Step 3: Create Columns (by conv. time)
Google Ads allows you to monitor the performance of campaigns with data from secondary conversion actions.
During the first stages of data collection after implementing ProfitMetrics, this is an excellent method to learn your setup from a gross profit and POAS point of view.
Step 1: How to get started
- Log in to https://ads.google.com and make sure you are in the correct account.
- Go to Campaigns > Columns > Modify columns
- Click "+ Custom Column"
- Create the following custom columns
Step 2: Create Columns
PM Conversions
Data Format: Number
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")
PM Revenue
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")
PM ROAS
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / Cost
PM Gross Profit
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")
PM Gross Profit After Ad Spend
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") - Cost
PM POAS
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost
PM Gross Profit Margin
Data Format: Percentage (%)
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")
Recommended order:
PM Conversions
PM Revenue
PM ROAS
PM Gross Profit
PM Gross Profit After Ad Spend
PM POAS
PM Gross Profit Margin
Save your column set: ProfitMetrics
Step 3: Create Columns (by conv. time)
Google Ads typically reports conversions based on the click date. However, the “by conversion time” columns show when conversions actually occurred. For example, if a click occurs in one week and the conversion occurs the following week, it will be shown in the later week under “by conversion time,” while the standard column displays it in the week of the click.
The formulas below for the POAS custom columns have been adjusted to be based on “by conversion time” instead of the click date. It is recommended that these custom columns be published based on “by conversion time.” Test and ensure that they work correctly before publishing. These custom column formulas are used for POAS clients.
PM Conversions (by time)
Data Format: Number
Formula (Text):
All_conversions_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")
PM Revenue (by time)
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")
PM ROAS (by time)
Data Format: Percentage
Formula (Text):
All_conversion_value_by_conv_time.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / Cost
PM Gross Profit (by time)
Data Format: Money
Formula (Text):
All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")
PM Gross Profit After Ad Spend (by time)
Data Format: Money
Formula (Text):
All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") - Cost
PM POAS (by time)
Data Format: Percentage
Formula (Text):
All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / Cost
PM Gross Profit Margin (by time)
Data Format: Percentage (%)
Formula (Text):
All_conversion_value_by_conv_time.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster") / All_conversion_value_by_conv_time.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")
Save your column set: ProfitMetrics by time
See Google Ads Help doc for additional details:
Understand conversions by time with new columns
Step 4: Experimental Columns
PM Ad Spend Per Order
Data Format: Money
Formula (Text):
Cost / All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")
PM Gross Profit Margin After Ad Spend
Data Format: Percentage (%)
Formula (Text):
(All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")-Cost) / All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster")
Breakeven ROAS
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Conversion Booster") / All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Conversion Booster")