Build the Numbers You Care About Without a Spreadsheet

Custom Metrics can now be filtered, so you can build a number like win rate for one sales rep or conversion rate for one lead source and put it straight on your dashboard. Meta Ads and Google Analytics have also been added as data sources, which means you can divide your ad spend by your opportunity count and get a real cost per opportunity without touching a spreadsheet.

How do I add a filter to a custom metric?

Filters are applied to individual metric tokens inside the formula builder, so each part of your formula can look at a different slice of your data. The builder now opens as a full page rather than a small pop-up, which makes longer formulas much easier to read.

1. Open your Dashboard and click Edit Dashboard.
2. Click Custom Metrics, then Create Custom Metrics.
3. In the formula builder, click any metric token to add filters to it.
4. Set your conditions, for example Tag is Customer, Pipeline is Sales, or Owner is a named staff member.
5. Combine your metrics in the formula builder, such as Sum of Spend divided by Count of Opportunities, and save.

What data can I pull into a formula now?

Alongside your contacts, opportunities and appointments, you can now bring in advertising and website data. That lets a single number on your dashboard combine what you spent with what you earned.

• Meta Ads — Spend, Impressions, CTR, CPC, CPM, Conversions and Reach
• Google Analytics — website data you can combine with your CRM metrics in one formula

Pick either of them from the metric picker under their own category when you are building a formula.

What should I build first?

Start with the one number you currently work out by hand at the end of every month. Cost per lead, cost per opportunity, win rate by staff member and conversion rate by lead source are all single formulas now, and they update in real time instead of waiting for you to rebuild them.

• Filter any contact metric by tag, so a metric can count only your Customer or VIP contacts
• Segment by pipeline, owner or agent to compare performance across your team
• Divide ad spend by pipeline results to see what each channel really costs you

Are there limits I should know about?

Each metric token supports multiple filter conditions, and they are combined with AND logic, so every condition must be true for a record to count. Custom Metrics are available on all accounts with no plan restriction.

You will find it in Dashboards, under Edit Dashboard > Custom Metrics.

This update was originally released in May 2026. Menu locations may have changed since.