Your client, a world-renowned jewelry designer, set up custom columns in Search Ads 360 to review their performance for the previous month. When they go back to consider their specific bid strategy performance, they get an error. What could be the reason for this?

The reason for the error is that bid strategy performance isn't reported in custom columns, as custom columns in Search Ads 360 are primarily designed to display specific metrics, formula-based calculations, or filtered conversion data at the campaign, ad group, or keyword levels rather than within the dedicated bid strategy reporting interface. While custom columns are highly flexible for viewing unique business KPIs across standard reporting tables, the bid strategy tab utilizes a specific set of built-in performance cards and target-tracking metrics that do not support the integration of user-defined custom columns. Consequently, attempting to apply or view these specialized columns within the context of a bid strategy's health or performance report will result in a compatibility error or a failure to display the intended data.