Add Google Analytics columns to reports

By default, Search Ads 360 provides several columns for reporting metrics from Google Analytics, including columns that report the total number and value of the Ecommerce transations and goals that you've set up in Google Analytics.

You can also create custom columns in Search Ads 360, called Google Analytics activity columns, to report on specific Ecommerce transactions and goals. You can also apply alternate attribution models to Google Analytics activity columns.

After you add columns, you can download and schedule reports that contain the data.

Add Google Analytics metrics columns to Search Ads 360 reporting tables

1. In Search Ads 360, navigate to a page that contains campaigns, ad groups, keywords, or other items for which Google Analytics metrics are available.
   For example, navigate to a campaign and click the Keywords tab.

2. Above the performance summary graph, click the Columns button to access the column selection tool.

3. In the Available columns list, click ▸Conversions, then click Google Analytics.

Create custom columns to track specific Google Analytics activities

To report on the Ecommerce transactions and specific Goals that you've created in Google Analytics, and apply a different attribution model, you can create custom Google Analytics activity columns. 

1. In Search Ads 360, navigate to a page that contains campaigns, ad groups, ads, or keywords in the table.
   For example, navigate to a campaign and click the Keywords tab.

2. Above the performance summary graph, click the Columns button to access the column selection tool.
3. Under Available columns, click ▸Custom conversions, and then click Google Analytics.
4. Click + New column, and then type a name for the column.

5. Select the type of Google Analytics column, metric, and attribution model:

   • Google Analytics transactions

     1. From the Metric list, choose whether you want the column to report:
        • The number of GA transactions.
        • The amount of revenue from the GA revenue column.
     2. Optional. In the Attribution model list, leave Last click selected, or click the arrow to apply one of the Google Analytics attribution models.

   • Google Analytics goals

     In the column editor, the Google Analytics goals list displays all goals you have created in the Analytics property that you linked to Search Ads 360.

     1. Select the Google Analytics goals that you want in the column.

     2. From the Metric list, select whether you want the column to report:

        • The number of GA goal completions.

        • The GA goal value (amount of revenue from the goal) (applicable only if you've specified a goal value in Google Analytics)

     3. Optional. In the Attribution model list, leave Last click selected, or click the arrow to choose one of the Google Analytics attribution models.
6. Click Save to add the column to your reporting table.

7. Under Selected columns, drag the new column to the desired location.

8. Click Apply.
   The new column appears in your reporting table.