Metrics are quantitative measurements. Or to say it differently, they are the numbers that are shown in the columns next to a dimension value. Typical examples are the number of “visits”, the “bounce rate”, “conversion rate” and the number of “pageviews”. For example, if you are improving the performance of your website, you may want to add “Avg. Generation Time” to your custom report. If you want to increase the traffic on your website or mobile app, you could include the number of “Visits” and the number of “Pageviews”. You can add as many metrics to your report as you wish. There is no limitation.