Before you can use a custom Floodlight variable as a metric in a custom conversion column, you must specify in the new Search Ads 360 that the variable's data type is a metric.
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.
- Sign in to your Search Ads 360 experience.
- On the page menu, navigate to a page that has a reporting table, such as Campaigns, Ad groups, or Keywords.
- On the table toolbar, click the columns icon .
- On the "Modify columns" page, click Custom column, then select Custom conversion column.
- Name your column and add a description (optional).
- Select an owner.
- The custom column is available to all users of the account and its manager accounts.
- In the "Conversion actions" section, click Floodlight, then select the checkbox for each conversion action you want reported in the custom column.
- 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.
- (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.
- Use a custom variable to filter the data in the column.
- 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.
Data about an individual Floodlight conversion—including data reported by custom Floodlight variables—is available for download in a Conversions report. Reporting tables in the new Search Ads 360 don't display data about individual conversions.