AdExtensionByKeywordReportColumn Value Set - Reporting
Defines the attributes and performance statistics columns that you can include in the AdExtensionByKeywordReportRequest.
The attribute columns that you include in a report can affect how the statistics are aggregated. In other words the number of rows increase by a factor of the unique attributes. For more information, see Columns that Group the Data.
For a list of columns that you must include, please see the Required Columns section below.
To see how far back hourly, daily, weekly, monthly, yearly and summary aggregated data can be retrieved for a report, see Report Data Retention Time Periods.
Syntax
<xs:simpleType name="AdExtensionByKeywordReportColumn" xmlns:xs="http://www.w3.org/2001/XMLSchema">
<xs:restriction base="xs:string">
<xs:enumeration value="AccountName" />
<xs:enumeration value="TimePeriod" />
<xs:enumeration value="CampaignName" />
<xs:enumeration value="CampaignId" />
<xs:enumeration value="AdGroupName" />
<xs:enumeration value="AdGroupId" />
<xs:enumeration value="Keyword" />
<xs:enumeration value="KeywordId" />
<xs:enumeration value="AdExtensionType" />
<xs:enumeration value="DeviceType" />
<xs:enumeration value="DeviceOS" />
<xs:enumeration value="ClickType" />
<xs:enumeration value="Impressions" />
<xs:enumeration value="Clicks" />
<xs:enumeration value="TotalClicks" />
<xs:enumeration value="Conversions" />
<xs:enumeration value="Ctr" />
<xs:enumeration value="AverageCpc" />
<xs:enumeration value="ConversionRate" />
<xs:enumeration value="Spend" />
<xs:enumeration value="AdExtensionId" />
<xs:enumeration value="AdExtensionVersion" />
<xs:enumeration value="AccountNumber" />
<xs:enumeration value="AccountId" />
<xs:enumeration value="BidMatchType" />
<xs:enumeration value="DeliveredMatchType" />
<xs:enumeration value="Network" />
<xs:enumeration value="TopVsOther" />
<xs:enumeration value="Assists" />
<xs:enumeration value="Revenue" />
<xs:enumeration value="ReturnOnAdSpend" />
<xs:enumeration value="CostPerConversion" />
<xs:enumeration value="CostPerAssist" />
<xs:enumeration value="RevenuePerConversion" />
<xs:enumeration value="RevenuePerAssist" />
<xs:enumeration value="AccountStatus" />
<xs:enumeration value="CampaignStatus" />
<xs:enumeration value="AdGroupStatus" />
<xs:enumeration value="KeywordStatus" />
<xs:enumeration value="AllConversions" />
<xs:enumeration value="AllRevenue" />
<xs:enumeration value="AllConversionRate" />
<xs:enumeration value="AllCostPerConversion" />
<xs:enumeration value="AllReturnOnAdSpend" />
<xs:enumeration value="AllRevenuePerConversion" />
<xs:enumeration value="Goal" />
<xs:enumeration value="GoalType" />
<xs:enumeration value="AverageCpm" />
<xs:enumeration value="ConversionsQualified" />
<xs:enumeration value="AllConversionsQualified" />
</xs:restriction>
</xs:simpleType>
Values
The AdExtensionByKeywordReportColumn value set has the following values: AccountId, AccountName, AccountNumber, AccountStatus, AdExtensionId, AdExtensionType, AdExtensionVersion, AdGroupId, AdGroupName, AdGroupStatus, AllConversionRate, AllConversions, AllConversionsQualified, AllCostPerConversion, AllReturnOnAdSpend, AllRevenue, AllRevenuePerConversion, Assists, AverageCpc, AverageCpm, BidMatchType, CampaignId, CampaignName, CampaignStatus, Clicks, ClickType, ConversionRate, Conversions, ConversionsQualified, CostPerAssist, CostPerConversion, Ctr, DeliveredMatchType, DeviceOS, DeviceType, Goal, GoalType, Impressions, Keyword, KeywordId, KeywordStatus, Network, ReturnOnAdSpend, Revenue, RevenuePerAssist, RevenuePerConversion, Spend, TimePeriod, TopVsOther, TotalClicks.
| Value | Description |
|---|---|
| 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. |
| AdExtensionId | The Microsoft Advertising assigned identifier of an ad extension. |
| AdExtensionType | The type name that corresponds to the AdExtensionTypeId column. |
| AdExtensionVersion | The version attribute of an ad extension. |
| AdGroupId | The Microsoft Advertising assigned identifier of an ad group. |
| AdGroupName | The ad group name. |
| AdGroupStatus | The ad group status. |
| AllConversionRate | 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. |
| 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! |
| AllCostPerConversion | 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. |
| AllReturnOnAdSpend | 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. |
| 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. |
| AllRevenuePerConversion | 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. |
| 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. |
| AverageCpc | 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). |
| AverageCpm | The total advertising cost divided by the number of impressions (in thousands).<br/ In Latin, mille means a thousand. Also, sometimes called average cost per thousand (CPT). 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. |
| 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. |
| CampaignId | The Microsoft Advertising assigned identifier of a campaign. |
| CampaignName | The campaign name. |
| CampaignStatus | The campaign status. |
| 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. |
| ClickType | 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. |
| ConversionRate | 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. |
| 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! |
| CostPerAssist | The cost per assist. The formula for calculating the cost per assist is (Spend / Assists). |
| CostPerConversion | 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. |
| Ctr | 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. |
| 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. |
| 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. |
| Goal | The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad. |
| GoalType | The type of conversion goal. Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url. |
| Impressions | The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions. |
| Keyword | The keyword text. |
| KeywordId | The Microsoft Advertising assigned identifier of a keyword. |
| KeywordStatus | The keyword status. |
| 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! |
| ReturnOnAdSpend | 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. |
| 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. |
| RevenuePerAssist | The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists). |
| RevenuePerConversion | 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. |
| Spend | The cost per click (CPC) summed for each click. |
| TimePeriod | 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. For more information, see Time Period Column. |
| TopVsOther | 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. |
| TotalClicks | The number of billable and non-billable times that the ad extension was clicked. |
Remarks
Required Columns
The report must include the following columns at a minimum. As a general rule, each report must include at least one attribute column and at least one non-impression share performance statistics column. For more information, see Report Attributes and Performance Statistics.
Note
The TimePeriod column is expected for all aggregation types except Summary. It is important to note that if you do not include TimePeriod, the aggregation you chose will be ignored and Summary aggregation will be used regardless.
| Column |
|---|
| AdExtensionType |
| Keyword |
| TimePeriod |
Requirements
Service: ReportingService.svc v13
Namespace: https://bingads.microsoft.com/Reporting/v13