Report custom metrics from a custom conversion column

If you’re using custom Floodlight variables to pass metrics to the new Search Ads 360, you can display the metrics in a reporting table.

1. Sign in to your Search Ads 360  account.
2. On the page menu, navigate to a page that has a reporting table, such as Campaigns, Ad groups, or Keywords.
3. On the table toolbar, click the columns icon.
4. On the "Modify columns" page, click Custom column, then select Custom conversion column. If you do not see the Custom column option, ensure you are at the appropriate account level. Custom columns created at the sub-manager level may not be accessible at the manager account level.
5. Name your column and add a description (optional).
6. Select an owner.
   • The custom column is available to all users of the account and its manager accounts.
7. In the "Conversion actions" section, click Floodlight, then select the checkbox for each conversion action you want reported in the custom column. Ensure that the conversion actions selected are the same as those being compared in other platforms (for example, CM360, Google Ads) to avoid discrepancies.
8. In the "Metric" section, select the metric you want to report on from the dropdown.
   • The metric list contains all metrics that are available from the Floodlight conversion actions and/or Floodlight groups you selected above, including metrics from the Floodlight variables configured as metrics in the new Search Ads 360. If the desired metric is not visible, double check the variable configuration in CM360 and the data being passed from the website.
9. (Optional) Do one of the following:
   • Use a custom variable to filter the data in the column.
     • For example, if you're using a custom variable to distinguish new customers from returning customers, you can filter this column so that it only reports custom metrics for one type of customer.
   • Apply a data-driven attribution model or an alternate attribution model imported from Campaign Manager 360 to the data in the column.
     • For example, If you're using a custom metric to report adjusted revenue for each transaction, a linear attribution model evenly distributes the adjusted revenue amount to each keyword that led to the transaction. So if a custom metric reports $100 in adjusted revenue and three paid search clicks occurred before the transaction, the keyword responsible for each click would be attributed $33.
10. Click Save.

After you create a custom conversion column, you can do any of the following:

• Add the column to statistics tables and download the data .
• Use the columns in custom formula columns and automated rules .