ICYMI: Google Ads rolled out an update with Custom Columns and adds new metrics
If you’re not informed yet, Google Ads rolled out a new user interface for custom columns and also new metrics as well. The new update on metrics are useful as well for advertisers that actively monitor their Search impression share.
I’m new to this, what are custom columns?
For starter, it adds flexibility in your reporting and analysis by comparing the most important metrics that are applicable to your business. For example, instead of just viewing all Clickthrough rates (CTRs) in one column, with custom columns you can create one that would display your Desktop CTRs and Mobile CTRs only. As mentioned above, it adds flexibility since you can also quickly see the information that you wanted to focus on.
Other benefits using custom columns:
- View your preferred metrics across multiple date ranges side-by-side in a table.
- Create your own custom columns and own KPI calculations that are applicable to your business and reporting needs in terms the end client will understand.
Now the basics are out of the way, here are the new metrics available for custom columns:
- Spreadsheet functions (read more about it in Google Ads Help) .
- Calculate/compare metrics across date ranges (see example).
- Search, Click and Display impression share
- Three phone call metrics
- Non-metric columns (like Campaign name or Budget)
Hopefully this article helps you a lot in understanding the basics of custom columns and being updated as well on the new metrics available.