In Google Ads, there are several columns or metrics available to measure the performance of your advertising campaigns. These columns help you track various aspects of your campaign’s effectiveness. Here are some common measurement columns you might find:

1. **Clicks:** The number of times users clicked on your ad.

2. **Impressions:** The number of times your ad was shown.

3. **CTR (Click-Through Rate):** The percentage of impressions that resulted in clicks. It’s calculated as (Clicks / Impressions) * 100.

4. **Conversions:** Actions that you consider valuable, such as a purchase, sign-up, or download, resulting from ad clicks.

5. **Conversion Rate:** The percentage of clicks that resulted in conversions. It’s calculated as (Conversions / Clicks) * 100.

6. **Cost:** The total amount spent on the ads.

7. **Average CPC (Cost Per Click):** The average cost you pay for each click.

8. **Average Position:** The average position of your ad on the search results page.

9. **Quality Score:** Google’s rating of the quality and relevance of both your keywords and PPC ads.

10. **ROAS (Return On Ad Spend):** The revenue generated for every dollar spent on advertising. Calculated as (Revenue / Cost of Advertising).

11. **Cost-Per-Conversion:** The average cost for each conversion.

12. **Ad Extensions:** Metrics related to additional information shown with your ads, such as phone numbers, links, or locations.

These columns can be customized and adjusted within the Google Ads interface to suit your campaign goals and help you track the metrics most relevant to your objectives.