AdGroupPerformanceReportColumn Value Set - Reporting
Defines the attributes and performance statistics columns that you can include in the AdGroupPerformanceReportRequest.
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.
Important
Some coloumn combinations are not allowed in the same report request. For example, if you include the AbsoluteTopImpressionRatePercent 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.
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="AdGroupPerformanceReportColumn" xmlns:xs="http://www.w3.org/2001/XMLSchema">
<xs:restriction base="xs:string">
<xs:enumeration value="AccountName" />
<xs:enumeration value="AccountNumber" />
<xs:enumeration value="AccountId" />
<xs:enumeration value="TimePeriod" />
<xs:enumeration value="Status" />
<xs:enumeration value="CampaignName" />
<xs:enumeration value="CampaignId" />
<xs:enumeration value="AdGroupName" />
<xs:enumeration value="AdGroupId" />
<xs:enumeration value="CurrencyCode" />
<xs:enumeration value="AdDistribution" />
<xs:enumeration value="Impressions" />
<xs:enumeration value="Clicks" />
<xs:enumeration value="Ctr" />
<xs:enumeration value="AverageCpc" />
<xs:enumeration value="Spend" />
<xs:enumeration value="AveragePosition" />
<xs:enumeration value="Conversions" />
<xs:enumeration value="ConversionRate" />
<xs:enumeration value="CostPerConversion" />
<xs:enumeration value="DeviceType" />
<xs:enumeration value="Language" />
<xs:enumeration value="DeviceOS" />
<xs:enumeration value="ImpressionSharePercent" />
<xs:enumeration value="ImpressionLostToBudgetPercent" />
<xs:enumeration value="ImpressionLostToRankAggPercent" />
<xs:enumeration value="QualityScore" />
<xs:enumeration value="ExpectedCtr" />
<xs:enumeration value="AdRelevance" />
<xs:enumeration value="LandingPageExperience" />
<xs:enumeration value="HistoricalQualityScore" />
<xs:enumeration value="HistoricalExpectedCtr" />
<xs:enumeration value="HistoricalAdRelevance" />
<xs:enumeration value="HistoricalLandingPageExperience" />
<xs:enumeration value="PhoneImpressions" />
<xs:enumeration value="PhoneCalls" />
<xs:enumeration value="Ptr" />
<xs:enumeration value="Network" />
<xs:enumeration value="TopVsOther" />
<xs:enumeration value="BidMatchType" />
<xs:enumeration value="DeliveredMatchType" />
<xs:enumeration value="Assists" />
<xs:enumeration value="Revenue" />
<xs:enumeration value="ReturnOnAdSpend" />
<xs:enumeration value="CostPerAssist" />
<xs:enumeration value="RevenuePerConversion" />
<xs:enumeration value="RevenuePerAssist" />
<xs:enumeration value="TrackingTemplate" />
<xs:enumeration value="CustomParameters" />
<xs:enumeration value="AccountStatus" />
<xs:enumeration value="CampaignStatus" />
<xs:enumeration value="AdGroupLabels" />
<xs:enumeration value="ExactMatchImpressionSharePercent" />
<xs:enumeration value="CustomerId" />
<xs:enumeration value="CustomerName" />
<xs:enumeration value="ClickSharePercent" />
<xs:enumeration value="AbsoluteTopImpressionSharePercent" />
<xs:enumeration value="FinalUrlSuffix" />
<xs:enumeration value="CampaignType" />
<xs:enumeration value="TopImpressionShareLostToRankPercent" />
<xs:enumeration value="TopImpressionShareLostToBudgetPercent" />
<xs:enumeration value="AbsoluteTopImpressionShareLostToRankPercent" />
<xs:enumeration value="AbsoluteTopImpressionShareLostToBudgetPercent" />
<xs:enumeration value="TopImpressionSharePercent" />
<xs:enumeration value="AbsoluteTopImpressionRatePercent" />
<xs:enumeration value="TopImpressionRatePercent" />
<xs:enumeration value="BaseCampaignId" />
<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="ViewThroughConversions" />
<xs:enumeration value="Goal" />
<xs:enumeration value="GoalType" />
<xs:enumeration value="AudienceImpressionSharePercent" />
<xs:enumeration value="AudienceImpressionLostToRankPercent" />
<xs:enumeration value="AudienceImpressionLostToBudgetPercent" />
<xs:enumeration value="RelativeCtr" />
<xs:enumeration value="AdGroupType" />
<xs:enumeration value="AverageCpm" />
<xs:enumeration value="ConversionsQualified" />
<xs:enumeration value="AllConversionsQualified" />
<xs:enumeration value="ViewThroughConversionsQualified" />
<xs:enumeration value="ViewThroughRevenue" />
<xs:enumeration value="VideoViews" />
<xs:enumeration value="ViewThroughRate" />
<xs:enumeration value="AverageCPV" />
<xs:enumeration value="VideoViewsAt25Percent" />
<xs:enumeration value="VideoViewsAt50Percent" />
<xs:enumeration value="VideoViewsAt75Percent" />
<xs:enumeration value="CompletedVideoViews" />
<xs:enumeration value="VideoCompletionRate" />
<xs:enumeration value="TotalWatchTimeInMS" />
<xs:enumeration value="AverageWatchTimePerVideoView" />
<xs:enumeration value="AverageWatchTimePerImpression" />
<xs:enumeration value="Sales" />
<xs:enumeration value="CostPerSale" />
<xs:enumeration value="RevenuePerSale" />
<xs:enumeration value="Installs" />
<xs:enumeration value="CostPerInstall" />
<xs:enumeration value="RevenuePerInstall" />
<xs:enumeration value="GoalId" />
</xs:restriction>
</xs:simpleType>
Values
The AdGroupPerformanceReportColumn value set has the following values: AbsoluteTopImpressionRatePercent, AbsoluteTopImpressionShareLostToBudgetPercent, AbsoluteTopImpressionShareLostToRankPercent, AbsoluteTopImpressionSharePercent, AccountId, AccountName, AccountNumber, AccountStatus, AdDistribution, AdGroupId, AdGroupLabels, AdGroupName, AdGroupType, AdRelevance, AllConversionRate, AllConversions, AllConversionsQualified, AllCostPerConversion, AllReturnOnAdSpend, AllRevenue, AllRevenuePerConversion, Assists, AudienceImpressionLostToBudgetPercent, AudienceImpressionLostToRankPercent, AudienceImpressionSharePercent, AverageCpc, AverageCpm, AverageCPV, AveragePosition, AverageWatchTimePerImpression, AverageWatchTimePerVideoView, BaseCampaignId, BidMatchType, CampaignId, CampaignName, CampaignStatus, CampaignType, Clicks, ClickSharePercent, CompletedVideoViews, ConversionRate, Conversions, ConversionsQualified, CostPerAssist, CostPerConversion, CostPerInstall, CostPerSale, Ctr, CurrencyCode, CustomerId, CustomerName, CustomParameters, DeliveredMatchType, DeviceOS, DeviceType, ExactMatchImpressionSharePercent, ExpectedCtr, FinalUrlSuffix, Goal, GoalId, GoalType, HistoricalAdRelevance, HistoricalExpectedCtr, HistoricalLandingPageExperience, HistoricalQualityScore, ImpressionLostToBudgetPercent, ImpressionLostToRankAggPercent, Impressions, ImpressionSharePercent, Installs, LandingPageExperience, Language, Network, PhoneCalls, PhoneImpressions, Ptr, QualityScore, RelativeCtr, ReturnOnAdSpend, Revenue, RevenuePerAssist, RevenuePerConversion, RevenuePerInstall, RevenuePerSale, Sales, Spend, Status, TimePeriod, TopImpressionRatePercent, TopImpressionShareLostToBudgetPercent, TopImpressionShareLostToRankPercent, TopImpressionSharePercent, TopVsOther, TotalWatchTimeInMS, TrackingTemplate, VideoCompletionRate, VideoViews, VideoViewsAt25Percent, VideoViewsAt50Percent, VideoViewsAt75Percent, ViewThroughConversions, ViewThroughConversionsQualified, ViewThroughRate, ViewThroughRevenue.
| Value | Description |
|---|---|
| AbsoluteTopImpressionRatePercent | 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. |
| AbsoluteTopImpressionShareLostToBudgetPercent | 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. |
| AbsoluteTopImpressionShareLostToRankPercent | 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. |
| AbsoluteTopImpressionSharePercent | The estimated percentage of times your ad was in the first position of all results, out of the estimated number of first position impressions you were eligible to receive. A low number means your ads are less likely to win clicks and conversions, because they rarely appear in the first position. This might indicate you need to increase your bid or budget. 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. Prior to April 20, 2019 this performance statistic was only calculated for Microsoft Shopping campaigns. |
| 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. |
| AdDistribution | The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, or only partner traffic (this network type is deprecated as of July 2024). |
| AdGroupId | The Microsoft Advertising assigned identifier of an ad group. |
| AdGroupLabels | The labels applied to the ad group. Labels are delimited by a semicolon (;) in the report download. |
| AdGroupName | The ad group name. |
| AdGroupType | The ad group type. In a Search campaign, the possible values are "Dynamic" and "Standard." In a DynamicSearchAds campaign, the only possible value is "Dynamic." The field will be empty for other campaign types. |
| AdRelevance | How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this column is typically updated 14-18 hours after the UTC day ends. |
| 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. |
| AudienceImpressionLostToBudgetPercent | 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. 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 and ad group performance reports. |
| AudienceImpressionLostToRankPercent | 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. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is not available. |
| AudienceImpressionSharePercent | 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. 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 and ad group performance reports. |
| 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. |
| AverageCPV | Average total spend divided by video views. |
| AveragePosition | The average position of the ad on a webpage. This column is deprecated as of March 31st, 2021. Going forward, 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. |
| AverageWatchTimePerImpression | Total watch time, in milliseconds, divided by the number of impressions. |
| AverageWatchTimePerVideoView | Total watch time divided by the number of video views. |
| BaseCampaignId | The Microsoft Advertising assigned identifier of an experiment campaign. This will be the same value as the CampaignId if the campaign is not an experiment. |
| BidMatchType | The keyword bid match type. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown. |
| CampaignId | The Microsoft Advertising assigned identifier of a campaign. |
| CampaignName | The campaign name. |
| CampaignStatus | The campaign status. |
| CampaignType | The campaign type. Possible values include Audience, Dynamic search, Search & content, and Shopping. |
| 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. |
| ClickSharePercent | 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. |
| CompletedVideoViews | Number of times a person watched the entire video to completion. |
| 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. |
| CostPerInstall | The cost per install. The formula for calculating the cost per install is (Spend / Installs) |
| CostPerSale | The cost per sale. The formula for calculating the cost per sale is (Spend / Sales) |
| 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. |
| CurrencyCode | The account currency type. For possible values, see Currencies. |
| CustomerId | The Microsoft Advertising assigned identifier of a customer. |
| CustomerName | The customer name. |
| CustomParameters | The current custom parameters set for the ad group. Each custom parameter is a key and value pair. The list of custom parameters is semicolon-delimited and each key is enclosed by braces and a leading underscore, for example {_key1}=value1;{_key2}=value2. |
| DeliveredMatchType | 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. |
| ExactMatchImpressionSharePercent | 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. |
| ExpectedCtr | 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. |
| FinalUrlSuffix | A place in your final URL where you can add parameters that will be attached to the end of your landing page URL. |
| Goal | The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad. |
| GoalId | The Microsoft Advertising assigned identifier of a conversion goal. |
| GoalType | The type of conversion goal. Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url. |
| HistoricalAdRelevance | 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. |
| HistoricalExpectedCtr | Historical average of expected click-through rate scores going back as far as 18 months from the current date. This score may vary from the score in the ExpectedCtr column, which is the current score and same value for each day in the time period. The score for each row is the score that was calculated for expected CTR on that date. For example, if you specify a time period that spans three days, the Historical expected CTR score for day one will be the expected CTR score calculated on day one, the Historical expected CTR score for day two will be the expected CTR score calculated on day two, and so on. 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. |
| HistoricalLandingPageExperience | 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. |
| HistoricalQualityScore | 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. |
| ImpressionLostToBudgetPercent | 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. 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 and ad group performance reports. |
| ImpressionLostToRankAggPercent | 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. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is not available. |
| Impressions | The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions. |
| ImpressionSharePercent | 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. 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 and ad group performance reports. |
| Installs | The total number of installs. |
| LandingPageExperience | 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. |
| Language | The language of the publisher where the ad was shown. For possible values, see the Language column of Ad Languages. The language display name will be provided in the report e.g. English. |
| 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! |
| PhoneCalls | The number of total calls to the tracked phone number that showed with your ad. |
| PhoneImpressions | The number of times your tracked number was shown on all devices. |
| Ptr | The phone-through rate (Ptr). The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) x 100. |
| QualityScore | The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Microsoft Advertising using the ExpectedCtr, AdRelevance, and LandingPageExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10. Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. This can occur if there have been no impressions for the keyword for 30 days or more. Quality score is typically updated 14-18 hours after the UTC day ends. Keywords in all time zones will be assigned a quality score for the corresponding UTC day. If you run the report multiple times in a day, the quality score values could change from report to report based on when you run the report relative to when the scores are calculated. If you specify a time period that spans multiple days, the quality score is the current and most recently calculated score and will be reported as the same for each day in the time period. Use The historical quality score to find out how quality score may have changed over time. Historical quality score is a daily snapshot of the rolling quality score. For more information on Historical quality score, see the HistoricalQualityScore column. |
| RelativeCtr | 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. Data for this column is typically updated 14-18 hours after the UTC day ends. |
| 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. |
| RevenuePerInstall | The revenue per install. The formula for calculating the revenue per install is (Revenue / Installs) |
| RevenuePerSale | The revenue per sale. The formula for calculating the revenue per sale is (Revenue / Sales) |
| Sales | The total number of sales. |
| Spend | The cost per click (CPC) summed for each click. |
| Status | The current ad group status. |
| 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. |
| TopImpressionRatePercent | The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions. This indicates how changes in ad position can impact performance. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column. |
| TopImpressionShareLostToBudgetPercent | 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. |
| TopImpressionShareLostToRankPercent | 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 |
| TopImpressionSharePercent | 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. |
| 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. |
| TotalWatchTimeInMS | Total amount of time a person spent watching the video in milliseconds. |
| TrackingTemplate | The current tracking template for the ad group. |
| VideoCompletionRate | The number of completed video views divided by the total number of impressions, multiplied by 100. |
| VideoViews | The number of times the video was played and watched for at least two continuous seconds with more than 50% of the screen in view. |
| VideoViewsAt25Percent | The number of times a person completed at least 25% of a video. |
| VideoViewsAt50Percent | The number of times a person completed at least 50% of a video. |
| VideoViewsAt75Percent | The number of times a person completed at least 75% of a video. |
| ViewThroughConversions | 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. This column is deprecated as of 2022, so you should use the ViewThroughConversionsQualified 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. |
| ViewThroughConversionsQualified | 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. 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! |
| ViewThroughRate | The number of video views divided by the number of impressions. |
| ViewThroughRevenue | The revenue optionally reported by the advertiser as a result of view-through conversions. |
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 |
|---|
| TimePeriod |
Requirements
Service: ReportingService.svc v13
Namespace: https://bingads.microsoft.com/Reporting/v13