Profit Reporting in Google Ads
Last updated: June 30, 2026
1. Profit Reporting in Google Ads
Once CM1 Conversions for Google Ads are enabled in Mable, you can display profit metrics directly as reporting columns in Google Ads.
This includes the following key metrics:
CM1 (Contribution Margin 1)
CM1 % (Contribution Margin 1 ÷ Gross Revenue)
CM1 POAS (Contribution Margin 1 ÷ Cost)
These metrics allow you to evaluate the profitability of individual campaigns directly within your Google Ads account and shift budget from less profitable campaigns to those generating higher profit.
Profit reporting works across all campaigns within a Google Ads account, regardless of which conversion goal those campaigns optimize for.
If your campaigns optimize using CM1 conversion goals, there are a few additional reporting considerations, which are covered later in this guide.
2. Prerequisites for Profit Reporting in Google Ads
Before profit metrics can be analyzed in Google Ads, the prerequisites for profit optimization must be completed.
In particular:
Your Cost of Goods Sold (COGS) must be configured in Mable.
A CM1 AllCustomerPurchase conversion must be created in Mable and synchronized with Google Ads.
For the complete step-by-step setup, see:
Profit Optimization in Google Ads
3. Reporting Changes When Optimizing for CM1
Once campaigns begin optimizing for a CM1 conversion, reporting within Google Ads changes in two important ways.
First, the standard reporting columns Conv. value and Conv. value / cost change their meaning. Instead of representing Gross Revenue, they now reflect Contribution Margin 1 (CM1) for campaigns optimizing on CM1.
Second, campaigns optimizing for CM1 should be evaluated using profit KPIs, rather than the revenue-based metrics traditionally used for campaigns optimizing on the standard Purchase conversion.
To make revenue-focused and profit-focused campaigns comparable, we recommend using an updated reporting setup with additional standard columns and custom metrics, as described in Chapter 5.
4. How Conv. value Columns Change When Optimizing for CM1
After switching campaigns to CM1, two familiar Google Ads reporting columns take on a new meaning:
Conv. value
Conv. value / cost
Many advertisers initially assume that campaign performance has declined after making the switch.
In reality, only the meaning of these columns has changed.
Campaign Goal | Conv. value | Conv. value / cost |
|---|---|---|
Standard Purchase | Gross Revenue | ROAS |
CM1 AllCustomerPurchase | CM1 | POAS |
Conv. value
For campaigns optimizing on the standard Purchase conversion, Conv. value represents Gross Revenue.
For campaigns optimizing on CM1 AllCustomerPurchase, Conv. value represents Contribution Margin 1 (CM1) instead.
Conv. value / cost
For campaigns optimizing on the standard Purchase conversion, Conv. value / cost represents ROAS.
For campaigns optimizing on CM1 AllCustomerPurchase, the same column represents POAS.
Example
Before the Switch: Campaign Optimizing for Standard Purchase
Cost = €25,000
Conv. value = €100,000 → Represents Gross Revenue (does not provide any information about CM1)
Conv. value / cost = 4.0 → Represents ROAS = 4.0 (does not provide any information about POAS)
After the Switch: Campaign Optimizing for CM1 AllCustomerPurchase
Cost = €25,000
Conv. value = €70,000 → Represents CM1 (does not provide any information about Gross Revenue)
Conv. value / cost = 2.8 → Represents POAS = 2.8 (does not provide any information about ROAS)
Although Conv. value / cost decreases from 4.0 to 2.8, the campaign may be just as profitable—or even more profitable—than before.
Only the meaning of the reporting columns has changed.
This becomes especially important if some campaigns within the same account optimize for AllCustomerPurchase while others optimize for CM1 AllCustomerPurchase.
In this scenario, Conv. value and Conv. value / cost represent different metrics depending on the campaign, making direct comparisons misleading.
In Chapter 5, we'll show you how to configure a reporting setup that provides consistent revenue and profit KPIs across all campaigns, regardless of which conversion goal they use.
5. Recommended Reporting Columns for Profit Reporting in Google Ads
To accurately evaluate campaign profitability, we recommend expanding your campaign view with additional standard columns and custom columns.
As a general best practice, we do not recommend evaluating campaigns based solely on profit KPIs.
For a complete performance assessment, you should always consider both the revenue and profitability perspectives.
Revenue KPIs
Gross Revenue
ROAS
Profit KPIs
CM1
CM1 %
POAS
Reviewing both perspectives allows you to determine:
Whether a campaign is becoming more profitable
Whether revenue is declining
How revenue and profitability evolve together
This is particularly important during the first few weeks after switching to profit optimization.
The recommended reporting setup depends on whether you only want to report on profit metrics or also optimize campaigns using CM1 conversion actions.
If your goal is reporting only, creating the following three custom columns is sufficient:
CM1
POAS
CM1 %
If you also plan to optimize campaigns using CM1 conversion actions, we recommend the following complete reporting setup.
Standard Columns
Goals
Bid Strategy Type
Revenue KPIs
Gross Revenue
ROAS
Profit KPIs
CM1
POAS
CM1 %
This setup provides several advantages:
It immediately shows which campaigns optimize for CM1 AllCustomerPurchase and which still optimize for AllCustomerPurchase.
It creates reporting columns that always represent the same business metrics, regardless of the campaign's conversion goal. Unlike Google's standard Conv. value and Conv. value / cost columns, these metrics do not change their meaning.
It provides consistent profit KPIs (CM1, CM1 %, POAS) across all campaigns, regardless of their optimization strategy.
It also provides consistent revenue KPIs (Gross Revenue, ROAS) across all campaigns, making direct comparisons possible.
5.1 Add the Recommended Standard Columns
In addition to your usual performance metrics, we recommend displaying the following standard columns:
Goals
Bid Strategy Type
These columns allow you to immediately see:
Which conversion goal each campaign is optimizing toward
Whether the campaign is optimizing for CM1 AllCustomerPurchase or another goal such as the standard Purchase
Which bidding strategy is currently in use
Whether Maximize Conversion Value is selected
Whether a Target ROAS is active
For detailed instructions, see ⬇:
How to Add the Goals and Bid Strategy Type Columns in Google Ads
5.2 Recommended Custom Columns for Profit Reporting
For profit reporting, we recommend creating five additional custom columns.
These fall into two groups.
Revenue KPIs
Gross Revenue
ROAS
Profit KPIs
CM1
POAS
CM1 %
Together, these metrics allow you to monitor both overall business performance and campaign profitability at all times.
5.2.1 Create the Gross Revenue Column
The Gross Revenue column shows the total attributed gross revenue based on the Mable AllCustomerPurchase conversion action.
Recommended Configuration
Owner: Advertiser
Name: Gross Revenue
Description: Mable Gross Revenue
Data Format: Currency
Metric: All Conversion Value
Filter: Conversion Action = AllCustomerPurchase Mable
For detailed instructions, see ⬇:
How to Create the Gross Revenue Custom Column in Google Ads
5.2.2 Create the ROAS Column
The ROAS column shows the traditional Return on Ad Spend based on all purchases.
Formula
Gross Revenue ÷ Cost
Recommended Configuration
Owner: Advertiser
Name: ROAS
Description: Mable AllCustomerPurchase Return on Ad Spend
Data Format: Number
For detailed instructions, see:
How to Customize ROAS Columns in Google Ads
5.2.3 Create the CM1 Column
The CM1 column shows the total attributed Contribution Margin 1 based on the Mable CM1 AllCustomerPurchase conversion action.
Recommended Configuration
Owner: Advertiser
Name: CM1
Description: Mable Contribution Margin 1 AllCustomerPurchase
Data Format: Number
Metric: All Conversion Value
Filter: Conversion Action = CM1 AllCustomerPurchase
For detailed instructions, see ⬇:
How to Create a CM1 Column in Google Ads
5.2.4 Create the POAS Column
The POAS column shows how much Contribution Margin 1 (CM1) is generated for every advertising dollar (or euro) spent.
While traditional ROAS compares advertising spend to gross revenue, POAS compares advertising spend to Contribution Margin 1, providing a much clearer picture of campaign profitability.
Formula
CM1 AllCustomerPurchase ÷ Cost
Recommended Configuration
Owner: Advertiser
Name: CM1 POAS
Description: Mable CM1 Profit on Ad Spend
Data Format: Number
For detailed instructions, see ⬇:
How to Configure the CM1 POAS Custom Column in Google Ads
5.2.5 Create the CM1 % Column
The CM1 % column shows what percentage of generated revenue remains as Contribution Margin 1 after product costs have been deducted.
A higher CM1 % indicates that a larger share of revenue is retained as contribution margin, making it an important indicator of campaign profitability.
Formula
CM1 ÷ Gross Revenue
Recommended Configuration
Owner: Advertiser
Name: CM1 %
Description: Mable Contribution Margin 1
Data Format: Percent
For detailed instructions, see ⬇: