Custom columns allow you to define and view specific parts of your data in Search Ads 360. For example, instead of reviewing all your CTRs (click-through rates) in one column, you can create custom columns that display specific CTR reports such as 'desktop CTRs' and 'mobile CTRs' only.
Why use custom columns?
Custom columns offer a convenient solution if you’re interested in combining columns together or in seeing only part of your data for a metric. With custom columns, you can build custom metrics based on existing metrics and spend less time preparing reports outside Search Ads 360. Other benefits include:
- Access and leverage a wide variety of metrics computed from Search Ads 360 data.
- Create your own custom columns and KPI calculations that meet your business and reporting needs in terms that the end client will understand.
- Tailor custom columns to display specific views of your data, and quickly see the information that is most important to you.
- Track how each campaign is contributing toward a formulated or weighted KPI and budget by using formula columns.
- View metrics across multiple date ranges side-by-side in a table.
- Pair custom columns and labels so that you can easily flip through different buckets of campaigns, ad groups, ads or keywords.
- Make real-time calculations of custom reporting with the freshest data.
Types of custom columns
There are 2 types of custom columns:
- Custom formula columns: Write a formula using spreadsheet features, such as functions and filters, directly in Search Ads 360. Learn about creating custom formula columns.
- Custom conversion columns: 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. Report on specific conversion actions Learn about creating custom conversion columns.
Just like standard Search Ads 360 columns, custom columns can be filtered, sorted, downloaded and used to customise your performance summary chart above your data table. Learn how to customise your tables and charts.
In the new Search Ads 360, you can use custom columns for reporting only. To report on bid strategy performance, go to the Bid strategies page.