Microsoft Advertising Adds Full Conversion Metrics to Custom Columns for Deeper Campaign Analysis
Create custom columns using all conversion metrics to align reporting with your business goals.
Define custom columns that incorporate all conversion metrics and set revenue/ROAS values at conversion goal level to improve reporting accuracy.
Summary
Microsoft Advertising has expanded custom column capabilities to include all conversion metrics, giving advertisers deeper control over campaign analysis. The update allows custom metrics built from the full range of conversion data, including all conversions and primary conversions. This flexibility lets marketers align reporting more closely with their own success definitions, such as lead quality or revenue.
Advertisers can now create custom columns that combine ratios and metrics like cost per qualified lead, blended CPA, or conversion rate based on primary goals. Revenue and ROAS calculations will also reflect the values set at the conversion goal level, providing more accurate insights tied to business outcomes.
The move signals a shift toward advertiser‑defined measurement rather than platform‑standard metrics, and it reflects the growing demand for flexible reporting as campaigns become more automated and complex. Microsoft’s update empowers teams to tailor performance metrics to their specific objectives.
Key changes
- Custom columns now support all conversion metrics, including all conversions and primary conversions
- Advertisers can build custom metrics using the full range of conversion data
- Custom columns can include ratios and combinations such as cost per qualified lead, blended CPA, and conversion rate based on primary goals
- Revenue and ROAS calculations will reflect values set at the conversion goal level
- The update enables more accurate insights tied to business outcomes and better alignment with lead quality or revenue goals