A custom conversion column allows you to report on specific conversion actions across Floodlight, Google Ads, and Google Analytics with optional filters and a specific attribution model.
Using a custom column you can filter conversion columns to specific conversion actions that are “owned” by the account that owns the custom column. This can help you create highly relevant reporting columns for your conversion goals. Additionally, this functionality allows conversion actions that are owned by child accounts to be used in the filters for custom conversion columns.
In the new Search Ads 360 experience, you can use custom conversion columns for reporting only. To report on bid strategy performance, go to the bid strategy report.
Instructions
- Sign in to your new Search Ads 360.
- From the page menu on the left, click a page with a reporting table, such as Campaigns, Ad groups, Ads, or Keywords.
- In the upper right corner of the table, click the columns icon
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- Click + Custom column in the upper right, and select Custom conversion column.
- Provide the following information for your column:
- Name: Enter a name that will be used as the column header.
- Description (optional).
- Owner: Select a manager or a sub-manager account.
If you select a manager account as the owner, the column is available to anyone who is signed in at the manager account level. The column can include any other columns that are owned by the manager account.
If you select a sub-manager account as the owner, the column is available to anyone who is signed in to the sub-manager account and the manager account above it. The column can include other columns that are owned by the same sub-manager account. - Conversion actions: Select the conversion actions to include in this column.
- Metric: Select the metrics for selected conversion actions.
- Conversion variable (optional): Select to filter by one of your conversion variables (if you have any set up). For example, if you have set up a conversion variable for brand name, you can filter the column to count only sales of a particular brand.
- Attribution model: You can select a specific attribution model. If you do, this will override account-level and campaign-level conversion attribution model settings when calculating the column. Learn more about attribution models.
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Click Save.
- On the “Modify columns” page, select your new custom column, then click Apply to add it to the reporting table.
.All new custom conversion columns include cross-device conversions. However, if you have a custom conversion column that was migrated from the previous Search Ads 360 that excluded cross-device conversions, then that setting will be respected in the new Search Ads 360, although these columns cannot be edited. Instead, opening the editor for these columns will present a read-only view of the column’s settings, including its cross-device setting.