"We looked at a number of competitors in the space, but ultimately chose ThoughtMetric because of its easy-to-understand interface and the support offered during and after implementation."
Three Ways ThoughtMetric Is Customizable to Fit Your Reporting Needs
Alex Fusco
September 02, 2026
Last Updated:
ThoughtMetric is built to be readable for marketers, founders, and anyone else on your team. The charts and tables give you the data you need without a training session first.
However, we also know that every brand tracks a different set of numbers, so we made it easy to build the views you need as well.
Here are three places you can shape the data to fit your team.
Custom Reports
The Custom Reports feature allows you to build dashboards with your most important metrics. You can add custom or pre-built widgets, choose from 12 visualization types (ex: pie chart, bar chart, table), apply filters, and arrange everything into a layout that makes sense to you.
With Custom Reports, you no longer need to export data into slides or spreadsheets to create visuals.
Custom Metrics
Custom Metrics in ThoughtMetric allow you to define your own calculated metrics. You build them from data already in your account. For example, a custom metric like add to cart rate is calculated by (Add to Carts / Sessions)*100.
With Custom Metrics, you no longer have to calculate certain metrics in a spreadsheet.
Customizable Columns
You can save column views for many of our tables. If there are data points you do not use, uncheck the box to hide them. Your view stays clean and relevant, while the full dataset remains available whenever you need it.
Try It Out
Custom Reports, Custom Metrics, and customizable columns give brands plenty of room to build the views they need. Since all ThoughtMetric features are included for every customer, brands of any size get the same customization options.
How customizable is ThoughtMetric’s reporting? ThoughtMetric offers three main ways to customize reporting. Custom Reports let you build your own views with the metrics you choose, Custom Metrics let you define calculated metrics from your account data, and customizable columns let you hide data points you don’t use in tables.
What visualization types are available in ThoughtMetric Custom Reports? Custom Reports include a range of visualization types, such as pie charts, bar charts, tables, and Key Indicator widgets. You can also add pre-built widgets, apply filters, and arrange everything into the layout you want.
How do I create a custom metric in ThoughtMetric? Custom Metrics are built with formulas using data already in your account. For example, add to cart rate is calculated as (Add to Carts / Sessions) × 100. Once created, a custom metric can be used in your Custom Reports.
Can I hide columns I don’t use in ThoughtMetric tables? Yes. Many ThoughtMetric tables let you uncheck the columns you don’t need and save that view. The full dataset stays available whenever you want to bring a column back.
Do I need to export ThoughtMetric data to spreadsheets to build reports? No. Custom Reports and Custom Metrics let you build visuals and calculations inside ThoughtMetric. If your team still wants a spreadsheet, ThoughtMetric’s AI Connectors can send data to Google Sheets through Claude.
Are ThoughtMetric’s customization features included for every customer? Yes. Custom Reports, Custom Metrics, and customizable columns are included for every ThoughtMetric customer, since every feature is included at every price point.
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