Connect Microsoft Ads to Databricks — Bing Search Data on the Lakehouse

Log into the Supermetrics Hub, create a new data transfer, select Microsoft Ads as the source and Databricks as the destination. Authorize your Microsoft Ads account, provide your Databricks workspace URL and access token, choose your catalog, schema, and Unity Catalog settings, select the fields you need, set a schedule, and start the transfer. No custom notebooks, Spark jobs, or Delta Lake plumbing required — Supermetrics writes directly to Delta tables and registers them in Unity Catalog so your data is governed, versioned, and queryable with both SQL and PySpark from the moment it lands.

Supermetrics is SOC 2 Type II certified and fully GDPR compliant. All Microsoft Ads credentials are encrypted at rest and in transit. Data flows directly from the Microsoft Ads API into your Databricks workspace — Supermetrics never stores your marketing data on its own servers. Unity Catalog provides centralized governance: fine-grained row-level and column-level security, attribute-based access control, and a full audit log of who queried what. Delta Lake's transaction log makes every write atomic and traceable, so you always have a verifiable lineage of your Microsoft Ads data from ingestion to insight.

That is one of the defining advantages of the Databricks lakehouse architecture. Once Microsoft Ads data lands as a Delta table, you can JOIN it with any other table in your lakehouse — raw event streams, CRM exports, product analytics, even ML Feature Store tables used for model training. Query in SQL from Databricks SQL warehouses or switch to PySpark and pandas for data science workflows — same data, no copying. Supermetrics supports 170+ connectors that all land in the same Unity Catalog namespace, and the Photon engine accelerates analytical queries on those Delta tables automatically.

All standard Microsoft Ads reporting fields are available, including Impressions, Clicks, Spend, Conversions, Revenue, CPA, and many more. You select exactly which metrics and dimensions to transfer during setup, and you can add or remove fields at any time without losing historical data already stored in your Delta tables. Delta Lake's time travel lets you query any previous version of your Microsoft Ads data — useful for auditing retroactive metric recalculations or reproducing a dashboard state from last quarter. Schema evolution is handled automatically, so new fields appear as columns without breaking existing queries.

Data freshness depends on your transfer schedule. Supermetrics supports hourly, daily, or weekly transfers into Databricks. Most teams schedule daily transfers so yesterday's complete data is available each morning. Delta Lake's MERGE capability ensures only new and changed records are upserted, keeping cluster utilization and storage costs low. For teams that need near-real-time visibility, the Photon engine accelerates incremental queries so dashboards refresh in seconds, and you can set up Databricks SQL alerts to trigger notifications when key Microsoft Ads metrics cross your thresholds.

Yes. Both Microsoft Search (Bing) and Audience Network data are available in your Delta tables.

Yes. Load both sources into the same schema and JOIN on campaign name or keyword to compare CPC, CPA, and conversion rates side by side.