In marketing data analysis, it is essential to understand the tools available to customize and optimize the information presented in dashboards. Two key concepts in this area are Query Metrics and Calculated Metrics, each with 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). These metrics can have filters applied to segment the information according to specific criteria.
Examples of Query Metrics:
- Facebook Ads clicks in Colombia.
- Clicks from a specific Facebook Ads campaign.
- Clicks from desktop devices on Facebook Ads.
These metrics allow a detailed and segmented analysis of data from a single source.
What are Calculated Metrics?
Calculated Metrics are derived metrics that are created using mathematical formulas that combine one or more existing Query Metrics or metrics. These metrics allow you to generate custom indicators that reflect specific combinations or relationships between data.
Example of Calculated Metric:
- Calculate total spend by combining Facebook Ads and Google Ads spend.
Calculated Metrics are useful to get a more complete and personalized view of campaign performance, especially when managing multiple platforms or requiring more complex analysis.
Key differences between Query Metrics and Calculated Metrics
| Feature | Query Metrics | Calculated Metrics |
|---|---|---|
| Source of data | Single source (e.g. Facebook Ads) | Multiple sources or combined metrics |
| Customization | Application of specific filters | Creation of customized formulas |
| Complexity | Download | Medium to high |
| Examples | Clicks by country, device, campaign | Total spend, combined ROI, aggregated conversion rate |
Which one to use and when?
- Query Metrics: Ideal for specific and detailed analysis 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 one or the other 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 aligned with their strategic objectives.
