Report on rich media custom variables

This feature is currently in beta. Contact your Google Marketing Platform Support representative for more information.

Rich media allows you to add custom variables like tracking for impressions or click counts against a custom reporting label that you’ve specified. You can then track user interactions for these values in Display & Video 360 reports by adding them as rich media custom variables in your Standard reports.

If you anticipate tracking over 400 interactive elements in your creative or you need tracking counters generated dynamically (for example, information input by a user at runtime, data collected from input text fields, or variables that are determined at runtime), we recommend that you add custom variable reporting to your creative. Learn how to set up custom variables


  • Reports containing rich media custom variables will take longer to run.
  • Data is stored for 31 days.

Rich media custom variable report data

You can add the following report data for rich media custom variables to any Standard report.


Custom variable: Add this dimension to your report to break down data by rich media custom variable. Each variable you include will appear in a separate row in the report.


Metrics display the aggregate number of events that occur for each custom variable and other dimensions in your report. If your report contains both rich media custom variable metrics and impression, click, or conversion metrics, the latter values will appear in separate rows from the rich media custom variable metrics in the report output.

Example report

Advertiser Ad Creative Custom variable Custom variable count 1 Custom variable count 2 Impressions Clicks
Foo A Creative 1 Joe's Pizza 10 5 0 0
Foo A Creative 1 John's Cleaner 20 30 0 0
Foo A Creative 1   0 0 10 5
Foo B     0 0 10 0

Restrictions on dimensions and metrics

If your report includes any rich media custom variable data, the following dimensions and metrics will not be available:


  • In-Stream
  • Paid search


  • Planned media/media cost
  • Paid search
  • Paid search conversion
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