If you connect to Search Ads 360 in Looker Studio, use custom conversion columns to accurately access bidding and reporting data. Custom conversion columns automatically update to include biddable conversion actions.
Why use custom conversion columns?
Accurate conversion dates
Custom conversion columns in Search Ads 360 are based on click time, while action and transaction columns in Looker Studio are based on conversion date. This means the data in action and transaction columns won't properly align with the data from Search Ads 360.
For example, a user clicks an ad on January 1 and completes their purchase on January 3. Custom conversion columns in Search Ads 360 will report and base bidding on this conversion using January 1 (the click date). However, action and transaction columns will use January 3 (the conversion date). Since Looker Studio's conversion columns are designed to align with custom conversion columns in Search Ads 360, using custom conversion columns will ensure your reports have the most accurate data.
Segmenting
Custom conversion columns in Search Ads 360 fully support segmenting, while action and transaction columns don't. This includes segmenting by date, campaign, attribution model, and more.
Custom conversion columns to use in Looker Studio
While reporting and bidding were based on action and transaction data in legacy Search Ads 360, they are currently based on conversions. Use the custom conversion columns in the table below:
Action or transaction column
Custom conversion column
Actions column
Custom conversion column based on Floodlight conversion actions.
Learn more about creating a conversion column based on a Floodlight conversion action .
Trans column
Custom conversion column based on Floodlight conversion transactions.
Learn more about creating a conversion column based on a Floodlight conversion action .
Revenue column
Custom conversion column based on Floodlight conversion transactions with a selected metric of “Conversion value”.
Learn more about creating a conversion column based on a Floodlight conversion action .
ROAS column
Custom formula column based on your custom conversion column replacement for Revenue column, with a data format of "percent".
Trans conv % column
Custom formula column based on your custom conversion column replacement for Trans column, with a data format of "percent".
Custom conversion column set up as:
- Conversion actions: Google Analytics Transaction
- Metric: by click time
- Conversion value: conversion value
- Attribution model: account and campaign level
Learn more about creating custom conversion columns based on Google Analytics transactions .
Cost/trans column
Custom formula column based on your custom conversion column replacement for Trans column, with a data format of "percent".
GA transactions column
Custom conversion column set up as:
- Conversion actions: Google Analytics Transaction
- Metric: by click time
- Conversion value: count of conversions
- Attribution model: account and campaign level
Learn more about creating custom conversion columns based on Google Analytics transactions .
