About columns in custom columns

While many columns return a numeric value, some columns (such as “Campaign Name”) return a text value. If you use an inappropriate function or operator for a column’s return value, you will receive an error. Also, some text columns will always return a fixed set of values (such as “Campaign Status”). These values are noted below and will always be in English.

For instructions on how to use columns in custom columns, read Create custom columns.

You can create and edit custom columns in either visual or text mode. When writing in text mode, you must type column, filter, and function names exactly as shown in the tables below (although they are case-insensitive). In Visual mode, you will not need the information in the text mode columns below to write a formula.

In addition to the columns listed below, you can also reference other custom columns in your formula. In Visual mode, insert other custom columns in the same way as standard columns. In text mode, references to other columns are prefixed with c: and surrounded by double quotes. For example, if you wanted to reference a custom column named My Example Column, you would write c:"My Example Column".

In text mode, column and filter names are not localized, while Visual mode they are. Function names are the same in both modes and are not localized. Learn more about custom column internationalization

Category	Column Name	Column Name in Text Mode	Type
Performance	Clicks	Clicks	Number
Performance	CTR	CTR	Number
Performance	Impr.	Impr	Number
Performance	Cost	Cost	Number
Performance	Avg. CPM	Avg_CPM	Number
Performance	Invalid click rate	Invalid_click_rate	Number
Performance	Invalid clicks	Invalid_clicks	Number
Performance	Avg. CPC	Avg_CPC	Number
Performance	Visits	Visits	Number
Conversions	All conversion rate	All_conversion_rate	Number
Conversions	All conversion value	All_conversion_value	Number
Conversions	All conversion value (by conv. time)	All_conversion_value_by_conv_time	Number
Conversions	All conversion value / click	All_conversion_value_per_click	Number
Conversions	All conversion value / cost	All_conversion_value_per_cost	Number
Conversions	All conversions	All_conversions	Number
Conversions	All conversions (by conv. time)	All_conversions_by_conv_time	Number
Conversions	Cost / all conversions	Cost_per_all_conversions	Number
Conversions	Value / all conversions	Value_per_all_conversions	Number
Conversions	Value / all conversions (by conv. time)	Value_per_all_conversions_by_conv_time	Number
Conversions	Cross-device conversions	Cross_device_conversions	Number
Conversions	Cross-device conversions value	Cross_device_conversions_value	Number
Conversions	Cross-device conversions (by conv. time)	Cross_device_conversions_by_conv_time	Number
Conversions	Cross-device conversions value (by conv. time)	Cross_device_conversions_value_by_conv_time	Number
Conversions	Conversions	Conversions	Number
Conversions	Conversions (by conv. time)	Conversions_by_conv_time	Number
Conversions	Cost / conv.	Cost_per_conv	Number
Conversions	Conversion rate	Conversion_rate	Number
Conversions	Conversion value	Conversion_value	Number
Conversions	Conversion value (by conv. time)	Conversion_value_by_conv_time	Number
Conversions	Conversion value / cost	Conversion_value_per_cost	Number
Conversions	Conversion value / click	Conversion_value_per_click	Number
Conversions	Value / conv.	Value_per_conv	Number
Conversions	Value / conv. (by conv. time)	Value_per_conv_by_conv_time	Number
Brand Lift	Absolute Brand Lift	Absolute_Brand_Lift	Number
Brand Lift	Baseline positive response rate	Baseline_positive_response_rate	Number
Brand Lift	Exposed Survey responses	Exposed_Survey_responses	Number
Brand Lift	Baseline Survey responses	Baseline_Survey_responses	Number
Brand Lift	All survey responses	All_survey_responses	Number
Brand Lift	Cost per lifted user	Cost_per_lifted_user	Number
Brand Lift	Lifted users	Lifted_users	Number
Brand Lift	Headroom Brand Lift	Headroom_Brand_Lift	Number
Brand Lift	Relative Brand Lift	Relative_Brand_Lift	Number
Google Analytics	Bounce rate	Bounce_rate	Number
Google Analytics	Pages / session	Pages_per_session	Number
Google Analytics	Avg. session duration (seconds)	Avg_session_duration_seconds	Number
Google Analytics	% new sessions	Percent_new_sessions	Number
Competitive metrics	Search impr. share	Search_impr_share	Number*
Competitive metrics	Click share	Click_share	Number*
Competitive metrics	Display impr. share	Display_impr_share	Number*
Competitive metrics	Search Lost IS (budget)	Search_Lost_IS_budget	Number*
Competitive metrics	Display Lost IS (budget)	Display_Lost_IS_budget	Number*
Competitive metrics	Search Lost IS (rank)	Search_Lost_IS_rank	Number*
Competitive metrics	Display Lost IS (rank)	Display_Lost_IS_rank	Number*
Call details	Phone calls	Phone_calls	Number
Call details	Phone impr.	Phone_impr	Number
Call details	PTR	PTR	Number
Attributes	Campaign name	Campaign_name	Text
Attributes	Ad group name	Ad_group_name	Text
Attributes	Daily Budget	Daily_Budget	Number
Attributes	Keyword	Keyword	Text
Attributes	Max. CPC	Max_CPC	Number
Attributes	Campaign status	Campaign_status	Text**
Attributes	Ad group status	Ad_group_status	Text**
Attributes	Ad status	Ad_status	Text**

*For impression share and click share columns, if the value is less than 10% (<0.1), the column’s value will be 0.0999 or empty (—). For lost impression share columns, if the value is greater than 90% (>0.9), the column’s value will be 0.9001.

**The text result of the status columns will always be in English. It will be one of the following values: Enabled (enabled), Paused (paused), or Removed (removed).