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 columnsData type uses Adriel’s 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 marks a value Adriel computes or derives on its side rather than a single API field. Currency values are reported in each ad account’s configured Microsoft Ads currency.

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

Campaign Attributes

Metric	Description	Data type	API Key
Active Status	Whether the campaign, ad set, or ad is currently active.	Text	Adriel-side
Ad Account Name	Name of the Microsoft Advertising account.	Text	`Name`
Ad Name	Name or title returned for the ad.	Text	`TitlePart1`, `TitlePart2`, `TitlePart3`, `Type`
Ad Set Name	Name of the ad group.	Text	`Name`
Ad Spend	Total advertising cost for the selected period.	Currency	`Spend`
Bid Cap	Bid amount configured for the selected ad group or keyword.	Currency	`CpcBid.Amount`, `Bid.Amount`
Bid Strategy	Bid strategy type set in Microsoft Advertising for the selected campaign or ad group.	Text	`BiddingScheme.Type`, `BiddingScheme.InheritedBidStrategyType`
Budget	Budget settings returned for the selected campaign or ad group.	Text	`DailyBudget`, `CpcBid.Amount`
Campaign Name	Name of the campaign.	Text	`Name`
Creative Type	Type of ad creative returned by Microsoft Advertising for the selected ad.	Text	`Type`
Creative URL	Image or video URL returned for the selected ad creative when available.	Text	`Images.ImageUrl`, `Videos.ThumbnailImage.ImageUrl`
Daily Budget	Budget amount returned for the selected campaign or ad group.	Currency	`DailyBudget`, `CpcBid.Amount`
Ends	End date configured for the selected campaign or ad group when one is set.	Date	`EndDate`, `AdRotation.EndDate`
Landing URL	Final landing page URLs configured for the selected ad.	Text	`FinalUrls`, `FinalMobileUrls`
Lifetime Budget	Total lifetime budget configured for the selected campaign or ad group when one is set.	Currency	Adriel-side
Objective	Campaign type configured in Microsoft Advertising for the selected campaign.	Text	`CampaignType`
Starts	Start date configured for the selected campaign or ad group.	Date	`StartDate`
Status (Text)	A human-readable label for the current delivery status.	Text	Adriel-side
Status (Toggle)	Current delivery status of the selected campaign, ad group, ad, or keyword.	Text	`Status`
UTM Campaign	UTM campaign values associated with the selected ads or landing URLs when available.	Text	Adriel-side
UTM Content	UTM content values associated with the selected ads or landing URLs when available.	Text	Adriel-side
UTM Medium	UTM medium values associated with the selected ads or landing URLs when available.	Text	Adriel-side
UTM Source	UTM source values associated with the selected ads or landing URLs when available.	Text	Adriel-side
UTM Term	UTM term values associated with the selected ads or landing URLs when available.	Text	Adriel-side

UTM values are parsed by Adriel, not returned by Microsoft. Adriel reads the UTM query parameters from each ad’s landing URL and exposes them as metrics for rollup.

Campaign Structure

Metric	Description	Data type	API Key
Ad Account ID	Microsoft Advertising account identifier.	Text	`Id`
Ad ID	Microsoft Advertising ad identifier.	Text	`Id`
Ad Set ID	Microsoft Advertising ad group identifier.	Text	`Id`
Campaign ID	Microsoft Advertising campaign identifier.	Text	`Id`
Channel	Marketing channel classification applied for cross-connector rollup.	Text	Adriel-side
Keyword ID	Microsoft Advertising keyword identifier.	Text	`Id`
Keyword Name	Keyword text.	Text	`Text`

Click Performance

Metric	Description	Data type	API Key
Clicks (All)	Number of ad clicks.	Number	`Clicks`
CPC	Cost per click.	Currency	`Cpc`
CPM	Cost per thousand impressions.	Currency	`Cpm`
CTR	Click-through rate.	Percentage	`Ctr`
Impressions	Number of times an ad was shown.	Number	`Impressions`
Link Clicks	Number of ad clicks.	Number	`Clicks`
Reach	Audience reach returned by Microsoft Advertising when available in the selected report.	Number	`Reach`

Computed Metrics

These are calculated by Adriel from other metrics; they have no single underlying Microsoft Advertising field.

Metric	Description	Data type	API Key
Frequency	Average number of times each user saw the ads (impressions divided by reach).	Ratio	Adriel-computed
ROAS	Return on ad spend — conversion value divided by spend.	Ratio	Adriel-computed
Video Played To 100% (%)	Plays reaching 100% completion as a share of video impressions.	Percentage	Adriel-computed
Video Played To 25% (%)	Plays reaching 25% completion as a share of video impressions.	Percentage	Adriel-computed
Video Played To 50% (%)	Plays reaching 50% completion as a share of video impressions.	Percentage	Adriel-computed
Video Played To 75% (%)	Plays reaching 75% completion as a share of video impressions.	Percentage	Adriel-computed
View Rate	Video views as a share of video impressions.	Percentage	Adriel-computed

Conversion Performance

Metric	Description	Data type	API Key
Conversion Value	Revenue attributed to conversions.	Currency	`Revenue`
Conversions	Number of conversions attributed by Microsoft Advertising.	Number	`Conversions`
Result Indicator	The metric used to represent the result for the campaign’s objective.	Text	Adriel-derived
Results	Result summary reported for the campaign’s configured objective.	Text	Adriel-derived
Revenue	Revenue attributed to conversions.	Currency	`Revenue`

Custom conversion events are imported automatically. Any conversion event tracked in the Microsoft Advertising account is imported and appears in dashboards only while the underlying event is active in the account. For each imported event, Adriel also generates derived KPIs such as ROAS, CPA, and conversion rate.

Creative Attributes

Metric	Description	Data type	API Key
Creative Image	A reference to the ad’s creative image.	Text	Adriel-side

Engagement

Metric	Description	Data type	API Key
Video Impressions	Number of times a video ad was shown.	Number	`VideoImpressions`

Video Performance

Metric	Description	Data type	API Key
2s Video Plays	Number of video views that lasted at least 2 seconds.	Number	`VideoViewsAt2Seconds`
6s Video Plays	Number of video views that lasted at least 6 seconds.	Number	`VideoViewsAt6Seconds`
Video Played To 100% (Views)	Number of video views that completed the video.	Number	`CompletedVideoViews`
Video Played To 25% (Views)	Number of video views that reached 25% of the video.	Number	`VideoViewsAt25Percent`
Video Played To 50% (Views)	Number of video views that reached 50% of the video.	Number	`VideoViewsAt50Percent`
Video Played To 75% (Views)	Number of video views that reached 75% of the video.	Number	`VideoViewsAt75Percent`
Views	Number of video views.	Number	`VideoViews`

Microsoft Ads-specific

These metrics exist only for Microsoft Ads and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Metric	Description	Data type	API Key
Absolute Top Impression Share	Estimated percentage of eligible absolute top-of-page impressions the keyword received.	Percentage	`AbsoluteTopImpressionSharePercent`
Absolute Top Impression Share Lost To Budget Percent	Estimated percentage of absolute top-of-page impressions lost because budget was insufficient.	Percentage	`AbsoluteTopImpressionShareLostToBudgetPercent`
Absolute Top Impression Share Lost To Rank Percent	Estimated percentage of absolute top-of-page impressions lost because ad rank was too low.	Percentage	`AbsoluteTopImpressionShareLostToRankPercent`
Absolute Top Impression Share Percent	Estimated percentage of eligible absolute top-of-page impressions the keyword received.	Percentage	`AbsoluteTopImpressionSharePercent`
Ad Spend	Total advertising cost for the selected period.	Currency	Adriel-side
Budget Lost Absolute Top Impression Share	Estimated percentage of absolute top-of-page impressions lost because budget was insufficient.	Percentage	`AbsoluteTopImpressionShareLostToBudgetPercent`
Budget Lost Impression Share	Estimated percentage of impressions lost because budget was insufficient.	Percentage	`ImpressionLostToBudgetPercent`
Budget Lost Top Impression Share	Estimated percentage of top-of-page impressions lost because budget was insufficient.	Percentage	`TopImpressionShareLostToBudgetPercent`
Exact Match Impression Share	Estimated percentage of eligible exact-match impressions the keyword received.	Percentage	`ExactMatchImpressionSharePercent`
Exact Match Impression Share Percent	Estimated percentage of eligible exact-match impressions the keyword received.	Percentage	`ExactMatchImpressionSharePercent`
Impression Lost To Budget Percent	Estimated percentage of impressions lost because budget was insufficient.	Percentage	`ImpressionLostToBudgetPercent`
Impression Lost To Rank Agg Percent	Estimated percentage of impressions lost because ad rank was too low.	Percentage	`ImpressionLostToRankAggPercent`
Impression Share	Estimated percentage of impressions received out of the impressions the keyword was eligible to receive.	Percentage	`ImpressionSharePercent`
Impression Share Percent	Estimated percentage of impressions received out of the impressions the keyword was eligible to receive.	Percentage	`ImpressionSharePercent`
Rank Lost Absolute Top Impression Share	Estimated percentage of absolute top-of-page impressions lost because ad rank was too low.	Percentage	`AbsoluteTopImpressionShareLostToRankPercent`
Rank Lost Impression Share	Estimated percentage of impressions lost because ad rank was too low.	Percentage	`ImpressionLostToRankAggPercent`
Rank Lost Top Impression Share	Estimated percentage of top-of-page impressions lost because ad rank was too low.	Percentage	`TopImpressionShareLostToRankPercent`
Top Impression Share	Estimated percentage of eligible top-of-page impressions the keyword received.	Percentage	`TopImpressionSharePercent`
Top Impression Share Lost To Budget Percent	Estimated percentage of top-of-page impressions lost because budget was insufficient.	Percentage	`TopImpressionShareLostToBudgetPercent`
Top Impression Share Lost To Rank Percent	Estimated percentage of top-of-page impressions lost because ad rank was too low.	Percentage	`TopImpressionShareLostToRankPercent`
Top Impression Share Percent	Estimated percentage of eligible top-of-page impressions the keyword received.	Percentage	`TopImpressionSharePercent`

Breakdowns

Campaign Structure

Channel, Platform, and Status groupings are provided by Adriel for cross-connector consistency rather than returned by Microsoft Advertising.

Breakdown	Description	API Key
Ad	Ad name or title returned by Microsoft Advertising.	`TitlePart1`, `TitlePart2`, `TitlePart3`, `Type`
Ad Account	Microsoft Advertising account name.	`Name`
Ad Name	Groups results by ad name.	Adriel-side
Ad Set	Ad group name.	`Name`
Ad Set Name	Groups results by ad set (ad group) name.	Adriel-side
Campaign	Campaign name.	`Name`
Campaign Name	Groups results by campaign name.	Adriel-side
Channel	Adriel channel identifier for Microsoft Ads.	Adriel-side
Keyword Match Type	Match type configured for the keyword.	`MatchType`
Keyword Name	Keyword text.	`Text`
Keyword Text	Keyword text.	`Text`
Objective	Campaign type configured in Microsoft Advertising for the selected campaign.	`CampaignType`
Platform	Groups results by advertising platform.	Adriel-side
Status (Toggle)	Current delivery status of the selected campaign, ad group, ad, or keyword.	`Status`

Creatives

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description	API Key
Ad Copy	Word extracted from the creative text.	Adriel-side
Color Clustering	Dominant color cluster detected in the creative.	Adriel-side
Creative Image	Image hash used to group visually identical creatives.	Adriel-side
Emoji Analysis	Emoji detected in the creative text or image analysis.	Adriel-side

Date

Microsoft Advertising returns daily records; Adriel aggregates them into these views, so all time breakdowns are Adriel-side aggregations of the same underlying daily data.

Breakdown	Description	API Key
Auto Time Breakdown	Automatic time bucket selected by Adriel for the requested date range.	Adriel-side
Daily Breakdown	Calendar day of the reported data.	Adriel-side
Monthly Breakdown	Calendar month of the reported data.	Adriel-side
Quarterly Breakdown	Groups results by calendar quarter.	Adriel-side
Week Date Breakdown	Start date of the week bucket for the reported data.	Adriel-side
Week Number Breakdown (W#)	Week number in the year for the reported data.	Adriel-side
Weekly Breakdown (Start: Mon)	Calendar week of the reported data.	Adriel-side
Weekly Breakdown (Start: Sun)	Sunday-through-Saturday week bucket for the reported data.	Adriel-side
Yearly Breakdown	Calendar year for the reported data.	Adriel-side

Others

Breakdown	Description	API Key
No Grouping	Single bucket that aggregates all returned rows together.	Adriel-side

Target

Breakdown	Description	API Key
Age	Age group of the audience who viewed the ad.	`AgeGroup`
Country	Country of the user who viewed or clicked the ad.	`Country`
Device Target	Device type that showed the ad.	`DeviceType`
Gender	Gender of the audience who viewed the ad.	`Gender`
Location	User location returned by Microsoft Advertising, using city and country when available.	`Country`, `Region`, `City`

Microsoft Ads-specific

These breakdowns exist only for Microsoft Ads and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Breakdown	Description	API Key
Ad Label	Microsoft Ads labels associated with the ad when label fetching is enabled.	`labels`
Ad Set Label	Microsoft Ads labels associated with the ad group when label fetching is enabled.	`labels`
Campaign Label	Microsoft Ads labels associated with the campaign when label fetching is enabled.	`labels`
Keyword Label	Microsoft Ads labels associated with the keyword when label fetching is enabled.	`labels`
Search Term View	Search term used by the audience.	`SearchQuery`

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

Campaign Attributes

Campaign Structure

Click Performance

Computed Metrics

Conversion Performance

Creative Attributes

Engagement

Video Performance

Microsoft Ads-specific

Breakdowns

Campaign Structure

Creatives

Date

Others

Target

Microsoft Ads-specific

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Campaign Attributes

​Campaign Structure

​Click Performance

​Computed Metrics

​Conversion Performance

​Creative Attributes

​Engagement

​Video Performance

​Microsoft Ads-specific

​Breakdowns

​Campaign Structure

​Creatives

​Date

​Others

​Target

​Microsoft Ads-specific

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Campaign Attributes

Campaign Structure

Click Performance

Computed Metrics

Conversion Performance

Creative Attributes

Engagement

Video Performance

Microsoft Ads-specific

Breakdowns

Campaign Structure

Creatives

Date

Others

Target

Microsoft Ads-specific

Limitations

API references

See also