While many columns return a numeric value, some columns (such as “Campaign Name”) return a text value. If you use an inappropriate function or operator for a column’s return value, you will receive an error. Also, some text columns will always return a fixed set of values (such as “Campaign Status”). These values are noted below and will always be in English.
For instructions on how to use columns in custom formula columns, read Create a custom formula column.
You can create and edit custom formula columns in either visual or text mode. When writing in text mode, you must type column, filter, and function names exactly as shown in the tables below (although they are case-insensitive). In Visual mode, you will not need the information in the text mode columns below to write a formula.
In addition to the columns listed below, you can also reference other custom columns in your formula. In Visual mode, insert other custom columns in the same way as standard columns. In text mode, references to other columns are prefixed with c: and surrounded by double quotes. For example, if you wanted to reference a custom column named My Example Column, you would write c:"My Example Column".
In text mode, column and filter names are not localized, while in Visual mode they are. Function names are the same in both modes and are not localized. Learn more about custom column internationalization
|
Category |
Column Name |
Column Name in Text Mode |
Type |
|
Performance |
Clicks |
|
Number |
|
Performance |
CTR |
|
Number |
|
Performance |
Impr. |
|
Number |
|
Performance |
Cost |
|
Number |
|
Performance |
Avg. CPM |
|
Number |
|
Performance |
Invalid click rate |
|
Number |
|
Performance |
Invalid clicks |
|
Number |
|
Performance |
Avg. CPC |
|
Number |
|
Performance |
Interactions |
|
Number |
|
Conversions |
Cost / Google Ads conversion |
|
Number |
|
Conversions |
Google Ads conversion rate |
|
Number |
|
Conversions |
Google Ads conversions (by conv. time) |
|
Number |
|
Conversions |
Google Ads conversions |
|
Number |
|
Conversions |
View through conversions |
|
Number |
|
Conversions |
Value / Google Ads conversion |
|
Number |
|
Conversions |
Value / Google Ads conversion (by conv. time) |
|
Number |
|
Conversions |
All conversion rate |
|
Number |
|
Conversions |
All conversion value |
|
Number |
|
Conversions |
All conversion value (by conv. time) |
|
Number |
|
Conversions |
All conversion value / click |
|
Number |
|
Conversions |
All conversion value / cost |
|
Number |
|
Conversions |
All conversions |
|
Number |
|
Conversions |
All conversions (by conv. time) |
|
Number |
|
Conversions |
Cost / all conversions |
|
Number |
|
Conversions |
Value / all conversions |
|
Number |
|
Conversions |
Value / all conversions (by conv. time) |
|
Number |
|
Conversions |
Cross-device conversions |
|
Number |
|
Conversions |
Cross-device conversions value |
|
Number |
|
Conversions |
Cross-device conversions (by conv. time) |
|
Number |
|
Conversions |
Cross-device conversions value (by conv. time) |
|
Number |
|
Conversions |
Google Ads conversion value |
|
Number |
|
Conversions |
Google Ads conversion value (by conv. time) |
|
Number |
|
Conversions |
Google Ads conversion value / click |
|
Number |
|
Conversions |
Google Ads conversion value / cost |
|
Number |
|
Conversions |
Conversions |
|
Number |
|
Conversions |
Conversions (by conv. time) |
|
Number |
|
Conversions |
Cost / conv. |
|
Number |
|
Conversions |
Conversion rate |
|
Number |
|
Conversions |
Conversion value |
|
Number |
|
Conversions |
Conversion value (by conv. time) |
|
Number |
|
Conversions |
Conversion value / cost |
|
Number |
|
Conversions |
Conversion value / click |
|
Number |
|
Conversions |
Value / conv. |
|
Number |
|
Conversions |
Value / conv. (by conv. time) |
|
Number |
|
Brand Lift |
Absolute Brand Lift |
|
Number |
|
Brand Lift |
Baseline positive response rate |
|
Number |
|
Brand Lift |
Exposed Survey responses |
|
Number |
|
Brand Lift |
Baseline Survey responses |
|
Number |
|
Brand Lift |
All survey responses |
|
Number |
|
Brand Lift |
Cost-per-lifted-user |
|
Number |
|
Brand Lift |
Lifted users |
|
Number |
|
Brand Lift |
Headroom Brand Lift |
|
Number |
|
Brand Lift |
Relative Brand Lift |
|
Number |
|
Google Analytics |
GA avg. session duration (seconds) |
|
Number |
|
Google Analytics |
GA new sessions |
|
Number |
|
Google Analytics |
GA pageviews |
|
Number |
|
Google Analytics |
GA sessions |
|
Number |
|
Google Analytics |
GA bounces |
|
Number |
|
Google Analytics |
GA bounce rate |
|
Number |
|
Competitive metrics |
Display impr. share |
|
Number* |
|
Competitive metrics |
Click share |
|
Number* |
|
Competitive metrics |
Search impr. share |
|
Number* |
|
Competitive metrics |
Search Lost IS (budget) |
|
Number* |
|
Competitive metrics |
Display Lost IS (budget) |
|
Number* |
|
Competitive metrics |
Search Lost IS (rank) |
|
Number* |
|
Competitive metrics |
Display Lost IS (rank) |
|
Number* |
|
Call details |
Phone calls |
|
Number |
|
Call details |
Phone impr. |
|
Number |
|
Call details |
PTR |
|
Number |
|
Attributes |
Campaign name |
|
Text |
|
Attributes |
Ad group name |
|
Text |
|
Attributes |
Daily Budget |
|
Number |
|
Attributes |
Keyword |
|
Text |
|
Attributes |
Max. CPC |
|
Number |
|
Attributes |
Campaign status |
|
Text** |
|
Attributes |
Ad group status |
|
Text** |
|
Attributes |
Ad status |
|
Text** |
*For impression share and click share columns, if the value is less than 10% (<0.1), the column’s value will be 0.0999 or empty (—). For lost impression share columns, if the value is greater than 90% (>0.9), the column’s value will be 0.9001.
**The text result of the status columns will always be in English. It will be one of the following values: Enabled (enabled), Paused (paused), or Removed (removed).