I'd like to create a custom report that looks something like this:

Country   |  Unique users  |  Likelihood of conversion  |  Average conversions

London    |  1000          |  9%                        |  5
Auckland  |  90            |  23%                       |  3

We'd like to eventually use this report to identify cities/countries that we should target in ad campaigns.

"Likelihood of conversion" is the likelihood that a specific user will complete a specific goal at least once across any of their sessions.

Initially I was thinking that "likelihood of conversion" was the same as a goal's "conversion rate", but it looks like conversion rate is calculated by doing something like {{Conversions}}/{{Users}}. As users can convert multiple times, this doesn't accurately represent what I'm wanting trying to show because the conversion rate is skewed based on single high-value users.

1 Answer 1


If a user can convert multiple times, then the only way to get the 'Likelihood' metric is to use a separate query to get Users with a segment of sessions with conversions; then compare it to the Users without the segment.

  • So it's not possible to create the report above?
    – ajbeaven
    Commented Mar 28, 2017 at 3:04
  • Not using the custom reporting capabilities in GA. Commented Mar 29, 2017 at 18:04

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service and acknowledge you have read our privacy policy.

Not the answer you're looking for? Browse other questions tagged or ask your own question.