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Watch the Video Tutorial:
How to Create Custom Metrics in Google Ads
1) Login to your Google Ads account
2) Navigate to Campaigns
3) Click on the "Columns" button
4) Click on "Modify columns"
5) Click the "+ Custom column" button
6) Name your Custom Metric
7) Insert the formula
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Frequently Asked Questions on Creating Custom Metrics in Google Ads
What are custom metrics in Google Ads?
Custom metrics let you create calculated performance formulas using existing data fields (like clicks, cost, conversions, or impressions). They help you measure campaign performance in a more personalized and goal-driven way, beyond Google’s default metrics.
How do I create a custom metric in Google Ads?
Log in to your Google Ads account → Reports → Custom.
Click + Custom Metric.
Name your metric clearly (e.g., “Cost per Engaged User” or “ROAS by Device”).
Define your formula using standard fields and mathematical operators. Example:
(Conversions / Clicks) * 100
Choose the correct format type (Number, Percent, or Currency).
Click Save.
Your custom metric can now be added to reports, dashboards, and performance views.
Can I use custom metrics across all campaigns?
Yes. Once created, custom metrics can be applied across your entire account. You can add them to campaign, ad group, or keyword-level reports — or integrate them into custom dashboards for advanced analysis.
What are best practices for creating and managing custom metrics?
Keep your metric names descriptive and consistent.
Test formulas before applying them across campaigns.
Avoid overcomplicating metrics — focus on actionable insights.
Use custom metrics to track specific goals like efficiency, profitability, or engagement rate.
Review and refine metrics regularly as your campaign objectives evolve.
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