How to set up Custom columns in Google Ads

Follow the steps below to set up the recommended Custom columns in Google Ads.

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Step 1: How to get started

Step 2: Create Columns

Step 3: Create Columns (by conv. time)

Step 4: Experimental Columns

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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

1. Log in to https://ads.google.com and make sure you are in the correct account.
2. Go to Campaigns > Columns > Modify columns
3. Click  "+ Custom Column"
4. Create the following custom columns 

Step 2: Create Columns

PM Conversions

Data Format: Number

Formula (Text):

PM Revenue

Data Format: Money

Formula (Text):

PM ROAS

Data Format: Number

Formula (Text):

PM Gross Profit

Data Format: Money

Formula (Text):

PM Gross Profit After Ad Spend

Data Format: Money

Formula (Text):

PM POAS

Data Format: Number

Formula (Text): 

PM Gross Profit Margin

Data Format: Percentage (%)

Formula (Text):

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):

PM Revenue (by time)

Data Format: Money

Formula (Text):

PM ROAS (by time)

Data Format: Percentage

Formula (Text):

PM Gross Profit (by time)

Data Format: Money

Formula (Text):

PM Gross Profit After Ad Spend (by time)

Data Format: Money

Formula (Text): 

PM POAS (by time)

Data Format: Percentage

Formula (Text):

PM Gross Profit Margin (by time)

Data Format: Percentage (%)

Formula (Text):

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):

PM Gross Profit Margin After Ad Spend

Data Format: Percentage (%)

Formula (Text):

Breakeven ROAS

Data Format: Number

Formula (Text):