Here's How to Copy Old AdWords Column Settings to the New Google Ads UI

When Google overhauled its advertising platform with the new Google Ads interface, advertisers who had spent years customizing their reporting views faced a significant challenge: how to preserve their carefully configured column settings. The "Copy columns" feature was introduced specifically to address this pain point, allowing experienced advertisers to migrate their custom metrics, saved segments, and display preferences seamlessly.

Many advertisers had developed sophisticated reporting workflows around specific column configurations, using custom calculations and carefully selected metrics to track performance against key business indicators. Losing these configurations would not only disrupt daily optimization routines but could also impact the consistency of historical reporting and stakeholder communications. Our paid advertising services team regularly helps advertisers navigate platform transitions like this to maintain campaign performance.

Step-by-Step: Accessing the Copy Columns Feature

The Copy columns feature is accessed through the Google Ads account preferences menu. Here's how to find it:

1. Locate the Tools icon in the upper right corner of the Google Ads interface (gear or wrench symbol)
2. Click on Tools to reveal the dropdown menu organized into columns
3. Select "Preferences" under the Setup column
4. Expand "Columns preference" option to reveal available actions
5. Click "Copy columns" to initiate the migration process

The Copy columns button initiates the automatic transfer of your legacy column settings. Upon clicking, Google begins importing your customized configurations from the classic AdWords interface. Note: Allow up to 24 hours for column preferences to fully update across your account after initiating the copy process.

This feature is designed as a one-time migration tool rather than a synchronization mechanism. Subsequent changes made in either the classic or new interface will not automatically propagate to the other. For ongoing platform changes, stay informed about the latest PPC marketing trends to adapt your strategy accordingly.

What Gets Copied: Understanding Column Migration

The Copy columns feature transfers a comprehensive set of your legacy configurations to the new Google Ads interface. Understanding the scope and limitations helps set proper expectations after completing the migration.

What Transfers Successfully

• Campaign-level views - All configured columns at the campaign level transfer along with any ad group and keyword-level preferences
• Custom columns - User-defined calculations combining metrics, applying mathematical operations, or displaying derived values migrate with formulas intact
• Saved segments - Data filtering and grouping preferences that determine how information is organized
• Column order - The specific arrangement of metrics in your tables preserves your preferred data presentation
• Display settings - How data is formatted, including number formats, percentage displays, and currency representations

What Doesn't Transfer

• Interface-specific settings that don't have direct equivalents in the new architecture
• Legacy reporting views that have been deprecated and replaced with new alternatives
• Account-level preferences unrelated to column display, such as notification settings or user permission levels

Custom columns referencing deprecated metrics may display errors after migration. In these cases, you'll need to rebuild using current metric names as Google periodically retires and replaces indicators as their attribution models evolve.

Customizing Your Google Ads Reporting View

After migrating your legacy settings, the new Google Ads interface offers enhanced customization capabilities that may prompt further refinement of your reporting views.

Quick Column Access

The columns icon in the upper right corner of any data table provides quick access to modification options. This icon opens a panel where you can toggle visibility of standard metrics, add new columns to your view, and rearrange the order of information display without navigating through the full Preferences menu.

Modify Columns Panel

The Modify columns option presents a comprehensive interface for data display configuration. Browse available metrics organized by category, search for specific indicators using keywords, and build custom columns combining multiple data points. The new interface introduces enhanced attribution models, cross-device conversion tracking, and granular audience performance data not available in classic AdWords.

Strategic Column Configurations

• ROAS Optimization Focus: Prioritize cost metrics like Cost/Conv., ROAS, and Conv. Value alongside quality score indicators
• Awareness Campaign Emphasis: Include Impression Share, Reach, and Frequency metrics to measure campaign exposure
• Lead Generation Priority: Focus on Leads, Cost/Lead, and Conversion Rate columns for optimization decisions
• E-commerce Performance: Display Revenue, ROAS, and Return on Ad Spend metrics prominently

The ability to save multiple configurations as presets allows quick switching between analytical perspectives for different optimization needs. When developing your strategic PPC approach, ensure your column configurations align with your campaign objectives.

Troubleshooting Column Migration Issues

Common Issues and Solutions

Columns don't appear after 24 hours:

• Verify you initiated Copy columns from the correct account level
• Confirm you had custom configurations in classic AdWords (default settings won't show changes)
• Campaign-level preferences may need separate migration from account-level defaults

Custom columns display errors or appear empty:

• Deprecated metrics may cause issues after interface updates
• Rebuild custom columns using current metric names and available data points
• Review formulas for compatibility with the new architecture

Partial migration observed:

• Some legacy configurations may not have direct equivalents in the new UI
• Manually recreate complex custom columns that failed to transfer
• Check if legacy reporting views have been replaced with newer alternatives

When to Contact Google Support

• Persistent issues after 24 hours that don't resolve with account verification
• Error messages during the migration process
• Account-specific factors affecting migration that require backend investigation
• Missing custom columns that were confirmed present in the legacy interface

When contacting support, provide specific details about which columns failed, any error messages encountered, and whether the issue affects all campaigns or specific account areas.

Best Practices for Ongoing Column Management

Effective column management extends beyond the initial migration, requiring ongoing attention as your account evolves and Google's platform capabilities expand.

Documentation Strategy

Document your column configurations including specific metrics and calculations, the business purpose each view serves, and any segmentation or filtering applied. This documentation proves invaluable when onboarding new team members, auditing reporting accuracy, or reconstructing configurations if accidental changes occur.

Saved Views Strategy

Leverage the saved views functionality to maintain multiple configurations for different analytical scenarios:

• Daily optimization: Core metrics for routine performance checks and bid adjustments
• Weekly reviews: Performance trends, comparison views, and budget pacing analysis
• Monthly reporting: Executive-level summaries with aggregated data and KPI summaries
• Diagnostic analysis: Detailed views for troubleshooting specific campaign issues

Multi-Account Management

For those managing multiple Google Ads accounts, repeat the migration process for each account individually. Develop standardized column templates aligned with your organization's key performance indicators to ensure consistency in how performance data is interpreted across all managed accounts. Our paid advertising experts can help establish efficient multi-account management workflows.

Regular Maintenance

Review column configurations periodically, particularly when Google introduces new metrics or capabilities. The new Google Ads interface continues to evolve with additional features and data points that may enhance your analytical capabilities. By treating column configurations as evolving setups rather than static configurations, you ensure your reporting remains aligned with current business objectives.

Sources

1. Search Engine Land: Here's how to copy old AdWords column settings to the new Google Ads UI - Comprehensive guide with step-by-step navigation instructions
2. Search Engine Journal: Google Lets Advertisers Copy Column Preferences to the New Google Ads - Official Google feature announcement and process overview
3. Google Ads Help: New features & announcements - Official Google documentation on column preferences migration