Fields listing for Microsoft Ads

The Microsoft Advertising assigned identifier of an account.

The account name.

The Microsoft Advertising assigned number of an account.

The account status.

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

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

The network where you want your ads to show.

The Microsoft Advertising assigned identifier of an ad extension.

The type name that corresponds to the AdExtensionTypeId column.If the AdExtensionTypeId is 10, this AdExtensionType name is Sitelink Extension.If the AdExtensionTypeId is 11, this AdExtensionType name is Location Extension.If the AdExtensionTypeId is 12, this AdExtensionType name is Call Extension and the IsCallTrackingEnabled property of the CallAdExtension is set to False.If the AdExtensionTypeId is 14, this AdExtensionType name is Call Extension and the IsCallTrackingEnabled property of the CallAdExtension is set to True.

The system identifier that corresponds to the AdExtensionType column. The supported identifiers are 10, 11, and 12.

The version attribute of an ad extension.

The Microsoft Advertising assigned identifier of an ad group criterion.

The Microsoft Advertising assigned identifier of an ad group.

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

The ad group name.

The ad group status.

The ad group type.In a Search campaign, the possible values are "SearchDynamic" and "SearchStandard". The field will be empty for other campaign types.

The Microsoft Advertising assigned identifier of an ad.

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

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.

The ad status.

The ad title.

The ad type.

The age group of the audience who might have viewed the ad, if known.The possible values are 13-17, 18-24, 25-34, 35-49, 50-64, and 65+.

The area code where the user was physically located when they clicked the ad.

The Microsoft Advertising assigned identifier of the association between the audience and either an ad group or campaign.

The level of the audience's association.The possible values are "Ad group" or "Campaign".

The status of the association between the audience and either an ad group or campaign.The possible values are Active, Paused, and Deleted.

Identifies the attribute or property of the entity from the ItemChanged column that changed.For a list of elements whose change history is reported, see the Attribute Changed column within SearchCampaignChangeHistoryReportColumn Remarks.This column is empty if a campaign, ad group, or ad entity was added or deleted.

The Microsoft Advertising assigned identifier of an audience, for example the remarketing list ID.

The audience name.

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.

This attribute reflects the current value of your ad group's audience bid adjustment, even if a different bid adjustment value was used when the ad was shown. This value is the requested percentage to increase or decrease the bid amount for the remarketing list.

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.

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.

Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column. The possible values are Current and Ended.

The name of the budget.This column will be empty for unshared budgets.

The budget status. The possible values are Active and Deleted.This column will be empty for unshared budgets.

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

The Microsoft Advertising assigned identifier of a campaign.

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

The campaign name.

The campaign status.

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

The top level category that Bing matched to your website. For example if the category is US/CA/SFO, the Category0 value will be US.

The mid level category that Bing matched to your website. For example if the category is US/CA/SFO, the Category1 value will be CA.

The low level category that Bing matched to your website. For example if the category is US/CA/SFO, the Category2 value will be SFO.

The list of categories that Bing matched to your website. Up to three category levels can be returned per category list item. The list items are JSON encoded i.e., an array named categoryList with one or more category list items. For example, in the downloaded report data the categories might be {"categoryList":[{"category":"US/CA/SFO"},{"category":"US/WA/SEA"},{"category":"US/TX"}]}.

The user name of the user that made the change to settings within the account. If the system made the change, the value will be Administrator.

The city where the user was physically located when they clicked the ad.

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.

The click type ID.

With company targeting, you can show your ads only to people who work at specific companies (according to LinkedIn). You can also exclude people who work for specific companies from seeing your ads.

The entity level where the keyword and negative keyword conflict occurs.The possible values are AdGroup and Campaign.

The type of negative keyword conflict encountered.Some advertisers intentionally create negative keyword conflicts to block a portion of match type traffic. For example, if your phrase match keywords are "stereo plug," you might also choose "stereo plug" as an exact match negative keyword text to match only with this phrase. In this scenario, customers that are searching for specific items like "3.5mm stereo plug" or "gold stereo plug" would see ads for the "stereo plug" phrase match keyword, but customers searching for "stereo plug" would not see ads for the exact match keyword.The possible values are Possibly intentional conflict and True conflict.Possibly intentional conflict - The text of the keyword, after normalization (e.g. punctuation, capitalization removed), and the negative keyword are identical, and the match type of the negative keyword is more restrictive than the match type of the keyword (e.g. Keyword is phrase match, negative keyword is exact match).True conflict - Any other negative keyword conflict.If you are an advertiser who intentionally blocks a portion of match type traffic, you can use this column to filter out intentional negative keyword conflicts. If you're not, you should investigate and fix both types of conflicts.

The country where the user was physically located when they clicked the ad.

The county where the user was physically located when they clicked the ad.

The country code.

The country of sale for the product catalog.

The maximum cost per click bid that was in effect at the time the report was generated. It is not a moving historical bid throughout the report time period.

The account currency type.For possible values, see Currencies.

The Microsoft Advertising assigned identifier of a customer.

The customer name.

The value of the Custom_label_0 field in your Microsoft Merchant Center catalog.

The value of the Custom_label_1 field in your Microsoft Merchant Center catalog.

The value of the Custom_label_2 field in your Microsoft Merchant Center catalog.

The value of the Custom_label_3 field in your Microsoft Merchant Center catalog.

The value of the Custom_label_4 field in your Microsoft Merchant Center catalog.

Depending on which report you submit, this value represents the current custom parameter set of the campaign, ad group, 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.

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.

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.

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.

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.

The ad display URL.

The dynamic ad target or webpage condition that Bing matched to your website. For example the condition could be returned in the report as URL contains xyz.

The Microsoft Advertising assigned identifier of the dynamic ad target, also known in Campaign Management and Bulk API as the ad group criterion ID.

The current status of the dynamic ad target.

The end time of the call.

The Microsoft Advertising system identifier of the entity that was updated.

The name of the entity that was updated.

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. 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.

The feed URL will appear either as "True" or "False". If it's "True", the final URL came from a page feed associated to the campaign. If it's "False", the final URL did not come from a page feed.

Reserved for future use.

Depending on which report you submit, this value represents 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.

Depending on which report you submit, this value represents 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.

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

The gender of the audience who might have viewed the ad, if known.Possible values are Male and Female.

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

The Microsoft Advertising assigned identifier of a conversion goal.

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

For Dynamic Search Ads campaigns, Headline is the Dynamic Search Ad headline that was dynamically generated by Microsoft Advertising. For Audience campaigns, Headline is the shorter of two possible responsive ad headlines.

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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.

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 is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.

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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.

The historical quality score of the keyword. 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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.You may include this column only with Daily aggregation.

The value that indicates whether the element was added, updated, or deleted. For possible values, see ChangeTypeReportFilter.For adds, the NewValue column contains the added entity. For deletes, the OldValue column contains the deleted entity. For updates, the NewValue column contains the new value and the OldValue column contains the old value.If an entity which has a delivery status property was added, for example a campaign, the value of HowChanged is Added. To report a deleted entity, the ItemChanged field is Status, the HowChanged field is Changed, and the NewValue field is Deleted.Associating a target with a campaign or ad group will be reported as an add change. The AttributeChanged column will identify the target types contained in the target object. Updates to a target object will be reported as a delete change and an add change. Removing a campaign's or ad group's association with a target object will be reported as a delete change.

With industry targeting, you can show your ads only to people who work in specific industries (according to LinkedIn). You can also exclude people who work in specific industries from seeing your ads.

The value that identifies the entity that changed.If the change is an update to an element of the entity or is related to a target associated with a campaign or ad group, the AttributeChanged column contains the element of the entity that changed or the type of target that was changed.

With job function targeting, you can show your ads only to people who have specific kinds of jobs (according to LinkedIn). You can also exclude people who have specific kinds of jobs from seeing your ads.

The keyword text.

The Microsoft Advertising assigned identifier of a keyword.

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

The keyword status.

The title of your webpage where the search user landed.

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. 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.

The language of the country the ad is served in.For possible values, see the Language column of Ad Languages. The language display name will be provided in the report e.g. English.

The Microsoft Advertising identifier of the location where the user was physically located when they clicked the ad.For geographical location identifiers, see Geographical Location Codes. If the location ID is in the report but not found in the file downloaded via GetGeoLocationsFileUrl, it is not targetable.

The location type used to deliver ads. For example to distinguish between people in versus searching for or viewing pages about the corresponding location of interest. The possible location type values include "Physical location" and "Location of interest". Physical location indicates that the user was physically located in the corresponding City, Country, MetroArea, or State locations. Location of interest indicates that the physical location of the user was not used to serve the ad, and the user was searching for or viewing pages about the corresponding City, Country, MetroArea, or State locations. If the user is searching for the location that they are in, then the location type is "Physical location". For example if the search user is in Seattle and searching for Seattle, the location type is "Physical location".

An alphanumeric identifier defined by the merchant to uniquely identify each local store.

For Audience campaigns, LongHeadline is the longer of two possible responsive ad headlines.

The metro area (Nielsen DMA® in the United States) where the user was physically located when they clicked the ad.

The unique identifier provided by a merchant for each product offer.

The most specific location used to deliver ads. For example if the city and country are both identified, this column will include the same value as the City column. If postal code information is available, then it will be included in the report instead of city or country.

The negative keyword text.

The Microsoft Advertising assigned identifier of a negative keyword.

The name of the negative keyword list.

The Microsoft Advertising assigned identifier of a negative keyword list.

The type of match to compare the negative keyword and the user's search term.The possible values for a negative keyword are Exact and Phrase.

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.

The value after the change. For more information, see the HowChanged column.

The language for the product offer.For possible values see Ad Languages. The language display name will be provided in the report e.g. English.

The value before the change. For more information, see the HowChanged column.

The first dynamic substitution parameter (Param1) of a keyword or biddable ad group criterion.

The second dynamic substitution parameter (Param2) of a keyword or biddable ad group criterion.

The third dynamic substitution parameter (Param3) of a keyword or biddable ad group criterion.

The product partition type.

The path 1 attribute of an ad.

The path 2 attribute of an ad.

The postal code where the user was physically located when they clicked the ad.

The ad group's pricing model.Possible values include Cost per click and Cost per 1000 impressions.

The product purchased from your catalog or via your retail partner.The purchased product will always match the same brand, but can differ from the specific product ad that was clicked on. If different products were purchased as a result of one click, the report will include multiple rows with the same ad ID and Merchant product ID, and each will contain a unique ProductBought value. You can also include the QuantityBought column to get data on quantity purchased per product.

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?

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?

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?

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?

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?

The backward slash ("\") delimited list of product conditions, reported as Operand = Attribute. The attribute values are surrounded by "" (double quotes). Here is an example: * / Category="Animals & Pet Supplies" / Category="Pet Supplies" / Category="Bird Supplies". The "*" (single asterisk) refers to a product group that matches everything else besides the other filters for the product group.

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?

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?

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?

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?

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?

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.

The URL of the website that displayed the ad.If the Network is AOL search, then the publisher URL value is AOL Search Properties Only.If the Network is Bing and Yahoo! search, then the publisher URL value is either Bing and Yahoo! Search Properties Only or msn.com.If the Network is Syndicated search partners, then the publisher URL value is determined by the Syndicated search partners URL.

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.

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.

The name of a city if the user's geographical intent can be determined. The city is set if the user's intent is related to a city, and not necessarily if they are physically located in the city.

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 country.

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.

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 related to a metro area, and not necessarily if they are physically located in the metro area.

The location identifier if the user's geographical intent can be determined.

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.

The name of a state if the user's geographical intent can be determined. The state is set if the user's intent is related to a state, and not necessarily if they are physically located in the state.

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.

The current entity status.

The search term used by your potential audience.

The merchant or store name that offers the product.

The start time of the call.

The state where the user was physically located when they clicked the ad.

This attribute reflects the current value of your ad group's audience targeting setting. The possible values are "Target and bid" or "Bid only".Target and bid: Show ads only to people included in the remarketing list, with the option to change the bid amount.Bid only: Show ads to people searching for your ad, with the option to change the bid amount for people included in the remarketing list.

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. If you include the TimePeriod column, the column label in the downloaded report depends on the aggregation level that you specify in the report request. For more information, see Time Period Column.

The title part 1 attribute of an ad.

The title part 2 attribute of an ad.

The title part 3 attribute of an ad.

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.

The number of clicks when this ad element was present in the ad copy, whether this or another ad element was clicked on.

Depending on which report you submit, this value represents the current tracking template of the campaign, ad group, ad, keyword, or criterion.

A score from 0.0 to 1.0 that indicates the percentage of pages in the requested language that belong to a particular domain out of all the pages that Bing has indexed for the same language your website's domain.In other words coverage is the percentage of webpages that match a category and language divided by the total number of webpages using the same language in the domain.For example, if the category US/CA/SFO matches 500 english webpages and US/CA matches 1,000 english webpages, then the coverage will be 0.50 (50 percent).

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.

The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget.This indicates where increasing your budget might improve your chances at the top ad position, which is more likely to win clicks and conversions.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.

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.Use this data to help you assess reasons your ads are missing out on the top ad position, which is more likely to win clicks and conversions. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more.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.

The number of times your ad is shown in the top position as a percentage of the total available impressions in the market you were targeting.Reports on impression highlight information about how many impressions you're missing in the top slot and why. You can use this data to inform you about making changes to get more impressions, increase the likelihood of more clicks on those ads, and as a result, increase the likelihood of more sales.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.Prior to April 20, 2019 this performance statistic was only calculated for Microsoft Shopping campaigns.

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.Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate 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.

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.

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.Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion 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.

The return on ad spend (ROAS).The formula for calculating the ROAS is (Revenue / Spend).Data will be excluded from the ReturnOnAdSpend report column for any conversion goal with the ExcludeFromBidding property set to true. The AllReturnOnAdSpend 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.

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.

The revenue per conversion.The formula for calculating the revenue per conversion is (Revenue / Conversions).Data will be excluded from the RevenuePerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenuePerConversion 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.

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.

Conversions resulting from the clicks on your ads that have received co-bids from your manufacturer partners.This performance statistic is only available for Sponsored Products in Microsoft Shopping Campaigns.

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.

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. 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.

The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.If this number is high, you may want to increase your budget.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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. Data for this column is typically updated 14-18 hours after the UTC day ends.

The percentage of impression share you lost due to low rank on the Microsoft Audience Network.Ad rank determines your ad position and whether your ad is able to show at all. It's calculated using your bid, quality, and the expected impact of ad formats.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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. Data for this column is typically updated 14-18 hours after the UTC day ends.

The estimated percentage of impressions, out of the total available impressions you could have received on the Microsoft Audience Network.Use this to compare your share of impressions to the impression share of advertisers competing against you.Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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. Data for this column is typically updated 14-18 hours after the UTC day ends.

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).

The average position of the ad on a webpage.Average position will be deprecated from performance reports beginning in January 2021. From the deprecation date onwards, performance reports will return average position of "0" (zero). Historical average position data for time periods prior to the deprecation date will still be available according to the published data retention period per report type.

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.

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.

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.

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 opportunites are.For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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.

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.Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate 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.

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.

The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).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.

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.Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion 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.

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.

The average amount of campaign budget spent per day.

The duration of each forwarded call that originated from a call ad extension.

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.Reports on exact match impression share highlight how your keywords perform only on those searches that exactly match your keywords. Use this data together with impression share to diagnose your non-exact match keywords, and make changes to be more competitive and gain more impressions.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.

The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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.Data for this column is typically updated 14-18 hours after the UTC day ends.For Microsoft Shopping Campaigns, this data is only available with the campaign, ad group, product dimension, and product partition performance reports. It is not available with other reports e.g., the share of voice report.

The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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.Data for this column is typically updated 14-18 hours after the UTC day ends.For Microsoft Shopping Campaigns, this data is only available with the campaign, ad group, product dimension, and product partition performance reports. It is not available with other reports e.g., the share of voice report.

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

The estimated percentage of impressions, out of the total available impressions in the market you were targeting.Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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.Data for this column is typically updated 14-18 hours after the UTC day ends.For Microsoft Shopping Campaigns, this data is only available with the campaign, ad group, product dimension, and product partition performance reports. It is not available with other reports e.g., the share of voice report.

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.

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.

The low-quality clicks as a percentage.The formula for calculating the low quality clicks percentage is (LowQualityClicks / Clicks) * 100.

The low-quality conversion rate as a percentage.The formula for calculating the conversion rate is (LowQualityConversions / LowQualityClicks) x 100. 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.

The number of conversions that originate from low-quality clicks.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.

The number of impressions that result from low-quality keyword searches.

The low-quality impressions as a percentage.The formula for calculating the percentage is (LowQualityImpressions / Impressions) x 100.

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.

The number of calls dialed manually from any device to the tracked phone number.This column is applicable solely for manual calls, and does not include clicks-to-call data.

The number of products per ad group that matched your product group targets.

The number of products per campaign that matched your product group targets.

The number of products per product group that matched your product group targets.

The anticipated maximum monthly budget amount that was calculated on the date of the most recent budget change.The formula used to forecast the maximum budget for each calendar month is Spend-to-date + (daily budget x days remaining). For example, let's say your daily campaign budget was 100.00 at the beginning of July and then was updated to 200.00 right at the start of July 22nd. Let's also assume a month to date spend through July 21st of 500.00. In August when you run a report for the month of July, the monthly budget value for each day from July 1 through July 21 will be 3,100. The monthly budget value in the report for each day from July 22nd through July 31st will be 2,500.00. For more information see the What are my budget options? help page.

The amount of money spent to date for the month.

The number of total calls to the tracked phone number that showed with your ad.

The number of times your tracked number was shown on all devices.

The phone-through rate (Ptr).The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) x 100.

The quantity of the product purchased from your catalog or via your retail partner.

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.Relative CTR can help you understand campaign and ad group performance, particularly if you have little or no conversion information.The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.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. Data for this column is typically updated 14-18 hours after the UTC day ends.

The return on ad spend (ROAS).The formula for calculating the ROAS is (Revenue / Spend).Data will be excluded from the ReturnOnAdSpend report column for any conversion goal with the ExcludeFromBidding property set to true. The AllReturnOnAdSpend 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.

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.

The revenue per assist.The formula for calculating the revenue per assist is (Revenue / Assists). 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.

The revenue per conversion.The formula for calculating the revenue per conversion is (Revenue / Conversions).Data will be excluded from the RevenuePerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenuePerConversion 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.

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

The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget.This indicates where increasing your budget might help improve 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.

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.Use this metric to help you assess why your ads are missing out on the best ad positions. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more.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.

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.A lower number indicates there might be something about your ad's eligibility that affects its position. Eligibility for top impression is based on your ad's approval status, quality score, targeting settings, and bids.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.

The number of billable and non-billable times that the ad extension was clicked.

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.View-through conversions are only counted for ads in the Microsoft Audience network.Not everyone has view-through conversions yet. If you don't, don't worry. It's coming soon.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.

The date where the extraction take times.

Return the platform name