Marketing metrics recipes

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, the default chart for new analyses. Each recipe also gives the setup for the Event Segmentation or User Sessions 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. Some recipes in this article use custom formulas, which the custom formula metrics, syntax, and definitions 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

The session totals metric provides a sum of sessions.

Visitors

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

Sessions per user

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

Average session duration

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

Page views

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

Page views per session

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

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.

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.

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.

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.

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.

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.

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 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).