Microsoft Ads: Most-used fields

The percentage of times an ad appeared in the absolute top position (the very first position) of all search results, relative to the total number of impressions.

The estimated percentage of times an ad failed to show in the absolute top position due to an insufficient budget.

The estimated percentage of times an ad missed showing in the very top ad position (above search results) due to a poor ad rank. This helps assess reasons for missing out on top ad positions.

How often your ad was in the first position of all results, as a percentage of your total impressions.

The unique Microsoft Advertising identifier of the account.

The name of the account.

The unique system-generated identifier of the account.

The name of the account.

The unique identification number of the advertiser account.

The status of the advertiser account (e.g., Active, Closed).

The type of call to action for an ad extension, which influences the text displayed on the call-to-action button (e.g., "Shop Now," "Learn More").

Determines whether parallel tracking is enabled for ad clicks. Parallel tracking improves user experience by sending users directly to the landing page while click measurement runs in the background.

Indicates whether an ad copy is preferred to be shown as a search ad or an audience ad. Possible values include 'AudienceAd' for audience ad format only, or 'All' for eligibility in both search and audience ad formats. This helps optimize messaging for native delivery.

The name of the ad group.

The type of the ad group, e.g., 'SearchStandard' or 'SearchDynamic'.

The setting that determines how often Microsoft Advertising selects which ads to serve within an ad group.

The schedule that defines when ads are eligible to be shown.

Indicates whether the ad schedule uses the searcher's time zone.

The ad strength score of responsive search ads, indicating their effectiveness and relevance.

Defines the specific sub-type of an ad, such as Display, HTML5, or Video. This categorization helps in managing different ad formats within campaigns.

The primary descriptive text for the ad.

The secondary descriptive text for the ad, if available.

The distribution network where the ad is shown (e.g., search network, audience network).

This field specifies the type of header used in certain ad extensions, such as Structured Snippet Extensions, where the header precedes a list of values.

The system-generated identifier of the ad extension.

The type of ad extension (e.g., Sitelink, Callout, Call).

This field is a system-assigned identifier that categorizes the type of an ad extension, such as Sitelink, Location, or Call extensions.

A version number that tracks updates made to an ad extension.

The unique Microsoft Advertising identifier for a criterion applied to an ad group.

The unique system-generated identifier of the ad group.

Labels applied to ad groups for organization and reporting.

The name of the ad group.

The status of the ad group (e.g., Active, Paused, Deleted).

The system-generated identifier of the ad.

Labels applied to ads for organization and reporting.

A component of Quality Score, measuring how relevant an ad is to the keyword.

The status of the ad (e.g., Active, Paused, Deleted).

A score indicating the effectiveness and relevance of responsive search ads, ranging from Poor to Excellent.

Recommendations or suggestions provided by Microsoft Advertising to improve the effectiveness and relevance of responsive search ads, based on their Ad Strength score.

The title of the ad.

The type of ad (e.g., Text Ad, Product Ad, Responsive Search Ad).

The first line of the postal address for a business or account. This is part of the Address data object in Microsoft Advertising API.

The currency code used for restating an offline conversion. This field is applied when adjusting a previously recorded conversion's value.

The date and time when an offline conversion adjustment occurred. This value must be in Coordinated Universal Time (UTC) and cannot be earlier than the original conversion time.

This field specifies the type of adjustment being made, which can include retracting or restating an offline conversion [cite:Adjustment Type:1], or adjusting booked revenue and media cost values in reporting, with types like advertiser revenue, advertiser credit, or publisher adjustments [cite:Adjustment Type:2].

The adjusted value for an offline conversion. This field is used when restating a conversion to correct its reported value.

The age groups targeted by the ad.

Audience targeting criterion specifying age demographic (e.g., 18-24, 25-34) for ad delivery.

The percentage of clicks that resulted in any conversion, including cross-device and from all conversion goals.

Deprecated by Microsoft in 2022. Performance reports return 0 in this column. Use AllConversionsQualified instead, which reports the total number of conversions including cross-device conversions and conversions from all goals.

The total number of all conversions recorded, including those where the conversion goal's "ExcludeFromBidding" property is set to true.

The average cost for all conversions, regardless of their 'ExcludeFromBidding' setting.

The total revenue generated for every unit of currency spent on advertising, including all conversions. (first search)

The total revenue generated from all conversions, including cross-device and from all conversion goals.

The revenue generated per conversion, including all conversions (cross-device and from all conversion goals).

An alternative text description for image media used in ads or ad extensions. This text is displayed if the image cannot be loaded and is used by screen readers for accessibility purposes. The maximum length is 90 characters.

The unique identifier for the mobile app, as supplied by the app store, used in app install ads and app ad extensions.

The platform or app store where the mobile application is distributed, such as AppleAppStore, GoogleAppStore, or MicrosoftAppStore.

The status of an app ad extension, indicating whether it is active or deleted.

This field indicates the application store where a mobile app is distributed, such as Apple App Store, Google Play Store, or Microsoft App Store.

The number of times customers install apps through your ads.

Refers to the proportional relationship between an image's width and height for image assets used in ads, especially for responsive ads and image ad extensions. Supported aspect ratios (e.g., 1.91:1, 1:1) are crucial for proper ad display across various placements.

Refers to the context in which an asset (like an image or text) is used within an ad campaign.

The entity representing a collection of assets for Performance Max campaigns.

The type of search theme associated with an asset group, which helps define what search queries the asset group's ads are eligible to show for.

The strength score of an asset group, indicating its effectiveness.

Provides a summary of the editorial review status for an asset or asset group, indicating whether it is pending review, approved, disapproved, or active with limitations.

The system-generated unique identifier of the asset group.

The name of the asset group.

The current status of the asset group, such as Active, Deleted, Expired, or Paused.

The unique Microsoft Advertising identifier for an asset, which can be shared across multiple ads.

This field specifies the type of advertising asset, indicating its role within an ad. Examples include TextAsset (for headlines or descriptions), ImageAsset, or VideoAsset.

The number of assists attributed to an ad, where an ad contributed to a conversion but wasn't the last click.

The model used to attribute conversions to ad interactions, such as LastClick or DataDriven.

The audience entity that defines a group of users to target.

The system-generated identifier for an audience group, used to uniquely identify the audience segment in the account.

The name of the audience group. This name must be unique among all audience groups within the account and can contain a maximum of 256 characters.

The unique Microsoft Advertising identifier for the audience.

The total count of active individuals within a specific audience who are available for targeting on the Microsoft Audience Network. A minimum of 300 people is required for the audience to be used for optimizations.

This setting allows advertisers to control or limit where their ads are displayed within the Microsoft Audience Network, often managed through website exclusions or ad distribution settings to optimize audience targeting.

The total count of active individuals within a specific audience who are available for targeting on the Microsoft Search Network. A minimum of 300 people is required for the audience to be used for optimizations.

The total number of people who are active members of a specific audience in the Search or Audience network. This helps estimate how many users can be targeted.

The unique identifier for an audience.

The estimated percentage of impressions your ad did not receive due to issues with your ad ranking. For Microsoft Shopping Campaigns, this data is only available with the campaign and ad group performance reports.

The name of the audience targeted.

The type of audience (e.g., remarketing list, in-market audience).

A collection of audience entities.

Specifies if image assets should be dynamically generated by Microsoft Advertising for Performance Max campaigns. Setting it to true opts out of dynamic image asset generation.

Specifies if text assets should be dynamically generated by Microsoft Advertising. Setting it to true opts out of dynamic text asset generation.

If set to true, this indicates that the automatic selection of call-to-action assets for multimedia ads in a campaign is opted out, meaning individual ad call-to-action settings will be honored.

The average cost per video view.

The average cost per click (CPC) on your ads.

The average cost per thousand impressions (CPM).

The average position of your ad on the search results page.

The average cost per click (CPC).

The average cost per thousand impressions (CPM).

The average position of the ad on the search results page.

The unique identifier of the original campaign used as the base for an experiment campaign.

For experimental campaigns, this is the ID of the campaign the experiment was based on. For all other campaigns, this is identical to campaign ID.

The bid amount for a keyword or criterion.

The percentage by which to adjust a bid for specific targeting criteria.

A value that allows amplification of bids for specific targeting criteria or audiences, to increase or decrease the bid amount by a percentage.

The source that determines the multiplier used to adjust the base bid for a criterion (e.g., device, location).

A setting that defines how bids are managed for a campaign, ad group, or keyword, such as manual bidding or automated strategies.

The commission rate for the Commission bid strategy, used for hotel campaigns.

The unique system-generated identifier of a portfolio bid strategy that this campaign shares with other campaigns in the account.

ManualCpc (manual cost per click) is a bid strategy where the advertiser manually sets ad group and keyword bids, which Microsoft Advertising uses for every impression.

A manual bidding strategy where the advertiser sets the bid amount to optimize for a specific Cost Per Install (CPI).

The maximum cost per click (CPC) bid for campaigns using a bid strategy that optimizes for clicks within a budget.

This field specifies the maximum Cost Per Mille (CPM) that can be set as part of a bid strategy.

The name of the bid strategy.

The percentage of the maximum Cost Per Click (CPC) for the PercentCpc bid strategy, used for hotel campaigns.

This field defines the scope of a bid strategy, indicating whether it applies at the customer level (across all accounts) or the account level (to a specific account).

The desired target ad position in search results where you want your ads to appear, used in conjunction with bid strategies like Target Impression Share.

The target cost per sale (CPS) that Microsoft Advertising aims to achieve by optimizing bids to maximize conversions.

The target Cost Per Acquisition (CPA) for the TargetCpa bid strategy.

The target impression share percentage for campaigns using a bid strategy to optimize for visibility on the search results page.

The target return on ad spend (ROAS) for campaigns using a bid strategy to achieve a specific return on advertising investment.

The type of bidding strategy used for a campaign or ad group, such as ManualCpc, MaxClicks, or TargetCpa.

The match type of the keyword that was bid on (e.g., Exact, Phrase, Broad).

The type of bidding strategy used for a campaign or ad group (e.g., Manual CPC, Enhanced CPC, Maximize Conversions).

A unique identifier assigned to a brand or brand kit within the Microsoft Advertising platform, used to reference specific brand entities for advertising purposes.

The brand name associated with a product or entity, often used in product feeds for shopping campaigns.

This field represents the destination URL of a brand's store, which is the web page users are directed to after clicking an ad. The URL must be well-formed and verified, and not redirect to another location.

The daily budget amount for a campaign.

The unique system identifier of the shared budget.

The name of the budget.

The type of budget, determining how the allocated amount is spent throughout the day, e.g., DailyBudgetStandard.

Indicates the status of a shared budget's association with a campaign, for example, 'Sufficient' or 'Budget paused'.

The name of the budget.

The amount of money spent on a campaign, ad group, or ad. It represents the actual cost incurred for advertising activities.

The status of the budget, such as Active or Deleted.

The name of the business associated with an ad or account.

The name of the business associated with a postal address in the account.

The city component of the postal address for a business or account.

The country or region code of the postal address for a business or account.

A unique system-generated identifier for the business address.

The first line of the street address for a business or account.

The second line of the street address for a business or account, if applicable.

The third line of the street address for a business or account, if applicable.

The fourth line of the street address for a business or account, if applicable.

The postal code of the address for a business or account.

The state or province component of the postal address for a business or account.

The date and time the business address was last modified.

The name of the business associated with the ad or account.

The cost per acquisition or conversion.

The click-through rate, calculated as the number of clicks divided by the number of impressions.

A phrase in an ad that encourages users to take a specific action, such as 'Shop Now' or 'Learn More'.

A setting to opt out of the automatic selection of call to action ad assets for multimedia ads within a campaign.

The specific text content of the call to action.

Determines whether call tracking is enabled for the call ad extension, allowing phone calls generated from ads to be tracked and reported as conversions.

Additional descriptive text that can be displayed with an ad as an extension.

The name of the campaign.

Defines settings to limit the number of times a creative can be shown to a given user within a specified period, preventing overexposure or ad burnout.

The specific goal or objective for the campaign, e.g., increasing website traffic or conversions.

The unique Microsoft Advertising identifier for the campaign.

Defines the primary goal or purpose of an advertising campaign, such as driving conversions, maximizing clicks, or increasing brand awareness. This often influences the campaign type (e.g., Search, Shopping, Audience).

Represents the primary goal or intent of an advertising campaign, which influences available ad formats, bidding strategies, and optimization settings. Examples include Brand Awareness, Website Visit, Engagement, Video View, Lead Generation, and Website Conversion.

The type of campaign, such as Search, Audience, Shopping, Hotel Ads, or Performance Max.

The unique Microsoft Advertising identifier of the campaign.

User-defined labels applied to a campaign, used for organizing and filtering campaign data in reports.

The name of the campaign.

The status of the campaign (e.g., Active, Paused, Deleted).

The type of campaign (e.g., Search, Audience, Shopping).

The classification of an advertising campaign, determining its primary objective and features. Examples include Search, Shopping, Dynamic Search Ads, Audience, App, Hotel, and Performance Max campaigns.

This field represents a unique identifier for a category, which can be used to classify products or content.

The advertising network or platform where ads are displayed, such as the entire Microsoft Advertising Network or specific Microsoft sites and select partner traffic. This setting determines the reach and placement of advertising campaigns.

This setting allows advertisers to manage or restrict the advertising channels or networks where their ads are distributed, such as opting out of specific search partners or limiting exposure on the Microsoft Audience Network via ad group-level distribution settings.

Channels refer to the ad distribution options where advertisements can appear, such as the entire Microsoft Advertising Network, Microsoft sites, or select partner traffic.

The city where the impression, click, or conversion occurred.

The percentage of estimated available clicks that an ad received.

The specific part of an ad that a user clicked (e.g., ad title, sitelink, phone number).

The number of times an ad was clicked.

A custom identifier provided by the client, used to associate records in bulk operations.

The color code associated with a label, used for visual organization.

The commission rate charged for Commission bid strategies.

The number of times a video ad was played to 100% completion.

The three-digit ISO 4217 currency code used for reporting conversion revenue, which can be specified for offline conversions or conversion goal revenue.

The name of the conversion goal.

The date and time when a conversion occurred.

The value attributed to a conversion.

The length of time in minutes, ranging from 1 to 129,600 (90 days), after an ad click during which a conversion event will be tracked and attributed to that click.

The percentage of clicks that resulted in a conversion.

Deprecated by Microsoft in 2022. Performance reports return 0 in this column. Use ConversionsQualified instead, which reports the number of conversions attributed to an ad based on your conversion tracking settings.

The total number of conversions recorded. A conversion represents a completed action by a customer after interacting with your ad.

Spend divided by the number of times an entity contributed to a conversion that is associated with a different entity.

The cost incurred for each conversion.

The country where the impression, click, or conversion occurred.

The country or region code for a geographical target.

The country code specifying the market where products are offered for sale from a Microsoft Merchant Center store, used for filtering product catalogs.

The county associated with the user's physical location at the time of the ad interaction.

The Cost Per Click (CPC) bid amount.

The bid amount specified for an ad group, representing the cost an advertiser is willing to pay for 1,000 viewed impressions (Cost Per Mille).

The cost per view (CPV) bid amount, which is the highest amount an advertiser is willing to pay per view or per click on a video ad.

The click-through rate, calculated as (Clicks / Impressions) * 100.

The currency type used for the account.

The currency in which the account operates (e.g., USD, EUR).

The current maximum cost per click that is charged to the advertiser's account when a search user clicks an ad.

A key-value pair used for URL tracking or dynamic content in ads.

A custom label (0-4) defined in the Microsoft Merchant Center product catalog, used for organizing and targeting products in shopping campaigns.

The value of the Custom_label_1 field from your Microsoft Merchant Center catalog, used for product grouping and filtering.

A custom label (0-4) defined in the Microsoft Merchant Center product catalog, used for organizing and targeting products in shopping campaigns.

A custom label (0-4) defined in the Microsoft Merchant Center product catalog, used for organizing and targeting products in shopping campaigns.

A custom label (0-4) defined in the Microsoft Merchant Center product catalog, used for organizing and targeting products in shopping campaigns.

Custom key-value pairs that can be used in tracking templates.

The unique Microsoft Advertising identifier of the customer (manager account).

The name of the customer (manager account).

The maximum amount an advertiser is willing to spend per day for a campaign.

The average amount of campaign budget spent per day.

The calendar date, specified by month, day, and year, used for reporting purposes to filter or aggregate performance data.

DateTime specifies the date and time for which performance data is collected and aggregated in reports, allowing users to analyze trends over various time periods.

The actual match type of the keyword that triggered the ad (e.g., Exact, Phrase, Broad).

The descriptive text of an ad or entity.

Multiple descriptive texts for an ad or entity.

The final landing page URL where a user is directed after clicking on an ad.

The URL to which the ad directs the user after a click.

The URL that users are directed to after clicking an ad.

Determines the device preference for showing the ad.

The type of device an impression or click originated from (e.g., desktop, mobile, tablet).

The operating system of the device reported in the DeviceType column. Possible values include Android, Blackberry, iOS, Other, Unknown, and Windows.

The type of device used by the customer when the impression occurred (e.g., Computers, Smartphones, Tablets).

Indicates whether disclaimer ads are enabled for campaigns, allowing businesses to include legal, regulatory, or promotional fine print within ads.

The URL that is displayed in the ad to the user.

The URL displayed in the ad.

This field specifies the language of the website domain, which can influence ad delivery, particularly for Dynamic Search Ads.

The domain name associated with an ad, campaign, or website.

The first condition that determines whether a webpage property (e.g., URL, content, title) matches the dynamic ad target.

The second condition that determines whether a webpage property (e.g., URL, content, title) matches the dynamic ad target.

The third condition that determines whether a webpage property (e.g., URL, content, title) matches the dynamic ad target.

The operator used with the first dynamic ad target condition (e.g., 'contains', 'equals').

The operator used with the second dynamic ad target condition (e.g., 'contains', 'equals').

The operator used with the third dynamic ad target condition (e.g., 'contains', 'equals').

The value used with the first dynamic ad target condition to target webpages (e.g., a specific URL, category, page title, or page content).

The value used with the second dynamic ad target condition to target webpages.

The value used with the third dynamic ad target condition to target webpages.

Indicates whether dynamic descriptions are enabled for an ad. This allows the system to automatically generate descriptive text.

This field indicates the status of an ad's or keyword's editorial rejection, determining whether the issue can be appealed and if an appeal has already been submitted.

This field identifies the specific component or property of an ad or ad extension that failed the editorial review process.

A code that defines the reason why an ad, keyword, or ad extension failed editorial review.

The editorial review status of the ad, indicating whether it's pending review, approved, or disapproved.

A term identified during the editorial review process that violates Microsoft Advertising policies or guidelines, leading to ad or keyword disapproval.

The date when the campaign or other scheduled entity will stop running.

The scheduled end date for an entity or the end date for reported data.

The type of advertising entity, such as Campaign, AdGroup, Ad, or Keyword, used to filter label associations or other entity-specific data.

An error message or code from an API operation.

Additional details describing an error.

A numeric code associated with an error.

The estimated percentage of impressions from searches that exactly matched your keyword, out of the total available exact match impressions it was eligible to receive.

Indicates if the conversion goal is excluded from bidding optimization calculations.

This field specifies the intent option for excluded geographical locations, such as preventing ads from being shown to people physically located in, or searching for/viewing pages about, a specific excluded area.

This field represents geographical locations that are explicitly excluded from ad targeting, meaning ads will not be shown to users in or interested in these areas.

A component of Quality Score, measuring the expected click-through rate of an ad.

The unique identifier of the campaign created as a copy of the base campaign for an experiment.

This field indicates the type of an advertising campaign that is part of an experiment, such as Search, Audience, or Shopping. It helps identify the original campaign type used as a base for A/B testing.

The unique identifier for an advertising experiment.

Defines an A/B test conducted on an advertising campaign, where a duplicate campaign receives a split of the original's budget and ad traffic. This allows advertisers to test changes (e.g., bid strategies, targeting) and compare performance before full implementation.

The total cost incurred for advertising, representing the spend for a specific period or entity.

A unique identifier assigned by Microsoft Advertising to a specific data feed. Feeds contain items used to dynamically insert information into ads (e.g., product details for shopping campaigns) or define pages for dynamic search ads.

A label used to group and advertise products from a product catalog within Shopping or Performance Max campaigns.

The first mobile landing page URL where users are directed after clicking an ad.

The second mobile landing page URL where users are directed after clicking an ad.

The third mobile landing page URL where users are directed after clicking an ad.

The fourth mobile landing page URL where users are directed after clicking an ad.

The fifth mobile landing page URL where users are directed after clicking an ad.

The sixth mobile landing page URL where users are directed after clicking an ad.

The seventh mobile landing page URL where users are directed after clicking an ad.

The eighth mobile landing page URL where users are directed after clicking an ad.

The last or final URL where a user is ultimately taken after clicking an ad.

The first final URL where users are ultimately taken after clicking an ad.

The second final URL where users are ultimately taken after clicking an ad.

The third final URL where users are ultimately taken after clicking an ad.

The fourth final URL where users are ultimately taken after clicking an ad.

The fifth final URL where users are ultimately taken after clicking an ad.

The sixth final URL where users are ultimately taken after clicking an ad.

The seventh final URL where users are ultimately taken after clicking an ad.

The eighth final URL where users are ultimately taken after clicking an ad.

Tracking parameters appended to the end of the landing page URL.

Your App URL is the page where people go after clicking on your ad on an app.

Your Mobile URL is the page where people go after clicking on your ad on a mobile device.

The landing page URL where customers are taken after clicking the ad.

Additional tracking parameters appended to the final URL.

Based on campaign performance and marketplace dynamics, this estimate is the bid amount that Microsoft Advertising calculates for your ad to be placed on the first page sidebar in the search results.

Settings that limit the number of times an ad or creative is shown to a unique user over a specified period (e.g., per day, week, or month) to prevent overexposure.

The scheduled hours during which ads are eligible to be shown on Fridays.

The starting hour for an ad schedule time range.

The starting minute for an ad schedule time range.

Audience targeting criterion specifying gender (Male, Female) for ad delivery.

The gender types targeted by the ad.

The name of the campaign analytics goal for tracking potential land, browse, prospect, and conversion steps.

The unique identifier of a conversion goal.

The unique identifier of a conversion goal.

The type or category of a conversion goal (e.g., purchase, lead, sign-up).

Refers to HTML5 creative assets used in advertising campaigns, which can be managed via specific API operations.

The first header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The second header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The third header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The fourth header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The fifth header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The sixth header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The seventh header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The eighth header line of a price ad extension, preceding the pricing data, with a maximum length of 25 characters.

The main headline text of the ad.

The primary text components of an ad, especially prominent in responsive search ads, designed to capture user attention.

The historical measure of how relevant an ad is to the keyword and user's search query.

A historical prediction of the click-through rate for an ad or keyword, used for campaign optimization.

The historical measure of how relevant and useful an ad's landing page is to people who click your ad.

The historical overall quality score of a keyword, determining ad rank and cost per click.

The specific type of ad group used for Hotel Ads, primarily for organizing hotel listings.

A specific amenity or characteristic of a hotel, such as 'air conditioning' or 'swimming pool', used in hotel property feeds.

The specific value associated with a hotel attribute, indicating whether the hotel offers a particular amenity or its status (e.g., 'Yes' or 'No').

The unique Microsoft Advertising identifier for the entity.

A URL used to track when an ad creative is displayed to a user. This is particularly relevant for tracking impressions from third-party ad servers, allowing for external reporting of ad views.

URLs used by third-party ad servers to track impressions for creatives, allowing for performance measurement across external tools.

The estimated percentage of impressions lost due to an insufficient budget.

The estimated percentage of potential ad impressions that were not achieved due to a low ad rank, which is influenced by factors like bid, quality, and ad formats.

How often your ad is shown, as a percentage of the total available impressions in the market you were targeting.

The number of times an ad was displayed.

A setting that determines whether view-through conversions are included in conversion metrics. A view-through conversion occurs when a user sees an ad but does not click it, yet later completes a conversion on the website within a defined timeframe.

This field specifies the intent option for included geographical locations, such as targeting people physically in the location, or people searching for/viewing pages about the location.

This field lists the specific geographical locations, such as countries, regions, cities, or postal codes, where ads are targeted to be shown.

Industry allows advertisers to target audiences based on the industries they work in (e.g., as identified by LinkedIn data), or to segment performance data by industry in reports.

The bid strategy type inherited from a higher-level entity, such as the campaign.

Indicates whether the campaign is designated as a deal campaign.

This boolean field indicates whether an entity, such as a location or product group, is excluded from targeting.

A targeting criterion that allows ads to be displayed to users based on their professional job function, as inferred from data like LinkedIn profiles.

The keyword text that triggered the ad.

A measure of how well a keyword competes against other keywords targeting the same traffic.

The unique system-generated identifier of the keyword.

These are the labels you applied to keywords.

The status of the keyword (e.g., Active, Paused, Deleted).

A custom tag used to organize campaigns, ad groups, ads, or keywords for filtering and reporting.

A measure of how relevant the landing page is to the ad and search query.

A measure of the quality of the user experience on the landing page.

A component of Quality Score, measuring the relevance and usefulness of an ad's landing page.

The language targeted by the campaign or ad group.

The date and time when an entity was last modified or when a data record was generated.

The date component of when an entity was last modified or when a data record was generated.

The latitude coordinate of a geographical location, used for location targeting in ads. Values range from -85 to +85 degrees.

The unique identifier for a geographical location.

The type of geographical location, such as country, state, city, or county.

A longer headline text variant for responsive ads, providing more descriptive space for ad copy. For Audience campaigns, it is the longer of two possible responsive ad headlines.

A list of longer headline text variants used for responsive ads.

A longer headline text variant for responsive search ads.

The longitude coordinate of a geographical location, used for location targeting in ads. Values range from -180 to +180 degrees.

The number of low-quality clicks on ads.

The number of low-quality conversions recorded.

Represents clicks filtered by general methods (e.g., deny lists, activity-based detection) that have a low likelihood of commercial intent. These clicks are not billed.

The number of low-quality ad impressions.

The percentage of low-quality impressions.

Represents invalid clicks that use sophisticated methods to appear valid. These clicks are not billed.

A setting that, when enabled, automatically appends a unique Microsoft Click ID (MSCLKID) to the landing page URL when a user clicks on an ad. This ID helps ensure accurate conversion tracking, especially when third-party cookies are restricted.

The primary goal or intent of an advertising campaign, such as brand awareness, website visits, or conversions, which influences available ad formats, bidding strategies, and optimization settings.

The keyword match type, such as Broad, Exact, or Phrase.

The highest bid amount an advertiser is willing to pay, often specified as a maximum cost per click (CPC) within certain bid strategies.

The maximum Cost Per Acquisition (CPA) bid used in a manual CPA bid strategy. This value helps control the maximum amount spent to acquire a conversion.

This field contains a list of unique identifiers for media assets, such as images or videos, stored in the media library, used for associating media with ads or extensions.

The direct URL of a single media asset, such as an image or video, used within an ad or ad extension.

URLs associated with advertising creatives, including landing page URLs (final URLs) for ads and URLs used in page feeds for dynamic search campaigns.

The unique identifier for a product within your Microsoft Merchant Center store product catalog. This ID is used for reporting analytics in Microsoft Shopping Campaigns.

The metropolitan area where the user was physically located when they clicked the ad. This is part of the Microsoft Market Area for US targeting.

A unique 32-character GUID (Globally Unique Identifier) automatically appended to landing page URLs when auto-tagging is enabled. It is used to accurately attribute conversions to ad clicks.

The mobile landing page URL where a user is ultimately taken after clicking an ad.

The date and time when the entity was last modified.

The scheduled hours during which ads are eligible to be shown on Mondays.

The cumulative amount of money spent on a campaign or account from the beginning of the current month up to the reporting date.

The anticipated maximum monthly budget amount, calculated based on the daily budget and days remaining in the month.

The most granular geographical location targeted by an ad or campaign.

A percentage adjustment applied to bids specifically for multimedia ads at the campaign or ad group level, ranging from +20% to +900% to influence ad visibility.

The name of the entity.

This field represents a list of audience segments, keywords, or website URLs that are excluded from ad targeting to prevent ads from being shown to irrelevant users or on unsuitable placements.

The advertising network where the ad was shown (e.g., owned and operated, syndicated search).

The network where the ads are shown, such as the Microsoft Advertising Network or partner traffic.

The unique identifier for a new customer acquisition goal, which helps advertisers optimize campaigns to target or prioritize net-new customers.

The operating system of the device where an ad was displayed, such as Android, iOS, or Windows. This data is available for reporting purposes.

The identifiers for page feeds used in dynamic ads or Performance Max campaigns.

The first custom parameter used for URL tracking or dynamic content.

The second custom parameter used for URL tracking or dynamic content.

The third custom parameter used for URL tracking or dynamic content.

The identifier of the parent account in an account hierarchy.

The unique identifier of the parent criterion in a hierarchical targeting structure.

The identifier of the parent entity, used to establish hierarchical relationships.

The unique identifier of the managing customer account (also known as a manager account) to which a specific account or entity belongs in the Microsoft Advertising hierarchy.

The first optional display path shown in the ad's URL.

The second optional display path shown in the ad's URL.

A shorter or "friendlier" version of your URL address that appears in your ads, as the first subdirectory.

A shorter or "friendlier" version of your URL address that appears in your ads, as the second subdirectory.

A bidding strategy where the bid is a percentage of the total hotel price per night, including taxes and fees.

The phone number displayed in a call ad or call extension.

A performance metric representing the number of phone calls generated from ads that include a call extension or call-only ad.

A performance metric representing the number of times an ad with a phone number or call extension was displayed.

The specific location on a webpage or app where an ad is displayed.

Refers to the specific advertising network or system where ads are run and managed, which in this context is the Microsoft Advertising platform.

The postal code for a geographical target.

The postal code for a geographical target.

The first price point advertised in a price ad extension. Price ad extensions can include up to 8 price columns.

The second price point advertised in a price ad extension. Price ad extensions can include up to 8 price columns.

The advertised price for a specific item within a Price Ad Extension. These fields represent individual price entries in a price table, allowing up to 8 entries.

The advertised price for a specific item within a Price Ad Extension. These fields represent individual price entries in a price table, allowing up to 8 entries.

The advertised price for a specific item within a Price Ad Extension. These fields represent individual price entries in a price table, allowing up to 8 entries.

The advertised price for a specific item within a Price Ad Extension. These fields represent individual price entries in a price table, allowing up to 8 entries.

The advertised price for a specific item within a Price Ad Extension. These fields represent individual price entries in a price table, allowing up to 8 entries.

The advertised price for a specific item within a Price Ad Extension. These fields represent individual price entries in a price table, allowing up to 8 entries.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

A short description providing more information about a specific price item within a Price Ad Extension, with a maximum length of 25 characters.

The type of price ad extension, determining how prices are displayed (e.g., "From", "Up To", "Average").

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The qualifier text (e.g., "From", "Up To", "Average") that precedes the price in a Price Ad Extension, indicating how the price should be interpreted.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The unit of time or measure (e.g., "Per Day", "Per Hour") associated with the price in a Price Ad Extension.

The priority of a shopping campaign, determining which campaign serves ads when multiple campaigns target the same product.

Indicates if product ads are opted out from appearing for specific brands, allowing advertisers to control brand visibility. This is related to product ad management.

Indicates whether product ads are opted out for a campaign or ad group, preventing them from being served.

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

A condition used in Shopping Campaigns to filter products from a Microsoft Merchant Center catalog, such as "New", "Used", or "Refurbished".

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

The specific attribute value that a product must match to satisfy a product condition, for example, "Contoso" for the "Brand" operand.

A category level (1-5) used to classify products in a product catalog, often for reporting and targeting in shopping campaigns.

A category level (1-5) used to classify products in a product catalog, often for reporting and targeting in shopping campaigns.

A category level (1-5) used to classify products in a product catalog, often for reporting and targeting in shopping campaigns.

A category level (1-5) used to classify products in a product catalog, often for reporting and targeting in shopping campaigns.

A category level (1-5) used to classify products in a product catalog, often for reporting and targeting in shopping campaigns.

A classification of a product (Product Type 1 being the broadest, Product Type 5 the most granular) as defined by the merchant in their product catalog.

A classification of a product (Product Type 1 being the broadest, Product Type 5 the most granular) as defined by the merchant in their product catalog.

A classification of a product (Product Type 1 being the broadest, Product Type 5 the most granular) as defined by the merchant in their product catalog.

A classification of a product (Product Type 1 being the broadest, Product Type 5 the most granular) as defined by the merchant in their product catalog.

A classification of a product (Product Type 1 being the broadest, Product Type 5 the most granular) as defined by the merchant in their product catalog.

This field relates to promotion ad extensions, which highlight special sales, offers, or discount codes within ads to attract potential customers.

This field specifies the name of a province or state used for geographical ad targeting.

A geographical location used as the center point for radius targeting.

The list of countries or regions where Microsoft Advertising is able to publish or serve ads. This field is relevant for understanding the geographical reach and targeting capabilities of advertising campaigns.

This field provides the URL of the website or platform where an ad was displayed, particularly relevant for ads shown on syndicated search partners.

The number of purchase conversions recorded from advertising campaigns.

A metric (1-10) reflecting the relevance and quality of ads, keywords, and landing pages, impacting ad placement and cost.

A numeric score (0-3) indicating the potential increase in keyword impressions if the Quality Score improves. Higher scores suggest a greater impact on impressions.

An estimate of the quality of your ads, keywords, and landing pages.

A setting for Responsive Search Ads (RSAs) that, when enabled, allows Microsoft Advertising to dynamically create and serve headlines and descriptions using generative AI, thereby helping to scale ad creation and improve ad relevance.

The radius around a target location for geographical targeting.

The objective set for a campaign or ad group focused on maximizing the number of unique users exposed to the advertisement.

A set of conditions that defines how users are added to a remarketing list. These rules determine the criteria for audience segmentation, such as users who visited specific pages or triggered custom events.

The end date for the report data.

The start date for the report data.

The Return on Ad Spend (ROAS), calculated as (Revenue / Spend).

The total revenue generated from conversions.

The revenue value optionally reported by the advertiser as a result of conversions.

Revenue divided by the number of assists.

The revenue generated for each conversion.

This field represents the revenue generated from conversions, such as purchases, subscriptions, or other defined conversion actions. It provides insights into the monetary value associated with user interactions with ads.

The scheduled operating hours for Saturday, used for ad extension scheduling.

Defines the calendar date and time ranges when an ad extension is eligible to be shown.

Determines whether a conversion goal applies to a single account or across all accounts under a customer, with possible values being 'Account' or 'Customer'.

Words and phrases provided in Performance Max campaigns to guide Microsoft AI in understanding relevant search queries for the business, helping to target the right audience.

The search query entered by the user that triggered an ad.

Segment refers to a custom audience group defined by specific criteria (e.g., demographics, behavior, keywords) that advertisers can target with their ads or use to analyze performance data.

Indicates if auto-generated assets (e.g., headlines, descriptions) are enabled for a campaign or ad group. This is a campaign or ad group level setting.

A setting that determines whether Microsoft Advertising can automatically generate assets (like headlines and descriptions) for responsive search ads using generative AI, to improve ad coverage and performance.

Indicates if the automatic generation of images for ads is opted out, allowing advertisers to use only manually uploaded images. This is a campaign or ad group level setting.

Indicates if the automatic generation of text assets (e.g., headlines, descriptions) for ads is opted out. This is a campaign or ad group level setting.

Indicates if the Cost Per Sale (CPS) bidding strategy or related features are opted out. With CPS, advertisers only pay for a sale that occurs within a specific timeframe after an ad click.

Specific details within a campaign's target settings that define audience criteria, such as demographics, locations, or device types.

Specific details within a campaign's target settings that define audience criteria, such as demographics, locations, or device types.

Specific details within a campaign's target settings that define audience criteria, such as demographics, locations, or device types.

This setting controls whether disclaimer ads are enabled for campaigns, allowing businesses to include legal, regulatory, or promotional disclaimers.

The primary domain name associated with an advertiser's website, used for purposes such as identifying ad destinations, categorizing domains, or for various account-level settings.

A setting that, when opted out, prevents Microsoft from automatically expanding final URLs to cover the entire domain and dynamically generating assets based on landing page content.

Defines the language setting for a campaign or ad group, influencing which language audiences are targeted.

The unique identifiers for page feeds associated with a campaign, used to provide URLs for dynamic search ads.

A setting that defines the source of URLs for dynamic search ads, such as advertiser-supplied URLs, Bing's index, or a combination.

The type of setting being configured, indicating its specific category or function within campaign or account settings.

The type of setting being configured, indicating its specific category or function within campaign or account settings.

The type of setting being configured, indicating its specific category or function within campaign or account settings.

Indicates whether shoppable ads are enabled for a campaign or account, allowing products to be directly purchased from the ad. This is relevant for Shopping Campaigns.

An additional line of descriptive text for a Sitelink Ad Extension, providing more detail about the linked page. Maximum length is 35 characters.

An additional line of descriptive text for a Sitelink Ad Extension, providing more detail about the linked page. Maximum length is 35 characters.

The URL where users are directed when they click on a Sitelink Ad Extension.

The clickable text displayed for a Sitelink Ad Extension.

Determines the display order of sitelink ad extensions when shown with an ad.

The source of content for dynamic search ads or the origin of campaign data.

The total cost of clicks on an ad.

The date when an entity, such as an ad extension or campaign, is scheduled to begin serving.

The scheduled start date for an entity or the start date for reported data.

The state or province where the impression, click, or conversion occurred.

The geographical code for a state or province, used for location targeting in campaigns.

The current status of the entity (e.g., Active, Paused, Deleted).

The name of the store you created in Microsoft Merchant Center that contains your offers for this campaign.

The unique identifier for the Microsoft Merchant Center store, which contains a product catalog feed used for the campaign.

The header for a Structured Snippet Ad Extension, which categorizes the associated snippet values (e.g., "Brands", "Services").

A list of values associated with a Structured Snippet Header, providing specific examples or details (e.g., "Windows, Xbox, Skype" for a "Brands" header).

Specific networks, sites, or placements within the broader Microsoft Advertising Network where ads can be displayed, such as Microsoft Edge browsers, Outlook, MSN, or various partner traffic segments.

A more granular classification for a campaign or ad group, providing additional context beyond the main "Type" field (e.g., "ShoppingSmartAds" for a Shopping campaign).

The scheduled operating hours for Sunday, used for ad extension scheduling.

The unique identifier of the ad group that is the target of an action or report.

The unique identifier of the campaign that is the target of an action or report.

Defines the targeting options for criteria groups (e.g., Age, Gender), specifying whether to "target and bid" or "bid only" for those audiences.

A key representing a specific piece of tax information associated with an account. This is part of a key-value pair within the TaxInformation object.

The value associated with a specific tax information key for an account. This is part of a key-value pair within the TaxInformation object.

The main body text or description of an ad.

This field represents the second part of an ad's description or text, used in ad formats like Expanded Text Ads or Responsive Search Ads.

Settings that enable integration with third-party measurement providers for advanced verification, reporting, and insights into campaign performance.

The scheduled operating hours for Thursday, used for ad extension scheduling.

The time zone used for campaign operations, ad scheduling, and report aggregation.

The aggregation period for report data, such as daily, weekly, or monthly.

The date and time of a data record, often indicating when the data was captured or generated.

The time zone used for campaign operations, ad scheduling, and report aggregation.

The title of an ad or asset.

Components of the ad title, allowing for multiple headlines to be displayed in Expanded Text Ads.

Components of the ad title, allowing for multiple headlines to be displayed in Expanded Text Ads.

Components of the ad title, allowing for multiple headlines to be displayed in Expanded Text Ads.

In Expanded Text ads, Ad title 1 is the first line of the most prominent part of your ad that links to your website.

This is the second line of the most prominent part of your ad that links to your website.

This is the third line of the most prominent part of your ad that links to your website.

The ending hour of a scheduled time range for ad delivery, on a 24-hour clock (0-24).

The ending minute of a scheduled time range for ad delivery, ranging from 0 to 60.

The percentage of times an ad appeared in the mainline (top placement above search results) out of its total impressions. This indicates how changes in ad position can impact performance.

The estimated percentage of times an ad failed to show in the top ad positions (above organic search results) due to an insufficient budget.

The estimated percentage of mainline impressions (ads appearing above search results) lost due to poor ad rank. This metric helps assess why ads are missing out on optimal ad positions.

The percentage of estimated available impressions in the top positions that an ad received. (first search)

The position (mainline vs. bottom or sidebar) of your ad on a Bing, AOL, or Yahoo search results page.

This field represents the identifier of the parent entity for a topic or audience, such as the Microsoft Advertising identifier of an account, customer, or a customer list audience that a specific topic or audience is associated with.

The total number of clicks received by an ad or other entity.

This field indicates whether tracking, such as Universal Event Tracking (UET) or offline conversion tracking, is enabled to monitor customer actions and ad performance.

A URL template that contains tracking parameters, which are appended to landing page URLs to collect data about ad clicks.

The URL template used for tracking clicks and other metrics.

The URL template used for tracking clicks and other interactions with an ad. It often includes placeholders for dynamic values that are replaced at the time of a click.

The scheduled operating hours for Tuesday, used for ad extension scheduling.

The classification or category of an entity, such as an ad, campaign, or ad extension.

The unique identifier for a Universal Event Tracking (UET) tag, used to track website actions and conversions.

A web address associated with an advertising entity, such as a landing page or an ad extension.

A collection of custom key-value pairs that can be appended to tracking URLs for more granular data collection and reporting.

A boolean value indicating whether the campaign should use its own specified start and end dates, or inherit them from a higher level setting.

Enables a bidding strategy where Microsoft Advertising automatically sets bids in real-time to generate the maximum possible clicks within a specified campaign budget.

A setting that determines whether ad scheduling should use the searcher's local time zone instead of the account's time zone.

Relates to third-party measurement settings for tracking viewability, brand safety, and invalid traffic metrics via providers like Integral Ad Science.

A collection of third-party measurement settings that allow tracking of viewability, brand safety, and invalid traffic metrics through verification providers.

Indicates the version of an entity or data format. For ad extensions, it tracks the number of updates; for reports, it specifies the data format version.

This field represents the unique Microsoft Advertising identifier for a video asset uploaded to the account. This ID is used to reference and manage specific video content for advertising campaigns.

The current status of a video asset, indicating its processing state, such as active, pending review, or disapproved.

The original URL of the video asset. This URL must be a direct download link for the video file.

The rate at which video ads are completed by viewers.

The total number of times a video ad was played.

The number of times a video ad was played to at least 25% of its total duration.

The number of times a video ad was played to at least 50% of its total duration.

The number of times a video ad was played to at least 75% of its total duration.

This field refers to video assets used in advertising campaigns, including their properties like aspect ratio and associated thumbnail images.

The length of time in minutes, ranging from 1 to 43,200 (30 days), after an ad impression (without a click) during which a view-through conversion event will be tracked.

Deprecated by Microsoft in 2022. Performance reports return 0 in this column. Use ViewThroughConversionsQualified instead, which reports view-through conversions, where a user saw an ad but did not click, then converted later.

The number of view-through conversions, which occur when a customer converts after seeing an ad but without clicking it. These are specifically counted for ads on the Microsoft Audience network.

The revenue amount optionally reported by the advertiser as a result of view-through conversions (conversions that occur after a user sees an ad but does not click it).

The landing page URL (Final URL) where users are directed after clicking an ad. This is the ultimate destination website for ad traffic.

The scheduled operating hours for Wednesday, used for ad extension scheduling.

The year and month for the reported data.

The classification of an advertising campaign (e.g., Search, Shopping, Audience, Performance Max).

Refers to the advertising channel or network where ads are distributed, such as the Search Network or Audience Network.