Microsoft Advertising offers advertisers more flexibility in reporting, with custom columns that now support all conversion metrics – a move aimed at deeper, more tailored campaign analysis.
What’s going on. According to Microsoft product consultant Navah Hopkins, marketers can now create custom metrics using the full range of conversion data available on the platform.
This includes both conversions and key conversions, allowing marketers to align reporting closer to their specific goals.
Why do we care. Standard reporting often does not reflect how businesses measure success. By expanding custom columns, Microsoft allows marketers to create metrics that better reflect their performance definitions – whether that’s based on lead quality, revenue or aggregated conversion actions.
This is especially important for marketers who manage multiple conversion types or complex funnels.
More control over performance metrics. Marketers can now create custom columns using measurements and combinations of metrics that are most important to them – such as cost per qualified lead, aggregated CPA or conversion rate based on key goals.
Revenue and ROAS statistics will also reflect the values set at the conversion goal level, giving you more accurate information related to business results.
Between the lines. This update reflects a shift to flexible, advertiser-defined measurement – rather than relying solely on platform-level metrics.
It also shows the continued need for better customization and reporting as campaigns become more automated and complex.
What you can watch:
- How marketers use custom metrics to guide optimization decisions
- Whether this leads to consistent reporting across teams and stakeholders
- If the same flexibility extends to all areas of the platform
Bottom line. Microsoft gives marketers more control over how they measure success – turning custom columns into a more powerful tool for campaign analysis.
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