# Custom Columns

Custom columns in Search Ads 360 offer a powerful way to tailor your reports for
deeper analysis. You can track specific conversion actions across platforms,
compare performance across devices, analyze keyword performance, monitor
campaign budgets, and even calculate ROI for different campaigns or keywords.

> [!NOTE]
> **Note:** To retrieve values when selecting custom columns, be sure to use the [`login-customer-id`](https://developers.google.com/search-ads/reporting/concepts/login-customer-id) of the manager or owner in the header.

## Types of custom columns

The Search Ads 360 Reporting API supports two types of custom columns:

- **Custom formula columns** enable you to write formulas using spreadsheet features, such as functions and filters, directly in Search Ads 360.
- **Custom conversion columns** enable you to report on specific conversion actions.

## How to add custom columns to your reports

You can include custom columns in your queries in the same way as you include
fields and metrics, using their ID. The syntax to use is
`custom_columns.id[1234]`.
Learn more how to [include a custom column in a SELECT clause](https://developers.google.com/search-ads/reporting/query/query-structure#custom_columns).

### How to get custom column IDs

You can get the `id`, `name`, `description` and other [custom column details](https://developers.google.com/search-ads/reporting/api/reference/rest/v0/customers.customColumns#CustomColumn) by calling one of the
following methods:

- (RPC) Use the [ListCustomColumns method for the CustomColumnService](https://developers.google.com/search-ads/reporting/api/reference/rpc/google.ads.searchads360.v0.services#google.ads.searchads360.v0.services.CustomColumnService)
- (REST) Use the [customers.customColumns.list method](https://developers.google.com/search-ads/reporting/api/reference/rest/v0/customers.customColumns/list)

## Known restrictions

- No support for Custom Columns that refer to Custom Dimensions.