> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/data-lab-custom-reports/create-custom-measures-in-data-lab.md).

# Create Custom Measures in Data Lab

Data Lab's built-in measures cover most reporting needs, but sometimes you need a calculation that's specific to your program, such as a custom conversion rate, a weighted total, or a ratio between two existing measures. Custom measures let you define your own formula using existing measures and dimensions, so the result appears in your visualization just like any standard measure.

{% hint style="warning" %}
**Important:** We *highly* recommend you reference [Data Lab Introduction](/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/data-lab-custom-reports/data-lab-introduction.md) before starting this article.
{% endhint %}

1. From the left navigation menu, select ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-230534471fef5f40808e921e41ee44e4a06ded03%2Fe6cb9548999afdc1ed3ce4942e4cb5b45b5cecbd323267aac2a7cd1915fccc09.svg?alt=media) **\[Engage] → Reports** → [**Data Lab**](https://app.impact.com/secure/advertiser/engage/reportBuilder.ihtml).
2. Select a **visualization** to get started.
3. From the *Dimensions and Measures* section in the right toolbar, select ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-6282f271b7521383385339243690b303086736d9%2F3b5a585dd2895bdf1c30d1236c72ba590dddd18717863b27074c8d313d05ae20.svg?alt=media) **\[Create Custom Measure]**.

   <div data-with-frame="true"><figure><img src="https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2FaJ9k8ckxQGr9Bokgj8Mb%2FUntitled%20design%20(12).png?alt=media&amp;token=68dfc0f3-adb5-4c88-8447-6ceafc61b73d" alt="" width="355"><figcaption></figcaption></figure></div>
4. In the *Formula* field, enter the calculation for the custom measure. If you need the result for a single dimension value only (for example, one Event Type), you can use `Filter` in your formula.&#x20;

   * Refer to [Filter a measure to a specific value](#filter-a-measure-to-a-specific-value) below for more information.

   <div data-gb-custom-block data-tag="hint" data-style="info" class="hint hint-info"><p><strong>Example:</strong> The <em>Conversion Rate</em> measure uses <code>Actions / Clicks</code>. impact.com will specify whether the formula is valid or not by displaying a validation message below the <em>Formula</em> box.</p></div>
5. Name your custom measure (for example, *Conversion Rate)*.
6. From the ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-c2cb550b55c51ea1eeff0acbd6f437a03b621a2c%2F60d033ae8a04c14498d5229c3c0160ac05feea7f605dbd770741793c900469f0.svg?alt=media) **\[Drop-down menu]**, select your measure’s **Format**. You can choose between *Number*, *String*, *Percentage*, or *Currency*.
7. Select **Save** to save your custom measure.

   <div data-with-frame="true"><figure><img src="https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2FeRSxwBeihOE4jt2Um20f%2FScreenshot%202026-04-27%20at%2017.31.58.png?alt=media&amp;token=805ccf5a-b8b8-499d-86e7-efc04994dc80" alt="" width="563"><figcaption></figcaption></figure></div>

## Filter a measure to a specific value

Custom measures normally calculate across every value of a dimension. Sometimes you only want the result for one value, like the conversion rate for a single Event Type, without building a separate visualization or relying on a pivot. The `Filter` function lets you narrow a measure to exactly one dimension value directly inside the formula.

1. From the Dimensions and Measures section in the right toolbar, select ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-6282f271b7521383385339243690b303086736d9%2F3b5a585dd2895bdf1c30d1236c72ba590dddd18717863b27074c8d313d05ae20.svg?alt=media) **\[Create Custom Measure]**.
2. Enter `Filter` in the *Formula* field. As you type, Data Lab suggests measures, dimensions, and values. A *Valid* or *Invalid* label will appear to specify whether the formula is valid or not.
3. Enter a **Name** for the measure (for example, *Sale Conversion Rate*).
4. &#x20;From the ![](https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-c2cb550b55c51ea1eeff0acbd6f437a03b621a2c%2F60d033ae8a04c14498d5229c3c0160ac05feea7f605dbd770741793c900469f0.svg?alt=media) **\[Drop-down menu]**, select your measure’s **Format**.&#x20;
5. Select **Save**.

<div data-with-frame="true"><figure><img src="https://4048883401-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2FAPIC59sIvphC3MM0Mmdz%2FScreenshot%202026-08-26%20at%2014.56.52.png?alt=media&amp;token=573db799-5c8e-4641-abe9-eef93c3bb01a" alt="" width="485"><figcaption></figcaption></figure></div>

### Filter function format

Use the Filter function in the format *Filter(Measure, Dimension=Value).*&#x20;

<table><thead><tr><th width="167.26953125">Element</th><th>What to enter</th></tr></thead><tbody><tr><td>Measure</td><td>An existing measure, such as <em>Actions.</em></td></tr><tr><td>Dimension</td><td>The dimension to limit by, such as <em>Event Type</em>.</td></tr><tr><td>=</td><td>The only comparison <code>Filter</code> supports. You can’t use <code>!=</code>, <code>></code>, <code>&#x3C;</code>, <code>IN</code>, <code>AND</code>, or <code>OR</code>.</td></tr><tr><td>Value</td><td>One value from that dimension, such as the name of an event type.</td></tr></tbody></table>

### Combining filters

* **Combine filters with other measures:** Use `+`, `-`, `*`, `/` and parentheses. You can’t put one filter inside another, such as `Filter(Filter(...))`.
* **Count more than one value:** Add a separate Filter formula for each value.\
  For example: `Filter(Actions, Event Type=Sale) + Filter(Actions, Event Type=Lead)`
* **No matching rows:** The measure shows **0**, or **0%** if the format is set to *Percentage*.


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