When you need to apply your own calculations to reporting data in Search Ads 360, instead of downloading the data and using spreadsheet functions, you can create a formula column directly in Search Ads 360. A formula column applies spreadsheetlike functions to data from existing Search Ads 360 columns. You can add formula columns to Search Ads 360 reports, create bid strategies that optimize to the formula, or use them in other formula columns. When you add a formula column to a reporting table, Search Ads 360 will automatically evaluate the expression and display the result for each of the column's rows.
See the list of functions you can use in formula columns, and the list of columns that can appear in formula columns.
Examples
For example, you can use formula columns to:

Create custom metrics. For example, instead of cost per action, you can create actions per cost, which displays the total number of conversions (to create this column, you add Actions and Trans).

Rename a column. For example, your vertical may actually refer to CPA as CPL; you can rename the column so reports are more relevant.

Sum up Floodlight columns with weights. You can refer to alreadycreated formula columns in your formulas. So, if you created a column named KPI that weighs Floodlight activities and clicks, you could then set up a column for cost per KPI.

Apply fixed values. For example, you could set up a formula for a Q3 budget goal of $30,000. You could also set up two different CPA goals for brand and generic: CPA goal (brand) of $30 and CPA goal (generic) of $50. It might also be helpful to set up a column with the number of days for this month, which you could then use in other formulas.

Create custom alerts using logical operations (If, And, and Or) and string concatenation. For example, make bid changes, pause ad copy, or set certain alerts when certain conditions or thresholds are met.

Date handling: You can specify the values in formula columns based on a date range that you set.
You can use all the same features on formula columns that are available on standard Search Ads 360 columns, including sorting, charting, downloading, filtering, and date comparison. Also, data in formula columns is backfilled and calculated in real time (not just from the time of creation onwards).
Known issues
Currency of To_money() can change: The To_money() operation converts a number into the currency the report is using. Therefore, using a constant value inside a To_money() operation results in a column with different meanings in different contexts.
For example, To_money(Cost + 5) means "cost plus $5" in a USD report, and "cost plus £5" in a GBP report.
We recommend you include the intended currency in the name of any column that uses a constant value inside a To_money() call. 
Can’t use commas in numbers: The formula language is not internationalized, so even users that otherwise use a comma as a decimal separator in Search Ads 360 must use a period in formulas. For example, a quantity of fiveandahalf percent would be 5.5%, never 5,5%.
Ready to get started?
See best practices for using formula columns. Then create a formula column.