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

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.

Analysts

Marketing Leaders

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 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).