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Para Google Ads admins · Actualizado el 20 oct 2026

Set up Scowtt reporting columns in Google Ads

Scowtt uses one conversion action, Scowtt Conversion Value, to drive bidding. It also sends a separate ground truth action for each funnel stage, so you can see cost at every stage independently of what drives optimization. Custom columns make both visible in your reports.

Columns for each funnel stage

Create two custom columns per stage: one that counts conversions and one that shows cost per conversion. Here's the example for MQL.

  1. Create the count column

    Go to Columns, Modify columns, Custom columns, then New custom column. Name it Scowtt MQL, set the column type to All conversions, filter it to the Scowtt MQL conversion action and save.

  2. Create the cost-per column

    Create another custom column named Scowtt Cost / MQL, built as a formula: Cost divided by Scowtt MQL. Save.

  3. Repeat for each stage

    Repeat the pair for every stage you want to see. For MQL, SAL and SQO, that's six columns.

Columns for Scowtt Conversion Value (required)

This is the signal driving bidding, so it needs its own three columns.

Column nameHow to build it
Scowtt Conversion ValueColumn type All conversion value, filtered to Scowtt Conversion Value
Scowtt ConversionsColumn type All conversions, filtered to Scowtt Conversion Value
Scowtt ROASFormula: Scowtt Conversion Value divided by Cost

Google's guide to custom columns covers the column editor in more detail.

Set up your Google Ads test campaignYour test campaign bids toward Scowtt's predicted value using a custom conversion goal. Do this after the Scowtt Conversion Value action appears in your account. The same setup applies to Search campaigns, as well as Performance Max and Demand Gen.How Scowtt models and measures ROIScowtt uses CRM and behavioral data to predict which prospects are most likely to generate a desired downstream business outcome, such as a qualified opportunity, purchase, revenue, or other customer-defined goal.Cost per funnel stageCost per funnel stage shows what you pay to get a lead to each step of your funnel. It's one of the clearest ways to see whether Scowtt is bringing in better leads, not just more of them.ROASROAS, or return on ad spend, is the value generated for every dollar spent on ads. In Scowtt conversations, it can mean three different things, so it helps to know which one is being discussed.