If you connect to the new Search Ads 360 in Looker Studio, use custom conversion columns to accurately access bidding and reporting data. Custom conversion columns automatically update to include new biddable conversion actions.
Previously, action and transaction columns were used to access Search Ads 360 data in Looker Studio. You can create custom conversion columns to replace action and conversion columns, which aren’t supported in the new Search Ads 360.
Why use custom conversion columns?
Accurate conversion dates
Custom conversion columns in the new 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 the new Search Ads 360.
For example, say a user clicks an ad on January 1 and completes their purchase on January 3. Custom conversion columns in the new 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 the new Search Ads 360, using custom conversion columns will ensure your reports have the most accurate data.
Segmenting
Custom conversion columns in the new 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 the previous Search Ads 360, they are based on conversions in the new Search Ads 360. 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". |
| GA transaction revenue column [SA360 managed] |
Custom conversion column set up as:
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:
Learn more about creating custom conversion columns based on Google Analytics transactions. |