With the Metric Builder for Google Ads, you can create Custom Google Ads Metrics using a combination of Metrics, Dimensions and Filters. Some popular use cases for the Metric Builder for Google Ads include creating Campaign- and Ad Group-specific Metrics, and accessing specific Performance Reports from your Google Ads Account.
- Access Custom Metrics and Metric Builder for Google Ads
- Use the Metric Builder for Google Ads
- Create a Custom Google Ads Metric [Example]
- Add a Custom Google Ads Metric to a Databoard
- Additional Information
How to access Custom Metrics and Metric Builder for Google Ads
Navigate to Metrics > Custom Metrics to access the Metric Builder for Google Ads. Click the green + Create Custom Metric button and select your connected Google Ads Account from the Data Source drop-down list.
Metric Builder is available on the Professional and higher plans. Request a trial of Metric Builder by following these steps.
How to use the Metric Builder for Google Ads
Pro Tip: Add the word "by" in between the Metric and Dimension in order to determine an appropriate Custom Metric Name. From the Metric and Dimension examples outlined above, we could create the Custom Metrics "Reach by Campaign," "Clicks by Region," or "Impressions by Device Platform."
Pro Tip : If you don't know which Filters to put in place for your use case, use the Dimension + Data Preview to troubleshoot and get more insight into the data that is returned from your Google Ads Account for each field. Learn more here.
How to create a Custom Google Ads Metric [Example]
In this example, we'll create a Custom Metric to report on "Click through Rate (CTR)" tracked in the Google Ads Account, split up based on the Campaign. We only want to view this data for Campaigns that we're actively working on, so "Cost" is above $0.
- Navigate to Metrics > Custom Metrics
- Click the green + New Custom Metric button
- Select the appropriate Google Ads Data Source
- Since we want to view this on the Campaign level, we'll select Campaign Performance Report as the Report.
- For the Metric, we'll select CTR
- We want to split up all CTRs based on the Device where the action was performed, so we'll select Campaign as the Dimension.
- We want to restrict the Custom Metric to only retain data for Campaigns we're spending money on, so we'll add a Filter to the Custom Metric.
First, click on the Advanced Options hyperlink to open the Filter section of the Metric Builder. Click on the Field dropdown and select Cost. Next, click on the Operator dropdown, and select Greater than. Lastly, in the Value textbox enter 0.
- Daily CTRs for each Campaign will be returned for this Custom Metric. When multiple results are returned for the same Campaign (i.e., Campaign 1 CTR on May 1 = 5.5, Campaign 1 CTR on May 2 = 6.5, etc.), we need to set a rule for how this is handled. In our case, we want to average the returned values to produce an Avg CTR value for each Campaign.
So, we'll select AVG as the Data Aggregation.
- In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric "CTR by Campaign"
- Click Preview data to generate a Data Preview of the Custom Metric.
- Once we confirm that these are the results we're looking for, we'll click Save to save the Custom Metric.
How to add a Custom Google Ads Metric to a Databoard
Learn how to add a Custom Metric to a Databoard here.
- Using the Metric Builder for Google Ads, the "Criteria" Dimension differs depending on the Report you have selected. The "Criteria" returned always matches the first word of the Report selected (i.e. Keyword Performance Report ("Criteria" = "Keywords"), Gender Performance Report ("Criteria" = "Gender"), Geo Performance Report ("Criteria" = "Geo").
- When using the "City","Region" or "Country/Territory" Dimension, only ID's are returned and not the actual geographical names. You can use the feature within Metric Builder that enables you to rename or exclude Metric Dimensions. Learn more here.
Learn more about region IDs of the geographical locations here.