Step 3: Create Columns (by conv. time)
Conversion Booster V2
Conversion Booster V2 additional columns
Conversion Booster V2 experimental columns
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")
Conversion Booster V2
We are gradually rolling out the 2nd generation of Google Ads Conversion Booster. To check if you have Conversion Booster V2 installed please go to Integrations > Connections > Conversion Booster. If you are on V2 you will see a list of 16 conversion actions towards the bottom of the page.
PM Conversions (v2)
Data Format: Number
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Booster")
PM Revenue (v2)
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Booster")
PM ROAS (v2)
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Booster") / Cost
PM Gross Profit (v2)
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Booster")
PM Gross Profit After Ad Spend (v2)
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Booster") - Cost
PM POAS (v2)
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Booster") / Cost
PM Gross Profit Margin (v2)
Data Format: Percentage (%)
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Browser", "PM Gross Profit - Booster") / All_conversion_value.conversion_action("PM Revenue - Browser", "PM Revenue - Booster")
Conversion Booster V2 Additional Columns
PM Conversions server-side only
Data Format: Number
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - All customers")
PM Revenue server-side only
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - All customers")
PM Revenue server-side only
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - All customers")
PM ROAS server-side only
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - All customers") / Cost
PM Gross Profit server-side only
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - All customers")
PM Gross Profit after ad spend server-side only
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - All customers") - Cost
PM POAS server-side only
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - All customers") / Cost
PM Gross Profit margin server-side only
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - All customers") / All_conversion_value.conversion_action("PM Revenue - All customers")
New customers
PM Conversions new customers
Data Format: Number
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - New customers")
PM Revenue new customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - New customers")
PM Revenue new customers
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - New customers")
PM ROAS new customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - New customers") / Cost
PM Gross Profit new customers
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - New customers")
PM Gross Profit after ad spend new customers
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - New customers") - Cost
PM POAS new customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - New customers") / Cost
PM Gross Profit margin new customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - New customers") / All_conversion_value.conversion_action("PM Revenue - New customers")
Returning customers
PM Conversions returning customers
Data Format: Number
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - Returning customers")
PM Revenue returning customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Returning customers")
PM Revenue returning customers
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Returning customers")
PM ROAS returning customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Returning customers") / Cost
PM Gross Profit returning customers
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Returning customers")
PM Gross Profit after ad spend returning customers
Data Format: Money
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Returning customers") - Cost
PM POAS returning customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Returning customers") / Cost
PM Gross Profit margin returning customers
Data Format: Number
Formula (Text):
All_conversion_value.conversion_action("PM Gross Profit - Returning customers") / All_conversion_value.conversion_action("PM Revenue - Returning customers")
Conversion Booster V2 experimental columns
New customer proportion
Data Format: Percentage (%)
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - New customers") / All_conversions.conversion_action("PM Gross Profit - All customers")
Returning customer proportion
Data Format: Percentage (%)
Formula (Text):
All_conversions.conversion_action("PM Gross Profit - Returning customers") / All_conversions.conversion_action("PM Gross Profit - All customers")
New customer revenue proportion
Data Format: Percentage (%)
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - New customers") / All_conversion_value.conversion_action("PM Revenue - All customers")
Returning customer revenue proportion
Data Format: Percentage (%)
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Returning customers") / All_conversion_value.conversion_action("PM Revenue - All customers")
Returning customer revenue proportion
Data Format: Percentage (%)
Formula (Text):
All_conversion_value.conversion_action("PM Revenue - Returning customers") / All_conversion_value.conversion_action("PM Revenue - All customers")