Google Launches Custom Columns In AdWords For Deeper Metric Segmentation

Google has launched Custom Columns in AdWords, letting you segment existing column metrics to get more detailed insights based on your objectives.

For example, “By selecting an existing metric like clicks or conversions, and applying a segment like ‘Computers’ or ‘Mobile’, you can quickly create a new custom column that shows you ‘Computer clicks’ or ‘Mobile conversions.’”

You can add Custom columns at the campaign or ad group level. And, as with other columns, you can sort, filter, and download the data in the custom columns.

Advertiser reactions on Twitter have ranged from pleased,

To exuberant,

To nice, but not world rocking,

To thanks, but is that it?

My take is this is one of those features that proves pretty valuable from a time-management perspective, particularly as advertisers play with segmenting their data in different kinds of accounts and campaigns. James Svoboda pointed out the value of being able to see conversion break outs by newsletter sign-ups and actual lead form submissions, for example. Getting that data quickly in the interface can be a big bonus for management time.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.