Custom variables reporting (dynamic value only)

Custom variables allow you to segment your conversion data by different groups (for example, by customer segment or by product category) for more detailed insights. In addition to receiving reporting for overall sales at the store sales conversion action level, you can create custom variables (as a subset of this conversion action) and upload transactions for those relevant segments to receive reporting at this additional granularity.

By creating a custom variable with your store sales conversion action in Google Ads, you can find out how a campaign or ad group drives a specific kind of sales transaction, such as sales of a product type or sales by a specific customer segment.

Learn more About custom variables for store sales.

View custom variable reporting

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns dropdown menu.
3. Next, click Campaigns or Ad groups.
   • Alternatively, you can click the Audiences, keywords, and content dropdown menu. Next, click Search keywords.
4. Click the Columns icon  above the statistics table.
5. Select Modify columns from the drop-down.
6. Under "Select metrics", click Conversions.
7. Add one or more relevant conversion columns, such as “All conv.” (All conversions), “All conv. value”, or any other desired predefined conversion column.
8. Click the Segment icon  above the statistics table.
9. Select Conversions, then Custom variables.
10. Select the desired custom variable name from the list.
11. You can now view rows listing data by the selected custom variable name.