Running an agency means drowning in data. Your clients want results, your team needs direction, and your leadership needs clarity—but spreadsheets, disconnected tools, and manual reporting kill productivity. GoHighLevel's Custom Metrics feature solves this by letting you build KPIs that actually matter, combine data from multiple sources, and track them live in your dashboards without ever touching a spreadsheet.
This guide walks you through everything: what custom metrics are, why they're essential, and exactly how to set them up. By the end, you'll be tracking the performance indicators that drive your agency forward—all in one platform.
Ready to see it in action? Start your FREE 30-day GoHighLevel trial today and unlock the full power of custom reporting.
What Are Custom Metrics and Why They Matter for Agencies
Custom Metrics in GoHighLevel let you create performance indicators tailored to your specific business goals. Instead of being locked into pre-built reports, you define what success looks like for your agency and track it in real time.
Here's the problem they solve: standard dashboards show vanity metrics. You see "leads generated" but not "qualified leads per campaign." You see "emails sent" but not "email ROI per client." Custom Metrics bridge that gap. They let you:
- Combine data from different sources (CRM contacts, campaigns, sales data)
- Apply your own formulas and calculations
- Track KPIs specific to your business model
- Monitor performance across multiple sub-accounts from one dashboard
- Eliminate manual spreadsheet exports and calculations
Custom Metrics are available on GoHighLevel plans $497/month and above, making them essential for serious agencies that need sophisticated reporting.
💡 Pro Tip
Start with your top 3–5 KPIs. Don't create a custom metric for everything—focus on numbers that directly impact decisions you make weekly or monthly. This keeps your dashboards clean and actionable.
Step-by-Step: How to Create Custom Metrics in GoHighLevel
The process is straightforward. Here's exactly what to do:
Step 1: Navigate to Your Dashboard
Log into GoHighLevel and head to your dashboard or reporting section. Locate the "Create Custom Metric" button—it's typically in the top-right area of your dashboard interface.
Step 2: Choose Your Starting Point
You have two options:
- From Scratch: Build a custom metric from zero using your own formula
- Clone: Duplicate an existing custom metric and modify it (faster if you have similar KPIs)
Step 3: Fill in the Basic Information
Complete these required fields:
- Name: Something clear like "Cost Per Qualified Lead" or "Campaign ROI"
- Data Type: Choose from Number, Percentage, Currency, or other formats depending on what you're tracking
- Description: A brief explanation of what this metric measures (optional but recommended)
- Trend Direction: Specify if "up is good" or "down is good" (this determines how the metric displays—green for positive, red for negative)
Step 4: Build Your Formula
This is where the magic happens. In the Formula field, you'll write an expression that pulls data and performs calculations. We'll dive deeper into this in the next section.
Step 5: Create and Assign to Widgets
Click "Create," then add your new metric as a widget to your dashboard. Configure the chart type (number card, line graph, bar chart, etc.) and hit "Save."
This is built into GoHighLevel. Try it free for 30 days →
Using the Formula Editor to Combine Data Sources
The formula editor is where custom metrics become powerful. It lets you pull data from different sources and perform calculations that spreadsheets would require manual work.
Basic Formula Structure
Formulas in GoHighLevel use this syntax:
metrics(source, metric_name) [operator] [number or another metric]
Example Formulas
- Cost Per Lead:
metrics(campaigns, spend) / metrics(campaigns, leads)— Divides total spend by total leads from campaigns - Conversion Rate:
(metrics(contacts, conversions) / metrics(contacts, total)) * 100— Shows percentage of contacts who converted - Monthly Recurring Revenue:
metrics(opportunities, closed_value) / 12— Annualizes your revenue - Qualified Lead Percentage:
(metrics(contacts, qualified) / metrics(contacts, total)) * 100
The key is knowing which data sources and metrics are available in your GoHighLevel instance. Common sources include:
- Campaigns (spend, impressions, clicks, leads)
- Contacts (total, qualified, converted)
- Opportunities (created, closed, value)
- Pipelines (stage data, deal values)
💡 Pro Tip
If you're dividing metrics, always handle zero values carefully. GoHighLevel won't error if a denominator is zero, but you should understand what the output means for your business. Use rounded numbers in formulas to avoid false precision.
Best Practices for Custom KPI Tracking
1. Define Your Core KPIs First
Before building custom metrics, decide what 3–5 numbers matter most. For most agencies, this includes cost per lead, conversion rate, ROI, and client retention. Don't build metrics just because you can.
2. Use Consistent Naming Conventions
If you're creating metrics across multiple clients or sub-accounts, use standard names. "Cost Per Qualified Lead" is better than "CPL" or "qual lead cost." This makes dashboards readable and shareable.
3. Set Realistic Trend Directions
Be precise about what "good" looks like. For Cost Per Lead, you want it to trend DOWN. For Conversion Rate, you want it UP. This ensures your dashboard color-codes results correctly.
4. Monitor Formula Accuracy
After creating a metric, compare it to a manual calculation for the same period. This confirms your formula pulls the right data. Bad formulas create bad decisions.
5. Leverage Cloning for Efficiency
Once you've built one solid custom metric, clone it and adjust the formula for similar KPIs. This saves time and ensures consistency.
Common Use Cases for Custom Metrics in Agencies
Digital Marketing Agencies
Track cost per qualified lead, ROAS by campaign, and lead quality score across all clients. Combine ad spend with contact quality data to identify your most efficient channels.
Sales-Focused Agencies
Monitor sales cycle length (days from lead to closed deal), average deal value, and win rate. Create metrics that show pipeline health by month.
Client Service Agencies
Track client satisfaction trends, renewal rates, and revenue per active client. Use custom metrics to prove the value of your services month over month.
Multi-Account Management
Build a master dashboard that rolls up custom metrics from 10+ sub-accounts. Compare performance across clients and identify best practices from your top performers.