The Custom Columns section contains 98+ pre-built formulas, created by experts and tested inside real Google Ads accounts. Each formula includes:
A short explanation of what it measures
The full formula you can paste into Google Ads
Supported levels (Campaign, Ad Group, Keyword, etc.)
The data format (Money, %, Number, True/False)
This makes it easy to find high-value metrics such as expected month performance, device-level ROAS, lost impressions, POAS, desktop vs mobile benchmarks, and ProfitMetrics-specific formulas.
đ§ What makes these formulas useful
These columns help you:
Understand pacing vs expected spend
Compare mobile vs desktop profitability
Detect investment opportunities
Find lost impressions, clicks, revenue
Monitor CPA, ROAS, and POAS trends
Track performance over custom time ranges
Measure conversion quality and funnel behavior
Support ProfitMetrics integrations automatically
Each formula is written to match Google Adsâ custom column syntax, so you can copy and paste directly.
Best use cases
The Custom Columns Library is ideal for advertisers who want:
More granular insights than Google Ads provides by default
Faster decision-making with real business metrics
A reliable set of formulas without building them yourself
Consistency for teams using the same calculated metrics
A single place to manage and update all custom formulas
Whether you manage one account or hundreds, this library saves time and improves reporting accuracy.
Copy & use instantly
Every custom column can be copied with one click. Paste it into Google Ads â Custom Columns, name it, and itâs ready to use across campaigns and reports.