Analytics Facebook Ads

Facebook Ads Custom Column Setup

This custom column setup gives a good ROI focused review of your e-commerce campaigns and ad sets.

OrderColumn Name
1Object Names & Ids > Campaign Name
2Object Names & Ids > Ad Set Name
3Performance > Delivery
4Ad Relevance Diagnostics > Quality Ranking
5Performance > Attribution Setting
6Performance > Impressions
7Performance > Reach
8Performance > Clicks (All)
9Clicks > Outbound Clicks
10Performance > CTR (All)
11Clicks > Outbound CTR
12Conversions > Adds to Cart: Total
Deselect all sub-categories
13Conversions > Purchases: Total
Deselect all sub-categories
14Conversions > Purchases: Value
Deselect all sub-categories
15Conversions > Purchases: Cost
16Performance > Amount Spent
17Goal, Budget & Schedule > Budget
18Performance > Frequency
19Conversions > Purchase ROAS (Return on Ad Spend)
Deselect all sub-categories
  • Select “Save as Preset” and name your column set “ROAS”
  • Click the column icon and select “Set as Default”

Custom Metrics

Columns > Customize Columns > Create Custom Metric

Optionally, create the following custom metric

Cost of Sales

The percentage revenue spent to acquire a sale. This is a more business centric metric than ROAS, and is simpler to understand at a glance if a particular campaign is profitable or not.

NameCost of Sales
DescriptionAd spend as a % of revenue.
FormulaAmount Spent ÷ Purchases Conversion Value
Who can access thisEveryone
Analytics Digital Marketing Google Ads

Essential Google Ads Custom Columns

Here are some incredibly useful custom columns that every account should have:

Column NameFormulaType
ROASConv. Value ÷ Cost%
Cost of Sales (COS)Cost ÷ Conv. Value%
% COS CPCConv. Value ÷ Clicks x %$
(Conv. Value + (Conv. Value ÷ Conversions)) ÷ Clicks x %$


Return On Ad Spend — It is surprising that this column doesn’t exist by default, since Google provides target ROAS based bidding strategies.

DescriptionReturn on Ad Spend
FormulaConv. Value ÷ Cost
Data FormatPercent (%) or Money ($)

This metric tells you how much sales are generated for each dollar in ad spend.

  • 100% ROAS: For every $1 spent, you generated $1 in revenue.
  • 200% ROAS: For every $1 spent, you generated $2 in revenue.

Many of the automated bidding strategies in Google Ads let you specify a target ROAS goal, so this custom column allows you to see at a glance if your campaigns, ad groups, and keywords are hitting your ROAS targets.

COS (Cost of Sales)

COS stands for Cost Of Sales

DescriptionCost of Sales
FormulaCost ÷ Conv. Value
Data FormatPercent (%)

This metric is the inverse of ROAS and it displays ad spend as a percentage of revenue. Cost of sales is a very intuitive metric when comparing against your profit margins. If you know your profit margins, then it’s easy to see when your Cost of Sales exceeds those margins, and when you start to lose money on every sale.

  • 20% Cost of Sales: For every $1 in revenue, we spent $0.20 on ads.

To convert between ROAS and COS use these formulas:

Cost of Sales (COS) = 1 / ROAS

Return on Ad Spend (ROAS) = 1 / COS


What is the max Cost per Click bid that will keep me below the specified % Cost of Sales target.

Name5% COS CPC
DescriptionMaximum CPC to stay below 5% Cost of Sales
FormulaConv. Value ÷ Clicks x 0.05
Data FormatMoney ($)

If you use Manual CPC bidding for a campaign, creating a few of these columns for various profit margins will give you access to quick calculation for your max CPC bids.


5% COSMax CPC bid to hit 5% cost of sales
35% COSMax CPC bid to hit 35% cost of sales
55% COSMax CPC bid to hit 55% cost of sales

The number of columns you create and the values you use will depends on your business and profit margins. Create one column for some typical cost targets.

Optimistic % COS CPC

What is the max Cost per Click bid that will keep me below the specified % Cost of Sales target, under the assumption that the next click will result in a sale

NameOptimistic 5% COS CPC
DescriptionMaximum CPC to stay below 5% Cost of Sales, assuming the next click will result in a sale
Formula(Conv. Value + (Conv. Value ÷ Conversions)) ÷ Clicks x 0.05

or use a harde-coded order value:
(Conv. Value + avg_order_value) ÷ Clicks x 0.05
Data FormatMoney ($)

This custom column is similar to the % COS CPC column above, except that it is optimistic in assuming that the “next click” will result in a sale, and includes the next sale’s revenue in the Max cost per click calculations.

You can either hard-code your average conversion value, or you can calculate it based on past conversion data.

This column is useful when you are starting a new campaign where you don’t have much conversion data yet, and you want to be optimistic with your bidding.

Further Reading