Report Types

The reporting service provides reports that you can use to track finances, measure ad performance, and adjust settings to optimize your budget or campaign. The service supports the majority of popular reports available in the Microsoft Advertising web application.

Each report type aggregates the data at a different level or with a different focus. For example, you can get the performance data broken out at the keyword level, which is the lowest level of aggregation for a search campaign; or you get the performance data rolled up to the account level, which is the highest level of aggregation. You should expect a keyword performance report to take longer to generate than an account performance report.

Ad Extensions

Ad extension reports give you a closer look at how each ad extension is performing based on click type for ads and keywords and ad extension properties for ad groups.

Report	Description
AdExtensionByAdReportRequest	Use this report to compare how well different versions of your ad extensions are performing with each ad. You can request impressions, clicks, spend, and average cost per click by ad. Once downloaded, this data can be sorted by ad ID, ad title, ad extension type, and ad extension version.
AdExtensionByKeywordReportRequest	Use this report to compare how well different versions of your ad extensions are performing for each keyword. You can request impressions, clicks, spend, and average cost per click of your extensions for each keyword. Once downloaded, this data can be sorted by keyword, keyword ID, ad extension type, and ad extension version.
AdExtensionDetailReportRequest	Use this report to discover the effectiveness of individual ad extension items, for example each link of a sitelink extension. You can request impressions, clicks, spend, and average cost per click of individual extension items. Once downloaded, this data can be sorted by the individual ad extension display name, ad extension ID, and ad extension type.
CallDetailReportRequest	Use this report to discover which accounts, campaigns, or ad groups are driving the most completed phone calls. You can request duration and phone spend for each forwarded call that originated from a call ad extension.

Billing and Budget

Report	Description
BudgetSummaryReportRequest	Use this report to discover how your campaign's budget is performing for the month. For example, the report shows your monthly budget, how much you have spent to date, and whether you are on target to spend your monthly budget. You can request your monthly budget, how much you have spent to date, and whether you are on target to spend your monthly budget.

Change History

Report	Description
SearchCampaignChangeHistoryReportRequest	Use this report to discover when changes to an account were made, as well as which user made the changes. You can request a record of changes made by user and date. For example, you can request a record of changes to campaign name, location target association, and keyword bid. You can request both the old value and new value in the report.

Dynamic Search Ads

Dynamic search ad reports give you a closer look at how your Dynamic Search Ads are performing based on dynamic ad target data.

Report	Description
DSAAutoTargetPerformanceReportRequest	To understand how your dynamic ad targets are performing and where bid adjustments may be useful. You can request impressions, clicks, click-through rate, and average position for the dynamic ad targets that have triggered your ads. Once downloaded, this data can be sorted by dynamic ad target.
DSACategoryPerformanceReportRequest	Use this report to check the performance of your existing category targets or to find new categories worth targeting. You can request impressions, clicks, click-through rate, and average position for the DSA categories that have triggered your ads. Once downloaded, this data can be sorted by device and DSA category.
DSASearchQueryPerformanceReportRequest	Use this report see how your ads perform against search terms. The data can help you find negative keywords (so that you're not spending money targeting the wrong customer), as well as the right keywords that create conversions. You can request impressions, clicks, click-through rate, and average position for the search queries that have triggered your ads. Once downloaded, this data can be sorted by search query, headline, category list, and dynamic ad target.

Hotel Ads

Hotel ad reports give you a closer look at how your Microsoft Lodging Campaigns are performing based on hotel partition and hotel offer data.

Report	Description
HotelDimensionPerformanceReportRequest	Use this report to find out which hotel dimensions are performing well and which aren't. You can request impressions, clicks, spend, and average cost per click for your landing pages. Once downloaded, this data can be sorted by hotel name, hotel location, brand, and star rating.
HotelGroupPerformanceReportRequest	Use this report to figure out which of your hotels are triggering ads and getting the most clicks, and optimize the ones that aren't performing well. You can request impressions, clicks, spend, and average cost per click for your landing pages.

Performance

Delivery performance reports show the overall effectiveness and cost of ads and keywords for a specified time period. Most of the reports include a similar set of performance statistics, for example impressions, clicks, and click-through rate. The optional attributes are a strong factor in distinguishing which report to use. For example the ad performance, ad dynamic text performance, and destination URL performance reports all provide similar ad performance data, each with a different set of attributes.

You would use the account and campaign performance reports to monitor click and spend data to ensure that you are optimizing your budget, and you would use the ad and keyword performance reports to identify ads and keywords that are performing well in terms of click-through rate and conversions.

Report	Description
AccountPerformanceReportRequest	Use this report to observe long-term account performance and trends. You can request impressions, impression share (%), clicks, spend, and average cost per click for individual accounts. Once downloaded, this data can be sorted by individual accounts, currency, bid match type, and delivered match type.
AdDynamicTextPerformanceReportRequest	Use this report to identify which dynamic text strings are performing well and which strings you should consider changing. You can request impressions, clicks, spend, and average cost per click of your dynamic text strings. Once downloaded, this data can be sorted by ad title, destination URL, param 1, param 2, and param 3.
AdGroupPerformanceReportRequest	Use this report to more broadly compare delivery performance statistics by ad group, campaign, or account attributes rather than at the keyword level. You can request impressions, impression share (%), clicks, spend, and average cost per click of your ad groups. Once downloaded, this data can be sorted by ad group, ad group status, language, and network.
AdPerformanceReportRequest	Use this report to help you determine which ads lead to clicks and conversions, and which are not performing. Having underperforming ads in your account can pull down the quality of your campaigns. You can request impressions, clicks, spend, and average cost per click for each ad. Once downloaded, this data can be sorted by ad ID, ad status, ad title, display URL, and destination URL.
AssetGroupPerformanceReportRequest	Use this report to broadly compare delivery performance statistics by asset group, campaign, or account attributes. You can request impressions, clicks, spend, and average cost per click of your asset groups. Once downloaded, you can sort this data by asset group and asset group status.
AssetPerformanceReportRequest	Use this report to broadly compare delivery performance statistics by asset, campaign, or account attributes. You can request impressions, clicks, spend, and average cost per click of your assets. Once downloaded, you can sort this data by asset and asset status.
AudiencePerformanceReportRequest	Use this report to compare delivery performance statistics by audience, ad group, campaign, or account attributes. You can request impressions, clicks, spend, and average cost per click. Once downloaded, this data can be sorted by audience, association status, ad group, and targeting setting.
CampaignPerformanceReportRequest	Use this report to view high-level performance statistics and quality attributes for each campaign or account. This is also a quick way to flag any major campaign or account problems. You can request impressions, impression share (%), clicks, spend, and average cost per click for each campaign or account. Once downloaded, this data can be sorted by campaign, campaign status, and quality score.
ConversionPerformanceReportRequest	Use this report to understand which campaigns and keywords are leading an audience to complete a purchase or other conversion action. For more information, see Track sales and other conversions. You can request conversions, assists, revenue, and revenue per conversion for your campaigns. Once downloaded, this data can be sorted by account, ad group, campaign, keyword, and device type.
DestinationUrlPerformanceReportRequest	Use this report to identify landing pages that met audience expectations and potentially resulted in high click-through or conversion rates. You can request impressions, clicks, spend, and average cost per click for your landing pages. Once downloaded, this data can be sorted by destination URL, account, campaign, and ad group.
GoalsAndFunnelsReportRequest	Use this report to discover whether your audience completes each step through the land, browse, prospect, and conversion pages of your website. For example, you can use this report to determine the step that users leave the conversion funnel, so that you can improve or remove that step to increase the chance that the user will continue to the next step. For more information, see Track sales and other conversions. You can request spend, revenue, assists, conversions, and conversion steps of your websites. Once downloaded, this data can be sorted by account, ad group, campaign, keyword, and goal.
KeywordPerformanceReportRequest	Use this report to find out which keywords are performing well and those that are not. You can request impressions, clicks, spend, and average cost per click for your landing pages. Once downloaded, this data can be sorted by keyword, account, campaign, and ad group.
PublisherUsagePerformanceReportRequest	Use this report to see if any website URLs aren't performing well enough for your campaign or ad group target settings. For example, if ad impressions at those URLs yield a low click-through rate, then you might decide to exclude those websites from your campaign. You can request impressions, clicks, spend, and conversions for websites including the Microsoft Advertising and syndicated search partner networks. Once downloaded, this data can be sorted by website URL, account, campaign, and ad group.
SearchQueryPerformanceReportRequest	Use this report to see what your audience is searching for when your ads are shown. You can use this information to make informed additions, removals, or edits to both your keyword and negative keyword lists. You can request impressions, clicks, click-through rate, and average position for search terms that have triggered your ads. For example, if you are a mortgage lender who is running a campaign with the following keywords: mortgage, home mortgage, and home equity loans; and the report shows that the search query ?mortgage rates? results in many impressions of your ad, you would probably add ?rates? to your keyword list. However, if you do not provide reverse mortgages and the report shows that the search query ?reverse mortgage? results in many impressions, you would probably add ?reverse mortgage? to your negative keywords list.
ShareOfVoiceReportRequest	Use this report to view impression share (%) of successful bids for each keyword, and identify opportunities to increase impression share. You can request impressions, impression share (%), impression share lost to budget (%), and impression share lost to bid. Once downloaded, this data can be sorted by keyword, keyword ID, landing page user experience, and quality score.

Product Ads

Product ad reports give you a closer look at how your Microsoft Shopping Campaigns are performing based on product partition and product offer data.

Report	Description
ProductDimensionPerformanceReportRequest	Use this report to find out which product dimensions are performing well and those that are not. You can request impressions, clicks, spend, and average cost per click for your landing pages. Once downloaded, this data can be sorted by product category, custom label, title, and type.
ProductMatchCountReportRequest	Use this report to see if you are covering and bidding across your Microsoft Shopping Campaigns inventory. Note that this only provides the matched data for your current Product Group level, and you cannot obtain historical views. You can include details in the report such as impressions, clicks, and spend.
ProductPartitionPerformanceReportRequest	Use this report to find out which product partitions are performing well and those that are not. You can request impressions, clicks, spend, and average cost per click for your landing pages. Once downloaded, this data can be sorted by product group and product partition type.
ProductPartitionUnitPerformanceReportRequest	Use this report to find out which product partition units are performing well and those that are not. You can include details in the report such as impressions, clicks, and spend that you can use to identify whether or not the product partitions are performing well. Once downloaded, this data can be sorted by product group.
ProductSearchQueryPerformanceReportRequest	Use this report to get insight into what your audience is searching for when your ads are shown as well as ensure that your product titles are relevant to search queries. You can request impressions, clicks, and click-through rate based on the search terms that have triggered your ads. Once downloaded, this data can be sorted by product, account, campaign, and ad group.

Targeting

You can use the targeting reports to determine whether your ads are reaching their intended audiences.

Report	Description
AgeGenderAudienceReportRequest	To discover how your campaigns and ad groups are resonating with different age groups and genders. You can request impressions, clicks, spend, and average cost-per-click for each ad group, organized by gender and age group.
GeographicPerformanceReportRequest	Use this report to see which locations your traffic is coming from. You can then validate whether your location targeting strategy is successful, and identify opportunities to improve. The report also identifies either the physical location of the search user or the geographical location interest based on the user's search query. You can request impressions, clicks, spend, and average cost per click for each ad group, organized by city, country or region, metro area (Microsoft Market Area in the United States), radius, state, and account.
NegativeKeywordConflictReportRequest	Use this report to discover which keywords and negative keywords are in conflict, and whether the conflict is at the campaign or ad group level. Use this list to figure out which negative keywords to delete. You can request negative keywords that conflict with some of your keywords, and block your ad from showing.
ProfessionalDemographicsAudienceReportRequest	Use this report to discover how your campaigns and ad groups are resonating with different companies, industries, and job functions. You can request impressions, clicks, spend, and average cost-per-click for each ad group, organized by company, industry, and job function.
UserLocationPerformanceReportRequest	Use this report to see which locations your traffic is coming from. You can then validate whether your location targeting strategy is successful, and identify opportunities to improve. The report also identifies the physical location of the user and the intended geographical location of the user's search query, for example a user in Seattle searching for services in Portland. You can request impressions, clicks, spend, and average cost per click for each ad group, organized by city, country or region, metro area (Microsoft Market Area in the United States), radius, state, and account.