Supermetrics for Databricks
Connect Microsoft Ads to Databricks — Bing Search Data on the Lakehouse
Load Microsoft Ads (Bing) campaign, keyword, and audience data into Databricks for cross-engine search analytics.
Why Connect Microsoft Ads to Databricks?
Warehouse your Microsoft Ads data in Databricks for unlimited historical analysis and cross-source SQL.
- Microsoft Ads reprocesses conversions as attribution windows close. Delta Lake versions every load — use VERSION AS OF to compare keyword performance before and after reprocessing, with a complete audit trail in the transaction log.
- SQL analysts compare Microsoft vs Google keyword CPA in Databricks SQL Warehouse, while data scientists build budget allocation models in PySpark notebooks on the same Delta tables. Unity Catalog governs both workflows.
- Databricks Photon accelerates keyword-level GROUP BY and cross-engine JOIN queries by 2-8x. Compare Quality Scores, CPCs, and conversion rates across Microsoft and Google Ads in seconds, even across years of search term data.
How to Connect Microsoft Ads to Databricks
Three steps. Under two minutes. Zero code.
- 1
Create a data transfer
Log into Supermetrics, select your data source and Databricks as your destination.
- 2
Authorize and configure
Connect your data source account, provide your Databricks workspace URL and access token, choose your catalog and schema, and select the data you want to transfer.
- 3
Set schedule and start transfer
Choose your refresh frequency (hourly, daily, or weekly) and click Start. Your data begins flowing into Databricks Delta tables automatically.
Microsoft Ads Data Schema in Databricks
Supermetrics creates and maintains clean, typed tables automatically. Here's what your Microsoft Ads data looks like in Databricks.
Data Freshness & Scheduling
Microsoft Ads data is typically available in Databricks within 3-6 hours of the reporting period end.
What Microsoft Ads Data Can You Pull into Databricks?
Supermetrics gives Databricks access to your full Microsoft Ads reporting data — metrics and dimensions you already know from the Microsoft Ads interface.
Key Metrics
- Impressions
- Clicks
- Spend
- Conversions
- Revenue
- CPA
- ROAS
- CTR
- CPC
- Quality Score
- Impression share
- Average position
- Cost per conversion
- Conversion rate
- Assisted conversions
Key Dimensions
- Campaign name
- Ad group name
- Keyword
- Search term
- Match type
- Device type
- Network
- Location
- Age
- Gender
- Ad distribution
- Bid strategy type
Resources & Guides
Marketing data warehousing 101
Build vs. buy: data pipeline decisions
The marketing analytics roadmap
PPC reporting: extract insights from paid campaigns
Why Supermetrics for Databricks?
Purpose-built for marketing data since 2009. 200,000+ companies trust Supermetrics to move 15% of global ad spend into reporting and analytics destinations.
No Vendor Lock-In
Your data lands in Databricks — infrastructure you own and control. Use any BI tool, any transformation layer, any ML platform. If you ever switch providers, your data and dashboards stay with you.
170+ Marketing Data Sources
Purpose-built for marketing data — not a generic ETL tool. Supermetrics covers 99% of metrics and dimensions from each source, with pre-structured tables ready for analysis. No transformation layer required.
Managed Schema
Supermetrics creates and maintains your Microsoft Ads tables automatically. Schema changes from the source API are handled for you — no broken pipelines, no manual migrations.
Your Data, Your Infrastructure
Supermetrics moves data directly to your destination — nothing is stored on our servers. SOC 2 Type II certified, GDPR and CCPA compliant. Your data stays in infrastructure you control, simplifying privacy and compliance reviews.
Flat-Rate, Predictable Pricing
Fixed annual pricing regardless of data volume — no per-row charges, no surprise bills during peak campaign seasons. Transfer as much Microsoft Ads data as you need without worrying about cost spikes.
No Data Limits
Query any date range, any number of campaigns, any level of granularity. No row limits, no sampling, no restrictions on the data you can pull.
Frequently Asked Questions
- 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.
Also Connect to Databricks
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