Google Ads Custom Columns
Where standard metrics fall short, our custom columns bridge the gap.
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Why we build this library
In the past, there has never been a collection of custom columns. That's why we built a dedicated Google Ads library for custom columns. A project brought to life by Denie, Arjan & Miles. Our goal was to empower advertisers with the ability to create, share and leverage custom columns to optimize their campaigns.
With special thanks to Bob Meijer, Marcel Klomp, Koos Hoeijmakers & Dave Alexander for contributing to this library.
What are Google Ads Custom Columns?
Google Ads Custom Columns let you create metrics that go beyond the standard reporting columns. By writing a formula that combines existing metrics, you can surface exactly the data your account needs — without exporting to a spreadsheet.
Common examples include impression share lost to rank, cost per conversion by device, or a blended ROAS across multiple conversion actions. Once created, your custom columns are available in every report view and dashboard inside Google Ads.
How to add a custom column
- In your Google Ads account, click Columns in any table view
- Select Custom columns and then New custom column
- Name your column, paste the formula from this library and save
What are custom columns?
Custom columns in Google Ads allow advertisers to create their own columns within the Google Ads interface by combining existing columns or metrics in a way that's meaningful to them. This allows for a more granular analysis of campaign performance, enabling advertisers to see the data that's most relevant to their goals.
Frequently Asked Questions
Why should I use Custom Columns?
Custom Columns enable advertisers to surface essential Google Ads performance metrics in a personalized manner, saving time and simplifying data analysis.
How can I get started with creating Custom Columns if I'm new to it?
When creating a new custom column, Google provides different formula ideas to help get you started. These can be found on the right-hand side when you are in the Custom Column creation interface.
Where will my Custom Columns be available?
Once created, Custom Columns will be available in other reporting tools within Google Ads like the Report Editor and Dashboards, aiding in crafting more sophisticated and relevant reports.
How do I create a custom column in Google Ads?
To create custom columns, sign into your Google Ads account, click on the "Tools & Settings" icon, select "Custom Columns" from the menu, click on "Add Custom Column," name your custom column and configure it as desired.
Who can submit custom columns to the library?
Anyone with a valid column can submit their custom columns to our library. Send an email to [email protected].
How are custom columns approved for the library?
We review each submission for accuracy and relevance before it's added to the library.
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