As extensive and expansive as AdWords is, there are still some metrics you may need that it doesn’t have. That’s why you have the option to create custom columns.
Let’s say you want to see the click-through rate of mobile users specifically.
How would you do that?
Click on Columns and choose modify columns
Next, under select metrics, go to custom columns
You’ll get this warning about the new AdWords experience. Read it and click continue.
Then choose “+Column”
Enter column name and description.
Remember, CTR is the number of clicks divided by the impressions. You choose your metric and set up your formula. Since you want mobile specific information for each, you need to click on the arrow and choose the segments, in this case, Device>mobile devices.
You need to make sure you’re representing this as a ratio and not just a number. Once you’re done, click save.
Now your custom column is saved and ready to use.
Since I decided to add the CTR, I thought I would throw in the clicks and impressions as well.
Now this feature is only available for Ad Groups. I was hoping it was available for Keywords but nope, it’s not.
In any case, what do you think about Custom Columns? How are you planning to use it to enhance your analysis?
