21 Feb, 2026

Choosing columns now opens a full-screen manager instead of a small dropdown. Metrics are sorted into categories like Efficiency, Competitive, Conversions and Video. You can search for any metric and drag columns into the order you want. Nothing changes until you press Apply, and your layout is still there the next time you open the table.

Each platform only shows the metrics it actually reports. Every table can also be sorted by clicking a column header, and tables sort by spend, highest first, until you pick something else.

Google Ads gains more than 15 metrics at the ad group and ad level, including conversion value and search impression share. Meta adds purchases, add to carts, landing page views, ThruPlays and more. LinkedIn goes from 5 reported fields to 18, adding conversion value, ROAS, CPA, CPM, video, lead gen, reach and frequency. Microsoft Ads now has the same core metrics as the other platforms: CPA, CPM, ROAS, conversion value and day-on-day comparisons.

The N-Gram Finder is now called Search Lens, a name that makes sense if you've never heard of an n-gram. Every setting has a small help icon explaining what it does, from gram sizes to match types.

Microsoft Ads accounts get Search Lens too. It runs the same analysis as Google, and you can add negatives to a single campaign or to a shared list.

Search Lens is better at telling real waste from terms that are working. Terms that convert well aren't flagged any more, and safe terms sit behind a toggle so the list opens on the ones worth acting on. A new column estimates the monthly saving from excluding each term.

You can now add negatives to account-level shared lists as well as single campaigns, and set one match type for every term at once. Terms you've already excluded are dimmed and labelled so you don't add them twice.

Every account now opens on an Overview tab: metrics, insights, Sparks, improvements, recent changes and notes on one page, each linking to its full tab. On a return visit it loads from what you saw last time, so it appears straight away.

The account's tabs have moved into a sidebar you can collapse to icons. It remembers how you left it and folds away on mobile. All-time records now have a tab of their own.

A new checkbox on the campaigns, ad groups and ads tables hides anything that didn't get an impression in the dates you're looking at. It works on every platform.

LinkedIn accounts now have an Ads tab. Expand a row to see the ad's image, intro text and headline, and image ads show a thumbnail in the table. You can pause and turn on ads from the table, and there are new columns for conversion value, ROAS, engagements, landing page clicks, lead form opens and video views.

A new Improvements tool ranks your Meta and LinkedIn ads by CPA, CTR, ROAS or CPC and labels each one good, OK or poor. Meta ads show their thumbnail, headline and body text inline, and you can pause or turn them on from the same table. Switch between the last 7, 30 and 90 days.

It also scores how people are reacting to each ad, from 0 to 100, weighing likes, loves and comments against negative reactions. The score is green, amber or red, and hovering it shows the full breakdown.

Records now track your best-ever CPM. "Best conversions" is now "Most conversions", which is what it always meant.

The AI assistant now lives in a small button in the corner of the screen, and opens into a compact chat panel. Move it to any corner, or hide it for the session or for a day. The keyboard shortcuts haven't changed.

Owners and admins can also switch the assistant off for the whole workspace from Settings, which hides it for everyone.