Create a metric in Optimizely using the metric builder

  • Updated
  • Optimizely Web Experimentation
  • Optimizely Web Personalization
  • Optimizely Performance Edge
  • Optimizely Feature Experimentation
  • Optimizely Full Stack (Legacy)

Optimizely Experimentation's natural-language metrics builder lets you define and add metrics to your experiments and campaigns. It works by asking you to define a small set of parameters that tell Optimizely Experimentation how to measure and report the results of your experiment or campaign. These parameters include the winning direction (increase or decrease), what you want to measure (the numerator), and the rate at which you want to measure it (the denominator).

The metrics builder

The metrics builder is the interface within Optimizely Experimentation lets you create your own metrics.

Several metric types have additional requirements you need to be aware of prior to using them:

Optimizely Web metrics builder

  1. Name
  2. Winning direction
  3. Numerator (aggregator)
  4. Denominator
  5. Event

Optimizely Feature Experimentation metrics builder

  1. Name
  2. Winning direction
  3. Numerator (aggregator)
  4. Denominator
  5. Event

Winning direction

Setting a metric's winning direction parameter tells Optimizely Experimentation what kind of change you hope to see: an increase in your metric or a decrease. In most experiments and campaigns, you will want to see your metrics increase. However, for some metrics—like bounce rate, Cancel button conversions, or cart abandonment—a lower value (negative lift) would be more desirable.

Numerators

The metrics builder offers different types of metrics templates. These types are also called numerators. You should select your metric's numerator based on the specific questions you want your experiment to answer: 

  • Unique conversions – Number of visitors with at least one conversion.
  • Total conversions – Total number of conversions.
  • Total revenue – Total revenue generated. You must set up revenue tracking in Optimizely Web or set up revenue event tags in Optimizely Feature Experimentation before using the total revenue metric.
  • Total value (Optimizely Web only) – Total of any other numerical value. See Total value and other numeric metrics.
  • Bounce Rate (Optimizely Web only) – Total number of times where the page is viewed is the first and only page the visitor sees before leaving your site.
  • Exit Rate (Optimizely Web only) – Total number of times where the page is viewed is the last page the visitor sees before leaving your site.

For more details on each metric type, see Types of metrics and when to use them.

Denominators

The metrics builder's denominators can also be thought of as the rate at which your metric measures its numerator. For example, you could measure unique conversions per session or total revenue per conversion.

Because of the inherent differences between metric types, and the differences between Optimizely Experimentation campaigns and experiments, not every denominator works with every numerator.

Numerators Experiment type Possible denominators
Per visitor Per session Per conversion
Unique conversions and total conversions Optimizely Web Personalization campaign   Yes  
Unique conversions and total conversions Experiment Yes    
Bounce rates and exits rates Any   Yes  
Total revenue and total value Optimizely Web Personalization campaign   Yes Yes
Total revenue and total value Experiment Yes   Yes

The Optimizely Experimentation Stats Engine uses false discovery rate control to reduce your chance of making an incorrect business decision or implementing a false positive among conclusive results. To learn how Stats Engine prioritizes primary metrics, secondary metrics, and monitoring goals, see Optimizely's Stats Engine approach to metrics and goals.

Open the metrics builder in Optimizely Web Experimentation

To open the metrics builder in Optimizely Web Experimentation:

  1. From the Experiments tab, click on the experiment you want to work with.
  2. Click Metrics to open the metrics tab.
  3. Select or create an event to open the metrics builder.

Optimizely Web Experimentation offers several pre-built metrics and a flexible numerator called total value. If you are unsure which metric to choose, see Types of metrics and when to use them.

To learn how to edit your metrics when you build them, see Edit a metric in Optimizely Web Experimentation.

Open metrics builder in Optimizely Feature Experimentation

To open the metrics builder in Optimizely Feature Experimentation:

  1. From the Flags tab, click the flag you want to work with.
  2. Click the A/B test or multi-armed bandit rule.
  3. Select the Metrics search box.
  4. Select or create an event to open the metrics builder.