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| Category | Field | Code | Type | Description |
|---|---|---|---|---|
| TIME | Year | Year | dim | Year, e.g. 2017 |
| Year of week (Mon-Sun) | YearOfWeekIso | dim | Year of week for ISO weeks, e.g. 2017 | |
| Year of week (Sun-Sat) | YearOfWeek | dim | Year of week for US weeks, e.g. 2017 | |
| Year & month | Yearmonth | dim | Year and month, e.g. 2017|06 | |
| Month | Month | dim | Month, e.g. 6 | |
| Year & week (Mon-Sun) | YearWeekIso | dim | Year and week for ISO weeks, e.g. 2017|08 | |
| Year & week (Sun-Sat) | Yearweek | dim | Year and week for US weeks, e.g. 2017|08 | |
| Week (Mon-Sun) | WeekIso | dim | ISO week number, e.g. 51 | |
| Week (Sun-Sat) | Week | dim | US week number, e.g. 51 | |
| Day of week | DayOfWeek | dim | Day of week name for US weeks, e.g. 0 Sunday | |
| Day of week (Mon-Sun) | DayOfWeekNameIso | dim | Day of week name for ISO weeks, e.g. 1 Sunday | |
| Day of week (Sun-Sat) | DayOfWeekName | dim | Day of week name for US weeks, e.g. 0 Sunday | |
| Date | Date | dim | Date, e.g. 2017-01-31 | |
| Hour | Hour | dim | Hour of the day, e.g. 22 | |
| ACCOUNT | Account ID | AccountId | dim | The identifier of an account |
| Account name | AccountName | dim | The account name | |
| Account number | AccountNumber | dim | The assigned number of an account | |
| Account status | AccountStatus | dim | The account status | |
| Account edit link | Account_edit_link | dim | Link to edit the advertising account | |
| Currency code | CurrencyCode | dim | The account currency code | |
| CAMPAIGN | Campaign ID | CampaignId | dim | The assigned identifier of a campaign |
| Campaign name | CampaignName | dim | The campaign name | |
| Campaign type | CampaignType | dim | ||
| Campaign labels | CampaignLabels | dim | The labels applied to a campaign | |
| Status | CampaignStatus | dim | The campaign status | |
| Budget name | BudgetName | dim | The name of a budget. This will be empty for unshared budgets | |
| Budget status | BudgetStatus | dim | The budget status. The possible values are Active and Deleted. This will be empty for unshared budgets | |
| Budget association status | BudgetAssociationStatus | dim | Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column. The possible values are Current and Ended | |
| Tracking template | TrackingTemplate | dim | The current tracking template for a campaign | |
| Custom parameters | CustomParameters | dim | The current set of custom parameters for a campaign. Each custom parameter is a key and value pair. The list of custom parameters is semicolon-delimited and each key is enclosed by braces and a leading underscore, for example {_key1}=value1;{_key2}=value2 | |
| CAMPAIGN CHANGES | Changed by | ChangedBy | dim | The username of the user that made the change to settings within an account. If the system made the change, the value will be Administrator |
| Item changed | ItemChanged | dim | The value that identifies the entity that changed. If the change is an update to an element of the entity or is related to a target associated with a campaign or ad group, the "Attribute changed" field contains the element of the entity that changed or the type of target that was changed | |
| Attribute changed | AttributeChanged | dim | Identifies the attribute or property of the entity from the "Item changed" field that changed | |
| How changed | HowChanged | dim | The value that indicates whether the element was added, updated, or deleted. For adds, the "New value" field contains the added entity. For deletes, the "Old value" field contains the deleted entity. For updates, the "New value" field contains the new value and the "Old value" field contains the old value. If an entity which has a delivery status property was added, for example a campaign, the value of "How change" is Added. To report a deleted entity, the "Item changed" field is Status, the "How changed" field is Changed, and the "New value" field is Deleted. Associating a target with a campaign or ad group will be reported as an add change. The "Attribute changed" field will identify the target types contained in the target object. Updates to a target object will be reported as a delete change and an add change. Removing a campaign's or ad group's association with a target object will be reported as a delete change | |
| Old value | OldValue | dim | The value before the change | |
| New value | NewValue | dim | The value after the change | |
| AD GROUP | Ad group ID | AdGroupId | dim | The assigned identifier of an ad group. This will be empty if "Item changed" is not Ad, Ad group, or Keyword |
| Ad group name | AdGroupName | dim | The ad group name. This will be empty if "Item changed" is not Ad, Ad group, or Keyword | |
| Ad group labels | AdGroupLabels | dim | The labels applied to an ad group. Labels are delimited by a semicolon (;) | |
| Ad group status | AdGroupStatus | dim | The ad group status | |
| Ad group criterion id | AdGroupCriterionId | dim | A list of unique identifiers that identify the criterions to delete | |
| Ad group audience target | AdGroupAudienceTargetingSetting | dim | ||
| Language | Language | dim | The language of the country an ad is served in | |
| Ad group network | Network | dim | The current network setting of an ad group. The possible values include AOL search, Bing and Yahoo! search, Content, and Syndicated search partners | |
| KEYWORD | Biddable ad group criterion 1 | BidParam1 | dim | |
| Biddable ad group criterion 2 | BidParam2 | dim | ||
| Biddable ad group criterion 3 | BidParam3 | dim | ||
| Keyword ID | KeywordId | dim | The keyword identifier | |
| Keyword | Keyword | dim | The keyword text | |
| Keyword labels | KeywordLabels | dim | The labels applied to a keyword. Labels are delimited by a semicolon (;) | |
| Negative keyword id | NegativeKeywordId | dim | The assigned identifier of a negative keyword | |
| Negative keyword | NegativeKeyword | dim | ||
| Negative keyword match type | NegativeKeywordMatchType | dim | The type of match to compare the negative keyword and the user's search term. The possible values for a negative keyword are Exact and Phrase | |
| Keyword conflict level | ConflictLevel | dim | The entity level where the keyword and negative keyword conflict occurs. The possible values are AdGroup and Campaign | |
| Negative keyword list id | NegativeKeywordListId | dim | The assigned identifier of a negative keyword list | |
| Negative keyword list | NegativeKeywordList | dim | The name of a negative keyword list | |
| Keyword status | KeywordStatus | dim | The current keyword status | |
| Bid strategy type | BidStrategyType | dim | The bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa. If the InheritFromParent strategy type is used, the report will include the inherited bid strategy type e.g. one of the supported values listed above | |
| Bidded match type | BidMatchType | dim | The keyword bid match type. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match | |
| Delivered match type | DeliveredMatchType | dim | The match type used to deliver an ad. This can be different from the BidMatchType column, for example if you bid on a broad match and the search term was an exact match | |
| Current max CPC | CurrentMaxCpc | dim | The maximum cost per click bid that was in effect at the time the report was generated. It is not a moving historical bid throughout the report time period | |
| Matched search query | SearchQuery | dim | The search term used by your potential audience | |
| Keyword param 1 | KeywordParam1 | dim | ||
| Keyword param 2 | KeywordParam2 | dim | ||
| Keyword param 3 | KeywordParam3 | dim | ||
| AD | Ad ID | AdId | dim | The assigned identifier of an ad |
| Ad title | AdTitle | dim | The ad title | |
| Ad title part 1 | AdTitlePart1 | dim | The title part 1 attribute of an ad | |
| Ad title part 2 | AdTitlePart2 | dim | The title part 2 attribute of an ad | |
| Ad title part 3 | AdTitlePart3 | dim | The title part 3 attribute of an ad | |
| Ad type | AdType | dim | The ad type | |
| Ad labels | AdLabels | dim | The labels applied to an ad. Labels are delimited by a semicolon (;) | |
| Ad path part 1 | AdPath1 | dim | The path 1 attribute of an ad | |
| Ad path part 2 | AdPath2 | dim | The path 2 attribute of an ad | |
| Ad description | AdDescription | dim | The first ad description that appears below the path in an ad | |
| Ad description 2 | AdDescription2 | dim | The second ad description that appears below the path in an ad. Ad description 2 might not appear in an ad | |
| Ad distribution | AdDistribution | dim | The network where you want your ads to show | |
| Ad status | AdStatus | dim | The ad status | |
| Ad top position | TopVsOther | dim | The report will include a column that indicates whether the ad impression appeared in a top position or elsewhere | |
| Ad extension id | AdExtensionId | dim | The ad extension identifier | |
| AD EXTENSION | Ad extension type name | AdExtensionType | dim | The types of ad extensions that the list of identifiers contains |
| Ad extension type id | AdExtensionTypeId | dim | The system identifier that corresponds to the "Ad extension type name" field. The supported identifiers are 10, 11, and 12 | |
| Ad extension version | AdExtensionVersion | dim | The version attribute of an ad extension | |
| Ad extension click item | AdExtensionClickType | dim | ||
| Ad property value | AdExtensionPropertyValue | dim | The human readable ad extension property value. The following are the possible property values corresponding to each ad extension type id: for type id 10, the property value is the display text of a sitelink ad extension, for type id 11, the property value is the company name of a location ad extension, for type id 12 or 14, the property value is the phone number of a call ad extension | |
| GOAL | Goal | Goal | dim | The name of an event tracking or campaign analytics goal |
| Goal ID | GoalId | dim | The assigned identifier of a goal | |
| SHOPPING CAMPAIGNS | Brand | Brand | dim | |
| Product group | ProductGroup | dim | A forward slash (/) delimited list of product conditions, reported as Operand = Attribute. For example "Product Type = Home / Product Type = Electronics / Product Type = DVD Player". Also note that in a report the single asterisk (*) refers to a product group that matches everything else besides the other filters for the product group | |
| Product partition type | PartitionType | dim | The product partition type | |
| Product group criterion id | ProductGroupCriterionId | dim | ||
| Title | Title | dim | ||
| Seller name | SellerName | dim | The merchant or store name that offers the product | |
| Offer language | OfferLanguage | dim | The language for the product offer, e.g. English | |
| Country of sale | CountryOfSale | dim | The country of sale for the product catalog | |
| Product ID | MerchantProductId | dim | The unique identifier provided by a merchant for each product offer | |
| Condition | Condition | dim | ||
| Product category 1 | ProductCategory1 | dim | The first level value of the Product_category field in your Bing Merchant Center catalog | |
| Product category 2 | ProductCategory2 | dim | The second level value of the Product_category field in your Bing Merchant Center catalog | |
| Product category 3 | ProductCategory3 | dim | The third level value of the Product_category field in your Bing Merchant Center catalog | |
| Product category 4 | ProductCategory4 | dim | The fourth level value of the Product_category field in your Bing Merchant Center catalog | |
| Product category 5 | ProductCategory5 | dim | The fifth level value of the Product_category field in your Bing Merchant Center catalog | |
| Product type 1 | ProductType1 | dim | The first level value of the Product_type field in your Bing Merchant Center catalog | |
| Product type 2 | ProductType2 | dim | The second level value of the Product_type field in your Bing Merchant Center catalog | |
| Product type 3 | ProductType3 | dim | The third level value of the Product_type field in your Bing Merchant Center catalog | |
| Product type 4 | ProductType4 | dim | The fourth level value of the Product_type field in your Bing Merchant Center catalog | |
| Product type 5 | ProductType5 | dim | The fifth level value of the Product_type field in your Bing Merchant Center catalog | |
| Custom label 0 | CustomLabel0 | dim | The value of the Custom_label_0 field in your Bing Merchant Center catalog | |
| Custom label 1 | CustomLabel1 | dim | The value of the Custom_label_1 field in your Bing Merchant Center catalog | |
| Custom label 2 | CustomLabel2 | dim | The value of the Custom_label_2 field in your Bing Merchant Center catalog | |
| Custom label 3 | CustomLabel3 | dim | The value of the Custom_label_3 field in your Bing Merchant Center catalog | |
| Custom label 4 | CustomLabel4 | dim | The value of the Custom_label_4 field in your Bing Merchant Center catalog | |
| DESTINATION | Destination URL | DestinationUrl | dim | The destination URL attribute of an ad, keyword, or ad group criterion. If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs |
| Display URL | DisplayUrl | dim | The ad display URL | |
| Final URL | FinalURL | dim | The Final URL of an ad, keyword, or criterion. Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution | |
| Final URL suffix | FinalUrlSuffix | dim | The final URL suffix may include tracking parameters that will be appended to the end of the landing page URL | |
| Final mobile URL | FinalMobileURL | dim | The Final Mobile URL of an ad, keyword, or criterion. Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution | |
| Final app URL | FinalAppURL | dim | ||
| Landing page experience | LandingPageExperience | dim | An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this field is typically updated 14-18 hours after the UTC day ends | |
| Historic landing page experience average | HistoricLandingPageExperience | dim | Historical average of landing page experience scores back as far as 18 months from the current date. This score may vary from the score in the LandingPageExperience column, which is the current score and same value for each day in the time period | |
| AUDIENCE | Audience id | AudienceId | dim | The assigned identifier of the audience, for example the remarketing list ID |
| Audience name | AudienceName | dim | The audience name | |
| Audience association status | AssociationStatus | dim | The status of the association between the ad group and remarketing list, which indicates whether ads are eligible to display. The possible values are Active, Paused, and Deleted | |
| LOCATION | Location type | LocationType | dim | The location type used to deliver ads. For example to distinguish between people in versus searching for or viewing pages about the corresponding location of interest. The possible location type values are: Physical location - Indicates that the user was physically located in the corresponding City, Country, Metro Area, or State locations. Location of interest - Indicates that the physical location of the user was not used to serve the ad, and the user was searching for or viewing pages about the corresponding City, Country, Metro Area, or State locations. Unknown - Legacy value returned if the physical location was not used or confirmed prior to the release of this report field in May 2014. If the user is searching for the location that they are in, then the location type is Physical location. For example if the search user is in Seattle and searching for Seattle, the location type is Physical location |
| Radius | Radius | dim | The radius of a radius target bid. The geographic radius where the user was physically located when they clicked the ad. The "Radius name for landmark" field contains the address or landmark name of the radius | |
| Radius name for landmark | ProximityTargetLocation | dim | The radius target bid name. The name of the geographic radius where the user was physically located when they clicked the ad. The "Radius" field contains the distance of the radius | |
| Most specific location | MostSpecificLocation | dim | The most specific location used to deliver ads. For example if the city and country are both identified, this field will include the same value as the "City" field. If postal code information is available, then it will be included in the report instead of city or country | |
| VISITOR | Age group | AgeGroup | dim | The age group of the audience who viewed the ad. The possible values are 13-17, 18-24, 25-34, 35-49, 50-64, and 65+ |
| Gender | Gender | dim | The gender of the audience who might have viewed the ad, if known. Possible values are Male and Female | |
| Visitor city | City | dim | The city where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location | |
| Visitor area code | AreaCode | dim | ||
| Visitor metro area | MetroArea | dim | The metro area (Nielsen DMA® in the United States) where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location | |
| Visitor state/region | State | dim | The state where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location | |
| Visitor country | Country | dim | The country where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location | |
| Visitor country code | CountryCode | dim | The two-letter code of country where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location | |
| Device type | DeviceType | dim | The device name attribute of a device OS target bid. The type of device which showed ads. The possible values include Computer, Smartphone, Tablet, and Unknown | |
| Device operating system | DeviceOS | dim | The operating system of the device reported in the DeviceType column. The possible values include Android, Blackberry, iOS, Other, Unknown, and Windows | |
| QUERY INTENT | Query intent country | QueryIntentCountry | dim | The name of a country if the user's geographical intent can be determined. The country is set if the user's intent is related to a country, and not necessarily if they are physically located in the country |
| Query intent state | QueryIntentState | dim | The name of a state if the user's geographical intent can be determined. The state is set if the user's intent is a state or sub geography of the state, and not necessarily if they are physically located in the state | |
| Query intent city | QueryIntentCity | dim | The name of a city if the user's geographical intent can be determined. The city is set if the user's intent is a city, and not necessarily if they are physically located in the city | |
| Query intent metro area | QueryIntentMetroArea | dim | The name of a metro area (Nielsen DMA® in the United States) if the user's geographical intent can be determined. The metro area is set if the user's intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area | |
| PUBLISHER | Publisher URL | PublisherUrl | dim | The URL of a website that displayed the ad. If the Network is AOL search, then the publisher URL value is AOL Search Properties Only. If the Network is Bing and Yahoo! search, then the publisher URL value is either Bing and Yahoo! Search Properties Only or msn.com. If the Network is Syndicated search partners, then the publisher URL value is determined by the Syndicated search partners URL |
| CALL TRACKING | Start time of the call | CallStartTime | dim | The start time of a call |
| End time of the call | CallEndTime | dim | The end time of a call | |
| Call area code | CallAreaCode | dim | The area code where a user was physically located when they clicked the ad | |
| BASIC | Impressions | Impressions | met | The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions |
| Clicks | Clicks | met | Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers) | |
| Total ad extension clicks | AdExtensionTotalClicks | met | The number of billable and non-billable times that an ad extension was clicked | |
| Cost | Spend | met | Campaign cost in the currency of the advertising account | |
| Cost (USD) | Spend_usd | met | Campaign cost converted to US dollars | |
| Cost (GBP) | Spend_gbp | met | Campaign cost converted to British pounds | |
| Cost (EUR) | Spend_eur | met | Campaign cost converted to euros | |
| CTR (%) | Ctr_perc | met | The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions) | |
| Expected CTR (%) | ExpectedCtr | met | How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this field is typically updated 14-18 hours after the UTC day ends | |
| Historic expected CTR average (%) | HistoricExpectedCtr | met | Historical average of expected click-through rate scores going back as far as 18 months from the current date. This score may vary from the score in the ExpectedCtr column, which is the current score and same value for each day in the time period | |
| CPC | Cpc | met | Cost per click, cost divided by the number of clicks | |
| CPM | Cpm | met | Cost per thousand impressions, average cost to have your ad served 1000 times | |
| Ad relevance | AdRelevance | met | How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score | |
| Historic ad relevance average | HistoricAdRelevance | met | Historical average of ad relevance scores back as far as 18 months from the current date. This score may vary from the score in the AdRelevance column, which is the current score and same value for each day in the time period | |
| Quality score | QualityScore | met | The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Microsoft Advertising using the ExpectedCtr, AdRelevance, and LandingPageExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10. Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. Traffic for syndicated networks do not affect quality score | |
| Historic quality score average | HistoricQualityScore | met | The historical quality score for each row is the value that was calculated for quality score on that date. Use The historical quality score to find out how the quality score may have changed over time | |
| Quality impact | QualityImpact | met | The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming: 0 - Not available. Could be because the keyword is not underperforming; 1 - Low impact. Improving the quality score could increase impressions by less than 100 additional impressions per day; 2 - Medium impact. Improving the quality score could increase impressions by 100 to 500 additional impressions per day; 3 - High impact. Improving the quality score could increase impressions by more than 500 additional impressions per day | |
| Budget | Budget | met | ||
| Impression share (%) | ImpressionSharePercent | met | The estimated percentage of impressions you received, out of the total available impressions in the market you were targeting | |
| Exact match impression share (%) | ExactMatchImpressionSharePercent | met | The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive | |
| Impressions lost to budget | ImpressionsLostToBudget | met | The estimated number of impressions your ad did not receive due to issues with your daily or monthly budget | |
| Impressions lost to budget (%) | ImpressionLostToBudgetPercent | met | The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget | |
| Impressions lost to rank (aggregated) | ImpressionsLostToRankAgg | met | The estimated number of impressions your ad did not receive due to issues with your ad ranking | |
| Impressions lost to rank (% aggregated) | ImpressionLostToRankAggPercent | met | The estimated percentage of impressions your ad did not receive due to issues with your ad ranking | |
| Click share % | ClickSharePercent | met | The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunities are. For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours | |
| Available impressions | AvailableImpressions | met | ||
| BUDGET | Average budget spent per day | DailySpend | met | The average amount of campaign budget spent per day |
| Average budget spent per month | MonthlyBudget | met | The average amount of campaign budget spent during a calendar month | |
| Amount of budget spent for the month | MonthToDateSpend | met | The amount of money spent to date for the month | |
| AUDIENCE | Audience bid adjustment (%) | BidAdjustment | met | This attribute reflects the current value of your ad group's audience bid adjustment, even if a different bid adjustment value was used when the ad was shown. This value is the requested percentage to increase or decrease the bid amount for the remarketing list |
| CONVERSIONS | Conversions | Conversions | met | The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success |
| All conversions | AllConversions | met | The number of conversions, including data for all conversion goals regardless of their ExcludeFromBidding setting | |
| Conversion rate | ConversionRate | met | The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%). The formula for calculating the conversion rate is (Conversions / Clicks) x 100 | |
| All conversion rate | AllConversionRate | met | The number of conversions, divided by the total number of clicks, including data for all conversion goals regardless of their ExcludeFromBidding setting | |
| Conversions per impression rate | CPI | met | ||
| Cost per conversion | CostPerConversion | met | The estimated cost per conversion. The formula for calculating the cost per conversion is (Cost / Conversions) | |
| Cost per all conversions | AllCostPerConversion | met | The cost per conversion, including data for all conversion goals regardless of their ExcludeFromBidding setting. The formula for calculating the cost per conversion is (Spend / Conversions) | |
| Assists from other ads | Assists | met | The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad. An ad is considered to have assisted the conversion if it was clicked before the most recently clicked ad that was credited with the conversion | |
| Cost per assist | CostPerAssist | met | The cost per assist. The formula for calculating the cost per assist is (Cost / Assists) | |
| Revenue | Revenue | met | The revenue optionally reported by the advertiser as a result of conversions. Corresponds to the optional revenue parameter of a Microsoft Advertising campaign analytics tracking script | |
| All revenue | AllRevenue | met | The revenue optionally reported by the advertiser as a result of conversions, including data for all conversion goals regardless of their ExcludeFromBidding setting | |
| Revenue per conversion | RevenuePerConversion | met | The formula for calculating the revenue per conversion is Revenue / Conversions | |
| Revenue per all conversions | AllRevenuePerConversion | met | The revenue per conversion, including data for all conversion goals regardless of their ExcludeFromBidding setting. The formula for calculating the revenue per conversion is (Revenue / Conversions) | |
| Revenue minus cost | RevenueMinusSpend | met | ||
| Return on ad spend (ROAS) | ROAS | met | The formula for calculating the ROAS is Revenue / Spend | |
| Revenue per assist | RevenuePerAssist | met | The formula for calculating the revenue per assist is Revenue / Assists | |
| CALL TRACKING | Phone impressions | PhoneImpressions | met | The number of times your tracked number was shown on all devices |
| Phone calls | PhoneCalls | met | The number of total calls to the tracked phone number that showed with your ad. The formula for calculating the phone calls is ManualCalls + ClickCalls | |
| Phone through rate | Ptr | met | The phone-through rate (Ptr). The formula for calculating the Ptr is PhoneCalls / PhoneImpressions | |
| Duration of forwarded call from a call ad extension | CallDuration | met | The duration of each forwarded call that originated from a call ad extension | |
| SHOPPING CAMPAIGNS | Price | Price | met | |
| Benchmark CTR | BenchmarkCtr | met | Shows you how other product ads for similar products are performing on average based on how often people who see the ad end up clicking on it. If the benchmark CTR is significantly higher than the CTR for your product group, you might consider raising your bid for that product group, or improving the product information, particularly product images and titles | |
| Benchmark bid | BenchmarkBid | met | Shows you how much other advertisers are bidding on average on similar products as your current target. Use this information as a benchmark to compare your bidding strategy for a product group against that of other advertisers advertising similar products. If the benchmark bid is significantly higher than your bid, you might consider raising your bid | |
| LOW QUALITY TRAFFIC | Low quality impressions | LowQualityImpressions | met | The number of impressions that result from low-quality keyword searches |
| Low quality clicks | LowQualityClicks | met | Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks | |
| Low quality general clicks | LowQualityGeneralClicks | met | Clicks that are filtered by general methods, such as blacklists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks | |
| Low quality sophisticated clicks | LowQualitySophisticatedClicks | met | Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks | |
| Low quality conversions | LowQualityConversions | met | The number of conversions that originate from low-quality clicks | |
| Low quality impressions rate | LowQualityImpressionsPerc | met | The low-quality impressions as a percentage. The formula for calculating the percentage is LowQualityImpressions / Impressions | |
| Low quality clicks rate | LowQualityClicksPerc | met | The low-quality clicks as a percentage. The formula for calculating the low quality clicks percentage is LowQualityClicks / Clicks | |
| Low quality conversion rate | LowQualityConversionRate | met | The low-quality conversion rate as a percentage. The formula for calculating the conversion rate is LowQualityConversions / LowQualityClicks | |
| PROMINENCE | Top impressions | TopImpressions | met | The number of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions |
| Absolute top impressions | AbsoluteTopImpressions | met | The number of times your ad was in the first position of all returned ads, out of your total impressions | |
| Top impression rate | TopImpressionRatePercent | met | The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions | |
| Absolute top impression rate | AbsoluteTopImpressionRatePercent | met | The percentage of times your ad was in the first position of all returned ads, out of your total impressions | |
| Absolute top impression share lost to budget | AbsoluteTopImpressionShareLostToBudgetPercent | met | The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget | |
| Top impression share lost to budget | TopImpressionShareLostToBudgetPercent | met | The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget | |
| Top impression share lost to rank | TopImpressionShareLostToRankPercent | met | The estimated percentage of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results | |
| Absolute top impression share lost to rank | AbsoluteTopImpressionShareLostToRankPercent | met | The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results | |
| Top impression share | TopImpressionSharePercent | met | The estimated percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive | |
| Absolute top impression share | AbsoluteTopImpressionSharePercent | met | The estimated percentage of times your ad was in the first position of all ads shown, out of the estimated number of mainline impressions you were eligible to receive | |
| DEPRECATED | Click calls | ClickCalls | met | The number of phone calls initiated by clicks. Please note that this field will be removed on 2019-06-25 |
| Impressions lost to expected CTR (%) | ImpressionLostToExpectedCtrPercent | met | The percentage of impression share lost due to low expected click-through rate. If this is high, figure out what you can do to increase your CTR. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to expected CTR | ImpressionsLostToExpectedCtr | met | The number of impression share lost due to low expected click-through rate. If this is high, figure out what you can do to increase your CTR. Please note that this field will be removed on 2019-06-25 | |
| Average cost per phone call (%) | AverageCpp | met | The average cost per phone call (CPP). This is applicable solely for manual calls, and does not include clicks-to-call data. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to ad relevance | ImpressionsLostToAdRelevance | met | The impressions lost due to low ad relevance. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to ad relevance (%) | ImpressionLostToAdRelevancePercent | met | The percentage of impression share lost due to low ad relevance. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to bid | ImpressionsLostToBid | met | The number of times your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to bid (%) | ImpressionLostToBidPercent | met | The percentage of time your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to rank (%) | ImpressionLostToRankPercent | met | The estimated percentage of impressions your ad did not receive due to issues with your ad ranking. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to rank | ImpressionsLostToRank | met | The estimated number of impressions your ad did not receive due to issues with your ad ranking. Please note that this field will be removed on 2019-06-25 | |
| Impression shares | ImpressionShares | met | Please note that this field will be removed on 2022-01-27 | |
| Average position | AveragePosition | met | The average position of the ad on a webpage. Please note that this field will be removed on 2020-04-01 | |
| Manual calls | ManualCalls | met | The number of calls dialed manually from any device to the tracked phone number. Please note that this field will be removed on 2019-06-25 |