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Custom Metrics · Configuration Guide · v1.0

Opportunity Insights
Custom Metrics

6 FormulaMetrics that power the Enhanced EDB tables. These compute engagement ratios, coverage percentages, and momentum signals from OOTB activity data — no custom fields required.

3
Opportunity Metrics
3
Account Metrics
0
Custom Fields

How to Create Custom Metrics

Custom metrics are deployed via the Backstory Admin API or manual import in the Admin Console.

Step 1
Copy the JSON
Expand the JSON definition for any metric below and click Copy. This is the complete metric payload.
Step 2
Open the Metric Builder
Navigate to Backstory Admin → Custom Metrics → Metric Builder.
Step 3
Create Metric
Click New Metric, select FormulaMetric type, and paste the JSON definition into the configuration.
Step 4
Verify & Activate
Save, then check the metric appears in EDB column picker. Data populates within 24 hours of activation.
Tier 1 Opportunity-Level Metrics Used in Tables 1, 2, 4 (Enhanced)
📧
Email Response Ratio
opportunity_email_responsiveness
Ratio of inbound emails received to outbound emails sent. Detects one-way chasing where the customer has gone silent.
FormulaMetric Opportunity Risk Recognition Stalled Detection
< 0.3 One-Way
0.3–0.5 Declining
0.5–0.8 Healthy
> 0.8 Engaged
Coaching guidance: Below 0.3 = one-way communication, customer is disengaged. 0.3–0.5 = declining responsiveness. Above 0.5 = healthy two-way engagement.
Formula
a / b
a = Count of inbound emails (email_org_wide_outbound = false)
b = Count of outbound emails (email_org_wide_outbound = true)
Time ranges: 7d, 14d, 30d, quarter, all time 

    

    

      
Used in tables

      

        🔴 Table 1: Stalled Detection
        ⚠️ Table 2: Risk Recognition
      

    

  


  
  

    

      
👔

      

        
% Executive Meetings

        
opportunity_exec_coverage_pct

        
Percentage of external meetings that include Director, VP, or Executive-level participants. Measures whether the deal is running above or below the power line.

        

          FormulaMetric
          Opportunity
          Risk Recognition
          Acceleration
        

      

    

    

      
< 10% Below Power Line

      
10–25% Limited

      
25–40% Adequate

      
> 40% Strong

    

    

      Coaching guidance: Below 10% = deal is running below the power line. 10–25% = limited decision-maker access, risk of no-decision. Above 25% = healthy decision-maker engagement.
    

    

      
Formula

      
100 * a / b

      a = Meetings with exec-level external participants (seniority in [Executive, VP, Director])

      b = All external meetings

      Time ranges: 14d, 30d, quarter, all time
    

    
    

      
      

    

    

      
Used in tables

      

        ⚠️ Table 2: Risk Recognition
        🚀 Table 4: Acceleration Signals
      

    

  


  
  

    

      
👥

      

        
Stakeholder Breadth Index

        
opportunity_stakeholder_breadth

        
Unique external contacts engaged per week in the current stage. Detects single-threading risk — deals where the rep is relying on one champion.

        

          FormulaMetric
          Opportunity
          Risk Recognition
          Hidden Opportunity
        

      

    

    

      
< 0.5 Single-Threaded

      
0.5–1.0 Thin

      
1.0–2.0 Healthy

      
> 2.0 Strong

    

    

      Coaching guidance: Below 0.5 = dangerously narrow engagement for time in stage. 0.5–1.0 = not enough new contacts. Above 1.0 = steady stakeholder expansion.
    

    

      
Formula

      
7 * a / b

      a = Count of unique external contacts (meetings + emails, distinct person_email)

      b = Days in current stage (opportunity_days_in_stage field)

      Time ranges: 30d, quarter, all time
    

    
    

      
      

    

    

      
Used in tables

      

        ⚠️ Table 2: Risk Recognition
      

    

  


  
  

    Tier 2
    Account-Level Metrics
    Used in Table 3 (Hidden Opportunity — Enhanced)
  


  
  

    

      
📈

      

        
Engagement Momentum

        
account_engagement_momentum

        
Rate of engagement acceleration — compares the last 14 days of activity to the last 30 days. Rising momentum on an account with no open opportunity is a strong hidden deal signal.

        

          FormulaMetric
          Account
          Hidden Opportunity
        

      

    

    

      
< 50% Fading

      
50–80% Cooling

      
80–100% Steady

      
> 100% Accelerating

    

    

      Coaching guidance: Above 100% = engagement accelerating (recent activity outpacing prior period). 50–100% = steady. Below 50% = engagement fading.
    

    

      
Formula

      
100 * a / b

      a = External meetings + inbound emails, last 14 days

      b = External meetings + inbound emails, last 30 days

      Ratio > 46.7% means recent half is more active than the earlier half
    

    
    

      
      

    

    

      
Used in tables

      

        💎 Table 3: Hidden Opportunity
      

    

  


  
  

    

      
👔

      

        
Executive Coverage

        
account_executive_coverage

        
Percentage of external activities involving Director, VP, or Executive-level contacts. High exec coverage on an account without an open deal = strategic conversation that needs a pipeline entry.

        

          FormulaMetric
          Account
          Hidden Opportunity
        

      

    

    

      
< 10% Low

      
10–20% Moderate

      
20–30% Good

      
> 30% Strategic

    

    

      Coaching guidance: Above 30% with no open opp = strategic conversation needs a deal. This is the strongest signal for hidden pipeline.
    

    

      
Formula

      
100 * a / b

      a = External activities with exec-level participants (seniority in [Executive, VP, Director])

      b = All external activities

      Time ranges: 14d, 30d, quarter, all time
    

    
    

      
      

    

    

      
Used in tables

      

        💎 Table 3: Hidden Opportunity
      

    

  


  
  

    

      
📧

      

        
Email Responsiveness

        
account_email_responsiveness

        
Ratio of inbound to outbound emails at the account level. Distinguishes genuine two-way engagement from one-way prospecting on accounts without open opportunities.

        

          FormulaMetric
          Account
          Hidden Opportunity
        

      

    

    

      
< 0.3 One-Way

      
0.3–0.5 Low

      
0.5–0.8 Two-Way

      
> 0.8 Engaged

    

    

      Coaching guidance: Above 0.5 = two-way conversation indicating real engagement. Below 0.3 = one-way prospecting, not a strong hidden opp signal.
    

    

      
Formula

      
a / b

      a = Inbound external emails (outbound = false)

      b = Outbound external emails (outbound = true)

      Time ranges: 7d, 14d, 30d, quarter, all time
    

    
    

      
      

    

    

      
Used in tables

      

        💎 Table 3: Hidden Opportunity