Columns that can appear in formula columns

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.

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

Displays the total fees for clicks within the report scope.

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

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

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.

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.

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.

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

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.

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

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.

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.

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.

Displays the name of a Floodlight activity.

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

Displays the name of a Floodlight activity group.

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

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

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.

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

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.

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

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

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

Displays the name of an ad group.

(Applicable to Google Ads and Microsoft Advertising 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.

Displays the name of an advertiser.

Displays the name of an agency.

Displays the name of a campaign.

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.

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

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

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

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

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.

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

Displays the name of an engine account.

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.

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

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

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

(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.

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

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

Displays and changes the match type of a keyword.

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

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.

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).

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.

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.

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.

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.

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

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.

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.

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

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

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

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.

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

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.

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.

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.

The most recent value of the Google Ads or Microsoft Advertising 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 Microsoft Advertising 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.

If you see "0", it means that the previous Search Ads 360 is very close to the threshold of data needed to calculate the Quality Score (above the threshold, but not by a significant enough amount to calculate a true score).

The average value of the Google Ads or Microsoft Advertising 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 Microsoft Advertising 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.

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

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.

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.

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.

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

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.

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.

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.

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.

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.

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

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

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.

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

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

Displays the number of days remaining a budget pacing report.

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

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

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

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.

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.

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.

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

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

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

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.

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.

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.

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

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

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

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

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.

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

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

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

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.

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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