Google Ads has updated data for custom columns

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You can now use your Google Ads impression rate data by customizing custom columns.

Until 2019, "Average Position" was available for custom columns, but when Google Ads abandoned this metric altogether, the developers did not offer a replacement.

Custom columns are needed to receive non-standard data. The advertiser can create a column with a formula that calculates this metric.

For example, you can set up columns to show the ratio of Impression Received to Planned, Conversions to Impression Received, and other data.


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