Microsoft Advertising · Status at source date: Newsletter archive
Microsoft custom columns now support all Microsoft Advertising conversion metrics
Microsoft Advertising has expanded custom columns to support all Microsoft Advertising conversion metrics: closing a gap that practitioners had been requesting through community feedback channels. Navah Hopkins has flagged the launch with the practical scope: advertisers can now create custom metrics based on all conversions or primary conversions data, with revenue and ROAS metrics anchored to the values set at the conversion-goal level.
What changed
The structural value is that performance reporting can now match the analytical questions advertisers actually ask. Effective CPA segmented by primary-conversion type, ROAS calibrated against specific goal-level value rules, and conversion-rate metrics that exclude assist conversions are all now constructible directly inside the Microsoft Advertising platform rather than requiring export to Excel or Looker Studio.
Why it matters for advertisers
For you, this means Microsoft Advertising reporting workflows should be re-evaluated against the new custom columns capability. Worth identifying the three or four metrics your team has been constructing manually outside the platform and rebuilding them inside Microsoft's native custom columns surface, since the reduced friction will materially improve the cadence of in-platform optimisation.
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Microsoft custom columns now support all Microsoft Advertising conversion metrics
Microsoft Advertising has expanded custom columns to support all Microsoft Advertising conversion metrics: closing a gap that practitioners had been requesting through community feedback channels. Navah Hopkins has flagged the launch with the practical scope: advertisers can now create custom metrics based on all conversions or primary conversions data, with revenue and ROAS metrics anchored to the values set at the conversion-goal level.
The structural value is that performance reporting can now match the analytical questions advertisers actually ask. Effective CPA segmented by primary-conversion type, ROAS calibrated against specific goal-level value rules, and conversion-rate metrics that exclude assist conversions are all now constructible directly inside the Microsoft Advertising platform rather than requiring export to Excel or Looker Studio.
For you, this means Microsoft Advertising reporting workflows should be re-evaluated against the new custom columns capability. Worth identifying the three or four metrics your team has been constructing manually outside the platform and rebuilding them inside Microsoft's native custom columns surface, since the reduced friction will materially improve the cadence of in-platform optimisation.
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