Building your own metrics
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Building your own metrics

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Article summary

Revenue analytics is rolling out in October 2024
Who’s this for: RevOps 
Where to go: Company settings > Revenue analytics
Who can do this: Individuals with 
permission to manage revenue analytics

Metrics are quantifiable raw measures used in dashboard widgets to track and assess the performance of business processes and objectives, such as the number of bookings or a win rate.

There are two types of metrics in revenue analytics:

  • Basic metrics are based on a single Deal/Opportunity field and aggregation type, such as average deal size or the total amount of open deals (Open Pipeline).

    Note:

    Basic metrics are currently based solely on deals. Learn more about the data you can base your metrics on here.

  • Formula metrics combine multiple metrics or metrics and targets.

Basic metrics

To create a new basic metric:

  1. Go to Company settings > Revenue analytics > Metrics and click +New metric > Basic.

  2. Give your metric a Name (ex: “Bookings”) and a Description (ex: “Count of won deals”) to help others understand the metric.

  3. Under What’s aggregated and how?, select the aggregation type and CRM field to aggregate (ex: “Average deal amount”). 

  4. Apply conditions that qualify a deal for this metric (ex: “Stage is Closed won”).

  5. Select the CRM fields that indicate the team member attribute and the Date attribute for the qualified deals.

    Note:

    If you can’t find the fields indicating the team member, the date attribute, or any other field by which you want to filter the deals, you may need to add them to your CRM integration (learn more about importing Salesforce fields here, and about importing HubSpot fields here). Syncing new CRM fields with Gong may take a few hours. Learn more about the data you can base your metrics on here.

  6. Validate your settings by selecting different teams and periods in the preview area. 

  7. When you’re happy with the Preview results on the right, click Save. The metric is now available to be used in widgets.

To edit an existing metric:

  1. Go to Company settings > Revenue analytics > Metrics, find the metric you want to change, click and then Edit, make your changes, and click Save.

Examples of basic metrics

Here’s some ideas for basic metrics and their usages:

Metric

Counts

Can be used in

Bookings $

Total amount of won deals

Booking attainment (KPI widget), Win rate $ (formula metric)

Total lost #

Number of lost deals

Overall win rate (KPI widget), Team performance (performance widget)

Total lost $

Total amount of lost deals

Win rate $ (formula metric)

Open pipeline $

Total amount of open deals in the pipeline

Open pipeline by stage (custom chart)

Pipeline created #

Number of created deals

Number of created deals by rep (custom chart), Deals Created Current Q (KPI widget)

Avg deal size won

Average amount of won deals

Current quarter ASP (KPI widget)

Formula metrics

Formula metrics combine multiple metrics or metrics and targets. If you want to base your metric on a single field and aggregation type, build a basic metric.

To create a new formula metric:

Note:

Before you build your formula metric, make sure you have all entities included in it (basic metric and/or targets).

  1. Go to Company settings > Revenue analytics > Metrics and click +New metric > Formula.

  2. Give your metric a Name (ex: “Win rate”) and a Description (ex: “ratio of won deals out of all closed deals”) to help others understand it. They’ll be visible to viewers of widgets and reports using this metric.

  3. Start typing the name of the entity to add or click {} Add entity and then compose your formula using the predefined entities (metrics/targets) and the available mathematical calculation symbols. Here’s an example:

  4. Select the Format type of the result (unit, currency, percent, or custom).

  5. Validate your formula settings by selecting different teams and periods in the preview area.

  6. When you’re happy with the Preview results on the right, click Save. The metric is now available to be used in widgets.

    Note:

    Formula metrics based on targets can’t be used in custom charts.

To edit an existing metric:

  1. Go to Company settings > Revenue analytics > Metrics, find the metric you want to change, click and then Edit, make your changes and click Save.

Examples of formula metrics

Here’s some examples of formula metrics:

Metric

Calculation based on

The math behind it

Pipeline coverage

  • Open pipeline (basic metric)

  • Booking (basic metric)

  • Booking Target (target)

Booking attainment

  • Booking (basic metric)

  • Booking target (target)

Win rate $

  • Bookings (basic metric)

  • Total lost (basic metric)


Best practices

To make the most out of your metrics, we recommend:

Keeping the list short

To maintain a concise and efficient metric repository and avoid duplication, we recommend utilizing these metrics and adjusting them to your business needs before building your own. A short list of metrics will ensure data alignment and standardization, where all widgets and reports are based on the same data points. If you can’t find a metric that suits your business needs within the preset metric list, build your own.

Aligning your metrics

When using multiple metrics within a formula, make sure the team member and date attributes are aligned and are pointing at the same fields, or you may encounter unexpected results.

Keeping metrics agnostic as possible

Avoid embedding time-based filters directly into the metrics. For instance, instead of creating a metric like "Open pipeline - Q3," create a general "Open pipeline" metric tied to a relevant date field, such as the creation date. You can then apply time-specific filters at the widget level.

If the metrics aren't agnostic, you'll need to create separate metrics for each time period, rather than using a single metric with flexible filters.

Changing metrics cautiously

Changing a metric immediately affects all the entities using it, including widgets, other (formula) metrics, and forecast boards. The entities using the metric are listed for each metric on the list under Used in. Make sure you understand the change implications before doing it.

If you accidentally use the wrong CRM field, you can always go back to a metric and modify it, but you should do it carefully.


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