When analyzing marketing data, it is essential to understand the tools available for customizing and optimizing the information displayed on dashboards. Two key concepts in this area are Query Metrics and Calculated Metrics, each with its own specific characteristics and uses.
What are Query Metrics?
Query Metrics are metrics extracted directly from a single data source, such as advertising platforms (e.g., Facebook Ads, Google Ads, LinkedIn Ads). Filters can be applied to these metrics to segment the information based on specific criteria.
Examples of Query Metrics:
- Ad clicks on Facebook Ads in Colombia.
- Clicks from a specific Facebook Ads campaign.
- Clicks from desktop devices on Facebook Ads.
These metrics enable a detailed and segmented analysis of data from a single source.
What are Calculated Metrics?
Calculated Metrics are derived metrics created using mathematical formulas that combine one or more Query Metrics or existing metrics. These metrics allow you to generate custom indicators that reflect specific combinations or relationships between data.
Example of a Calculated Metric:
- Calculate the total cost by combining the costs of Facebook Ads and Google Ads.
Calculated metrics are useful for gaining a more comprehensive and customized view of campaign performance, especially when managing multiple platforms or when more complex analysis is required.
Key Differences Between Query Metrics and Calculated Metrics
| Feature | Query Metrics | Calculated Metrics |
|---|---|---|
| Data source | Single source (e.g., Facebook Ads) | Multiple sources or combined metrics |
| Customization | Applying specific filters | Creating custom formulas |
| Complexity | Cancel | Medium to high |
| Examples | Clicks by country, device, campaign | Total spend, combined ROI, aggregate conversion rate |
Which one should you use, and when?
- Query Metrics: Ideal for specific, detailed analyses of a single data source.
- Calculated Metrics: Recommended when you need to combine data from multiple sources or create custom metrics that are not directly available.
The choice between the two will depend on the objectives of the analysis and the complexity of the information to be obtained.
Understanding and properly using Query Metrics and Calculated Metrics enables marketing teams to create more effective dashboards that are aligned with their strategic goals.
