DoubleClick Search overview
A column you create in DoubleClick Search that applies spreadsheet-like functions to data from existing DS columns.
For example, you can create custom metrics (instead of cost per action, which DS provides, you can create actions per cost) or adjust revenue for specific conversions to reflect additional costs.
You can add formula columns to DS reports, create bid strategies that optimize to the formula, or use them in other formula columns. Learn more about creating formula columns.