What is a Composite Metric? Examples in Analytics

Composite metric

Composite metrics combine multiple base measurements into a single custom KPI for deeper, high-level insights.

Core Components of Composite Metrics

• Base metrics

  The raw inputs—such as pageviews, clicks, or conversions—that feed into the composite calculation.

  • Quantitative metrics:

    Numbers that represent counts or amounts, e.g., total events recorded.

  • Qualitative metrics:

    Ratios or rates, e.g., engagement rate or bounce rate.

• Aggregation methods

  Mathematical operations—like sum, average, ratio, or weighted score—used to combine base metrics.

  • Simple sum/average:

    Add or average raw counts for a straightforward composite.

  • Weighted scores:

    Apply different weights to metrics based on business priorities.

• Normalization & scaling

  Adjusting metrics to a common scale ensures fair combination across different units.

Why Composite Metrics Matter

• Holistic performance view

  Combine multiple data points into one to understand overall health at a glance.

• Simplified reporting

  Reduce dashboard clutter by tracking a single composite score instead of many individual metrics.

• Custom kpis

  Tailor composites to reflect unique business objectives or user journeys.

Implementing Composite Metrics in GA4 and PlainSignal

• Ga4 calculated metrics

  GA4 allows you to create calculated metrics in the UI or via BigQuery by applying formulas to event parameters.

  • Ui setup:

    Go to Admin > Custom Definitions > Create Metric, then enter your formula using available parameters.

  • Bigquery exports:

    Use SQL to define complex composites on your event_data tables.

• Plainsignal composite computation

  Since PlainSignal focuses on simple, cookie-free analytics, composites are typically computed post-collection in your dashboards or scripts.

  • Client-side calculation:

    Fetch raw metrics via API and apply formulas in JavaScript or Python.

  • Server-side aggregation:

    Aggregate events in your backend or data warehouse for advanced composites.

• Sample tracking code

  Use the following snippet to install PlainSignal and begin collecting base metrics:

  • Code snippet:

    <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
    <script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
    

Best Practices and Common Pitfalls

• Ensure data quality

  Verify that base metrics are accurate and consistently tracked to avoid misleading composites.

• Document your formulas

  Keep formulas and weighting schemes well-documented for stakeholders to understand how composites are derived.

• Avoid over-aggregation

  Don’t combine too many disparate metrics; ensure the composite remains interpretable and actionable.

Related terms