Google Ads Custom Columns

The Column Library

Where standard metrics fall short, our custom columns bridge the gap.

20+ Columns

5 Categories

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 the library below, and save

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98 of 98 columns

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Actual Day Spend	The average spend per day of the selected time frame	Cost.between_dates(report_rang...Cost.between_dates(report_range_start, report_range_end) / report_days_count()	All (Campaign, ad group, keyword)	Percentage (%)
Adjusted Expected Spend this Month	This combines the actual spend and the extrapolated spend you’ve had since the last big changes you’ve made. This provides an adjusted expected spend.	(Cost.between_dates(month_star...(Cost.between_dates(month_start, yesterday)) + (Cost / report_days_count()) * ((day(offset_days(offset_months(month_start(), 1), -1))) - (day(today()) - 1))	All (Campaign, ad group, keyword)	Money
Avg. Daily Spend this Month	Quickly see your average month-to-date daily spend (until yesterday)	Cost.between_dates(month_start...Cost.between_dates(month_start, yesterday) / (day(today()) - 1)	All (Campaign, ad group, keyword)	Money
Avg. Daily Spend this period	Quickly see your average set period daily spend	Cost.between_dates(report_rang...Cost.between_dates(report_range_start, report_range_end) / report_days_count()	All (Campaign, ad group, keyword)	Money
Budget Runrate [campaign x]	it compares the actual spend of this month, with the budget that you should have spent so far. Based on you month budget. Percentages below 100% mean you can scale up. Instruction: replace budget with the budget your have for your account or campaign	(Cost.between_dates(month_star...(Cost.between_dates(month_start, yesterday)) / ((budget / day(offset_days(offset_months(month_start(), 1), -1))) * (day(today()) - 1))	Campaign	Percentage (%)
Budget Utilization Rate (30 days)	Budget utilization rate is a metric that measures how much of your budget you have spent or committed at a given point in time.	Cost.date_range(last_30_days) ...Cost.date_range(last_30_days) / 30 / Daily_Budget	Campaign	Money
Click Lost (Budget)	Measures the number of lost clicks due to budget constraints.	(Impr / Search_impr_share * Se...(Impr / Search_impr_share * Search_Lost_IS_budget)* CTR	All (Campaign, ad group, keyword)	Number
Clicks Lost (Ad Rank)	Quantifies the lost clicks due to ad rank factors.	(Impr / Search_impr_share * Se...(Impr / Search_impr_share * Search_Lost_IS_rank) * CTR	All (Campaign, ad group, keyword)	Number
Conv + VTC	Video conversions: Conversions + View Through conversions	All_all_conversions_by_conv_ti...All_all_conversions_by_conv_time + View_through_conversions	All (Campaign, ad group, keyword)	Number
Conv + VTC (CPA)	Video conversion: Cost per Conversion: Conversions + View Through conversions	Cost / (All_all_conversions_by...Cost / (All_all_conversions_by_conv_time + View_through_conversions)	All (Campaign, ad group, keyword)	Money
Conv + VTC (CR)	Video conversion: Conversion rate: Conversions + View Through conversions	(All_all_conversions_by_conv_t...(All_all_conversions_by_conv_time+ View_through_conversions) / Clicks	All (Campaign, ad group, keyword)	Percentage (%)
Conv. / Impr	Conversions per Impression rate (CPI)	All_all_conversions_by_conv_ti...All_all_conversions_by_conv_time / Impr	All (Campaign, ad group, keyword)	Percentage (%)
Conversion increase	Comparison of yesterdays performance with average number of daily conversions of the last 30 days. 'True' means it performs better than the average of last 30 days.	if((Conversions.date_range(yes...if((Conversions.date_range(yesterday)) < (Conversions.date_range(last_30_days)/30), true, false)	All (Campaign, ad group, keyword)	Automatically: True/false
Conversion Lost (Ad Rank)	Calculates the lost conversions due to ad rank factors.	((Impr / Search_impr_share * S...((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Conversions / Clicks)	All (Campaign, ad group, keyword)	Number
Conversion Lost (Budget)	Quantifies the lost conversions due to budget constraints.	((Impr / Search_impr_share * S...((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Conversions / Clicks)	All (Campaign, ad group, keyword)	Number
Cost per Add To Cart	Costs per add to cart. You need to change the name of the conversion action.	Cost/ All_conversions.conversi...Cost/ All_conversions.conversion_action("add_to_cart")	All (Campaign, ad group, keyword)	Money
Cost per Begin Checkout	Costs per begin checkout. You need to change the name of the conversion action.	Cost/ All_conversions.conversi...Cost/ All_conversions.conversion_action("begin_checkout")	All (Campaign, ad group, keyword)	Money
CPA (Last 14 Days)	The most recent CPA performance (14 days)	Cost.date_range(last_14_days) ...Cost.date_range(last_14_days) / All_all_conversions_by_conv_time.date_range(last_14_days)	All (Campaign, ad group, keyword)	Money
CPA (Last 7 Days)	The most recent CPA performance (7 days)	Cost.date_range(last_7_days) /...Cost.date_range(last_7_days) / All_all_conversions_by_conv_time.date_range(last_7_days)	All (Campaign, ad group, keyword)	Money
Daily Budget Spend	The percentage daily available budget that has been spent	(Cost.between_dates(report_ran...(Cost.between_dates(report_range_start, report_range_end) / report_days_count() / Daily_Budget)	All (Campaign, ad group, keyword)	Percentage (%)

Showing 1 to 20 of 98 results

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 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.

Also explore: Google Ads Scripts

Google Ads Scripts go further than custom columns — automate bid adjustments, budget pacing, reporting, and more with JavaScript that runs directly in your account.

Browse Google Ads Scripts →