100+ Custom Columns

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

IDName Custom ColumnDescriptionFormulaLevelData FormatType
1Exp. Month ConversionsExpected number of conversions for the running month. A combination of realized conversion, and the conversions of last 7 days extrapolatedConversions_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)NumberGeneral
2Exp. Month RevenueExpected conversion value for the running month. A combination of realized conversion value, and the conversion value of last 7 days extrapolatedConversion_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)MoneyGeneral
3Exp. Gross Month ProfitExpected 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)MoneyGeneral
4Exp. Net Month ProfitExpected 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)MoneyGeneral
5Exp. Month POASConversion 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
6Exp. 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
7Exp. 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
8Exp. Month Spend vs Last month SpendExpected 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
9Cost per Add To CartCosts 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)MoneyGeneral
10Cost per Begin CheckoutCosts 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)MoneyGeneral
11Impr. / ConvThe number of impressions needed for a conversion.Impr / All_conversions_by_conv_timeAll (Campaign, ad group, keyword)NumberGeneral
12Conv. / ImprConversions per Impression rate (CPI)All_conversions_by_conv_time / ImprAll (Campaign, ad group, keyword)Percentage (%)General
13Rev. / ImprRevenue per Impression (RPI)All_conversion_value / ImprAll (Campaign, ad group, keyword)MoneyGeneral
14Profit / ImprFor Profitmetrics users: Profit per Impression (PPI)All_conversion_value_by_conv_time.conversion_action("Gross Profit - Conversion Booster", "Gross Profit - Browser") / ImprAll (Campaign, ad group, keyword)MoneyGeneral
15Soft 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_timeAll (Campaign, ad group, keyword)Percentage (%)General
16ROAS by timeROAS by time in percentageConversion_value_by_conv_time / CostAll (Campaign, ad group, keyword)PercentageGeneral
17ROAS (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
18ROAS (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
19CPA (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)MoneyGeneral
20CPA (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)MoneyGeneral
21Recent ROAS DevelopmentComparison 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
22Recent CPA DevelopmentComparison 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
23Effective 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 filterif(and((Cost / All_conversions_by_conv_time) < 80, All_conversions_by_conv_time > 2), true, false)Search termsAutomatically: True/falseGeneral
24Effective 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 filterif(and(Conversion_value_per_cost > 5, Conversions > 2), true, false)Search termsAutomatically: True/falseGeneral
25Conversion increaseComparison 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/falseGeneral
26True ROASShows ROAS as a percentageconversion_value/costAll (Campaign, ad group, keyword)Percentage (%)General
27Engaged Conversions PercentagePercentage of engaged conversions to regular conversionsConversions.ad_event_type(engaged_view) / ConversionsAll (Campaign, ad group, keyword)Percentage (%)General
28Percentage Spend on Search PartnersShows spend on Search Partners as a percentage of total spendCost.network(partners) / CostCampaign/ad groupPercentage (%)General
29Headroom CPCThe available space between your max. CPC and average CPC(Max_CPC-Avg_CPC)/Avg_CPCAll (Campaign, ad group, keyword)Percentage (%)General
30Total Eligible ImpressionsTotal Eligible Impressions you can getImpr/ Search_impr_shareAll (Campaign, ad group, keyword)NumberGeneral
31Mobile TrafficNumber of clicks coming from mobile trafficClicks.device(mobile)All (Campaign, ad group, keyword)NumberDevice Performance
32Mobile Traffic ShareWhat percentage of the total number of clicks comes from Mobile traffic.Clicks.device(mobile)/ClicksAll (Campaign, ad group, keyword)Percentage (%)Device Performance
33Mobile ConversionsNumber of conversion coming from mobile traffic. Better understand how important mobile traffic is to your performanceConversions_by_conv_time.device(mobile) / Clicks.device(mobile)All (Campaign, ad group, keyword)NumberDevice Performance
34Desktop ConversionsNumber of conversion coming from desktop traffic. Better understand how important desktop traffic is to your performanceConversions_by_conv_time.device(desktop) / Clicks.device(desktop)All (Campaign, ad group, keyword)NumberDevice Performance
35Mobile Revenue ShareWhat percentage of your revenue comes from mobile traffic.Conversion_value_by_conv_time.device(mobile) / Conversion_value_by_conv_timeAll (Campaign, ad group, keyword)Percentage (%)Device Performance
36Mobile Conversion ShareWhat percentage of the total number of conversions comes from Mobile traffic.Conversions_by_conv_time.device(mobile) / Conversions_by_conv_timeAll (Campaign, ad group, keyword)Percentage (%)Device Performance
37Dekstop Conversion ShareWhat percentage of the total number of conversions comes from Desktop traffic.Conversions_by_conv_time.device(desktop) / Conversions_by_conv_timeAll (Campaign, ad group, keyword)Percentage (%)Device Performance
38Mobile CVRConversion percentage of Mobile trafficConversions_by_conv_time.device(mobile) / Clicks.device(mobile)All (Campaign, ad group, keyword)Percentage (%)Device Performance
39Desktop CVRConversion percentage of Desktop trafficConversions_by_conv_time.device(desktop) / Clicks.device(desktop)All (Campaign, ad group, keyword)Percentage (%)Device Performance
40Mobile 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
41Mobile Performance (CPA)Discover how well mobile traffic performs (CPA)Cost.device(mobile) / Conversions_by_conv_time.device(mobile)All (Campaign, ad group, keyword)MoneyDevice Performance
42Desktop Performance (CPA)Discover how well desktop traffic performs (CPA)Cost.device(desktop) / Conversions_by_conv_time.device(desktop)All (Campaign, ad group, keyword)MoneyDevice Performance
43Mobile 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
44Desktop 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
45Mobile 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
46Mobile 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
47Exp. Month SpendExpected total month spendCost.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)MoneyBudget
48Daily Budget SpendThe 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
49Avg. Daily Spend this MonthQuickly see your average month-to-date daily spend (until yesterday)Cost.between_dates(month_start, yesterday) / (day(today()) - 1)All (Campaign, ad group, keyword)MoneyBudget
50Avg. Daily Spend this periodQuickly see your average set period daily spendCost.between_dates(report_range_start, report_range_end) / report_days_count()All (Campaign, ad group, keyword)MoneyBudget
51New Daily BudgetRecommended 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
52Actual Day SpendThe average spend per day of the selected time frameCost.between_dates(report_range_start, report_range_end) / report_days_count()All (Campaign, ad group, keyword)Percentage (%)Budget
53Overspend/underspendTells 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
54Budget 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))CampaignPercentage (%)Budget
55Adjusted Expected Spend this MonthThis 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)MoneyBudget
56Budget 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_BudgetCampaignMoneyBudget
57Spend last monthStatis view of last month's cost. Useful for comparison purposesCost.date_range(last_month)All (Campaign, ad group, keyword)
58PM ConversionsFor Profitmetrics users - PM ConversionsAll_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")All (Campaign, ad group, keyword)NumberProfitmetrics.io
59PM RevenueFor Profitmetrics users - RevenueAll_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")All (Campaign, ad group, keyword)MoneyProfitmetrics.io
60PM Mobile Rev. ShareFor Profitmetrics users - Mobile Revenue ShareAll_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
61PM Purchase Rate (Revenue)For Profitmetrics users - Conversion rateAll_conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / ClicksAll (Campaign, ad groupPercentage (%)Profitmetrics.io
62PM ROASFor Profitmetrics users - PM ROASAll_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / CostAll (Campaign, ad group, keyword)NumberProfitmetrics.io
63PM Gross ProfitFor Profitmetrics users - PM Gross ProfitAll_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")All (Campaign, ad group, keyword)MoneyProfitmetrics.io
64PM Gross Profit After Ad SpendFor Profitmetrics users - PM Gross Profit After Ad SpendAll_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") - CostAll (Campaign, ad group, keyword)MoneyProfitmetrics.io
65PM POASFor Profitmetrics users - PM POASAll_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / CostAll (Campaign, ad group, keyword)NumberProfitmetrics.io
66PM Gross Profit MarginFor Profitmetrics users - PM Gross Profit MarginAll_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
67PM CPAFor Profitmetrics user - CPACost / All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")All (Campaign, ad group, keyword)NumberProfitmetrics.io
68PM Avg. Profit per OrderFor Profitmetrics user - Average Order ValueAll_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)MoneyProfitmetrics.io
69PM Mobile Profit ShareFor Profitmetrics users - Share of mobile profit of totalConversion_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
70PM Expected Month ProfitFor Profitmetrics users - PM Expected Month Profitc:"PM Gross Profit" + (c:"PM Gross Profit" / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))All (Campaign, ad group, keyword)MoneyProfitmetrics.io
71PM Recent CPA DevelopmentFor 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
72PM Recent ROAS DevelopmentFor 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
73PM Recent POAS DevelopmentFor 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
74Lead > QL percentageQualified Leads / LeadsLead Quality (Bob)
75QL > Sale percentageClosed Deals / Qualified LeadsLead Quality (Bob)
76Lead > Sale percentageClosed Deals / LeadsLead Quality (Bob)
77Cost per Qualified LeadCost / Qualified LeadsLead Quality (Bob)
78Cost per Closed Deal (CAC)Cost / Closed DealsLead Quality (Bob)
79Qualified Leads CVRQualified Leads / ClicksLead Quality (Bob)
80Closed Deal CVRClosed Deals / ClicksLead Quality (Bob)
81Last Month's ConversionsStatic view of last month's conversion. Useful for comparison purposesConversions_by_conv_time.date_range(last_month)All (Campaign, ad group, keyword)MoneyGeneral
82Total 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)MoneyGeneral
83Total 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)MoneyGeneral
84Impression Lost (Budget)Indicates the number of lost impressions due to budget limitations.Impr / Search_impr_share * Search_Lost_IS_budgetAll (Campaign, ad group, keyword)NumberGeneral
85Click Lost (Budget)Measures the number of lost clicks due to budget constraints.(Impr / Search_impr_share * Search_Lost_IS_budget)* CTRAll (Campaign, ad group, keyword)NumberGeneral
86Conversion 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)NumberGeneral
87Revenue 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)MoneyGeneral
88Investment Opportunity (Budget)Provides a potential investment opportunity due to budget constraints.((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * Avg_CPCAll (Campaign, ad group, keyword)MoneyGeneral
89Impression Lost (Ad Rank)Measures the number of lost impressions due to ad rank factors.Impr / Search_impr_share * Search_Lost_IS_rankAll (Campaign, ad group, keyword)NumberGeneral
90Clicks Lost (Ad Rank)Quantifies the lost clicks due to ad rank factors.(Impr / Search_impr_share * Search_Lost_IS_rank) * CTRAll (Campaign, ad group, keyword)NumberGeneral
91Conversion 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)NumberGeneral
92Revenue 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)MoneyGeneral
93Investment 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)MoneyGeneral
94Target CPCThis shows the CPC you should have to reach your tCPA(FILL_IN_TCPA_HERE) / Cost_per_conv * Avg_CPCAll (Campaign, ad group, keyword)MoneyGeneral
95Search IS Lost (Budget) - AG LevelSearch IS Lost (Budget) at Ad Group Level1 - (Search_impr_share + Search_Lost_IS_rank)All (Campaign, ad group, keyword)MoneyBudget
96Recent Avg. Conv. DevelopmentHow your recent 7 day's conversion average has developed compared to your timeframe((Conversions_by_conv_time.date_range(last_7_days) / 7) - (Conversions_by_conv_time / report_days_count())) / (Conversions_by_conv_time / report_days_count())All (Campaign, ad group, keyword)General
97Recent Avg. Revenue DevelopmentHow your recent 7 day's revenue average has developed compared to your timeframe((Conversion_value_by_conv_time.date_range(last_7_days) / 7) - (Conversion_value_by_conv_time / report_days_count())) / (Conversion_value_by_conv_time / report_days_count())All (Campaign, ad group, keyword)Percentage (%)General
98Recent Avg. Spend DevelopmentHow your recent 7 day's spend average has developed compared to your timeframe((Cost.date_range(last_7_days) / 7) - (Cost / report_days_count())) / (Cost / report_days_count())All (Campaign, ad group, keyword)Percentage (%)General
99ROAS (vs last Month's ROAS)How your month-to-date ROAS compares to Last month's ROAS(Conversion_value_by_conv_time.between_dates(month_start, yesterday) / Cost.between_dates(month_start, yesterday)) - (Conversion_value_by_conv_time.date_range(last_month) / Cost.date_range(last_month)) / (Conversion_value_by_conv_time.date_range(last_month) / Cost.date_range(last_month))All (Campaign, ad group, keyword)Percentage (%)General
100Conv + VTCVideo conversions: Conversions + View Through conversionsAll_conversions_by_conv_time + View_through_conversionsAll (Campaign, ad group, keyword)NumberVideo
101Conv + VTC (CR)Video conversion: Conversion rate: Conversions + View Through conversions(All_conversions_by_conv_time+ View_through_conversions) / ClicksAll (Campaign, ad group, keyword)Percentage (%)Video
102Conv + VTC (CPA)Video conversion: Cost per Conversion: Conversions + View Through conversionsCost / (All_conversions_by_conv_time + View_through_conversions)All (Campaign, ad group, keyword)MoneyVideo
103Exp. Month ClicksExpected number of clicks for the running month. A combination of realized clicks, and the clicks of last 7 days extrapolatedClicks.between_dates(month_start, yesterday) + (Clicks.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))All (Campaign, ad group, keyword)NumberGeneral
IDName Custom ColumnType

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 arjan@flowboost.com.

How are custom columns approved for the library?
We review each submission for accuracy and relevance before it’s added to the library.