75+ Custom Columns

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Where standard metrics fall short, our custom columns bridge the gap.
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Custom columns

Name Custom Column Description Formula Level Data Format Type
Exp. Month Conversions Expected number of conversions for the running month. A combination of realized conversion, and the conversions of last 7 days extrapolated Conversions_by_conv_time.between_dates(month_start, yesterday) + (Conversions_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) All (Campaign, ad group, keyword) Number General
Exp. Month Revenue Expected conversion value for the running month. A combination of realized conversion value, and the conversion value of last 7 days extrapolated Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) All (Campaign, ad group, keyword) Money General
Exp. Gross Month Profit Expected ad profit for the running month, minus the expected total month spend. Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) All (Campaign, ad group, keyword) Money General
Exp. Net Month Profit Expected conversion value for the running month, minus the expected total month spend. (Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))) - (Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))) All (Campaign, ad group, keyword) Money General
Exp. Month POAS Conversion value of the running month, minus the expected cost of the running month (Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))) / (Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))) All (Campaign, ad group, keyword) Percentage (%) General
Exp. Conv. vs Last month Conv. Expected conversions this month versus the conversions realized conversion last month (Conversions_by_conv_time.between_dates(month_start, yesterday) + (Conversions_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Conversions_by_conv_time.date_range(last_month)) / Conversions_by_conv_time.date_range(last_month) All (Campaign, ad group, keyword) Percentage (%) General
Exp. Rev. vs Last month Rev. Expected Revenue this month versus the conversions realized revenue last month (Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Conversion_value_by_conv_time.date_range(last_month)) / Conversion_value_by_conv_time.date_range(last_month) All (Campaign, ad group, keyword) Percentage (%) General
Exp. Month Spend vs Last month Spend Expected Spend this month versus the Spend realized revenue last month (Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Cost.date_range(last_month)) / Cost.date_range(last_month) All (Campaign, ad group, keyword) Percentage (%) General
Cost per Add To Cart Costs per add to cart. You need to change the name of the conversion action. Cost/ All_conversions.conversion_action("add_to_cart") All (Campaign, ad group, keyword) Money General
Cost per Begin Checkout Costs per begin checkout. You need to change the name of the conversion action. Cost/ All_conversions.conversion_action("begin_checkout") All (Campaign, ad group, keyword) Money General
Impr. / Conv The number of impressions needed for a conversion. Impr / All_conversions_by_conv_time All (Campaign, ad group, keyword) Number General
Conv. / Impr Conversions per Impression rate (CPI) All_conversions_by_conv_time / Impr All (Campaign, ad group, keyword) Percentage (%) General
Rev. / Impr Revenue per Impression (RPI) All_conversion_value / Impr All (Campaign, ad group, keyword) Money General
Profit / Impr For Profitmetrics users: Profit per Impression (PPI) All_conversion_value_by_conv_time.conversion_action("Gross Profit - Conversion Booster", "Gross Profit - Browser") / Impr All (Campaign, ad group, keyword) Money General
Soft to Hard (%) The conversion rate between from a soft conversion to a hard conversion (within the same funnel) The first conversion selected conversion need to be the relevant soft conversions (for example Form start) and the second conversion is the hard conversion (for example Form completed). Another example: Add to cart to Completed purchase rate. All_conversions_by_conv_time/ All_conversions_by_conv_time All (Campaign, ad group, keyword) Percentage (%) General
ROAS by time ROAS by time in percentage Conversion_value_by_conv_time / Cost All (Campaign, ad group, keyword) Percentage General
ROAS (Last 7 Days) The most recent ROAS performance (7 days) All_conversion_value_by_conv_time.date_range(last_7_days) / Cost.date_range(last_7_days) All (Campaign, ad group, keyword) Percentage (%) General
ROAS (Last 14 Days) The most recent ROAS performance (14 days) All_conversion_value_by_conv_time.date_range(last_14_days) / Cost.date_range(last_14_days) All (Campaign, ad group, keyword) Percentage (%) General
CPA (Last 7 Days) The most recent CPA performance (7 days) Cost.date_range(last_7_days) / All_conversions_by_conv_time.date_range(last_7_days) All (Campaign, ad group, keyword) Money General
CPA (Last 14 Days) The most recent CPA performance (14 days) Cost.date_range(last_14_days) / All_conversions_by_conv_time.date_range(last_14_days) All (Campaign, ad group, keyword) Money General
Recent ROAS Development Comparison of your recent ROAS performance and your manually selected timeframe-ROAS (All_conversion_value_by_conv_time.date_range(last_7_days) / Cost.date_range(last_7_days) - (All_conversion_value_by_conv_time / Cost)) / (All_conversion_value_by_conv_time / Cost) All (Campaign, ad group, keyword) Percentage (%) General
Recent CPA Development Comparison of your recent CPA performance and your manually selected timeframe-CPA (Cost.date_range(last_7_days) / All_conversions_by_conv_time.date_range(last_7_days) - (Cost / All_conversions_by_conv_time)) / (Cost / All_conversions_by_conv_time) All (Campaign, ad group, keyword) Percentage (%) General
Effective Search Terms (CPA) Returns whether keywords perform within CPA targets (and threshold converions) True = Effective, False = not (yet) effective. Instruction: adjust the thresholds and apply conversion filter if(and((Cost / All_conversions_by_conv_time) < 80, All_conversions_by_conv_time > 2), true, false) Search terms Automatically: True/false General
Effective Search Terms (ROAS) Returns whether keywords perform within ROAS targets (and threshold converions) True = Effective, False = not (yet) effective. Instruction: adjust the thresholds and apply conversion filter if(and(Conversion_value_per_cost > 5, Conversions > 2), true, false) Search terms Automatically: True/false General
Conversion increase Comparison of yesterdays performance with average number of daily conversions of the last 30 days. 'True' means it performs better than the average of last 30 days. if((Conversions.date_range(yesterday)) < (Conversions.date_range(last_30_days)/30), true, false) All (Campaign, ad group, keyword) Automatically: True/false General
True ROAS Shows ROAS as a percentage conversion_value/cost All (Campaign, ad group, keyword) Percentage (%) General
Engaged Conversions Percentage Percentage of engaged conversions to regular conversions Conversions.ad_event_type(engaged_view) / Conversions All (Campaign, ad group, keyword) Percentage (%) General
Percentage Spend on Search Partners Shows spend on Search Partners as a percentage of total spend Cost.network(partners) / Cost Campaign/ad group Percentage (%) General
Headroom CPC The available space between your max. CPC and average CPC (Max_CPC-Avg_CPC)/Avg_CPC All (Campaign, ad group, keyword) Percentage (%) General
Total Eligible Impressions Total Eligible Impressions you can get Impr/ Search_impr_share All (Campaign, ad group, keyword) Number General
Mobile Traffic Number of clicks coming from mobile traffic Clicks.device(mobile) All (Campaign, ad group, keyword) Number Device Performance
Mobile Traffic Share What percentage of the total number of clicks comes from Mobile traffic. Clicks.device(mobile)/Clicks All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile Conversions Number of conversion coming from mobile traffic. Better understand how important mobile traffic is to your performance Conversions_by_conv_time.device(mobile) / Clicks.device(mobile) All (Campaign, ad group, keyword) Number Device Performance
Desktop Conversions Number of conversion coming from desktop traffic. Better understand how important desktop traffic is to your performance Conversions_by_conv_time.device(desktop) / Clicks.device(desktop) All (Campaign, ad group, keyword) Number Device Performance
Mobile Revenue Share What percentage of your revenue comes from mobile traffic. Conversion_value_by_conv_time.device(mobile) / Conversion_value_by_conv_time All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile Conversion Share What percentage of the total number of conversions comes from Mobile traffic. Conversions_by_conv_time.device(mobile) / Conversions_by_conv_time All (Campaign, ad group, keyword) Percentage (%) Device Performance
Dekstop Conversion Share What percentage of the total number of conversions comes from Desktop traffic. Conversions_by_conv_time.device(desktop) / Conversions_by_conv_time All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile CVR Conversion percentage of Mobile traffic Conversions_by_conv_time.device(mobile) / Clicks.device(mobile) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Desktop CVR Conversion percentage of Desktop traffic Conversions_by_conv_time.device(desktop) / Clicks.device(desktop) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile vs Desktop (CVR) Discover how mobile performance compares to desktop performance (CVR) (For Performance campaigns) ((Conversions_by_conv_time.device(mobile) / Clicks.device(mobile)) - (Conversions_by_conv_time.device(desktop) / Clicks.device(desktop))) / (Conversions_by_conv_time.device(desktop) / Clicks.device(desktop)) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile Performance (CPA) Discover how well mobile traffic performs (CPA) Cost.device(mobile) / Conversions_by_conv_time.device(mobile) All (Campaign, ad group, keyword) Money Device Performance
Desktop Performance (CPA) Discover how well desktop traffic performs (CPA) Cost.device(desktop) / Conversions_by_conv_time.device(desktop) All (Campaign, ad group, keyword) Money Device Performance
Mobile Performance (ROAS) Discover how well mobile traffic performs (ROAS) Conversion_value_by_conv_time.device(mobile) / Cost.device(mobile) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Desktop Performance (ROAS) Discover how well desktop traffic performs (ROAS) Conversion_value_by_conv_time.device(desktop) / Cost.device(desktop) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile vs Desktop (CPA) Discover how mobile performance compares to desktop performance (CPA) (For Performance campaigns) ((Cost.device(mobile) / Conversions_by_conv_time.device(mobile)) - (Cost.device(desktop) / Conversions_by_conv_time.device(desktop))) / (Cost.device(desktop) / Conversions_by_conv_time.device(desktop)) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Mobile vs Desktop (ROAS) Discover how mobile performance compares to desktop performance (ROAS) (For Performance campaigns) ((Conversion_value_by_conv_time.device(mobile) / Cost.device(mobile)) - (Conversion_value_by_conv_time.device(desktop) / Cost.device(desktop))) / (Conversion_value_by_conv_time.device(desktop) / Cost.device(desktop)) All (Campaign, ad group, keyword) Percentage (%) Device Performance
Exp. Month Spend Expected total month spend Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) All (Campaign, ad group, keyword) Money Budget
Daily Budget Spend The percentage daily available budget that has been spent (Cost.between_dates(report_range_start, report_range_end) / report_days_count() / Daily_Budget) All (Campaign, ad group, keyword) Percentage (%) Budget
Avg. Daily Spend this Month Quickly see your average month-to-date daily spend (until yesterday) Cost.between_dates(month_start, yesterday) / (day(today()) - 1) All (Campaign, ad group, keyword) Money Budget
Avg. Daily Spend this period Quickly see your average set period daily spend Cost.between_dates(report_range_start, report_range_end) / report_days_count() All (Campaign, ad group, keyword) Money Budget
New Daily Budget Recommended daily average spend for the rest of the month. Important: Make sure to change budget for your actual monthly budget! (budget - Cost.between_dates(month_start, yesterday)) / (day(offset_days(offset_months(month_start(), 1), -1)) - (day(today()) - 1)) All (Campaign, ad group, keyword) Percentage (%) Budget
Actual Day Spend The average spend per day of the selected time frame Cost.between_dates(report_range_start, report_range_end) / report_days_count() All (Campaign, ad group, keyword) Percentage (%) Budget
Overspend/underspend Tells you how much over,- or underspend you have, based on runrate ((Cost / report_days_count())) - ((*budget* - Cost.between_dates(month_start, yesterday)) / (day(offset_days(offset_months(month_start(), 1), -1)) - (day(today()) - 1))) Budget
Budget Runrate [campaign x] it compares the actual spend of this month, with the budget that you should have spent so far. Based on you month budget. Percentages below 100% mean you can scale up. Instruction: replace *budget* with the budget your have for your account or campaign (Cost.between_dates(month_start, yesterday)) / ((budget / day(offset_days(offset_months(month_start(), 1), -1))) * (day(today()) - 1)) Campaign Percentage (%) Budget
Adjusted Expected Spend this Month This combines the actual spend and the extrapolated spend you’ve had since the last big changes you’ve made. This provides an adjusted expected spend. (Cost.between_dates(month_start, yesterday)) + (Cost / report_days_count()) * ((day(offset_days(offset_months(month_start(), 1), -1))) - (day(today()) - 1)) All (Campaign, ad group, keyword) Money Budget
Budget Utilization Rate (30 days) Budget utilization rate is a metric that measures how much of your budget you have spent or committed at a given point in time. Cost.date_range(last_30_days) / 30 / Daily_Budget Campaign Money Budget
Spend last month Statis view of last month's cost. Useful for comparison purposes Cost.date_range(last_month) All (Campaign, ad group, keyword)
PM Conversions For Profitmetrics users - PM Conversions All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") All (Campaign, ad group, keyword) Number Profitmetrics.io
PM Revenue For Profitmetrics users - Revenue All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") All (Campaign, ad group, keyword) Money Profitmetrics.io
PM Mobile Rev. Share For Profitmetrics users - Mobile Revenue Share All_conversions_by_conv_time.device(mobile).conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / All_conversions_by_conv_time.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") All (Campaign, ad group, keyword) Percentage (%) Profitmetrics.io
PM Purchase Rate (Revenue) For Profitmetrics users - Conversion rate All_conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Clicks All (Campaign, ad group Percentage (%) Profitmetrics.io
PM ROAS For Profitmetrics users - PM ROAS All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / Cost All (Campaign, ad group, keyword) Number Profitmetrics.io
PM Gross Profit For Profitmetrics users - PM Gross Profit All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") All (Campaign, ad group, keyword) Money Profitmetrics.io
PM Gross Profit After Ad Spend For Profitmetrics users - PM Gross Profit After Ad Spend All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") - Cost All (Campaign, ad group, keyword) Money Profitmetrics.io
PM POAS For Profitmetrics users - PM POAS All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost All (Campaign, ad group, keyword) Number Profitmetrics.io
PM Gross Profit Margin For Profitmetrics users - PM Gross Profit Margin All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") All (Campaign, ad group, keyword) Percentage (%) Profitmetrics.io
PM CPA For Profitmetrics user - CPA Cost / All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") All (Campaign, ad group, keyword) Number Profitmetrics.io
PM Avg. Profit per Order For Profitmetrics user - Average Order Value All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")/All_conversions_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") All (Campaign, ad group, keyword) Money Profitmetrics.io
PM Mobile Profit Share For Profitmetrics users - Share of mobile profit of total Conversion_value_by_conv_time.device(mobile).conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") All (Campaign, ad group, keyword) Percentage (%) Profitmetrics.io
PM Expected Month Profit For Profitmetrics users - PM Expected Month Profit c:"PM Gross Profit" + (c:"PM Gross Profit" / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) All (Campaign, ad group, keyword) Money Profitmetrics.io
PM Recent CPA Development For Profitmetrics users - Comparison of your recent PM CPA performance and your manually selected timeframe-PM CPA (Cost.date_range(last_7_days) / Conversions_by_conv_time.date_range(last_7_days).conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") - (Cost / Conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser"))) / (Cost / Conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser")) All (Campaign, ad group, keyword) Percentage (%) Profitmetrics.io
PM Recent ROAS Development For Profitmetrics users - Comparison of your recent PM ROAS performance and your manually selected timeframe-PM ROAS (Conversion_value_by_conv_time.date_range(last_7_days).conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Cost.date_range(last_7_days) - (Conversion_value_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Cost)) / (Conversion_value_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Cost) All (Campaign, ad group, keyword) Percentage (%) Profitmetrics.io
PM Recent POAS Development For Profitmetrics users - Comparison of your recent PM POAS performance and your manually selected timeframe-PM POAS (Conversion_value_by_conv_time.date_range(last_7_days).conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost.date_range(last_7_days) - (Conversion_value_by_conv_time.conversion_action("PM Gross Profit - Conversion Booster", "PM Gross Profit - Browser") / Cost)) / (Conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost) All (Campaign, ad group, keyword) Percentage (%) Profitmetrics.io
Lead > QL percentage Qualified Leads / Leads Lead Quality (Bob)
QL > Sale percentage Closed Deals / Qualified Leads Lead Quality (Bob)
Lead > Sale percentage Closed Deals / Leads Lead Quality (Bob)
Cost per Qualified Lead Cost / Qualified Leads Lead Quality (Bob)
Cost per Closed Deal (CAC) Cost / Closed Deals Lead Quality (Bob)
Qualified Leads CVR Qualified Leads / Clicks Lead Quality (Bob)
Closed Deal CVR Closed Deals / Clicks Lead Quality (Bob)
Last Month's Conversions Static view of last month's conversion. Useful for comparison purposes Conversions_by_conv_time.date_range(last_month) All (Campaign, ad group, keyword) Money General
Total Revenue Lost - (Search) Measures revenue loss due to budget (((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions)+(((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions) All (Campaign, ad group, keyword) Money General
Total Investment Opportunity - (Search) Estimates potential investment opportunity based on budget ((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Avg_CPC)+((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Avg_CPC * (1 + Search_Lost_IS_rank)) All (Campaign, ad group, keyword) Money General
Impression Lost (Budget) Indicates the number of lost impressions due to budget limitations. Impr / Search_impr_share * Search_Lost_IS_budget All (Campaign, ad group, keyword) Number General
Click Lost (Budget) Measures the number of lost clicks due to budget constraints. (Impr / Search_impr_share * Search_Lost_IS_budget)* CTR All (Campaign, ad group, keyword) Number General
Conversion Lost (Budget) Quantifies the lost conversions due to budget constraints. ((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Conversions / Clicks) All (Campaign, ad group, keyword) Number General
Revenue Lost (Budget) Estimates the revenue loss resulting from budget restrictions. (((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions) All (Campaign, ad group, keyword) Money General
Investment Opportunity (Budget) Provides a potential investment opportunity due to budget constraints. ((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * Avg_CPC All (Campaign, ad group, keyword) Money General
Impression Lost (Ad Rank) Measures the number of lost impressions due to ad rank factors. Impr / Search_impr_share * Search_Lost_IS_rank All (Campaign, ad group, keyword) Number General
Clicks Lost (Ad Rank) Quantifies the lost clicks due to ad rank factors. (Impr / Search_impr_share * Search_Lost_IS_rank) * CTR All (Campaign, ad group, keyword) Number General
Conversion Lost (Ad Rank) Calculates the lost conversions due to ad rank factors. ((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Conversions / Clicks) All (Campaign, ad group, keyword) Number General
Revenue Lost (Ad Rank) Estimates revenue loss resulting from bid adjustments. (((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions) All (Campaign, ad group, keyword) Money General
Investment Opportunity (Ad Rank) Provides a potential investment opportunity based on bid and ad rank considerations. ((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Avg_CPC * (1 + Search_Lost_IS_rank)) All (Campaign, ad group, keyword) Money General
Name Custom Column Type

Why we build this library

In the past, there has never been a collection of custom columns. That’s why we built a dedicated Google Ads library for custom columns. A project brought to life by Denie, Arjan & Miles. Our goal was to empower advertisers with the ability to create, share, and leverage custom columns to optimize their campaigns.

With special thanks to Bob Meijer, Marcel Klomp, Koos Hoeijmakers & Dave Alexander for contributing to this library.

What are custom columns?

Custom columns in Google Ads allow advertisers to create their own columns within the Google Ads interface by combining existing columns or metrics in a way that’s meaningful to them. This allows for a more granular analysis of campaign performance, enabling advertisers to see the data that’s most relevant to their goals.

Frequently Asked Questions

Why should I use Custom Columns?
Custom Columns enable advertisers to surface essential Google Ads performance metrics in a personalized manner, saving time and simplifying data analysis​.
How can I get started with creating Custom Columns if I’m new to it?
When creating a new custom column, Google provides different formula ideas to help get you started. These can be found on the right-hand side when you are in the Custom Column creation interface​.
Where will my Custom Columns be available?
Once created, Custom Columns will be available in other reporting tools within Google Ads like the Report Editor and Dashboards, aiding in crafting more sophisticated and relevant reports​.
How do I create a custom column in Google Ads?
To create custom columns, sign into your Google Ads account, click on the “Tools & Settings” icon, select “Custom Columns” from the menu, click on “Add Custom Column,” name your custom column, and configure it as desired.
Who can submit custom columns to the library? Anyone with a valid column can submit their custom columns to our library. Send an email to mail@arjanschoorl.com.
How are custom columns approved for the library?
We review each submission for accuracy and relevance before it’s added to the library.