---
title: Marketing metrics recipes
description: "Recreate common marketing metrics, such as session totals, bounce rate, and page views per session, in Metric Explorer, Event Segmentation, and User Sessions charts."
product: analytics
lang: en
last_updated: 2026-10-27
token_estimate: 4977
---
# Marketing metrics recipes

> For AI agents: a documentation index is available at [/docs/llms.txt](/docs/llms.txt). Append `.md` to any page URL for markdown, or send `Accept: text/markdown`.

This article provides recipes to recreate common marketing metrics, such as session totals, bounce rate, and page views. Each recipe gives the setup for [Metric Explorer](https://amplitude.com/docs/analytics/charts/metric-explorer/metric-explorer-build), the default chart for new analyses. Each recipe also gives the setup for the [Event Segmentation](https://amplitude.com/docs/analytics/charts/event-segmentation/event-segmentation-build) or [User Sessions](https://amplitude.com/docs/analytics/charts/user-sessions/user-sessions-track-engagement-frequency) chart. Choose the tab for the chart you work in. In Metric Explorer, all of these metrics can share one chart, each with its own measurement and filters.

Before you start, read the basics of [building charts in Amplitude](https://amplitude.com/docs/analytics/charts/build-charts-add-events). Some recipes in this article use custom formulas, which the [custom formula metrics, syntax, and definitions](https://amplitude.com/docs/analytics/charts/event-segmentation/event-segmentation-custom-formulas) article explains.

## 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](#session-totals) | [Visitors](#visitors) | [Sessions per user](#sessions-per-user) |
| [Average session duration](#average-session-duration) | [Page views](#page-views) | [Page views per session](#page-views-per-session) |
| [Bounce rate](#bounce-rate) | [Entry rate](#entry-rate) | [Exit rate](#exit-rate) |

> **Note:**
>
> You can also apply the setup instructions for session totals, visitors, page views, bounce rate, entry rate, and exit rate to [Data Tables](https://amplitude.com/docs/analytics/charts/data-tables/data-tables-multi-dimensional-analysis) analyses.

### Session totals

The session totals metric provides a sum of sessions.

#### Metric Explorer

- **Metric**: `Page Viewed`, measured as **Total Sessions**. Amplitude counts sessions that contain at least one `Page Viewed` event.

  To filter results by a specific domain or URL, click **+ Filter by**, choose **\[Amplitude\] Contains Event**, select `Page Viewed` with a count of at least one, and add a `Page URL` condition to the event.
- **Segment by**: All users.

#### User 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.

  To 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 `Page URL`.
- **Measured as**: `Total Sessions`.
- **Segmented by**: All users.

### Visitors

The visitors metric counts unique users who trigger a specific event.

#### Metric Explorer

- **Metric**: `Page View`, measured as **Unique Users**.

  To filter results by a specific domain or URL, click **+ Filter by**, choose `Page URL`, and select your domain.
- **Segment by**: All users.

#### Event Segmentation

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

- **Events**: `Page View`.

  To filter results by a specific domain or URL:

  - Click **Filter by** and choose `Page URL`. Select the checkbox next to your 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.

#### Metric Explorer

- **Metric**: `Page Viewed`, measured as **Average Sessions per User**.

  To filter results by a specific domain or URL, click **+ Filter by**, choose **\[Amplitude\] Contains Event**, select `Page Viewed` with a count of at least one, and add a `Page URL` condition to the event.
- **Segment by**: All users.

#### User Sessions

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

- **Sessions**: `Count` sessions for all sessions.

To 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 `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.

#### Metric Explorer

- **Metric**: `Page Viewed`, measured as **Average Session Duration**. To choose days, hours, or minutes, use **Counting in**.

  To filter results by a specific domain or URL, click **+ Filter by**, choose **\[Amplitude\] Contains Event**, select `Page Viewed` with a count of at least one, and add a `Page URL` condition to the event.
- **Segment by**: All users.

#### User 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.

To filter results by a specific domain or URL:

- Click **Filter by** and choose `Contains Event`. Search for your `Page View` event. Set the count to greater than or equal to one.
- Click Filter to add a where clause for your `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 view events.

#### Metric Explorer

- **Metric**: `Page View`, measured as **Event Totals**.

  To filter results by a specific domain or URL, click **+ Filter by**, choose `Page URL`, and select your domain.
- **Segment by**: All users.

#### Event Segmentation

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

- **Events**: `Page View`.

To filter results by a specific domain or URL:

- Click **Filter by** and choose `Page URL`. Select the checkbox next to your domain and click **Apply**.
- **Measured as**: `Event Totals`.
- **Segmented by**: All users.

### Page views per session

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

#### Metric Explorer

- **Metric**: `Page View`, measured as **Events per Session**.

  To filter results by a specific domain or URL, click **+ Filter by**, choose **\[Amplitude\] Contains Event**, select `Page Viewed` with a count of at least one, and add a `Page URL` condition to the event.
- **Segment by**: All users.

#### User Sessions

Use the following setup for each module in your User Sessions 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.

To 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 `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.

#### Metric Explorer

For the project-wide bounce rate, add the `[Amplitude] Bounce Rate` metric from the metric picker. To build it yourself, for example for one domain:

- **Metric A**: `Page Viewed`, measured as **Total Sessions**, with **+ Filter by** > **\[Amplitude\] Contains Event** > `Page Viewed` with a count equal to one.
- **Metric B**: `Page Viewed`, measured as **Total Sessions**.

  To filter results by a specific domain or URL, add **\[Amplitude\] Contains Event** > `Page Viewed` with a count of at least one and a `Page URL` condition to both metric A and metric B.
- **Formula C**: Click **fx** and enter `%:A/B`.
- **Segment by**: All users.

#### User Sessions

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.

To 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 `Page URL` for sessions A and B.
- **Measured as**: Formula `%:SESSIONTOTALS(A)/SESSIONTOTALS(B)`.
- **Segmented by**: All users.

This chart calculates the 30-day bounce rate for the `Page URL` ampli.com/home. The bounce rate for March 4th was 97.3 percent.

**Figure: 30-day bounce rate for ampli.com/home**

The bounce rate for ampli.com/home hovers in the low-to-high 90s across the month, reaching 97.3% on March 4.

Line chart. X axis: Date. Y axis: Bounce rate. All Users: values from 2026-03-21 onward cover an incomplete period and render dashed.

| Date | All Users |
| --- | --- |
| 2026-02-21 | 96.9 |
| 2026-02-22 | 98.1 |
| 2026-02-23 | 96.7 |
| 2026-02-24 | 97 |
| 2026-02-25 | 97.6 |
| 2026-02-26 | 98.2 |
| 2026-02-27 | 97.4 |
| 2026-02-28 | 90.2 |
| 2026-03-01 | 98 |
| 2026-03-02 | 97.3 |
| 2026-03-03 | 93 |
| 2026-03-04 | 97.3 |
| 2026-03-05 | 91.2 |
| 2026-03-06 | 96.8 |
| 2026-03-07 | 97.6 |
| 2026-03-08 | 96.9 |
| 2026-03-09 | 95.4 |
| 2026-03-10 | 97.1 |
| 2026-03-11 | 97.3 |
| 2026-03-12 | 96.6 |
| 2026-03-13 | 96.6 |
| 2026-03-14 | 96 |
| 2026-03-15 | 98.2 |
| 2026-03-16 | 95.9 |
| 2026-03-17 | 93.1 |
| 2026-03-18 | 96 |
| 2026-03-19 | 97.5 |
| 2026-03-20 | 89.9 |
| 2026-03-21 | 95 |
| 2026-03-22 | 98 |

The chart plots the daily bounce rate for ampli.com/home over 30 days, where bounce rate is the share of sessions that contain exactly one `Page View`. The line stays in the low-to-high 90s all month and peaks at 97.3 percent on March 4, so almost every session that reaches this page views only that page and leaves. A rate this high and this flat flags a landing page worth investigating. The dashed tail marks the most recent day, whose data is still provisional.

### Entry rate

The entry rate metric compares 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.

#### Metric Explorer

- **Metric A**: `Page Viewed`, measured as **Total Sessions**, with **+ Group-by** > **\[Amplitude\] First Property Value** > `Page Title`.
- **Metric B**: `Page Viewed`, measured as **Total Sessions**.

  To filter results by a specific domain or URL, add **\[Amplitude\] Contains Event** > `Page Viewed` with a count of at least one and a `Page URL` condition to both metric A and metric B.
- **Formula C**: Click **fx** and enter `%:A/B`.
- **Segment by**: All users.

#### User Sessions

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.

To 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 `Page URL`.
- **Measured as**: Formula `%:SESSIONTOTALS(A)/SESSIONTOTALS(B)`.
- **Segmented by**: All users.

This chart calculates the 30-day entry rate for the `Page URL` ampli.com/home. The chart's group-by property value `Page Title` appears as different colored lines in the chart. The entry rate for March 3rd was 35.5 percent for the `Home` property value.

**Figure: 30-day entry rate by page for ampli.com/home**

Entry rate by page title for ampli.com/home. Home leads at about 30–40% throughout, reaching 35.5% on March 3; the other five page titles sit lower, mostly between 8% and 20%.

Line chart. X axis: Date. Y axis: Entry rate. Home, Log In, Protein, Support, Sign Up, Produce: values from 2026-03-21 onward cover an incomplete period and render dashed.

| Date | Home | Log In | Protein | Support | Sign Up | Produce |
| --- | --- | --- | --- | --- | --- | --- |
| 2026-02-21 | 33.5 | 13.5 | 14.2 | 10.5 | 11.2 | 16 |
| 2026-02-22 | 33.4 | 15.4 | 16.1 | 14 | 10 | 11 |
| 2026-02-23 | 38.2 | 14.1 | 15.5 | 11.5 | 9.5 | 12.5 |
| 2026-02-24 | 39.7 | 14.9 | 14 | 10 | 4 | 14 |
| 2026-02-25 | 32 | 12.5 | 13.2 | 14.8 | 12 | 13.5 |
| 2026-02-26 | 36 | 15 | 15 | 9.5 | 10.5 | 12 |
| 2026-02-27 | 38.6 | 13.8 | 16.8 | 10.2 | 8 | 14.5 |
| 2026-02-28 | 32.3 | 14.5 | 12 | 8 | 9.5 | 13 |
| 2026-03-01 | 36.3 | 15.2 | 15.5 | 9.5 | 11.5 | 12.5 |
| 2026-03-02 | 35.4 | 14.8 | 16 | 10.5 | 10 | 11.5 |
| 2026-03-03 | 35.5 | 15 | 16.2 | 10 | 9.8 | 12 |
| 2026-03-04 | 33 | 15.4 | 16.1 | 11.5 | 10.5 | 13.5 |
| 2026-03-05 | 34.9 | 14.1 | 16.5 | 10.8 | 9 | 14 |
| 2026-03-06 | 36.2 | 14.9 | 15.9 | 9.5 | 8.5 | 13.5 |
| 2026-03-07 | 35.4 | 12.5 | 17 | 11 | 10 | 12 |
| 2026-03-08 | 36.1 | 25.7 | 12 | 10.5 | 7 | 11.5 |
| 2026-03-09 | 31 | 12.7 | 11.4 | 8.5 | 9.5 | 12.5 |
| 2026-03-10 | 35 | 16.4 | 15.4 | 12 | 10.5 | 13 |
| 2026-03-11 | 35.8 | 16.5 | 12.8 | 10.5 | 9 | 14.5 |
| 2026-03-12 | 34.9 | 14.9 | 13.6 | 9.8 | 11 | 13.5 |
| 2026-03-13 | 35.8 | 16.4 | 15.4 | 11.2 | 10.2 | 12 |
| 2026-03-14 | 35 | 15.7 | 15.7 | 10 | 9.5 | 12.5 |
| 2026-03-15 | 30 | 14.7 | 20.6 | 9.5 | 8.8 | 12 |
| 2026-03-16 | 28.3 | 16.4 | 18.2 | 8.8 | 10 | 13 |
| 2026-03-17 | 33 | 15.9 | 15 | 10 | 11.5 | 14 |
| 2026-03-18 | 35.5 | 14.8 | 14.5 | 11.5 | 9.5 | 20.5 |
| 2026-03-19 | 34.8 | 15.5 | 16 | 10.2 | 10 | 15 |
| 2026-03-20 | 34.1 | 14.2 | 15.2 | 9.5 | 8.5 | 13.5 |
| 2026-03-21 | 36.5 | 15 | 14.8 | 10.8 | 9.8 | 12.5 |
| 2026-03-22 | 37 | 14.5 | 15.5 | 10 | 10.5 | 13 |

Each line shows the entry rate for one page title, meaning the share of sessions that begin on that page. `Home` leads throughout at roughly 30 to 40 percent, reaching 35.5 percent on March 3, while the other five page titles sit well below it. Read together, the lines confirm that `Home` is where most sessions start.

### Exit rate

The exit rate metric compares 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.

#### Metric Explorer

- **Metric A**: `Page Viewed`, measured as **Total Sessions**, with **+ Group-by** > **\[Amplitude\] Last Property Value** > `Page Title`.
- **Metric B**: `Page Viewed`, measured as **Total Sessions**.

  To filter results by a specific domain or URL, add **\[Amplitude\] Contains Event** > `Page Viewed` with a count of at least one and a `Page URL` condition to both metric A and metric B.
- **Formula C**: Click **fx** and enter `%:A/B`.
- **Segment by**: All users.

#### User Sessions

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.

To 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 `Page URL`.
- **Measured as**: Formula `%:SESSIONTOTALS(A)/SESSIONTOTALS(B)`.
- **Segmented by**: All users.

This chart calculates the 30-day exit rate for the `Page URL` ampli.com/home. The chart's group-by property value `Page Title` appears as different colored lines in the chart. The exit rate for March 4th was 16.1 percent for the `Log In` property value.

**Figure: 30-day exit rate by page for ampli.com/home**

Exit rate by page title for ampli.com/home. Home leads at about 30–40% throughout; Log In sits around 15–18% and is 16.1% on March 4, with the remaining page titles mostly between 6% and 20%.

Line chart. X axis: Date. Y axis: Exit rate. Home, Log In, Protein, Support, Sign Up, Produce: values from 2026-03-21 onward cover an incomplete period and render dashed.

| Date | Home | Log In | Protein | Support | Sign Up | Produce |
| --- | --- | --- | --- | --- | --- | --- |
| 2026-02-21 | 34 | 16 | 14 | 10.5 | 9.5 | 12 |
| 2026-02-22 | 33 | 15.8 | 15.5 | 11.5 | 11 | 10.5 |
| 2026-02-23 | 38.5 | 14.5 | 19.8 | 9.5 | 8 | 11.5 |
| 2026-02-24 | 39 | 16 | 16 | 10 | 4.5 | 12 |
| 2026-02-25 | 34 | 15.2 | 13.5 | 13 | 10 | 10 |
| 2026-02-26 | 39.8 | 15.9 | 15 | 9.5 | 11.5 | 11.5 |
| 2026-02-27 | 32.5 | 16.5 | 14.5 | 11 | 9.5 | 12.5 |
| 2026-02-28 | 36 | 14.8 | 13 | 8.5 | 8.5 | 10 |
| 2026-03-01 | 38 | 15.5 | 15.5 | 10.5 | 10 | 11 |
| 2026-03-02 | 36.5 | 16.2 | 16 | 11 | 11 | 12 |
| 2026-03-03 | 36 | 15.8 | 14.5 | 10 | 9.5 | 10.5 |
| 2026-03-04 | 35.5 | 16.1 | 15 | 11.5 | 10.5 | 11.5 |
| 2026-03-05 | 34.5 | 15.5 | 16.5 | 10.5 | 9 | 12 |
| 2026-03-06 | 36.5 | 16.8 | 14 | 9.5 | 8.5 | 10.5 |
| 2026-03-07 | 38.5 | 15 | 13.5 | 11 | 10.5 | 11 |
| 2026-03-08 | 34 | 16.2 | 15 | 10 | 11 | 9.5 |
| 2026-03-09 | 33 | 13.8 | 12.5 | 8.5 | 6.5 | 10.5 |
| 2026-03-10 | 36 | 15.9 | 15.5 | 11.5 | 9.5 | 11 |
| 2026-03-11 | 35 | 15.9 | 16.7 | 10.5 | 10 | 10.5 |
| 2026-03-12 | 35.1 | 16.9 | 13.8 | 9.8 | 11.5 | 11.5 |
| 2026-03-13 | 35.4 | 15.9 | 14.6 | 11 | 9.5 | 10 |
| 2026-03-14 | 37.7 | 15.2 | 14.7 | 10.5 | 10 | 11 |
| 2026-03-15 | 36.9 | 15.9 | 15 | 9.5 | 8.5 | 10.5 |
| 2026-03-16 | 28.2 | 17.1 | 19.4 | 12 | 9.5 | 9.5 |
| 2026-03-17 | 27.7 | 18.2 | 20.1 | 11.5 | 11 | 11 |
| 2026-03-18 | 34.1 | 16.2 | 13.7 | 10 | 6 | 12 |
| 2026-03-19 | 36.1 | 15.3 | 13.5 | 9.5 | 10.5 | 10.5 |
| 2026-03-20 | 34.8 | 18.7 | 14.9 | 11 | 9 | 9 |
| 2026-03-21 | 34.8 | 17 | 15.4 | 10.5 | 10 | 11.5 |
| 2026-03-22 | 37.6 | 13.3 | 17.7 | 10 | 9.5 | 10 |

Each line shows the exit rate for one page title, meaning the share of sessions that end on that page. `Home` carries the highest exit share, while `Log In` sits around 15 to 18 percent and reaches 16.1 percent on March 4. Compare a page's entry rate against its exit rate to see where sessions start versus where they drop off: a page that ranks high in both, like `Home`, both opens and closes many sessions.

## Performance marketing metrics

Amplitude supports several common performance marketing metrics. [Create these metrics](https://amplitude.com/docs/analytics/charts/data-tables/data-tables-create-metric#create-and-configure-a-new-metric) 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)`.