How to create a custom column?
Posted: Tue Jan 28, 2025 10:14 am
Google Ads collects a wealth of data about the performance of advertising campaigns, allowing advertisers to analyze and improve their performance. Your account provides the ability to evaluate impressions, clicks, cost, conversions, average CPC, CTR, and conversion value.
However, Google Ads has an additional feature called “custom columns” that takes your reporting even further.
What are special items?
Read also : How to create a Google Ads account and launch your first campaign?
What are special columns?
These are report columns you can create in the Google Ads interface to provide business-critical metrics and calculations.
Custom columns first appeared in 2014, and Google updated the block in 2022. Google Ads advertisers can use them to create more informative metrics to improve 1000 cell phone number list reporting and PPC strategy. Marketers can compare metrics across different date ranges by inserting dynamic formulas.
Advantages of special columns
Using special columns you can:
collect quick practical statistics;
Increase your advertising effectiveness with easy account management;
track the metrics that matter specifically to your business.
Log in to your Google Ads account. In the left menu, select the "Campaigns" section. Above the campaign table on the right side is the "Columns" section.
What are special items?
Next, click on "Special Column".
What are the special options of Google Ads?
In the window that opens, fill in the empty fields where you need to specify the name, description (optional), data format and formula. Finally, click the "Save" button, which lights up after the formula has been entered correctly.
What are the special options of Google Ads?
More details on how to create custom columns can also be found in the officialGoogle Help.
Read also : How to work with Google Ads to advertise financial services?
Top 10 Custom Columns That Improve Google Ads Reporting
Once you know how to create special columns, we can move on to formulas.
Campaign and Group Labeling
A text result based on the campaign name or ad group name makes it easier to filter and organize. Other variations such as country, gender, product category can also be applied.
Formula: if(contains(“Brand”, Campaign_name), “Brand”, “Generic”)
Format - text
special items of Google Ads
Defining new keywords
This metric will help you identify new potential keywords based on the parameters you set. For example, the formula you set will check if a keyword has had more than 2 conversions and less than 100 clicks.
The value is displayed as "yes" if new words have appeared, and "-" if they have not.
Formula: if(and(Conversions >2, Clicks < 100), “yes”, “-“)
Format - text
What are the special options of Google Ads?
Estimated costs
The column will be useful for determining the rate of expenses per month.
Formula: (Cost / day(today())) * day(offset_days(offset_months(month_start(), 1), -1))
Format - money
special items of Google Ads
Average daily expenses
A special Google Ads column that lets you see the average daily spend for a campaign/ad group/keyword, allowing you to more closely monitor where your ad budget is being spent.
Formula: (Cost / report_days_count())
Format - money
special items of Google Ads
Change in percentage for yesterday
The C column shows the percentage change in the metric from the previous day. This is especially useful for the Impressions metric, as it allows you to see trends in searches increasing or decreasing and highlight changes in the market.
Other options include clicks, average CPC, cost, CPA, etc.
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Formula using impressions as an example: (Impr.between_dates(yesterday, yesterday) – Impr.between_dates(yesterday.shift(0, 0, -1), yesterday.shift(0, 0, -1))) / Impr.between_dates(yesterday .shift(0, 0, -1), yesterday.shift(0, 0, -1))
Format - percentage
special items of Google Ads
Important! Use the Filters panel on the right to select the display period. In this case, for yesterday.
Percentage of daily budget spent
The metric shows how much of your campaign-level budget is spent per day. This allows advertisers to identify campaigns that are underspending or overspending and promptly adjust entire bidding strategies or reallocate budgets to other campaigns. This way, you get the most out of your overall account budget.
Formula: ((Cost / report_days_count()) / Daily_Budget)
Format - percentage
special items of Google Ads
However, Google Ads has an additional feature called “custom columns” that takes your reporting even further.
What are special items?
Read also : How to create a Google Ads account and launch your first campaign?
What are special columns?
These are report columns you can create in the Google Ads interface to provide business-critical metrics and calculations.
Custom columns first appeared in 2014, and Google updated the block in 2022. Google Ads advertisers can use them to create more informative metrics to improve 1000 cell phone number list reporting and PPC strategy. Marketers can compare metrics across different date ranges by inserting dynamic formulas.
Advantages of special columns
Using special columns you can:
collect quick practical statistics;
Increase your advertising effectiveness with easy account management;
track the metrics that matter specifically to your business.
Log in to your Google Ads account. In the left menu, select the "Campaigns" section. Above the campaign table on the right side is the "Columns" section.
What are special items?
Next, click on "Special Column".
What are the special options of Google Ads?
In the window that opens, fill in the empty fields where you need to specify the name, description (optional), data format and formula. Finally, click the "Save" button, which lights up after the formula has been entered correctly.
What are the special options of Google Ads?
More details on how to create custom columns can also be found in the officialGoogle Help.
Read also : How to work with Google Ads to advertise financial services?
Top 10 Custom Columns That Improve Google Ads Reporting
Once you know how to create special columns, we can move on to formulas.
Campaign and Group Labeling
A text result based on the campaign name or ad group name makes it easier to filter and organize. Other variations such as country, gender, product category can also be applied.
Formula: if(contains(“Brand”, Campaign_name), “Brand”, “Generic”)
Format - text
special items of Google Ads
Defining new keywords
This metric will help you identify new potential keywords based on the parameters you set. For example, the formula you set will check if a keyword has had more than 2 conversions and less than 100 clicks.
The value is displayed as "yes" if new words have appeared, and "-" if they have not.
Formula: if(and(Conversions >2, Clicks < 100), “yes”, “-“)
Format - text
What are the special options of Google Ads?
Estimated costs
The column will be useful for determining the rate of expenses per month.
Formula: (Cost / day(today())) * day(offset_days(offset_months(month_start(), 1), -1))
Format - money
special items of Google Ads
Average daily expenses
A special Google Ads column that lets you see the average daily spend for a campaign/ad group/keyword, allowing you to more closely monitor where your ad budget is being spent.
Formula: (Cost / report_days_count())
Format - money
special items of Google Ads
Change in percentage for yesterday
The C column shows the percentage change in the metric from the previous day. This is especially useful for the Impressions metric, as it allows you to see trends in searches increasing or decreasing and highlight changes in the market.
Other options include clicks, average CPC, cost, CPA, etc.
Subscribe to hot
Marketing news
MARKETER 2.0 >
Subscribe to the monthly
News Digest
Enter your email
Formula using impressions as an example: (Impr.between_dates(yesterday, yesterday) – Impr.between_dates(yesterday.shift(0, 0, -1), yesterday.shift(0, 0, -1))) / Impr.between_dates(yesterday .shift(0, 0, -1), yesterday.shift(0, 0, -1))
Format - percentage
special items of Google Ads
Important! Use the Filters panel on the right to select the display period. In this case, for yesterday.
Percentage of daily budget spent
The metric shows how much of your campaign-level budget is spent per day. This allows advertisers to identify campaigns that are underspending or overspending and promptly adjust entire bidding strategies or reallocate budgets to other campaigns. This way, you get the most out of your overall account budget.
Formula: ((Cost / report_days_count()) / Daily_Budget)
Format - percentage
special items of Google Ads