It’s a new way to Create Custom Columns in Google Ads

Learn to make use of the latest the Google Ads custom columns in order to keep track of the metrics which are most important to

Google Ads custom columns allow you to extend reports with additional information your business wants to know about.

Today, Google is giving you an additional choice when it comes to creating custom columns. Let’s take a closer look at the latest improvements.

New Google Ads Custom Column Features

The extension of custom columns lets you perform the following:

Use spreadsheet functions

Calculate and evaluate metrics over time intervals

Use different custom columns in formulas

Add additional columns that are not metric to your formula, for example, columns such as Campaign Name, Budget, and more.

Use new column formats such as “Text”, “True/False” as well as “Date”

Use multiple filters in one formula

Filtering by custom variables to convert

Here’s an illustration of the way the custom columns will appear at an overall level:

Spreadsheet functions allow you to build columns that are based upon “IF” statements. The full range of Functions that you can include are:





Custom Columns Available

Google states they will be able to use the custom columns your design available in other reports tools. They include:

Report Editor

Dashboards are included in Google Ads

The ability to communicate custom columns via reports and dashboards will help improve the quality of your reports in their relevance to your intended group of customers.

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How Do I Make A Custom Column

If you’re using Google Ads, click on the “Columns” button at the top of the overview of your campaign (or an ad group’s level depending on the level you’ll create them at).

After that, click “Modify Columns”, and you’ll see the option of creating a “Custom Column”:

Here’s the time to be inventive. When you create Custom Column you’ll have (almost) infinite possibilities of creating columns or metrics that match your requirements.

You’ll have to type in an initial name for the custom column. You can choose to write a description that can be up of 180 characters.

If you’re developing a complex measurement you’re developing it’s a good idea to include these details in your description.

If you’re not familiar with creating custom columns Google provides a range of Formula concepts to help you get to get started. These are found on the right side of the image above.


With custom columns, there’s no need to limit yourself to the standard Google Ads options.

Custom columns allow you the flexibility and freedom to track and report on the metrics that are most beneficial for your business.

Custom columns can also be an excellent way to arrange your ads, campaigns, and keywords according to the inputs to your columns.

Have you tried custom columns before? How can you utilize these columns to your advantage? We’d like to know! Get in Touch with AHLP Technologies.