Microsoft Ads (Bing)

AccountId - The Microsoft Advertising assigned identifier of an account.

AccountName - The account name.

AccountNumber - The Microsoft Advertising assigned number of an account.

AccountStatus - The account status.

CurrencyCode - The account currency type. For possible values, see Currencies . The language display name will be provided in the report e.g. English .

CampaignId - The Microsoft Advertising assigned identifier of a campaign.

CampaignName - The campaign name.

CampaignStatus - The campaign status.

CampaignType - The campaign type. Possible values include Audience , Dynamic search , Search & content , and Shopping .

AdGroupId - The Microsoft Advertising assigned identifier of an ad group.

AdGroupName - The ad group name.

AdGroupStatus - The ad group status.

AdId - The Microsoft Advertising assigned identifier of an ad.

AdLabels - The labels applied to the ad. Labels are delimited by a semicolon (;) in the report download.

AdStatus - The ad status.

AdStrength - 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. If you see "pending," it means we are calculating your ad strength based on your latest responsive search ads update.

AdStrengthActionItems - The suggestion based on ad strength of your responsive search ads. To help ensure that you maximize ad performance and don't miss out on opportunities, we provide suggestions for improvement along with your ad strength score.

AdTitle - The ad title.

AdType - The ad type.

AdDescription - The first ad description that appears below the path in your ad.

AdDescription2 - The second ad description that appears below the path in your ad. Ad description 2 might not appear in your ad.

AdDistribution - The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, or only partner traffic (this network type is deprecated as of July 2024).

BaseCampaignId - 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.

BidMatchType - 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 .

BusinessName - Depending on your responsive ad's placement, your business's name may appear in your ad. This column only applies to Audience campaigns.

CustomParameters - The current custom parameters set of the ad, keyword, or criterion. 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 - 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 .

DestinationUrl - 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.

DeviceOS - 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 - 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 .

Language - The language of the publisher where the ad was shown. For possible values, see the Language column of Ad Languages . The language display name will be provided in the report e.g. English .

DisplayUrl - The ad display URL.

FinalAppUrl - Reserved for future use.

FinalMobileUrl - 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.

FinalUrl - 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.

FinalUrlSuffix - A place in your final URL where you can add parameters that will be attached to the end of your landing page URL.

Goal - The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.

GoalId - The Microsoft Advertising assigned identifier of a conversion goal.

GoalType - The type of conversion goal. Possible values include AppInstall , Duration , Event , InStoreTransaction , OfflineConversion , PagesViewedPerVisit , and Url .

Headline - The shorter of two possible responsive ad headlines for Audience campaigns.

LongHeadline - The longer of two possible responsive ad headlines for Audience campaigns.

Network - The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, and only partner traffic (this network type is deprecated as of July 2024). Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Microsoft sites and select traffic, Content, and Syndicated search partners. Note : Not everyone can use the value Microsoft sites and select traffic yet. If you can't, don't worry - it's coming soon!

Path1 - The path 1 attribute of an ad.

Path2 - The path 2 attribute of an ad.

TitlePart1 - The title part 1 attribute of an ad.

TitlePart2 - The title part 2 attribute of an ad.

TitlePart3 - The title part 3 attribute of an ad.

Date - The date for which the metrics are being reported.

Spend - The cost per click (CPC) summed for each click.

Impressions - The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

AbsoluteTopImpression - How often your ad was in the first position of all results, as a percentage of your total impressions. A higher number indicates your ad is frequently showing in the best ad position. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.

TopImpression - 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. This indicates how changes in ad position can impact performance. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.

Clicks - 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 .

Conversions - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. This column is deprecated as of 2022, so you should use the ConversionsQualified 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 .

ConversionsQualified - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. 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!

Revenue - The revenue optionally reported by the advertiser as a result of conversions. Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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.

AllConversions - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. This column is deprecated as of 2022, so you should use the AllConversionsQualified 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 .

AllConversionsQualified - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. 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!

AllRevenue - The revenue optionally reported by the advertiser as a result of conversions. Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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.

Assists - 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.

TotalWatchTimeImpression - Total watch time, in milliseconds, divided by the number of impressions.

TotalWatchTimeVideoView - Total watch time divided by the number of video views.

VideoViews - 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 - The number of times a person completed at least 25% of a video.

VideoViewsAt50Percent - The number of times a person completed at least 50% of a video.

VideoViewsAt75Percent - The number of times a person completed at least 75% of a video.

CompletedVideoViews - Number of times a person watched the entire video to completion.

TotalWatchTimeInMS - Total amount of time a person spent watching the video in milliseconds.

TrackingTemplate - The current tracking template of the ad, keyword, or criterion.

Account ID - The Microsoft Advertising assigned identifier of an account.

Account Name - The account name.

Account Number - The Microsoft Advertising assigned number of an account.

Account Status - The account status.

CurrencyCode - The account currency type.

CampaignId - The Microsoft Advertising assigned identifier of a campaign.

Campaign Name - The campaign name.

Campaign Status - The campaign status.

AdGroupId - The Microsoft Advertising assigned identifier of an ad group.

Ad Group Name - The ad group name.

Ad Group Status - The ad group status.

AdRelevance - 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. The value in the report will be "--" (double dash) if the score was not computed. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this column is typically updated 14-18 hours after the UTC day ends.

AdId - The Microsoft Advertising assigned identifier of an ad.

Ad Type - The ad type.

AdDistribution - The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, or only partner traffic (this network type is deprecated as of July 2024).

BaseCampaignId - 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.

BidMatchType - 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 .

BidStrategyType - The bid strategy type. Possible values include EnhancedCpc , ManualCpc , MaxClicks , MaxConversions , and TargetCpa . 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.

CustomParameters - The current custom parameter set of the keyword. 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 - 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 , Predictive , and Unknown .

DestinationUrl - 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.

DeviceOS - 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 - 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 .

Language - The language of the publisher where the ad was shown. The language display name will be provided in the report e.g. English .

FinalAppUrl - Reserved for future use.

FinalMobileUrl - The Final Mobile URL of the keyword. 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.

FinalUrl - The Final URL of the keyword. 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.

FinalUrlSuffix - A place in your final URL where you can add parameters that will be attached to the end of your landing page URL.

Goal - The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.

GoalId - The Microsoft Advertising assigned identifier of a conversion goal.

GoalType - The type of conversion goal. Possible values include AppInstall , Duration , Event , InStoreTransaction , OfflineConversion , PagesViewedPerVisit , and Url .

Mainline1Bid - Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Microsoft Advertising calculates will place your ad at the top of search results. These estimates are provided as a reference only. They are automatically generated by Microsoft Advertising and are not a guarantee of ad position.

MainlineBid - Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Microsoft Advertising calculates for your ad to be placed on the first page in the search results. These estimates are provided as a reference only. They are automatically generated by Microsoft Advertising and are not a guarantee of ad position.

Network - The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, and only partner traffic (this network type is deprecated as of July 2024). Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Microsoft sites and select traffic, Content, and Syndicated search partners. Note : Not everyone can use the value Microsoft sites and select traffic yet. If you can't, don't worry - it's coming soon!

QualityImpact - The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming:0 - Not available. Could be because the keyword is not underperforming.1 - Low impact. Improving the quality score could increase impressions by less than 100 additional impressions per day.2 - Medium impact. Improving the quality score could increase impressions by 100 to 500 additional impressions per day.3 - High impact. Improving the quality score could increase impressions by more than 500 additional impressions per day.

QualityScore - 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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. This can occur if there have been no impressions for the keyword for 30 days or more. Quality score is typically updated 14-18 hours after the UTC day ends. Keywords in all time zones will be assigned a quality score for the corresponding UTC day. If you run the report multiple times in a day, the quality score values could change from report to report based on when you run the report relative to when the scores are calculated. If you specify a time period that spans multiple days, the quality score is the current and most recently calculated score and will be reported as the same for each day in the time period. Use the Historical quality score to find out how quality score may have changed over time. Historical quality score is a daily snapshot of the rolling quality score. For more information on Historical quality score, see the HistoricalQualityScore column.

Keyword - The keyword text.

KeywordId - The Microsoft Advertising assigned identifier of a keyword.

KeywordLabels - The labels applied to the keyword. Labels are delimited by a semicolon (;) in the report download.

KeywordStatus - The keyword status.

Date - The date for which the metrics are being reported.

Spend - The cost per click (CPC) summed for each click.

Impressions - The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

AbsoluteTopImpression - How often your ad was in the first position of all results, as a percentage of your total impressions. A higher number indicates your ad is frequently showing in the best ad position. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions .

TopImpression - 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. This indicates how changes in ad position can impact performance. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions .

Clicks - 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 .

Conversions - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. This column is deprecated as of 2022, so you should use the ConversionsQualified 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 .

ConversionsQualified - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. 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!

Revenue - The revenue optionally reported by the advertiser as a result of conversions. Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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.

AllConversions - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. This column is deprecated as of 2022, so you should use the AllConversionsQualified 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 .

AllConversionsQualified - 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. Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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. 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!

AllRevenue - The revenue optionally reported by the advertiser as a result of conversions. Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting. 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.

Assists - 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.

TrackingTemplate - The current tracking template of the keyword.