One of your customers makes designer T-shirts. They're using custom columns to find out how their new line of celebrity-inspired shirts is performing. What action in Search Ads 360 does a custom column let them access for any formula?

Custom columns in Search Ads 360 allow advertisers to create their own metrics and formulas using existing Search Ads 360 metrics and functions. A key capability is the ability to access and manipulate conversion data. This means they can build custom formulas that calculate specific conversion rates, conversion values, or other conversion-related metrics tailored to their business needs, such as tracking the performance of their celebrity-inspired T-shirts. While labels, dimensions, and reporting are all integral parts of Search Ads 360, custom columns specifically extend the functionality of formulas by incorporating conversion metrics, enabling more granular performance analysis.