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?

Conversion is the correct answer because custom columns in Search Ads 360 allow advertisers to create highly specific formulas that pull from distinct Floodlight activities or custom variables to isolate and report on a particular type of transaction or user action. For a gourmet pet food company, this means they can use a formula to filter their broader sales data to show only the results associated with a specific "new dog food" product line, rather than just viewing aggregate totals. By leveraging custom columns to access and manipulate specific conversion data, the customer can calculate unique business KPIs—such as specific product ROI or weighted conversion values—directly within the reporting interface.