Columns that can appear in formula columns

Formula columns use data from other columns in Search Ads 360 to create custom KPIs. You can use data from:

  • The Search Ads 360 reporting columns listed below.
    To include data from a Search Ads 360 reporting column, use the variable name listed below. The variable name is slightly different from the name that appears in the Search Ads 360 UI. For example, to include an ad's average position in a formula, you specify the Avg_pos variable. But the name of the reporting column as it appears in the UI is Avg pos.

  • Custom columns that you create:

    Variable names for custom columns start with c:, followed by the column name in quotes. For example, if you create a Floodlight column and name it "Thank you page", you specify c:"Thank you page" to use it in a formula column.

TypeVariable nameDescription
Engine metricsAvg_pos

Displays the weighted average position (or rank) of ads during the report's time range. For example, a value of 1 equals position 1, and a value of 1.7 equals an average position between 1 and 2. Positions are indexed starting at 1.

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Engine metricsClicks

Indicates the number of times consumers see an ad and click it, as reported by a search engine.

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Engine metricsCost

Displays the total fees for clicks within the report scope.

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Engine metricsCPC

Displays the average cost per click during the report's date range, calculated as Cost / Clicks.

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Engine metricsCPM

Displays the average cost per 1000 impressions (CPM) of ads during the report's time range.

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Engine metricsCTR

A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.

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Engine metricsImpr

Displays the number of impressions attributed to a campaign, ad group, keyword, or other item in Search Ads 360. An impression is counted each time an ad is shown.

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Search Ads 360 and FloodlightAction_conv_pct

Displays the number of actions divided by clicks within the report's time range. This percentage gives you an indication of how frequently customers are completing actions based on the number of clicks.

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Search Ads 360 and FloodlightActions

Displays the number of non-revenue conversions—such as catalog subscriptions—that were reported by Floodlight action activities.

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Search Ads 360 and FloodlightActions_per_cost

Displays the number of actions for each dollar you spend within the report's time range. An action is a non-purchase conversion—such as catalog subscriptions—that results from clicking an ad and visiting the advertiser's site.

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Search Ads 360 and FloodlightActions_quantity

Displays the total quantity of items in actions reported by Floodlight action activities.

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Search Ads 360 and FloodlightAvg_trans_amt

Displays the average dollar amount per transaction completed on the advertiser's site during the report's time range. The average amount is calculated by dividing the total sales amount by the total number of transactions.

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Search Ads 360 and FloodlightCPA

Displays the average cost per action (CPA), which is the amount you spend per action that a consumer performs. An action is a non-purchase conversion, such as a catalog subscription.

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Search Ads 360 and FloodlightCPT

Displays the average cost per transaction (CPT), which is the amount you spend per transaction that a consumer performs. A transaction is a completed purchase that results from a consumer clicking an ad.

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Search Ads 360 and FloodlightERS

Displays the Effective Revenue Share (ERS), which is the total fees divided by total transaction amount. For example, an ERS of 20% means that you spent $0.20 on a search engine for every $1.00 gained in sales.

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Search Ads 360 and FloodlightFloodlight_activity

Displays the name of a Floodlight activity.

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Search Ads 360 and FloodlightFloodlight_activity_tag

Displays the activity tag string that Search Ads 360 generates when you create a Floodlight activity.

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Search Ads 360 and FloodlightFloodlight_group

Displays the name of a Floodlight activity group.

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Search Ads 360 and FloodlightFloodlight_group_tag

Displays the group tag string that you specify when you create a Floodlight activity group.

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Search Ads 360 and FloodlightRevenue

Displays the total dollar amount of the transactions that result from clicking on ads, as recorded by Floodlight transaction activities.

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Search Ads 360 and FloodlightROAS

Displays the return on advertiser spend (ROAS), which is total revenue divided by total spend. For example, a ROAS of 500% means that for every $1.00 gained in revenue, you spent $0.20 on a search engine.

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Search Ads 360 and FloodlightTrans

Displays the number of completed purchases that result from a consumer clicking an ad, as recorded by Floodlight transaction activities.

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Search Ads 360 and FloodlightTrans_conv_pct

Displays the number of transactions recorded by Floodlight transaction activities divided by clicks within the report's time range. This percentage gives you an indication of how frequently customers are completing purchases based on the number of clicks.

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Search Ads 360 and FloodlightTrans_quantity

Displays the total quantity of items sold, as reported by Floodlight transaction activities.

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Search Ads 360 and FloodlightVisits

Displays the number of clicks that Search Ads 360 has successfully recorded and forwarded to an advertiser's landing page.

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Names and attributesAd

An optional short description of an ad. The ad name is not part of the actual ad.

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Names and attributesAd_group

Displays the name of an ad group.

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Names and attributesAd_group_search_max_CPC

(Applicable to Google Ads and Bing Ads only) Defines the default maximum cost-per-click for keywords in an ad group that is targeted to the search network. Individual keywords can override this maximum by specifying their own max CPC.

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Names and attributesAdvertiser

Displays the name of an advertiser.

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Names and attributesAgency

Displays the name of an agency.

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Names and attributesCampaign

Displays the name of a campaign.

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Names and attributesDaily_budget

Specifies the amount you're willing to spend on a campaign each day. Note that Search Ads 360 itself does not use this setting to control your spend on the search engine. Instead, the setting is trafficked to the engine, and the engine uses the setting to control spend.

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Names and attributesDynamic_search_ads_domain

Displays the website domain you specified when you enabled a campaign to display dynamic search ads.

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Names and attributesDynamic_search_ads_enabled

Displays True if a campaign is enabled to display dynamic search ads. Otherwise, displays False.

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Names and attributes  Dynamic_search_ads_language

Displays the language of your site, which you specified when you enabled a campaign to display dynamic search ads.

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Names and attributesDynamic_search_ads_target_coverage

Displays the percentage of pages on your site that the dynamic target matches.

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Names and attributesDynamic_search_ads_target_cpc_bid

The maximum cost-per-click for a biddable item, which is the highest amount that you are willing to pay per click. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

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Names and attributesDynamic_search_ads_target_landing_page_url

Contains the destination URL that you specified for a dynamic target.

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Names and attributesEffective_mobile_bid_multiplier

Displays the mobile bid adjustment that is in effect for an ad group or its keywords.

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Names and attributesEngine_account

Displays the name of an engine account.

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Names and attributesEngine_status

Indicates the status of a campaign, ad group, keyword, or other campaign item as reported by a supported search engine account. Possible statuses (depending on the type of external account) include Eligible, Disapproved, Budget constrained, etc.

This column doesn't report status for social or engine track accounts.

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Names and attributesEngine_typeReturns a text string to indicate the type of engine account that contains the item in the current row. Learn more.
Names and attributesKeyword

The word or phrase that you have defined for a keyword.

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Names and attributesKeyword_broad_bid

(Applicable to Bing Ads only) Displays the effective maximum cost-per-click for keywords that specify a broad match type and that are in a Bing Ads ad group.

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Names and attributesKeyword_content_bid

(Applicable to Bing Ads only) Displays the effective maximum cost-per-click for keywords that specify a content match type and that are in a Bing Ads ad group.

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Names and attributesKeyword_CPM_bid

(Google) Defines the maximum CPM (Cost-per-1000 impressions), which is the highest amount that you are willing to pay for 1000 impressions of your ads. Only applicable in campaigns that target the display network.

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Names and attributesKeyword_exact_bid

(Applicable to Bing Ads only) Displays the effective maximum cost-per-click for keywords that specify an exact match type and that are in a Bing Ads ad group.

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Names and attributesKeyword_landing_page_url

Contains the landing page URL that you have specified for a keyword.

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Names and attributesKeyword_match_type

Displays and changes the match type of a keyword.

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Names and attributesKeyword_phrase_bid

(Applicable to Bing Ads only) Displays the effective maximum cost-per-click for keywords that specify a phrase match type and that are in a Bing Ads ad group.

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Names and attributesKeyword_url_params

Specifies static query strings for Search Ads 360 to append just before redirecting to a landing page URL.

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Names and attributesMax_CPC

The maximum cost-per-click for a biddable item, which is the highest amount that you are willing to pay per click. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

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Names and attributesStatus

Displays the status of an object in Search Ads 360, such as a campaign or keyword. You can also use this column to change an object's status (except for engine accounts, which require a different set of steps to change status).

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Google Ads conversionsAW_all_conv_micros
Google Ads conversionsAW_All_conv_rate

The average number of clicks per tracked conversion (such as online sales recorded by Google Ads Conversion Tracking) as well as other types of conversions, including cross-device, cross-browser, phone call, in-app, and store visit conversions.

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Google Ads conversionsAW_All_conv_value

The total value of all tracked conversions (such as online sales recorded by Google Ads Conversion Tracking) plus other types of conversions, including cross-device, cross-browser, phone call, in-app,  and store visit conversions during the date range that you've selected.

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Google Ads conversionsAW_All_conv_value_per_click

The average revenue generated by tracked conversions (such as online sales recorded by Google Ads Conversion Tracking) as well as other types of conversions, including cross-device, cross-browser, phone call, in-app,  and store visit conversions.

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Google Ads conversionsAW_All_conv_value_per_cost

The net value of all tracked conversions (such as online sales recorded by Google Ads Conversion Tracking) as well as other types of conversions, including cross-device, cross-browser, phone call, in-app,  and store visit conversions.

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Google Ads conversionsAW_Conversion_rate

Divides the number of conversions in the Google Ads "Conversions" column by the total number of clicks: Google Ads conversions / Clicks.

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Google Ads conversionsAW_Conversions_micros

Displays the data you've set up to be reported in the Google Ads "Conversions" column. When you create a conversion action in Google Ads, you can choose whether to count those conversions in the "Conversions" reporting column. For example, if you create a conversion action to track additions to a shopping cart, you may not want to include those actions in the "Conversions" column.

Note that the Google Ads all conv column reports conversions from all conversion actions, even those actions you've excluded from the "Conversions" column.

Learn more.

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Google Ads conversionsAW_Cost_per_all_conv

The average cost of tracked Google Ads conversions (such as online sales recorded by Google Ads Conversion Tracking), as well as other types of conversions, including cross-device, cross-browser, phone call, in-app,  and store visit conversions.

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Google Ads conversionsAW_Cost_per_conversion

Displays the average cost of acquiring conversions as recorded by Google Ads Conversion Tracking: Cost / Google Ads conversions

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Google Ads conversionsAW_Cross_device_conv

The number of cross-device conversions, as recorded by Google Ads Conversion Tracking.

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Google Ads conversionsAW_Total_conv_value

Displays the total value of all 1-per-click conversions and all many-per-click conversions recorded by Google Ads Conversion Tracking.

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Google Ads conversionsAW_Value_per_all_conv

The average value of each tracked conversion (such as online sales recorded by Google Ads Conversion Tracking) as well as other types of conversions, including cross-device, cross-browser, phone call, in-app,  and store visit conversions.

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Google Ads conversionsAW_Value_per_conversion

Displays the average value of conversions as recorded by Google Ads Conversion Tracking: Google Ads total conv value / Google Ads conversions

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Google Ads conversionsAW_View_through_conv

Displays the number of view-through conversions as recorded by Google Ads Conversion Tracking. A view-through Conversion occurs when a customer sees an image or rich media ad, then later completes a conversion on your site.

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Google Ads quality score and first page bidFirst_page_bid_average

Approximates the average cost-per-click (CPC) bid needed during the report's time range for ads to reach the first page of Google search results when a search query exactly matches your keyword.

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Google Ads quality score and first page bidFirst_page_bid_current

Approximates the current cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword.

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Google Ads quality score and first page bidQuality_score_current

The most recent value of the Google Ads or Bing Ads quality score for a keyword. The 1-10 score is an estimate of the quality of your ads and landing pages triggered by a keyword.

A high score, such as 10, means that Google Ads or Bing Ads think your ad and landing page are relevant and useful to someone looking at your ad.  A low score may result in your ads appearing in a low position, or not appearing at all, regardless of your bid. See Google Ads tips for improving your ad quality.

If you see "--" reported for a Google Ads keyword, there aren’t enough impressions or clicks to accurately determine a keyword’s quality score.

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Google Ads quality score and first page bidQuality_score_average

The average value of the Google Ads or Bing Ads quality score for a keyword during the report's time range. This is an impression-weighted average across all days that you’re viewing in the current report.

The 1-10 score is an estimate of the quality of your ads and landing pages triggered by a keyword.

A high score, such as 10, means that Google Ads or Bing Ads think your ad and landing page are relevant and useful to someone looking at your ad. A low score may result in your ads appearing in a low position, or not appearing at all, regardless of your bid. See Google Ads tips for improving your ad quality.

If you see "--" reported for a Google Ads keyword, there aren’t enough impressions or clicks to accurately determine a keyword’s quality score.

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Google Ads quality score and first page bidTop_of_page_bid_avgApproximates the average CPC bid needed during the report's time range for your ad to appear regularly in the top positions above the search results. Learn more
Google Ads quality score and first page bidTop_of_page_bid_currentApproximates the current CPC bid needed for your ad to appear regularly in the top positions above the search results. Learn more
Bid strategiesBid_strategy

Displays the name of a Search Ads 360 bid strategy or a budget bid strategy.

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Bid strategiesBid_strategy_bottom_position

Displays the keyword target position specified in a bid strategy. This determines the nearest to the top of the page that an ad could appear.

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Bid strategiesBid_strategy_max_bid

Displays a bid strategy's maximum bid constraint, which is the highest amount you're willing to bid on keywords that are managed by the bid strategy. Individual keywords that are in a bid strategy can override this maximum by specifying their own max bid.

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Bid strategiesBid_strategy_min_bid

Displays a bid strategy's minimum bid constraint, which is the lowest amount you're willing to bid on keywords that are managed by the bid strategy. Individual keywords in a bid strategy can override this minimum by specifying their own minimum bid.

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Bid strategiesBid_strategy_monthly_spend_target

Specifies the amount to spend each month by a monthly-spend bid strategy.

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Bid strategiesBid_strategy_target_CPA

Displays the CPA target that has been set for a bid strategy with a cost per activity (CPA) goal. To reach the CPA goal, Search Ads 360 raises or lowers the bid based on how the actual CPA compares to the target CPA.

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Bid strategiesBid_strategy_max_CPA

Displays the maximum cost-per-action amount that you are willing to pay for a biddable item that is managed by a bid strategy with the goal of maximizing conversions (CPA) goal. The max CPA keeps each high bid within a profitable range.

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Bid strategiesBid_strategy_target_ERS

Displays the ERS target that has been set for a bid strategy with an effective revenue share (ERS) goal. To reach the ERS target percentage, Search Ads 360 raises or lowers the bid based on how the actual ERS compares to the target ERS.

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Bid strategiesBid_strategy_target_ROAS

Displays the ROAS target that has been set for a bid strategy with a return on advertiser spend goal. To reach the ROAS target percentage, Search Ads 360 raises or lowers the bid based on how the actual ROAS compares to the target ROAS.

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Bid strategiesBid_strategy_top_position

Displays the bottom keyword position specified in a bid strategy. This determines the furthest from the top of the page that an ad could appear.

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Bid strategiesKeyword_max_bid

The highest bid that a bid strategy can make for a biddable item.

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Bid strategiesKeyword_min_bid

The lowest bid that a bid strategy can make for a biddable item.

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Budget pacingGoal_budget

Contains the target spend to track in a budget pacing report. A budget pacing report enables you to set a budget (different from a campaign’s daily budget) across multiple campaigns and see if you’re on track to spend it.

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Budget pacingGoal_budget_percent_spend

Displays the percentage of the budget in a buget pacing report that has been spent since the budget start date.

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Budget pacingGoal_budget_remaining

Displays the amount of the budget in a buget pacing report that has not been spent. If the budget has overspent, the overspend amount displays in parentheses, such as ($68.33)

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Budget pacingGoal_days_remaining

Displays the number of days remaining a budget pacing report.

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Paid & OrganicOrganic_avg_pos

The average top position of unpaid search results for your site.

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Paid & OrganicOrganic_clicks

The number of clicks on unpaid search results for your site after someone entered the query listed in the Search query column.

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Paid & OrganicOrganic_CTR

The rate at which people who see unpaid search results for your site end up clicking an unpaid result and landing on your site.

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Paid & OrganicOrganic_queries

The total number of times users have entered the query listed in the Search query column and saw at least one organic search result from your site.

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Paid & OrganicPaid_and_organic_clicks

The number of clicks on either one of your ads ad or an unpaid search result for your site after someone entered the query listed in the Search query column.

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Paid & OrganicPaid_and_organic_queries

The total number of times users have entered the query listed in the Search query column and saw at least one of your ads or at least one organic search result from your site.

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Paid & OrganicPaid_CPC

The average cost per click for an ad. This is the average amount you pay each time someone clicks your ad.

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Paid & OrganicPaid_avg_pos

The average position in which the ad appears after someone entered the query listed in the Search query column.

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Paid & OrganicPaid_clicks

The number of times someone clicked an ad after entering the query listed in the Search query column.

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Paid & OrganicPaid_CTR

The click-through rate for an ad, which is how often people who see your ad end up clicking it after entering the query listed in the Search query column.

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Paid & OrganicPaid_impr

The number of times an ad has appeared on a search results page or on a website in the Google Network after someone entered the query listed in the Search query column.

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Google AnalyticsGA_bounces

Displays the total number of times, that a visitor clicked a search or social ad, started a Google Analytics session on your site, and left without interacting with any other pages.

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Google AnalyticsGA_bounce_rate

Displays the bounce rate  for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_goals

Displays the number of goal completions for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_goal_revenue

Displays the goal value for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_new_sessions

Displays the number of new Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_page_duration

Displays the average amount of time that visitors spend on a page of your site during Google Analytics sessions that are attributed to clicks on search or social objects.

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Google AnalyticsGA_page_views

Displays the number of pageviews for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_quantity

Displays the total quantity of items in transactions for Google Analytics sessions attributed to clicks on search or social objects.

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Google AnalyticsGA_session_duration

Displays the average duration for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_sessions

Displays the number of Google Analytics sessions  that resulted from clicks on search or social objects. A session is group of interactions that take place on your website within a given time frame.

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Google AnalyticsGA_transaction_revenue

Displays the total revenue of ecommerce transactions for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Google AnalyticsGA_transactions

Displays the number of transactions for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360.

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Inventory managementInventory_item_adwords_grouping

Displays the value of an item's Google Ads grouping attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_target_age_group

Displays the value of an item's Age group attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_brand

Displays the value of an item's Brand attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_category

Displays the value of an item's google product category attribute from your Merchant Center inventory feed.

Empty column in Search Ads 360

If you've correctly defined a category in your Merchant Center feed but the Category column in Search Ads 360 is empty, your feed may be targeting a country that Google Ads does not fully support for Shopping ads.

If the Category column in Search Ads 360 is empty:

  • Shopping campaigns that use the feed cannot subdivide product groups by the Google product category attributes, such as Category level 1.
     
  • Inventory campaigns that use the feed cannot use Google product category attributes in rules or templates.

As a workaround, you can upload the same category information in custom labels or other custom attributes. For example, if you upload category data as custom labels, you can break out product groups by custom label and create inventory rules and templates that use the custom labels.

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Inventory managementInventory_item_color

Displays the value of an item's Color attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_condition

Displays the value of an item's Condition attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_description

Displays the value of an item's Description attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_target_gender

Displays the value of an item's Gender attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_GTID

Displays the value of an item's GTIN attribute (Global Trade Item Number) from your Merchant Center inventory feed.

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Inventory managementInventory_item_title

Displays the value of an item's Title attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_material

Displays the value of an item's Material attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_MPN

Displays the value of an item's MPN attribute (Manufacturer Part Number) from your Merchant Center inventory feed.

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Inventory managementInventory_item_pattern

Displays the value of an item's Pattern attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_product_id

Displays the value of an item's ID attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_product_type

Displays the value of an item's product type attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_size

Displays the value of an item's Size attribute from your Merchant Center inventory feed.

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Inventory managementInventory_item_attr_sold
or Inventory_item_attr_advertised
Displays the value of a product's inventory attribute in a Products sold or Products advertised report. Available only if the attribute is currently shown in the report.

Learn more about using this type of column in a Products sold or Products advertised report.