A 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.