Your customer, a gourmet pet food company, is using custom columns to determine how their new dog food is performing. What specific action in Search Ads 360 does a custom column let them access for any formula?

Custom columns in Search Ads 360 are powerful tools for creating unique metrics tailored to specific business goals. They allow you to build formulas using a variety of SA360 data points.

Analysis of Correct Answer(s)

• Conversion: This is the correct answer. Custom columns allow you to isolate and perform calculations on specific conversion actions. In this scenario, the pet food company could create a Floodlight conversion action named "New Dog Food Purchase." A custom column formula could then be Actions (Conversion: "New Dog Food Purchase") to see only the sales of that specific product, or Cost / Actions (Conversion: "New Dog Food Purchase") to calculate its unique CPA. This directly addresses the need to measure the performance of a specific item.

Analysis of Incorrect Options

• Label: Labels are used for organizing and segmenting campaigns, ad groups, or keywords. While you can filter reports by labels, they are not a metric or an action that can be directly used within a custom formula for calculations.

• Reporting: Reporting is the purpose or output of a custom column. The custom column itself appears in a report, but "Reporting" is not an element or action you can access within the formula.

• Dimension: A dimension is an attribute used to segment data, such as "Campaign," "Device," or "Engine Account." While some advanced formulas can reference dimensions, the question specifically asks about tracking a performance "action," which is best represented by a conversion.