Bing - Supported Columns
Every column the Bing connector can download.
These are the columns available to a Bing connector. The recommended template uses a small subset of them, listed on the Bing page. The rest can be added to a connector through the Advanced Editor, which stops that connector receiving template updates.
Dimensions
AccountName
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The account name.
AccountNumber
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The Microsoft Advertising assigned number of an account.
AccountStatus
String
AdGroupPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The account status.
AdDistribution
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The network where you want your ads to show.
AdGroupLabels
String
AdGroupPerformance
The labels applied to the ad group. Labels are delimited by a semicolon (;) in the report download.
AdGroupName
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, AdPerformanceReport, AdPerformanceReport
The ad group name.
AdGroupType
String
AdGroupPerformance
The ad group type.
BidMatchType
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The keyword bid match type. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown.
BudgetAssociationStatus
String
CampaignPerformanceReport
Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column. The possible values are Current and Ended.
BudgetName
String
CampaignPerformanceReport
The name of the budget. This column will be empty for unshared budgets.
BudgetStatus
String
CampaignPerformanceReport
The budget status. The possible values are Active and Deleted. This column will be empty for unshared budgets.
CampaignLabels
String
CampaignPerformanceReport
The labels applied to the campaign. Labels are delimited by a semicolon (;) in the report download.
CampaignName
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The campaign name.
CampaignStatus
String
AdGroupPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The campaign status.
CampaignType
String
AdGroupPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The campaign type. Possible values include Audience, Dynamic search, Search & content, and Shopping.
CustomerName
String
AdGroupPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The customer name.
CustomParameters
String
AdGroupPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The current custom parameters set for the ad group. Each custom parameter is a key and value pair. The list of custom parameters is semicolon-delimited and each key is enclosed by braces and a leading underscore, for example {_key1}=value1;{_key2}=value2.
DeliveredMatchType
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The match type used to deliver an ad. This can be different from the BidMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown.
DeviceOS
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The operating system of the device reported in the DeviceType column. The possible values include Android, Blackberry, iOS, Other, Unknown, and Windows. If the operating system of the device cannot be determined or is not one of the operating systems that you can target, the value in this column will be Unknown.
DeviceType
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The device name attribute of a device OS target bid. The type of device which showed ads. The possible values include Computer, Smartphone, Tablet, and Unknown.
FinalUrlSuffix
String
AdGroupPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
A place in your final URL where you can add parameters that will be attached to the end of your landing page URL.
Goal
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.
GoalType
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The type of conversion goal. Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url.
Language
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, AdPerformanceReport
The language of the country the ad is served in.
Network
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites. Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Bing and Yahoo! search, Content, and Syndicated search partners.
Status
String
AdGroupPerformance
The current ad group status.
TimePeriod
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The time period of each report row. You may not include this column if the Aggregation element of the request object is set to Summary.
TopVsOther
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
Indicates whether the ad impression appeared in a top position or elsewhere. The possible values include AOL search - Top, AOL search - Other, Audience network, Bing and Yahoo! search - Top, Bing and Yahoo! search - Other, Syndicated search partners - Top, Syndicated search partners - Other, Content network, and Unknown.
TrackingTemplate
String
AdGroupPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The current tracking template for the ad group.
Country
String
UserLocationPerformance
The country where the user was physically located when they clicked the ad.
State
String
UserLocationPerformance
The state where the user was physically located when they clicked the ad.
MetroArea
String
UserLocationPerformance
The metro area (Nielsen DMA in the United States) where the user was physically located when they clicked the ad.
ProximityTargetLocation
String
UserLocationPerformance
The radius target bid name. The name of the geographic radius where the user was physically located when they clicked the ad. The Radius attribute column contains the distance of the radius.
City
String
UserLocationPerformance
The city where the user was physically located when they clicked the ad.
QueryIntentCountry
String
UserLocationPerformance
The name of a country if the user's geographical intent can be determined. The country is set if the user's intent is related to a country, and not necessarily if they are physically located in the county.
QueryIntentState
String
UserLocationPerformance
The name of a state if the user's geographical intent can be determined. The state is set if the user's intent is a state or sub geography of the state, and not necessarily if they are physically located in the state.
QueryIntentCity
String
UserLocationPerformance
The name of a country if the user's geographical intent can be determined. The country is set if the user's intent is related to a country, and not necessarily if they are physically located in the county.
QueryIntentDMA
String
UserLocationPerformance
The name of a metro area (Nielsen DMA in the United States) if the user's geographical intent can be determined. The metro area is set if the user's intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area.
County
String
UserLocationPerformance
The county where the user was physically located when they clicked the ad.
PostalCode
String
UserLocationPerformance
The postal code where the user was physically located when they clicked the ad.
QueryIntentCounty
String
UserLocationPerformance
The name of a county if the user's geographical intent can be determined. The county is set if the user's intent is related to a county, and not necessarily if they are physically located in the county.QueryIntentCounty
QueryIntentPostalCode
String
UserLocationPerformance
The name of a postal code if the user's geographical intent can be determined. The postal code is set if the user's intent is a postal code, and not necessarily if they are physically located in the postal code.
Neighborhood
String
UserLocationPerformance
The neighborhood where an ad was physically served, or the neighborhood that your customer had shown interest in through searches or content they had viewed.
QueryIntentNeighborhood
String
UserLocationPerformance
The name of a neighborhood if the user's geographical intent can be determined. The neighborhood is set if the user's intent is related to a neighborhood, and not necessarily if they are physically located in the neighborhood. For example, the user's search query was rental cars in Encino.
AdStatus
String
DestinationUrlPerformance, ProductDimensionPerformance, AdPerformanceReport
The ad status.
AdGroupStatus
String
DestinationUrlPerformance, ProductDimensionPerformance, AdPerformanceReport
The ad group status.
DestinationUrl
String
DestinationUrlPerformance, AdPerformanceReport
The destination URL attribute of the ad, keyword, or ad group criterion. If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs.
FinalUrl
String
DestinationUrlPerformance, AdPerformanceReport
The Final URL of the ad, keyword, or criterion. Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution.
FinalMobileUrl
String
DestinationUrlPerformance, AdPerformanceReport
The Final Mobile URL of the ad, keyword, or criterion. Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution.
FinalAppUrl
String
DestinationUrlPerformance, AdPerformanceReport
Reserved for future use.
Title
String
ProductDimensionPerformance
The product item name. For example the title of a book, DVD, or game.
Condition
String
ProductDimensionPerformance
The condition of a product item. Possible values include:New, Used, Refurbished, Remanufactured, Collectable, Open Box
Brand
String
ProductDimensionPerformance
The product item's manufacturer, brand, or publisher.
CustomLabel0
String
ProductDimensionPerformance
The value of the Custom_label_0 field in your Microsoft Merchant Center catalog.
CustomLabel1
String
ProductDimensionPerformance
The value of the Custom_label_1 field in your Microsoft Merchant Center catalog.
CustomLabel2
String
ProductDimensionPerformance
The value of the Custom_label_2 field in your Microsoft Merchant Center catalog.
CustomLabel3
String
ProductDimensionPerformance
The value of the Custom_label_3 field in your Microsoft Merchant Center catalog.
CustomLabel4
String
ProductDimensionPerformance
The value of the Custom_label_4 field in your Microsoft Merchant Center catalog.
ProductType1
String
ProductDimensionPerformance
The first level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductType2
String
ProductDimensionPerformance
The second level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductType3
String
ProductDimensionPerformance
The third level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductType4
String
ProductDimensionPerformance
The fourth level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductType5
String
ProductDimensionPerformance
The fifth level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductCategory1
String
ProductDimensionPerformance
The first level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductCategory2
String
ProductDimensionPerformance
The second level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductCategory3
String
ProductDimensionPerformance
The third level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductCategory4
String
ProductDimensionPerformance
The fourth level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
ProductCategory5
String
ProductDimensionPerformance
The fifth level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized? - https://help.ads.microsoft.com/#apex/3/en/51084/1
SellerName
String
ProductDimensionPerformance
The merchant or store name that offers the product.
OfferLanguage
String
ProductDimensionPerformance
The language for the product offer. For possible values see Ad Languages (https://learn.microsoft.com/en-us/advertising/guides/ad-languages?view=bingads-13). The language display name will be provided in the report e.g. English.
CountryOfSale
String
ProductDimensionPerformance
The country/region of sale for the product catalog.
BidStrategyType
String
ProductDimensionPerformance
The bid strategy type. Possible values include EnhancedCpc and ManualCpc. If the InheritFromParent strategy type is used, the report will include the inherited bid strategy type e.g. one of the supported values listed above.
ClickType
String
ProductDimensionPerformance
Click type refers to each component of an ad that a customer can click. The possible click types are ad title, image, phone number, driving directions, sitelink, and review.
ProductBoughtTitle
String
ProductDimensionPerformance
The title associated with the purchased product.
AssetGroupName
String
ProductDimensionPerformance
The asset group name.
AssetGroupStatus
String
ProductDimensionPerformance
The asset group status.
AdTitle
String
AdPerformanceReport
The ad title.
AdDescription
String
AdPerformanceReport
The first ad description that appears below the path in your ad.
AdDescription2
String
AdPerformanceReport
The second ad description that appears below the path in your ad. Ad description 2 might not appear in your ad.
AdType
String
AdPerformanceReport
The ad type.
AdStrength
String
AdPerformanceReport
The ad strength score of responsive search ads. Ad strength can be Poor, Average, Good, or Excellent. This score tells you how effective and relevant your responsive search ads are.
AdStrengthActionItems
String
AdPerformanceReport
The suggestion based on ad strength of your responsive search ads.
AdLabels
String
AdPerformanceReport
The labels applied to the ad. Labels are delimited by a semicolon (;) in the report download.
DisplayUrl
String
AdPerformanceReport
The ad display URL.
BusinessName
String
AdPerformanceReport
Depending on your responsive ad's placement, your business's name may appear in your ad. This column only applies to Audience campaigns.
Headline
String
AdPerformanceReport
The shorter of two possible responsive ad headlines for Audience campaigns.
LongHeadline
String
AdPerformanceReport
The longer of two possible responsive ad headlines for Audience campaigns.
Path1
String
AdPerformanceReport
The path 1 attribute of an ad.
Path2
String
AdPerformanceReport
The path 2 attribute of an ad.
TitlePart1
String
AdPerformanceReport
The title part 1 attribute of an ad.
TitlePart2
String
AdPerformanceReport
The title part 2 attribute of an ad.
TitlePart3
String
AdPerformanceReport
The title part 3 attribute of an ad.
Metrics
AbsoluteTopImpressionRatePercent
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
How often your ad was in the first position of all results, as a percentage of your total impressions.
AbsoluteTopImpressionShareLostToBudgetPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget.
AbsoluteTopImpressionShareLostToRankPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results.
AbsoluteTopImpressionSharePercent
Decimal
AdGroupPerformance, ProductDimensionPerformance, CampaignPerformanceReport
The estimated percentage of times your ad was in the first position of all ads shown, out of the total impressions available in the market you were targeting.
AdRelevance
Int
AdGroupPerformance, CampaignPerformanceReport
How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. The score is calculated only based on Search Traffic.
AllConversionRate
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).
AllConversions
Int
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.
AllCostPerConversion
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.
AllReturnOnAdSpend
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The return on ad spend (ROAS). The formula for calculating the ROAS is (Revenue / Spend).
AllRevenue
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The revenue optionally reported by the advertiser as a result of conversions.
AllRevenuePerConversion
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The revenue per conversion. The formula for calculating the revenue per conversion is (Revenue / Conversions).
Assists
Int
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad. An ad is considered to have assisted the conversion if it was clicked before the most recently clicked ad that was credited with the conversion. Additionally, the click corresponding to the assist must occur within the conversion period of the goal.
AudienceImpressionLostToBudgetPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.
AudienceImpressionLostToRankPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The percentage of impression share you lost due to low rank on the Microsoft Audience Network.
AudienceImpressionSharePercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The estimated percentage of impressions, out of the total available impressions you could have received on the Microsoft Audience Network.
AverageCpc
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16. The formula for calculating the average CPC is (Spend /Clicks).
AverageCPV
Decimal
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
Average total spend divided by video views.
AveragePosition
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The average position of the ad on a webpage.
AverageWatchTimePerImpression
Long
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
Total watch time, in milliseconds, divided by the number of impressions.
AverageWatchTimePerVideoView
Decimal
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
Total watch time divided by the number of video views.
Clicks
Int
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers). For more information, see Microsoft Advertising click measurement: description of methodology.
ClickSharePercent
Decimal
AdGroupPerformance, ProductDimensionPerformance, CampaignPerformanceReport
The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunities are.
CompletedVideoViews
Int
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
Number of times a person watched the entire video to completion.
ConversionRate
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%). The formula for calculating the conversion rate is (Conversions / Clicks) x 100.
Conversions
Int
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.
CostPerAssist
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).
CostPerConversion
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.
Ctr
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%). The formula for calculating CTR is (Clicks / Impressions) x 100.
ExactMatchImpressionSharePercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive.
ExpectedCtr
Int
AdGroupPerformance, CampaignPerformanceReport
How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. The score is calculated only based on Search Traffic.
HistoricalAdRelevance
Decimal
AdGroupPerformance, CampaignPerformanceReport
Historical average of ad relevance scores back as far as 18 months from the current date. This score may vary from the score in the AdRelevance column, which is the current score and same value for each day in the time period.
HistoricalExpectedCtr
Decimal
AdGroupPerformance, CampaignPerformanceReport
Historical average of expected click-through rate scores going back as far as 18 months from the current date. This score may vary from the score in the ExpectedCtr column, which is the current score and same value for each day in the time period. The score for each row is the score that was calculated for expected CTR on that date. For example, if you specify a time period that spans three days, the Historical expected CTR score for day one will be the expected CTR score calculated on day one, the Historical expected CTR score for day two will be the expected CTR score calculated on day two, and so on.
HistoricalLandingPageExperience
Decimal
AdGroupPerformance, CampaignPerformanceReport
Historical average of landing page experience scores back as far as 18 months from the current date. This score may vary from the score in the LandingPageExperience column, which is the current score and same value for each day in the time period.
HistoricalQualityScore
Decimal
AdGroupPerformance, CampaignPerformanceReport
The historical quality score for each row is the value that was calculated for quality score on that date. Use The historical quality score to find out how the quality score may have changed over time. For example, if you specify a time period that spans three days, The historical quality score for day one will be the quality score calculated on day one, The historical quality score for day two will be the quality score calculated on day two, and so on. This score may vary from the score in the QualityScore column, which will be the same value for each day in the time period.
ImpressionLostToBudgetPercent
Decimal
AdGroupPerformance, ProductDimensionPerformance, CampaignPerformanceReport
The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.
ImpressionLostToRankAggPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.
Impressions
Int
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
ImpressionSharePercent
Decimal
AdGroupPerformance, ProductDimensionPerformance, CampaignPerformanceReport
The estimated percentage of impressions, out of the total available impressions in the market you were targeting.
LandingPageExperience
Int
AdGroupPerformance, CampaignPerformanceReport
An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.
LowQualityClicks
Int
CampaignPerformanceReport
Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualityClicks is displayed as Low quality clicks (not charged).
LowQualityClicksPercent
Decimal
CampaignPerformanceReport
The low-quality clicks as a percentage. The formula for calculating the low quality clicks percentage is (LowQualityClicks / (Clicks + LowQualityClicks )) x 100.
LowQualityConversionRate
Decimal
CampaignPerformanceReport
The low-quality conversion rate as a percentage. The formula for calculating the conversion rate is (LowQualityConversions / LowQualityClicks) x 100.
LowQualityConversions
Int
CampaignPerformanceReport
he number of conversions that originate from low-quality clicks. This column is deprecated as of March 31st, 2022, so you should use the LowQualityConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
LowQualityConversionsQualified
Int
CampaignPerformanceReport
The number of conversions that originate from low-quality clicks. You should expect the data type as double whether or not there are partial externally attributed offline conversions. Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
LowQualityGeneralClicks
Int
CampaignPerformanceReport
Clicks that are filtered by general methods, such as deny lists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualityGeneralClicks is displayed as Low quality clicks - general (not charged).
LowQualityImpressions
Int
CampaignPerformanceReport
The number of impressions that result from low-quality keyword searches.
LowQualityImpressionsPercent
Decimal
CampaignPerformanceReport
The low-quality impressions as a percentage. The formula for calculating the percentage is (LowQualityImpressions / (Impressions + LowQualityImpressions )) x 100.
LowQualitySophisticatedClicks
Int
CampaignPerformanceReport
Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualitySophisticatedClicks is displayed as Low quality clicks - sophisticated (not charged).
PhoneCalls
Int
AdGroupPerformance, CampaignPerformanceReport
The number of total calls to the tracked phone number that showed with your ad.
PhoneImpressions
Int
AdGroupPerformance, CampaignPerformanceReport
The number of times your tracked number was shown on all devices.
Ptr
Decimal
AdGroupPerformance, CampaignPerformanceReport
The phone-through rate (Ptr). The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) x 100.
QualityScore
Int
AdGroupPerformance, CampaignPerformanceReport
The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Microsoft Advertising using the ExpectedCtr, AdRelevance, and LandingPageExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10. Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions.
RelativeCtr
Decimal
AdGroupPerformance, CampaignPerformanceReport
Your click-through rate divided by the average click-through rate of all ads that appear in the same sections of websites that show your ads.
ReturnOnAdSpend
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The return on ad spend (ROAS). The formula for calculating the ROAS is (Revenue / Spend).
Revenue
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The revenue optionally reported by the advertiser as a result of conversions.
RevenuePerAssist
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists).
RevenuePerConversion
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The revenue per conversion. The formula for calculating the revenue per conversion is (Revenue / Conversions).
Spend
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The cost per click (CPC) summed for each click.
TopImpressionRatePercent
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions.
TopImpressionShareLostToBudgetPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget.
TopImpressionShareLostToRankPercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
A percentage estimate of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results.
TopImpressionSharePercent
Decimal
AdGroupPerformance, CampaignPerformanceReport
The percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive.
TotalWatchTimeInMS
Long
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
Total amount of time a person spent watching the video in milliseconds.
VideoCompletionRate
Decimal
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of completed video views divided by the total number of impressions, multiplied by 100.
VideoViews
Int
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of times the video was played and watched for at least two continuous seconds with more than 50% of the screen in view.
VideoViewsAt25Percent
Int
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of times a person completed at least 25% of a video.
VideoViewsAt50Percent
Int
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of times a person completed at least 50% of a video.
VideoViewsAt75Percent
Int
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of times a person completed at least 75% of a video.
ViewThroughConversions
Int
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.
Radius
Decimal
UserLocationPerformance
The radius of a radius target bid. The geographic radius where the user was physically located when they clicked the ad. The ProximityTargetLocation attribute column contains the address or landmark name of the radius.
AverageCpm
Decimal
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The total advertising cost divided by the number of impressions (in thousands). This is a standard advertising industry performance metric that we calculate based on your spend and number of impressions. The goal of CPM-based ad budgeting is to build awareness of your brand to large audiences. CPM tells you how much it costs to get an ad to the type of users you're targeting.
ConversionsQualified
Int
UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.
AllConversionsQualified
Int
UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.
ViewThroughConversionsQualified
Double
UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad. View-through conversions don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted.
ViewThroughRate
Decimal
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The number of video views divided by the number of impressions.
ViewThroughRevenue
Decimal
UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The revenue optionally reported by the advertiser as a result of view-through conversions.
Price
Decimal
ProductDimensionPerformance
The different price for products in your catalog.
ImpressionLostToRankPercent
Decimal
ProductDimensionPerformance
The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.
BenchmarkBid
Decimal
ProductDimensionPerformance
Shows you how much other advertisers are bidding on average on similar products as your current target. Use this information as a benchmark to compare your bidding strategy for a product group against that of other advertisers advertising similar products. If the benchmark bid is significantly higher than your bid, you might consider raising your bid.
BenchmarkCtr
Decimal
ProductDimensionPerformance
Shows you how other product ads for similar products are performing on average based on how often people who see the ad end up clicking on it. If the benchmark CTR is significantly higher than the CTR for your product group, you might consider raising your bid for that product group, or improving the product information, particularly product images and titles.
TotalClicksOnAdElements
Int
ProductDimensionPerformance
The number of clicks when this ad element was present in the ad copy, whether this or another ad element was clicked on.
AssistedImpressions
Int
ProductDimensionPerformance
The number of times an ad that is being co-bid by your manufacturer partners has been displayed on search results pages or other sites on the Microsoft Advertising Network. This performance statistic is only available for Sponsored Products in Microsoft Shopping Campaigns.
AssistedClicks
Int
ProductDimensionPerformance
Clicks on your ads that have received co-bids from your manufacturer partners. Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers). This performance statistic is only available for Sponsored Products in Microsoft Shopping Campaigns.
AssistedConversions
Int
ProductDimensionPerformance
The number of conversions. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AssistedConversionsQualified
Int
ProductDimensionPerformance
Reserved for future use.
QuantityBought
Int
ProductDimensionPerformance
The quantity of the product purchased (ProductBought) from your catalog or via your retail partner.
Sales
Int
ProductDimensionPerformance, CampaignPerformanceReport
The total number of sales.
CostPerSale
Decimal
ProductDimensionPerformance, CampaignPerformanceReport
The cost per sale. The formula for calculating the cost per sale is (Spend / Sales).
RevenuePerSale
Decimal
ProductDimensionPerformance, CampaignPerformanceReport
The revenue per sale. The formula for calculating the revenue per sale is (Revenue / Sales)
Installs
Int
ProductDimensionPerformance, CampaignPerformanceReport
The total number of installs.
CostPerInstall
Decimal
ProductDimensionPerformance, CampaignPerformanceReport
The cost per install. The formula for calculating the cost per install is (Spend / Installs).
RevenuePerInstall
Decimal
ProductDimensionPerformance, CampaignPerformanceReport
The revenue per install. The formula for calculating the revenue per install is (Revenue / Installs).
Other columns
AccountId
Long
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The Microsoft Advertising assigned identifier of an account.
AdGroupId
Long
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, AdPerformanceReport
The Microsoft Advertising assigned identifier of an ad group.
BaseCampaignId
Long
AdGroupPerformance, CampaignPerformanceReport, AdPerformanceReport
The Microsoft Advertising assigned identifier of an experiment campaign. This will be the same value as the CampaignId if the campaign is not an experiment.
CampaignId
Long
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The Microsoft Advertising assigned identifier of a campaign.
CurrencyCode
String
AdGroupPerformance, UserLocationPerformance, DestinationUrlPerformance, ProductDimensionPerformance, CampaignPerformanceReport, AdPerformanceReport
The account currency type.
CustomerId
Long
AdGroupPerformance, DestinationUrlPerformance, CampaignPerformanceReport, AdPerformanceReport
The Microsoft Advertising assigned identifier of a customer.
LocationId
Long
UserLocationPerformance
The Microsoft Advertising identifier of the location where the user was physically located when they clicked the ad.
QueryIntentLocationId
Long
UserLocationPerformance
The location identifier if the user's geographical intent can be determined.
AdId
Long
DestinationUrlPerformance, ProductDimensionPerformance, AdPerformanceReport
The Microsoft Advertising assigned identifier of an ad.
MerchantProductId
Long
ProductDimensionPerformance
The unique identifier provided by a merchant for each product offer.
ClickTypeId
Long
ProductDimensionPerformance
The click type ID.
LocalStoreCode
String
ProductDimensionPerformance
An alphanumeric identifier defined by the merchant to uniquely identify each local store.
StoreId
Long
ProductDimensionPerformance
The unique identifier for the Microsoft Merchant Center store.
ProductBought
String
ProductDimensionPerformance
The product purchased from your catalog or via your retail partner.
GTIN
Long
ProductDimensionPerformance
Global Trade Item Number (GTIN) is a unique numerical value for commercial products that usually appears printed under the barcode on retail products.
MPN
Long
ProductDimensionPerformance
Manufacturer Part Number (MPN) is a unique number that identifies the product to its manufacturer.
GoalId
Long
ProductDimensionPerformance, AdPerformanceReport
The Microsoft Advertising assigned identifier of a conversion goal.
AssetGroupId
Long
ProductDimensionPerformance
The Microsoft Advertising assigned identifier of an asset group.
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