Custom columns in Google AdWords launched a little over a year ago to enable marketers to segment existing metrics in the interface reporting. Now, Google is introducing a nifty addition to custom columns: custom formulas.
With the formula-building functionality in custom columns, you’ll now be able to 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 can be sorted, charted, filtered and exported. Marketers can also apply automated rules to custom column metrics.
Check out the support page on custom columns for more information, and enjoy getting creative with this new functionality.
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