Google Ads Custom Columns

The Column Library

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

18+ 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

Search & Filter

98 of 98 columns

Filter by type:


Recent Avg. Spend Development	How your recent 7 day's spend average has developed compared to your timeframe	((Cost.date_range(last_7_days)...((Cost.date_range(last_7_days) / 7) - (Cost / report_days_count())) / (Cost / report_days_count())	All (Campaign, ad group, keyword)	Percentage (%)
Recent CPA Development	Comparison of your recent CPA performance and your manually selected timeframe-CPA	(Cost.date_range(last_7_days) ...(Cost.date_range(last_7_days) / All_all_conversions_by_conv_time.date_range(last_7_days) - (Cost / All_all_conversions_by_conv_time)) / (Cost / All_all_conversions_by_conv_time)	All (Campaign, ad group, keyword)	Percentage (%)
Recent ROAS Development	Comparison of your recent ROAS performance and your manually selected timeframe-ROAS	(All_conversion_value_by_conv_...(All_conversion_value_by_conv_time.date_range(last_7_days) / Cost.date_range(last_7_days) - (All_conversion_value_by_conv_time / Cost)) / (All_conversion_value_by_conv_time / Cost)	All (Campaign, ad group, keyword)	Percentage (%)
Rev. / Impr	Revenue per Impression (RPI)	All_conversion_value / ImprAll_conversion_value / Impr	All (Campaign, ad group, keyword)	Money
Revenue Lost (Ad Rank)	Estimates revenue loss resulting from bid adjustments.	(((Impr / Search_impr_share * ...(((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions)	All (Campaign, ad group, keyword)	Money
Revenue Lost (Budget)	Estimates the revenue loss resulting from budget restrictions.	(((Impr / Search_impr_share * ...(((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions)	All (Campaign, ad group, keyword)	Money
ROAS (Last 14 Days)	The most recent ROAS performance (14 days)	All_conversion_value_by_conv_t...All_conversion_value_by_conv_time.date_range(last_14_days) / Cost.date_range(last_14_days)	All (Campaign, ad group, keyword)	Percentage (%)
ROAS (Last 7 Days)	The most recent ROAS performance (7 days)	All_conversion_value_by_conv_t...All_conversion_value_by_conv_time.date_range(last_7_days) / Cost.date_range(last_7_days)	All (Campaign, ad group, keyword)	Percentage (%)
ROAS (vs last Month's ROAS)	How your month-to-date ROAS compares to Last month's ROAS	(Conversion_value_by_conv_time...(Conversion_value_by_conv_time.between_dates(month_start, yesterday) / Cost.between_dates(month_start, yesterday)) - (Conversion_value_by_conv_time.date_range(last_month) / Cost.date_range(last_month)) / (Conversion_value_by_conv_time.date_range(last_month) / Cost.date_range(last_month))	All (Campaign, ad group, keyword)	Percentage (%)
ROAS by time	ROAS by time in percentage	Conversion_value_by_conv_time ...Conversion_value_by_conv_time / Cost	All (Campaign, ad group, keyword)	Percentage
Search IS Lost (Budget) - AG Level	Search IS Lost (Budget) at Ad Group Level	1 - (Search_impr_share + Searc...1 - (Search_impr_share + Search_Lost_IS_rank)	All (Campaign, ad group, keyword)	Money
Soft to Hard (%)	The conversion rate between from a soft conversion to a hard conversion (within the same funnel) The first conversion selected conversion need to be the relevant soft conversions (for example Form start) and the second conversion is the hard conversion (for example Form completed). Another example: Add to cart to Completed purchase rate.	All_all_conversions_by_conv_ti...All_all_conversions_by_conv_time/ All_all_conversions_by_conv_time	All (Campaign, ad group, keyword)	Percentage (%)
Spend last month	Statis view of last month's cost. Useful for comparison purposes	Cost.date_range(last_month)Cost.date_range(last_month)	All (Campaign, ad group, keyword)
Target CPC	This shows the CPC you should have to reach your tCPA	(FILL_IN_TCPA_HERE) / Cost_per...(FILL_IN_TCPA_HERE) / Cost_per_conv * Avg_CPC	All (Campaign, ad group, keyword)	Money
Total Eligible Impressions	Total Eligible Impressions you can get	Impr/ Search_impr_shareImpr/ Search_impr_share	All (Campaign, ad group, keyword)	Number
Total Investment Opportunity - (Search)	Estimates potential investment opportunity based on budget	((Impr / Search_impr_share * S...((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Avg_CPC)+((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Avg_CPC * (1 + Search_Lost_IS_rank))	All (Campaign, ad group, keyword)	Money
Total Revenue Lost - (Search)	Measures revenue loss due to budget	(((Impr / Search_impr_share * ...(((Impr / Search_impr_share * Search_Lost_IS_budget)* CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions)+(((Impr / Search_impr_share * Search_Lost_IS_rank) * CTR) * (Conversions / Clicks)) * (Conversion_value / Conversions)	All (Campaign, ad group, keyword)	Money
True ROAS	Shows ROAS as a percentage	conversion_value/costconversion_value/cost	All (Campaign, ad group, keyword)	Percentage (%)

Showing 81 to 98 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 →