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Create custom columns

Do you wish that your columns only displayed a specific portion of your data? For example, instead of 'CTR' (click-through rate), would you prefer to have 'desktop CTR' and 'mobile CTR'? You can tailor custom columns to display specific views of your data, so that you can quickly see the information that is most important to you.
This article shows you how to create custom columns and how to add these columns to your statistics tables.

Why use custom columns?

Custom columns offer a convenient solution if you’re interested in seeing only part of the data for a metric. Custom columns also allow you to make your own metric based on existing metrics in AdWords. Here’s an example: Matthew’s business uses a metric called 'Mobile share of clicks', which is defined as mobile clicks divided by total clicks. There's no column for this in the Campaigns page, so Matthew decides to create his own custom column:

  • First, he names the column 'Mobile clicks' and adds a description: 'This column calculates mobile clicks divided by total clicks'. The description will help other users on his account understand what the column displays.
  • Then, he selects the Clicks metric and adds the Device > Mobile phones segment to it so it only shows clicks from mobile devices.
  • He adds ÷ and adds the Clicks metric again, which represents the total number of clicks.
  • Finally, he saves the new column.

Now Matthew can view this metric in the Campaigns page any time he needs to.


Follow the steps below to create a custom column.

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