You Now Can Do All The Math You Want In AdWords Custom Columns

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.

Source – Ginny Marvin