS(A)/SESSIONTOTALS(B)

• Segmented by: All users

This User Sessions chart is set up to calculate the 30-day exit rate for the Page URL ampli.com/home. The chart’s group-by property value Page Title is seen as different colored lines in the chart. The exit rate for March 4th was 16.1 percent for the Log In property value.

Performance marketing metrics

Amplitude supports the use of several common performance marketing metrics. Create these metrics by following the recipes in this section.

Ad network clicks

• Metric type: Formula
• Event: Daily ad metric
• Grouped by: ad_metrics.clicks
• Formula: PROPSUM(A)

Ad network impressions

• Metric type: Formula
• Event: Daily ad metric
• Grouped by: ad_metrics.impressions
• Formula: PROPSUM(A)

Ad network costs

• Metric type: Formula
• Event: Daily ad metric
• Grouped by: ad_metrics.costs
• Formula: PROPSUM(A)

Return on ad spending

• Metric type: Formula
• Event A: Complete purchase
  • Grouped by: Revenue
• Event B: Daily ad metric
  • Grouped by: ad_metrics.cost
• Formula: %: PROPSUM(A) / PROPSUM(B)

Customer acquisition cost

• Metric type: Formula
• Event A: Daily ad metric
  • Grouped by: ad_metrics.cost
• Event B: User Sign Up
• Formula: $: PROPSUM(A) / TOTALS(B)

Clickthrough rate

• Metric type: Formula
• Event A: Daily ad metric
  • Grouped by: ad_metrics.impressions
• Event B: Daily ad metric
  • Grouped by: ad_metrics.clicks
• Formula: %: `PROPSUM(A) / PROPSUM(B)