# FAQ

<details>

<summary>How long does it take for Microsoft Ads data to be available for import?</summary>

Microsoft Ads processes data with a 24–48 hour delay. If you ran a campaign yesterday, the data will be partially available today and fully available tomorrow. For the most reliable data, always import from 2+ days ago. This is why we recommend scheduling imports for early morning (7–8 AM) — by then, yesterday's data is complete.

</details>

<details>

<summary>Can I import data from multiple Microsoft Ads accounts at once?</summary>

Yes. When you authorize Coupler.io, you'll see a list of all Microsoft Ads accounts linked to your Microsoft account. Select the ones you want to include in your data flow. The data from all selected accounts will be combined (appended) into your destination with an "Account name" column to distinguish them.

</details>

<details>

<summary>What's the difference between a "Predefined" report and a "Custom" report?</summary>

Predefined reports (Campaign performance, Keyword performance, etc.) are pre-built by Microsoft with commonly used metric and dimension combinations. They're faster and more reliable. Custom reports let you choose any metric and dimension combination, but they take longer to run and can hit memory limits on large accounts. Start with predefined reports; only use custom if you need an unusual combination.

</details>

<details>

<summary>Why does my data show "no conversions" even though I'm tracking conversions in Microsoft Ads?</summary>

You likely haven't set up conversion tracking in the report. When pulling a report, ensure you select **Conversions** or **Conversion rate** as a metric. If you're pulling a custom report, make sure you selected a conversion metric from the metrics list. Also verify that your conversion tracking is active in Microsoft Ads and has recorded at least one conversion in your selected date range.

</details>

<details>

<summary>Can I use Coupler.io to modify campaigns or budgets?</summary>

No. Coupler.io reads data from Microsoft Ads only — it cannot change campaigns, budgets, bids, or any settings. You must manage those directly in Microsoft Ads. Coupler.io is for reporting and data analysis only.

</details>

<details>

<summary>What metrics should I use to measure campaign ROI?</summary>

Use **Return on ad spend (ROAS)** if you have e-commerce revenue tracking, or **Cost per conversion** + **Conversion rate** if you're tracking leads or other conversions. For a quick sanity check, compare **Spend** to **Revenue** or **Conversions**. If you want to compare across campaigns, use **ROAS** (revenue ÷ spend) or **Cost per conversion** (spend ÷ conversions) rather than absolute revenue or conversion counts.

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