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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Percentage Spend on Search Partners	Shows spend on Search Partners as a percentage of total spend	Cost.network(partners) / CostCost.network(partners) / Cost	Campaign/ad group	Percentage (%)
PM Avg. Profit per Order	For Profitmetrics user - Average profit per order	All_conversion_value_by_conv_t...All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")/All_all_conversions_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")	All (Campaign, ad group, keyword)	Money
PM Conversions	For Profitmetrics users - PM Conversions	All_conversions.conversion_act...All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")	All (Campaign, ad group, keyword)	Number
PM CPA	For Profitmetrics user - CPA	Cost / All_conversions.convers...Cost / All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")	All (Campaign, ad group, keyword)	Number
PM Expected Month Profit	For Profitmetrics users - PM Expected Month Profit	c:"PM Gross Profit" + (c:"PM G...c:"PM Gross Profit" + (c:"PM Gross Profit" / 7) * (day(offset_days(offset_months(month_start(), 1), -1)) - day(today()))	All (Campaign, ad group, keyword)	Money
PM Gross Profit	For Profitmetrics users - PM Gross Profit	All_conversion_value.conversio...All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")	All (Campaign, ad group, keyword)	Money
PM Gross Profit After Ad Spend	For Profitmetrics users - PM Gross Profit After Ad Spend	All_conversion_value.conversio...All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") - Cost	All (Campaign, ad group, keyword)	Money
PM Mobile Profit Share	For Profitmetrics users - Share of mobile profit of total	All_conversion_value_by_conv_t...All_conversion_value_by_conv_time.device(mobile).conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")	All (Campaign, ad group, keyword)	Percentage (%)
PM Mobile Rev. Share	For Profitmetrics users - Mobile Revenue Share	All_all_conversions_by_conv_ti...All_all_conversions_by_conv_time.device(mobile).conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / All_all_conversions_by_conv_time.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")	All (Campaign, ad group, keyword)	Percentage (%)
PM POAS	For Profitmetrics users - PM POAS	All_conversion_value.conversio...All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost	All (Campaign, ad group, keyword)	Number
PM Purchase Rate (Revenue)	For Profitmetrics users - Conversion rate	All_all_conversions_by_conv_ti...All_all_conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Clicks	All (Campaign, ad group	Money
PM Recent CPA Development	For Profitmetrics users - Comparison of your recent PM CPA performance and your manually selected timeframe-PM CPA	(Cost.date_range(last_7_days) ...(Cost.date_range(last_7_days) / all_conversions_by_conv_time.date_range(last_7_days).conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") - (Cost / all_conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser"))) / (Cost / all_conversions_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser"))	All (Campaign, ad group, keyword)	Percentage (%)
PM Recent POAS Development	For Profitmetrics users - Comparison of your recent PM POAS performance and your manually selected timeframe-PM POAS	(Conversion_value_by_conv_time...(Conversion_value_by_conv_time.date_range(last_7_days).conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost.date_range(last_7_days) - (Conversion_value_by_conv_time.conversion_action("PM Gross Profit - Conversion Booster", "PM Gross Profit - Browser") / Cost)) / (Conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost)	All (Campaign, ad group, keyword)	Percentage (%)
PM Recent ROAS Development	For Profitmetrics users - Comparison of your recent PM ROAS performance and your manually selected timeframe-PM ROAS	(Conversion_value_by_conv_time...(Conversion_value_by_conv_time.date_range(last_7_days).conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Cost.date_range(last_7_days) - (Conversion_value_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Cost)) / (Conversion_value_by_conv_time.conversion_action("PM Revenue - Conversion Booster", "PM Revenue - Browser") / Cost)	All (Campaign, ad group, keyword)	Percentage (%)
PM Revenue	For Profitmetrics users - Revenue	All_conversion_value.conversio...All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")	All (Campaign, ad group, keyword)	Money
PM ROAS	For Profitmetrics users - PM ROAS	All_conversion_value.conversio...All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / Cost	All (Campaign, ad group, keyword)	Number
PM Gross Profit Margin	For Profitmetrics users - PM Gross Profit Margin	All_conversion_value.conversio...All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")	All (Campaign, ad group, keyword)	Percentage (%)
Profit / Impr	For Profitmetrics users: Profit per Impression (PPI)	All_conversion_value_by_conv_t...All_conversion_value_by_conv_time.conversion_action("Gross Profit - Conversion Booster", "Gross Profit - Browser") / Impr	All (Campaign, ad group, keyword)	Money
Recent Avg. Conv. Development	How your recent 7 day's conversion average has developed compared to your timeframe	((all_conversions_by_conv_time...((all_conversions_by_conv_time.date_range(last_7_days) / 7) - (all_conversions_by_conv_time / report_days_count())) / (all_conversions_by_conv_time / report_days_count())	All (Campaign, ad group, keyword)
Recent Avg. Revenue Development	How your recent 7 day's revenue average has developed compared to your timeframe	((Conversion_value_by_conv_tim...((Conversion_value_by_conv_time.date_range(last_7_days) / 7) - (Conversion_value_by_conv_time / report_days_count())) / (Conversion_value_by_conv_time / report_days_count())	All (Campaign, ad group, keyword)	Percentage (%)

Showing 61 to 80 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 →