# Data Overview Microsoft Ads reports contain performance data across your campaigns, keywords, ads, audiences, and more. Each report type returns different dimensions (grouping fields) and metrics (numeric values). ## Report categories | Category | Reports | Use case | | ------------------------- | --------------------------------------------------------------------------------- | ------------------------------------------------------------ | | **Campaign & structure** | Campaign performance, Ad group performance, Account performance | Monitor overall account health and campaign performance | | **Keywords & search** | Keyword performance, Search query performance, Negative keyword conflict | Analyze keyword ROI and user search intent | | **Ads & creatives** | Ad performance, Ad extension detail, Dynamic text ads, Asset performance | Test ad copy and track creative performance | | **Conversions** | Conversion performance, Goals and funnels, Call detail | Measure conversion sources and funnel flow | | **Audiences** | Audience performance, Age gender audience, Professional demographics | Understand demographic and audience segment performance | | **Shopping & products** | Product dimension performance, Product partition performance, Product match count | Track product-level metrics in Shopping campaigns | | **Hotel & accommodation** | Hotel dimension performance, Hotel group performance | Monitor hotel ad group and dimension performance | | **Advanced** | DSA performance, Share of voice, Budget summary, Search campaign change history | Track Display Search Ads, market share, budgets, and changes | ## Campaign & structure metrics #### Performance metrics * **Impressions** — Number of times your ads appeared * **Clicks** — Number of clicks on your ads * **Spend** — Total cost of all clicks * **CTR** — Click-through rate (clicks ÷ impressions) * **Average CPC** — Average cost per click * **Average position** — Average ad position in results #### Share metrics * **Impression share** — Your impressions ÷ estimated total available impressions * **Absolute top impression share** — Impressions at position 1 ÷ total available * **Top impression share** — Impressions at positions 1–2 ÷ total available * **Click share** — Your clicks ÷ estimated total clicks available #### Impression loss metrics * **Impression lost to budget** — Impressions lost due to low daily budget * **Impression lost to rank** — Impressions lost due to low ad rank ## Conversion metrics #### Conversion data * **Conversions** — Total tracked conversions * **Conversion rate** — Conversions ÷ clicks * **Cost per conversion** — Spend ÷ conversions * **Revenue** — Total e-commerce or app revenue attributed to clicks * **Return on ad spend (ROAS)** — Revenue ÷ spend * **Assists** — Attributed assists (if multi-touch attribution is enabled) #### Quality metrics * **Quality score** — Microsoft's relevance score (1–10) * **Expected CTR** — Predicted ad click rate * **Ad relevance** — How relevant your ad is to the search query * **Landing page experience** — Quality of your landing page ## Keyword & search dimensions #### Keyword level * **Keyword** — The keyword text * **Match type** — Broad, phrase, exact, or broad match modified * **Status** — Enabled, paused, or removed * **Quality score** — Microsoft's relevance score * **Bid** — Current keyword bid #### Search level * **Search query** — Actual search term a user entered * **Query intent** — Inferred intent (city, country, DMA, postal code) * **Top vs other** — Whether ad appeared in top positions or side * **Device type** — Mobile, desktop, or tablet * **Network** — Bing, Yahoo, AOL, or search partners ## Ad & creative dimensions #### Ad structure * **Ad ID** — Unique ad identifier * **Ad group** — Ad group name and ID * **Campaign** — Campaign name and ID * **Ad type** — Expanded text ad, responsive search ad, product ad, etc. * **Status** — Enabled or paused #### Ad elements * **Title** — Ad headline (Title part 1, 2, or 3 for responsive ads) * **Description** — Ad description line * **Final URL** — Destination URL * **Display URL** — URL shown in ad * **Custom parameters** — Tracking parameters #### Performance by asset * **Asset ID** — Unique asset identifier * **Asset type** — Text, image, video, etc. * **Asset content** — The actual text or asset content * **Asset impressions** — Impressions this asset appeared in ## Audience & demographic dimensions #### Audience segments * **Audience name** — Name of the audience list or segment * **Audience type** — Remarketing list, in-market audience, similar audience, etc. * **Bid adjustment** — Bid modifier applied to this audience #### Demographics * **Age group** — Age range (18–24, 25–34, 35–49, 50–64, 65+) * **Gender** — Male, female, or unknown * **Professional demographics** — Job function, company size, industry (B2B only) ## Common metric combinations **Quick health check:** Impressions, Clicks, Spend, CTR, Avg CPC * Tells you volume, efficiency, and average cost **Conversion analysis:** Conversions, Conversion Rate, Cost per Conversion, Revenue, ROAS * Measures ROI and conversion efficiency **Quality optimization:** Quality Score, Expected CTR, Ad Relevance, Landing Page Experience * Identifies areas to improve ad and landing page quality **Share of voice:** Impression Share, Absolute Top Impression Share, Click Share * Shows your market position vs. competitors **Trend analysis:** Any metric with Split by Period = Daily/Weekly/Monthly * Reveals seasonal patterns and campaign momentum ## Use cases by role {% tabs %} {% tab title="PPC Managers" %} **Goal:** Monitor campaign performance and optimize bids and budgets. **Reports to pull:** * **Campaign performance** — Review spend, conversions, ROAS by campaign daily or weekly * **Keyword performance** — Identify high-performing and underperforming keywords; pause or increase bids on top performers * **Search query performance** — Find new keyword opportunities and negative keywords from actual user searches * **Quality score trends** — Track quality score changes over time to spot relevance issues early **Pro tip:** Use **Append** to combine Microsoft Ads data with Google Ads data in a single dashboard for unified account oversight. Use **Aggregate** to roll up keyword metrics to the ad group level for faster reporting. {% endtab %} {% tab title="Analysts" %} **Goal:** Analyze performance trends, understand user behavior, and support strategic decisions. **Reports to pull:** * **Search query performance** — Understand search intent, seasonal trends, and user language * **Geographic performance** — Identify high-performing regions and markets * **Audience performance** — Test audience targeting strategies and segment performance * **Conversion performance** — Analyze conversion sources and cost per conversion by campaign or audience **Pro tip:** Use **Split by Period** (Daily/Weekly/Monthly) to create trend charts in Looker Studio. Export to BigQuery and use SQL to combine Microsoft Ads data with other business data for deeper insights. {% endtab %} {% tab title="Marketing Leaders" %} **Goal:** Track ROI, budget allocation, and overall campaign effectiveness. **Reports to pull:** * **Account performance** — High-level overview of total spend, conversions, and ROAS across all accounts * **Campaign performance with share statistics** — See market position (impression share, top impression share) alongside ROI * **Conversion performance** — Understand which campaigns and audiences drive the most conversions * **Budget summary** — Verify daily budget spend and identify under-utilized budgets **Pro tip:** Create a dashboard in Looker Studio or ChatGPT that auto-updates daily. Use **Join** to link campaign names from your internal planning sheet to Microsoft Ads data for budget variance analysis. {% endtab %} {% endtabs %} ## Platform-specific notes * **API latency:** Microsoft Ads data can take 24–48 hours to fully process. Your report might not include today's data; schedule imports for early morning to capture the previous day's complete data. * **Holiday and weekend data:** Microsoft may temporarily exclude data during holidays or weekends. If your report looks incomplete, wait a few hours and retry. * **Revenue metric behavior:** The Revenue metric is exported as text by some report types. In Looker Studio, you may need to convert it to a number using a calculated field. See [Common Issues](#common-issues) for a workaround. * **Account access:** You must be an Admin or Standard user on the Microsoft Ads account. Read-only users cannot authorize the connection. * **Multiple accounts:** You can select multiple Microsoft Ads accounts in a single data flow and append data from all of them. * **Custom report fields:** When creating a custom report, select both a **Resource** (e.g., Campaigns, Keywords, Ads) and relevant **Dimensions** and **Metrics** for that resource. * **Performance Max campaigns:** If you run Performance Max campaigns, use the **Campaign performance report** to pull overall metrics, but note that detailed keyword and ad-level data is not available for Performance Max (Microsoft optimizes keywords internally). --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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