Overview: Metric Builder for Google Universal Analytics (Multi Channel Funnel)


Google is officially sunsetting Universal Analytics on July 1, 2023

    . Google Analytics 4 is the recommended replacement. Due to the differences in tracking logic used in Universal Analytics vs Google Analytics 4, historical data will not transfer from one to the other.
      Because of this, it's important to get Google Analytics 4 set up as soon as possible in order to start accumulating data in this new system. 

Read our full Transition Guide for more information. 


How to access Custom Metrics and Metric Builder for Google Universal Analytics (Multi Channel Funnel)

Navigate to Metrics > Custom Metrics to access the Metric Builder. Click the green + New Custom Metric button and select your connected Google Universal Analytics Account from the Data Source drop-down list. Select radio button Multi Channel Funnel.

Metric Builder is available on the Professional and higher plans. Request a trial of Metric Builder by following these steps.

How to use the Metric Builder for Google Universal Analytics (Multi Channel Funnel)


A) Data Source: This is the Data Source that the Custom Metric is syncing data from. 
B) Metric: Select a Metric from your connected Google Universal Analytics Data Source, such as Total Conversions, Impression Assisted Value or First Interaction Value.   
C) Dimension (Optional): The Dimensions parameter re-categorizes the returned Metric value based on common criteria. Examples of Dimensions are Source, Medium, Keyword and Conversion Type. If no Dimension is selected, the Custom Metric will store 1 aggregated Metric value for each Date Range. 

Pro Tip: Add the word "by" in between the Metric and Dimension in order to determine an appropriate Custom Metric Name. From the Metric and Dimension examples outlined above, we could create the Custom Metrics "Total Conversions by Conversion Type," "First Interaction Value by Medium," or "Assisted Conversion Value by Medium."

D) Invert Metric (Optional): This checkbox should be selected if a lower Metric value indicates positive growth / performance (i.e., Unsubscribers, Cost per Conversion, etc.) Inverting the Custom Metric in Databox will make it so an increase in the Metric value will show a red percentage change color on a Databolock, while a decrease in the Metric value will show a green percentage change color on a Datablock. Metric. 
E) Preview data: After clicking  Preview data, a Data Preview of the Custom Metric will be displayed. Daily Metric values are displayed in this section, along with the total Metric values for the Date Range in bold at the bottom. You can view the Data Preview for different Date Ranges by clicking on the drop-down list at the top of the Data Preview. 
F) Custom Metric Name: Enter a name for your Custom Metric. This Custom Metric name will be available in the Designer after saving. 
G) Save: Save your Custom Metric. 

How to create a Custom Multi Channel Funnel Metric [Example]

In this example, we'll create a Custom Metric to report on Total Conversions tracked in the Google Universal Analytics Account split up based on the Source of the tracked conversions. 


  1. Navigate to Metrics  > Custom Metrics
  2. Click the green + New Custom Metric button
  3. Select the appropriate Google Universal Analytics Data Source
  4. Select Total Conversions from the Metric drop-down list 
  5. Next, we'll select Source from the Dimensions drop-down list so that the Total Conversions values returned are split up based on Source.
  6. In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric "Total Conversions by Source" Metric.
  7. Click Preview Data to generate a Data Preview of the Custom Metric. 
  8. Once we confirm that these are the results we're looking for, we'll click Save to save the Custom Metric.

How to add a Custom Multi Channel Funnel Metric to a Databoard


  1. Open the selected Databoard in the Databox Designer, or create a new Databoard.
  2. Drag and drop a blank Datablock onto the Databoard from the Visualization Library.
  3. Select the appropriate Google Universal Analytics Data Source in the right-hand Property Manager. This must be the same Google  Universal Analytics Account that was selected when creating the Custom Metric. 
  4. Select the  Custom tab at the top of the  Metric drop-down list. 
  5. Select the Custom Metric name to populate the Datablock.

Additional Information

  • (not set) is a placeholder name that Google Universal Analytics uses when it hasn't received any information for the Dimension you have selected.

    For campaigns that are syncing with Google Universal Analytics through an external integration with Google Ads, Google Search Console, etc., Google's API displays (not-set). For Google Universal Analytics Campaigns, the actual name of the Campaign is displayed.

    Learn more about the (not set) behavior in Google here.

    To clean up your reports in Databox, you can exclude or rename the (not set) Dimension for Custom Metrics by following these steps.