While meeting with your client who makes toys sold around the world, you learn they set up custom columns in Search Ads 360 to review their previous month's performance. But when going back to consider their specific bid strategy performance, they got an error. What's one reason that might be happening?

Custom columns in Search Ads 360 allow you to create custom metrics and calculations based on existing data, but they do not support reporting on bid strategy performance directly. Bid strategy performance metrics, such as "Target CPA" or "Target ROAS" attainment, are typically found within the bid strategy reports or overview sections, not as customizable fields within standard custom columns. Therefore, attempting to create a custom column for this data would result in an error. The other options are incorrect because bid strategy performance is a valid business goal, and bid levels (too low or too high) would affect performance data, not the ability to report on it in custom columns.