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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Dekstop Conversion Share	What percentage of the total number of conversions comes from Desktop traffic.	all_conversions_by_conv_time.d...all_conversions_by_conv_time.device(desktop) / all_conversions_by_conv_time	All (Campaign, ad group, keyword)	Percentage (%)
Desktop Conversions	Number of conversion coming from desktop traffic. Better understand how important desktop traffic is to your performance	all_conversions_by_conv_time.d...all_conversions_by_conv_time.device(desktop) / Clicks.device(desktop)	All (Campaign, ad group, keyword)	Number
Desktop CVR	Conversion percentage of Desktop traffic	all_conversions_by_conv_time.d...all_conversions_by_conv_time.device(desktop) / Clicks.device(desktop)	All (Campaign, ad group, keyword)	Percentage (%)
Desktop Performance (CPA)	Discover how well desktop traffic performs (CPA)	Cost.device(desktop) / all_con...Cost.device(desktop) / all_conversions_by_conv_time.device(desktop)	All (Campaign, ad group, keyword)	Money
Desktop Performance (ROAS)	Discover how well desktop traffic performs (ROAS)	Conversion_value_by_conv_time....Conversion_value_by_conv_time.device(desktop) / Cost.device(desktop)	All (Campaign, ad group, keyword)	Percentage (%)
Effective Search Terms (CPA)	Returns whether keywords perform within CPA targets (and threshold converions) True = Effective, False = not (yet) effective. Instruction: adjust the thresholds and apply conversion filter	if(and((Cost / All_all_convers...if(and((Cost / All_all_conversions_by_conv_time) < 80, All_all_conversions_by_conv_time > 2), true, false)	Search terms	Automatically: True/false
Effective Search Terms (ROAS)	Returns whether keywords perform within ROAS targets (and threshold converions) True = Effective, False = not (yet) effective. Instruction: adjust the thresholds and apply conversion filter	if(and(Conversion_value_per_co...if(and(Conversion_value_per_cost > 5, Conversions > 2), true, false)	Search terms	Automatically: True/false
Engaged Conversions Percentage	Percentage of engaged conversions to regular conversions	Conversions.ad_event_type(enga...Conversions.ad_event_type(engaged_view) / Conversions	All (Campaign, ad group, keyword)	Percentage (%)
Exp. Conv. vs Last month Conv.	Expected conversions of this month versus the conversions of last month	(all_conversions_by_conv_time....(all_conversions_by_conv_time.between_dates(month_start, yesterday) + (all_conversions_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - all_conversions_by_conv_time.date_range(last_month)) / all_conversions_by_conv_time.date_range(last_month)	All (Campaign, ad group, keyword)	Percentage (%)
Exp. Gross Month Profit	Expected ad profit for the running month, minus the expected total month spend.	Conversion_value_by_conv_time....Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))	All (Campaign, ad group, keyword)	Money
Exp. Month Clicks	Expected number of clicks for the running month. A combination of realized clicks, and the clicks of last 7 days extrapolated	Clicks.between_dates(month_sta...Clicks.between_dates(month_start, yesterday) + (Clicks.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))	All (Campaign, ad group, keyword)	Number
Exp. Month Conversions	Expected number of conversions for the running month. A combination of realized conversion, and the conversions of last 7 days extrapolated	all_conversions_by_conv_time.b...all_conversions_by_conv_time.between_dates(month_start, yesterday) + (all_conversions_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))	All (Campaign, ad group, keyword)	Number
Exp. Month Impr vs Last month	Expected Impressions of this month versus the Impressions realized last month	(Impr.between_dates(month_star...(Impr.between_dates(month_start, yesterday) + (Impr.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Impr.date_range(last_month)) / Impr.date_range(last_month)	All (Campaign, ad group, keyword)	Percentage (%)
Exp. Month POAS	Conversion value of the running month, minus the expected cost of the running month	(Conversion_value_by_conv_time...(Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))) / (Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())))	All (Campaign, ad group, keyword)	Percentage (%)
Exp. Month Revenue	Expected conversion value for the running month. A combination of realized conversion value, and the conversion value of last 7 days extrapolated	Conversion_value_by_conv_time....Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))	All (Campaign, ad group, keyword)	Money
Exp. Month Spend	Expected total month spend	Cost.between_dates(month_start...Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))	All (Campaign, ad group, keyword)	Money
Exp. Month Spend vs Last month Spend	Expected Spend of this month versus the Spend realized last month	(Cost.between_dates(month_star...(Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Cost.date_range(last_month)) / Cost.date_range(last_month)	All (Campaign, ad group, keyword)	Percentage (%)
Exp. Month traffic vs Last Month	Expected traffic of this month versus the traffic realized last month	(Clicks.between_dates(month_st...(Clicks.between_dates(month_start, yesterday) + (Clicks.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Clicks.date_range(last_month)) / Clicks.date_range(last_month)	All (Campaign, ad group, keyword)	Percentage (%)
Exp. Net Month Profit	Expected conversion value for the running month, minus the expected total month spend.	(Conversion_value_by_conv_time...(Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))) - (Cost.between_dates(month_start, yesterday) + (Cost.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())))	All (Campaign, ad group, keyword)	Money
Exp. Rev. vs Last month Rev.	Expected Revenue of this month versus the revenue of last month	(Conversion_value_by_conv_time...(Conversion_value_by_conv_time.between_dates(month_start, yesterday) + (Conversion_value_by_conv_time.date_range(last_7_days) / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today())) - Conversion_value_by_conv_time.date_range(last_month)) / Conversion_value_by_conv_time.date_range(last_month)	All (Campaign, ad group, keyword)	Percentage (%)

Showing 21 to 40 of 98 results

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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 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 →