Question: A retail manager needs to report on all conversions, but only for those that occurred on mobile phones. Which custom column feature should they use to isolate this data?
- MatchID attributes
- Custom formula columns with filters
- Conversion value rules
- Custom conversion columns
Explanation
Custom formula columns can isolate reporting data by applying filters to selected metrics. In Search Ads 360, a metric such as conversions can be added to the formula and narrowed by dimensions such as device. Filtering the metric to Mobile phones reports only the conversion data associated with that device segment. This makes the column suitable for reporting all conversions while limiting the result to mobile phone traffic.
Why the other options are incorrect
Conversion value rules adjust conversion values, but they do not create a filtered reporting column for mobile-only conversions.
MatchID attributes support offline conversion matching, not device-based reporting segmentation.
Custom conversion columns report selected conversion actions, but this use case requires filtering the broader conversions metric by device.
Source for verification
https://support.google.com/sa360/answer/12157683
https://support.google.com/sa360/answer/9633916
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