Skip to main content

​
Why do keyword breakdowns show no data on my Shopping or Audience campaigns?

Keyword-level data in Microsoft Ads exists only for Search campaigns. The Keyword and Keyword text breakdowns, and the Keyword name metric, return values for Search campaigns and stay empty for Shopping, Dynamic Search, Audience, Hotel, and Performance Max campaigns. This is expected: those campaign types do not target individual keywords, so Microsoft returns no keyword rows for them. To compare performance across all campaign types, break down by campaign, ad set, or ad instead, and reserve the keyword breakdowns for Search campaigns.

​
Why did my Microsoft Ads spend change after a day or two?

Microsoft Ads figures for the most recent days are provisional and settle over the following days as late-arriving click and conversion data is reconciled. A number pulled today can differ slightly once Microsoft finalizes the same period. Recent days move the most; older data is stable. For the exact windows on which Adriel re-syncs Microsoft Ads data, see the Microsoft Ads data reference.

​
Why am I getting a permission error instead of empty data?

Every Microsoft Ads request carries both the Microsoft customer ID and the account ID, and the two must belong together. When the pairing is inconsistent, Microsoft rejects the request with a permission error rather than returning an empty result. This most often traces back to setup. Reconnecting the data source and selecting the customer and account consistently resolves it. If the error persists after a clean reconnection, email support@adriel.com with the affected dashboard URL and the account name.

​
Why is my daily breakdown truncated past about three months?

Time-based breakdowns in Microsoft Ads have date-range caps. The Daily and Week date breakdowns cover a maximum of 93 days in a single report, so data beyond that window may be truncated. For longer look-backs, the Weekly breakdowns reach up to one year. A widget that needs both daily granularity and a range longer than 93 days is best split into shorter periods, or switched to a coarser time grouping.

​
Why do my Microsoft Ads costs differ slightly from the platform?

When an ad account’s currency differs from the workspace currency, Adriel converts costs to the workspace currency using the current day’s exchange rate. Because the rate applied is the current one, historical cost figures can shift slightly as rates move. For a like-for-like comparison against Microsoft Advertising, match the reporting currency and date range, and expect small differences on converted amounts rather than exact parity.

​
Common issues

Microsoft Ads requires two separate permissions to connect:
  1. OAuth or admin consent for the Adriel app on the Microsoft tenant. AADSTS650052 means the customer’s Microsoft Entra tenant is missing the service principal for the Microsoft Advertising API Service. The IT admin has to create the service principal (via Azure PowerShell or Graph API) and grant admin consent to Adriel’s OAuth app.
  2. Direct user access to the Microsoft Advertising account itself. Being a Microsoft or Azure Super Admin does not grant access to the Ads account. Invalid client data SOAP faults occur when the OAuth user has lost access to the ad account (for example, they left the company). The fix is to create a new OAuth connection with an account that has ad-account access; the existing data source can be relinked to the new connection.
Three known limitations:
  • Deleted Microsoft Ads campaigns are not visible in Adriel even if the platform still has historical performance data. Missing campaigns in a platform-vs-Adriel comparison are typically deleted on the Microsoft side.
  • Adriel parses UTMs only at the ad level. If Microsoft Ads campaigns set the Final URL Suffix at the campaign level (with UTM parameters auto-appended, for example by SA360), Adriel won’t populate UTM source because it doesn’t read campaign-level suffixes.
  • The Microsoft Ads API returns Text, Expanded Text, and Responsive Search ads with no image extensions at ad, ad group, or campaign level. Image extensions on search ads are not exposed as ad creative assets — clients not running native display in Bing won’t see creative images.

Microsoft Ads data reference

Metrics, breakdowns, refresh cadence, and limits for Microsoft Ads.

How to connect Microsoft Ads

Connect a Microsoft Ads account to Adriel.

Refresh strategies

How Adriel keeps data source figures up to date.

Data history and retention

How much historical data Adriel imports and stores.