math-adwords-custom-columnsA little over a year ago, custom columns were launched for Google AdWords, and they allowed marketers to segment existing metrics i the interface reporting.  But now, there’s a new addition that Google has introduced into custom columns – custom formulas.

With the addition of formula-building functionality, you can now apply formulas for the metrics you set up in custom columns.

For example, to see the percentage of clicks you get from mobile devices, create a custom column that divides mobile clicks by total clicks. Or let’s say you’re a shoe retailer and enjoy a 40% profit margin for each pair of shoes you sell. To understand your total profit for each sale, ensure your conversion value column tracks revenue. Then, create a custom column that multiplies conversion value by 40% and call it “Estimated Profit.”

Custom columns are able to be charted, sorted, filtered and exported.  Not only that, Marketers are able to apply automated rules to custom column metrics.

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