Data reference

Introduction

Microsoft Ads (Microsoft Advertising, formerly Bing Ads) is Microsoft’s search and audience advertising platform, delivering ads across the Bing search engine, Yahoo, AOL, the Microsoft Audience Network, and partner properties. It is used by performance marketers to reach search and audience traffic outside the Google ecosystem, across search, shopping, dynamic search, audience, hotel, and Performance Max campaign types. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. To connect this data source, see How to connect Microsoft Ads to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, ad sets (ad groups), ads, and keywords. It refreshes twice daily, at 4:00 PM UTC and 5:00 AM UTC.

Reports data

Reports include daily performance metrics for ad accounts, campaigns, ad sets, ads, and keywords. Real-time. Report data is fetched from Microsoft Advertising on demand when a dashboard loads, so the latest values are always visible. On top of that, scheduled refreshes backfill late-arriving click and conversion data across several time windows. Refresh schedule. Reports refresh on three overlapping schedules:

5:00 PM UTC daily — syncs the last 9 days for ad account, campaign, ad set, and ad
11:40 PM and 6:40 AM UTC daily — syncs the last 3 days for ad account, campaign, ad set, and ad
7:30 AM UTC on the 1st and 15th of each month — syncs the last 30 days for ad account, campaign, ad set, and ad

Architecture levels

Customer → Ad account → Campaign → Ad set (ad group) → Ad / Keyword

Date range limits

Some time-based breakdowns cap how far back a single report can reach. Data outside the cap may be truncated.

Breakdown	Max range
Daily	93 days
Week date	93 days
Weekly (Start: Mon or Sun)	1 year

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like Impressions is the literal Microsoft Advertising (Bing Ads) reporting field. Italic text describes how a value is produced when it does not map cleanly to a single API field.

Reach & impressions

Metric	Description	Data type	API Key
Impressions	Total times ads were displayed, regardless of user interaction.	Number	`Impressions`
Reach	Unique users who saw the ad at least once.	Number	`Reach`
CPM	Cost per thousand impressions.	Currency	`Cpm`

Click performance

Metric	Description	Data type	API Key
Clicks (all)	Total clicks, including link, social, and other interactions.	Number	`Clicks`
Link clicks	Clicks on the ad’s link or call to action.	Number	`Clicks`
CTR	Click-through rate.	Percentage	`Ctr`
CPC	Cost per click.	Currency	`Cpc`

Cost & spend

When an ad account’s currency differs from the Adriel workspace currency, costs are converted to the workspace currency using the current day’s exchange rate.

Metric	Description	Data type	API Key
Ad spend	Total amount spent on ads during the reporting period.	Currency	`Spend`
CPR	Cost per result — spend divided by desired outcomes.	Currency	Adriel-computed

Conversion performance

Metric	Description	Data type	API Key
Conversions	Attributed actions matching the defined conversion events. Defaults to “Purchase” when no event is set.	Number	`Conversions`
Conversion value	Monetary value of attributed conversions.	Currency	`Revenue`
Revenue	Monetary value of attributed conversions. Defaults to “Purchase” when no event is set.	Currency	`Revenue`
Result rate	Conversion rate reported by the platform.	Percentage	`ConversionRate`

Per-conversion metrics

For each conversion goal tracked by the account’s pixel, Adriel generates a set of derived metrics. The [conversion_name] placeholder is replaced with the goal name, for example Microsoft Ads: Purchase.

Metric	Description	Data type	API Key
Microsoft Ads: [conversion_name]	Number of conversions tracked for the goal.	Number	Per-goal conversion count
Microsoft Ads: [conversion_name]: Conversion value	Value attributed to the goal.	Currency	Per-goal conversion value
Microsoft Ads: [conversion_name]: CPA	Cost per action.	Currency	Adriel-computed (spend / conversions)
Microsoft Ads: [conversion_name]: CVR	Conversion rate.	Percentage	Adriel-computed (conversions / clicks)
Microsoft Ads: [conversion_name]: ROAS	Return on ad spend.	Ratio	Adriel-computed (conversion value / spend)

Video performance

Metric	Description	Data type	API Key
Video impressions	Number of times video creatives started displaying.	Number	`VideoImpressions`
Views	Aggregated count of all qualified video views.	Number	`VideoViews`
Video played to 25% (Views)	Plays reaching 25% of video length.	Number	`Video25PercentComplete`
Video played to 50% (Views)	Plays reaching 50% of video length.	Number	`Video50PercentComplete`
Video played to 75% (Views)	Plays reaching 75% of video length.	Number	`Video75PercentComplete`
Video played to 100% (Views)	Plays reaching 100% of video length.	Number	`Video100PercentComplete`
2s video plays	Views where the video played for at least 2 seconds.	Number	`VideoViewsAt2Seconds`
6s video plays	Views where the video played for at least 6 continuous seconds.	Number	`VideoViewsAt6Seconds`

Budget & schedule

Metric	Description	Data type	API Key
Budget	Configured budget (daily or lifetime) on the campaign or ad set.	Currency	`DailyBudget`, `CpcBid.Amount`
Daily budget	Daily budget set on the campaign or ad set.	Currency	`DailyBudget`, `CpcBid.Amount`
Bid cap	Bid cap set on the ad set or campaign.	Currency	`CpcBid.Amount`, `Bid.Amount`
Bid strategy	Bid strategy set on the ad set or campaign.	Text	`BiddingScheme.Type`, `BiddingScheme.InheritedBidStrategyType`
Starts	Campaign or ad set start date.	Date	`StartDate`
Ends	Campaign or ad set end date.	Date	`EndDate`

Campaign structure metadata

Metric	Description	Data type	API Key
Ad account name	Name of the ad account.	Text	`Name`, `a:Name`
Campaign name	Campaign name.	Text	`Name`
Ad set name	Ad set (ad group) name.	Text	`Name`
Ad name	Ad name.	Text	`TitlePart1`, `TitlePart2`, `TitlePart3`, `Type`
Keyword name	Keyword text (Search campaigns only).	Text	`Text`
Objective	Campaign objective or type.	Text	`CampaignType`
Status	Campaign, ad set, or ad status.	Text	`Status`
Channel	Channel where the ad is published.	Text	Constant rollup label
Creative type	Ad type.	Text	`Type`
Creative URL	Creative image or video thumbnail URL.	URL	`Images.ImageUrl`, `Videos.ThumbnailImage.ImageUrl`

UTM tracking

UTM values are parsed by Adriel, not returned by Microsoft. Adriel reads the UTM query parameters from each ad’s landing URL.

Metric	Description	API Key
UTM Source	Parsed `utm_source` parameter.	Adriel-parsed from landing URL
UTM Medium	Parsed `utm_medium` parameter.	Adriel-parsed from landing URL
UTM Campaign	Parsed `utm_campaign` parameter.	Adriel-parsed from landing URL
UTM Content	Parsed `utm_content` parameter.	Adriel-parsed from landing URL
UTM Term	Parsed `utm_term` parameter.	Adriel-parsed from landing URL

Breakdowns

Standard hierarchy

Breakdown	Description	API Key
Ad account	Group by ad account (based on ID).	`Name`, `a:Name`
Campaign	Group by campaign (based on ID).	`Name`
Ad set	Group by ad set / ad group (based on ID).	`Name`
Ad	Group by ad (based on ID).	`TitlePart1`, `TitlePart2`, `TitlePart3`, `Type`
Campaign name	Group by campaign name.	`Name`
Ad set name	Group by ad set name.	`Name`
Ad name	Group by ad name.	`TitlePart1`, `TitlePart2`, `TitlePart3`, `Type`

Search

These breakdowns apply only to Search campaigns; they return no data for other campaign types.

Breakdown	Description	API Key
Keyword	Group by keyword (based on keyword ID).	`Text`
Keyword text	Group by keyword text.	`Text`
Search term view	Group by the search query that triggered the ad.	Microsoft reporting view

Demographics & geography

Breakdown	Description	API Key
Age	Group by audience age range.	`AgeGroup`
Gender	Group by audience gender.	`Gender`
Country	Group by impression location (two-letter country code).	Derived from location fields
Location	Split reports by impression location (city or region).	`Country`, `Region`, `City`
Device target	Group by device type (mobile, desktop, or tablet).	`DeviceType`

Campaign attributes

Breakdown	Description	API Key
Objective	Group campaigns by their objective (campaign type).	`CampaignType`
Status	Group by campaign, ad set, or ad status.	`Status`

Time grouping

Microsoft returns daily records; Adriel aggregates them into these views for reporting.

Breakdown	Description
Auto Time Breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day.
Weekly (Start: Mon)	Split reports by week, starting Monday.
Weekly (Start: Sun)	Split reports by week, starting Sunday.
Week date	Group by the day of the week on which the impression occurred, such as Monday.
Week Number (W#)	Split reports by week number in the year.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.

Creative analysis

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description
Creative image	Groups performance by identical or visually similar creative images.
Color Clustering	Groups creative images by dominant visual color.
Emoji Analysis	Groups ads by emojis present in the ad copy.
Ad copy	Groups ads that share the same ad copy.

Overview

These groupings are provided by Adriel rather than returned by the Microsoft reporting API.

Breakdown	Description
Channel	Constant grouping label, used for cross-connector rollup.
Platform	Group results by the platform where the ads were broadcast.
No Grouping	Do not break down; return one aggregated row.

Limitations

Keyword data is Search-only — keyword and keyword-text breakdowns and the keyword-name metric return data only for Search campaigns.
Date-range caps on time breakdowns — daily and week-date breakdowns are limited to 93 days; weekly breakdowns are limited to 1 year. Data outside these ranges may be truncated.
Customer and account header pairing — every request requires both the Microsoft customer ID and the account ID. A mismatched pairing returns a permission error rather than empty data, so both must be selected consistently during setup.
Currency conversion — when an ad account’s currency differs from the workspace currency, costs are converted using the current day’s exchange rate, so historical currency figures may shift slightly.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Click performance

Cost & spend

Conversion performance

Per-conversion metrics

Video performance

Budget & schedule

Campaign structure metadata

UTM tracking

Breakdowns

Standard hierarchy

Search

Demographics & geography

Campaign attributes

Time grouping

Creative analysis

Overview

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Reach & impressions

​Click performance

​Cost & spend

​Conversion performance

​Per-conversion metrics

​Video performance

​Budget & schedule

​Campaign structure metadata

​UTM tracking

​Breakdowns

​Standard hierarchy

​Search

​Demographics & geography

​Campaign attributes

​Time grouping

​Creative analysis

​Overview

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Click performance

Cost & spend

Conversion performance

Per-conversion metrics

Video performance

Budget & schedule

Campaign structure metadata

UTM tracking

Breakdowns

Standard hierarchy

Search

Demographics & geography

Campaign attributes

Time grouping

Creative analysis

Overview

Limitations

API references

See also