Microsoft Advertising Metrics & Dimensions

LabelDescriptionNameTypeData TypeTables
Absolute top impression share The number of times your ad is shown in the top position, as a percentage of the total available impressions in the market you were targeting.AbsoluteTopImpressionSharePercentMETRICNUMBER
  • account
  • adgroups
  • campaigns
Account IDThe assigned identifier of an accountaccountDIMENSIONNUMBER
  • account
  • adextension
  • adgroups
  • adgroups_dimensions
  • ads
  • ads_dimensions
  • campaigns
  • campaigns_dimensions
  • competition
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • keywords_dimensions
  • products
  • search
Account ID AccountIdMETRICNUMBER
  • account
Account Name AccountNameDIMENSIONSTRING
  • demographics
  • demographics_professional
  • geographic
Ad Description The first part of the ad's copy textAdDescriptionDIMENSIONSTRING
  • ads_dimensions
Ad Description 2 The second part of the ad's copy textAdDescription2DIMENSIONSTRING
  • ads_dimensions
Ad Distribution The network where you want your ads to showAdDistributionDIMENSIONSTRING
  • account
  • adgroups
  • ads
  • dsa
  • keywords
Ad Extension ID The assigned identifier of an ad extensionAdExtensionIdDIMENSIONNUMBER
  • adextension
Ad Extension Property Value The human readable ad extension property value (E.g. text of a sitelink, phone number, company name of a location)AdExtensionPropertyValueDIMENSIONSTRING
  • adextension
Ad Extension Type The type name that corresponds to the Ad Extension Type IDAdExtensionTypeDIMENSIONSTRING
  • adextension
Ad Extension Type ID The system identifier that corresponds to the Ad Extension Type (The supported identifiers are 10, 11, and 12)AdExtensionTypeIdDIMENSIONNUMBER
  • adextension
Ad Extension Version The version attribute of an ad extensionAdExtensionVersionDIMENSIONNUMBER
  • adextension
Ad Group ID The assigned identifier of an ad groupAdGroupIdDIMENSIONNUMBER
  • adextension
  • adgroups
  • adgroups_dimensions
  • ads
  • ads_dimensions
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • products
  • search
Ad Group Name The ad group nameAdGroupNameDIMENSIONSTRING
  • adgroups_dimensions
  • demographics
  • demographics_professional
Ad Group Status The ad group statusAdGroupStatusDIMENSIONSTRING
  • ads_dimensions
  • dsa
Ad ID The assigned identifier of an adAdIdDIMENSIONNUMBER
  • adextension
  • ads
  • ads_dimensions
  • keywords
  • products
  • search
Ad Relevance How relevant your ad and landing page are to potential customers (3 is Above Average, 2 is Average, 1 is considered Below Average)AdRelevanceDIMENSIONSTRING
  • adgroups
  • keywords
Ad Status The ad statusAdStatusDIMENSIONSTRING
  • ads_dimensions
Ad Title The ad titleAdTitleDIMENSIONSTRING
  • ads_dimensions
Ad Type The ad typeAdTypeDIMENSIONSTRING
  • ads_dimensions
Age Group AgeGroupDIMENSIONSTRING
  • demographics
Assists The number of conversions from other ads within the same account that were preceded by one or more clicks from this adAssistsMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • search
Average CPP The average cost per phone callAverageCppDIMENSIONSTRING
  • adgroups
Average Cost-per-Click The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16. The formula for calculating the average CPC is (Spend /Clicks).CPCMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Average position The average position of the ad on a webpageAveragePositionMETRICNUMBER
  • adgroups
  • ads
  • dsa
  • keywords
  • search
Average position The average position on the web page for ads that were delivered.competitionAveragePositionMETRICNUMBER
  • competition
Bid Match Type The keyword bid match type (E.g. Broad, Exact, Phrase, or Unknown)BidMatchTypeDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • keywords
  • search
Bid Strategy Type The bid strategy type (E.g. EnhancedCPC or ManualCPC)BidStrategyTypeDIMENSIONSTRING
  • dsa
  • keywords
  • products
Brand The product's manufacturer, brand, or publisher in a feed-based audience campaignBrandDIMENSIONSTRING
  • products
CPM CPM=1000 x (Cost/Impressions)CPMMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
CTR CTR=Clicks/ImpressionsCTRMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Campaign ID The assigned identifier of a campaignCampaignIdDIMENSIONNUMBER
  • adextension
  • adgroups
  • adgroups_dimensions
  • ads
  • ads_dimensions
  • campaigns
  • campaigns_dimensions
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • products
  • search
Campaign Name The campaign nameCampaignNameDIMENSIONSTRING
  • campaigns_dimensions
Campaign Status The campaign statusCampaignStatusDIMENSIONSTRING
  • campaigns_dimensions
Campaign Type The campaign type (E.g. Audience, Dynamic Search, Search and Content, or Shopping)CampaignTypeDIMENSIONSTRING
  • campaigns_dimensions
City CityDIMENSIONSTRING
  • geographic
Click Calls The number of phone calls initiated by clicksClickCallsMETRICNUMBER
  • adgroups
Click share percent The percentage of clicks that went to your ads. It's the share of the prospective customer's mindshare and buying intent you captured.ClickSharePercentMETRICNUMBER
  • account
  • adgroups
  • campaigns
Clicks Clicks are what you pay for and typically include a customer clicking an ad on a search results page or on a website on the search networkClicksMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • keywords
  • products
  • search
Company Name CompanyNameDIMENSIONSTRING
  • demographics_professional
Condition The condition of the product in a feed-based audience campaign (E.g. New, Used, or Refurbished)ConditionDIMENSIONSTRING
  • products
Conversion Rate The number of conversions, divided by the total number of clicks as a percentage (Conversions / Clicks)ConversionRateMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • goals
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Conversions The number of completed actions by a customer after viewing your ad (E.g purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success)ConversionsMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • products
  • search
Cost Per Assist The cost per assist (Spend / Assists)CostPerAssistMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • adextension
  • dsa
  • goals
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Cost Per Conversion CostPerConversion=Cost/ConversionsCostPerConversionMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • goals
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Country CountryDIMENSIONSTRING
  • geographic
Country of sale The country of sale for the product catalogCountryOfSaleDIMENSIONSTRING
  • products
County CountyDIMENSIONSTRING
  • geographic
Currency Code The account currency typeCurrencyCodeDIMENSIONSTRING
  • account
  • adgroups
  • ads
  • keywords
  • products
Current Max CPC The maximum cost per click bid that was in effect at the time the report was generatedCurrentMaxCpcMETRICNUMBER
  • keywords
Customer ID The assigned identifier of a customerCustomerIdMETRICNUMBER
  • account
  • adgroups
  • search
Customer Name The customer nameCustomerNameDIMENSIONSTRING
  • account
  • adgroups
  • search
Data Freshness Used by Power My Analytics to improve report quality.dataFreshnessDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • adgroups_dimensions
  • ads
  • ads_dimensions
  • campaigns
  • campaigns_dimensions
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • keywords_dimensions
  • products
  • search
Date The dimension that determines how date-based data in a chart is handled (the time dimension).TimePeriodDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • competition
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • products
  • search
Delivered Match Type The match type used to deliver an ad (E.g. Broad, Exact, Phrase, or Unknown)DeliveredMatchTypeDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • keywords
  • search
Destination URL The destination URL attribute of the ad, keyword, or ad group criterionDestinationUrlDIMENSIONSTRING
  • ads
  • keywords
  • search
Destination URL UTM Campaign Tracking parameter for campaignDestinationUrl_utm_campaignDIMENSIONSTRING
  • ads
  • keywords
  • search
Destination URL UTM Content Tracking parameter for contentDestinationUrl_utm_contentDIMENSIONSTRING
  • ads
  • keywords
  • search
Destination URL UTM Medium Tracking parameter for mediumDestinationUrl_utm_mediumDIMENSIONSTRING
  • ads
  • keywords
  • search
Destination URL UTM Source Tracking parameter for sourceDestinationUrl_utm_sourceDIMENSIONSTRING
  • ads
  • keywords
  • search
Destination URL UTM Term Tracking parameter for termDestinationUrl_utm_termDIMENSIONSTRING
  • ads
  • keywords
  • search
Device OS The operating system of the device reported (E.g. Android, Blackberry, iOS, Other, Unknown, or Windows)DeviceOSDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • dsa
  • goals
  • keywords
  • search
Device Type The device name attribute of a device OS target bid (E.g. Computer, Smartphone, Tablet, or Unknown)DeviceTypeDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • dsa
  • goals
  • keywords
  • products
  • search
Display URL The URL displayed in the adDisplayUrlDIMENSIONSTRING
  • ads
Display URL domain The URL in an advertiser's ad that participated in the same auction as you.domainDIMENSIONSTRING
  • competition
Dynamic Ad Target The dynamic ad target or webpage condition matched to your websiteDynamicAdTargetDIMENSIONSTRING
  • dsa
Dynamic Ad Target ID The assigned identifier of the dynamic ad target, also known in Campaign Management and Bulk API as the ad group criterion IDDynamicAdTargetIdDIMENSIONNUMBER
  • dsa
Dynamic Ad Target Status The current status of the dynamic ad targetDynamicAdTargetStatusDIMENSIONSTRING
  • dsa
Entity NameIndividual page, profile, ads account or account for the data source.configNameSTRING
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
  • goals
  • competition
  • ads_dimensions
  • adgroups_dimensions
  • campaigns_dimensions
  • keywords_dimensions
Exact match impression share 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.ExactMatchImpressionSharePercentMETRICNUMBER
  • account
  • adgroups
  • campaigns
Expected CTR How well your keyword competes against other keywords targeting the same traffic (E.g 3 is Above Average, 2 is Average, 1 is considered Below Average)ExpectedCtrDIMENSIONSTRING
  • adgroups
  • keywords
Final URL The Final URL of the keywordFinalUrlDIMENSIONSTRING
  • ads
  • keywords
First Page Bid Estimated bid amount calculated for your ad to be placed on the first page in the search resultsFirstPageBidMETRICNUMBER
  • keywords
Full Position FullPositionMETRICNUMBER
  • adgroups
  • ads
  • dsa
  • keywords
  • search
Gender GenderDIMENSIONSTRING
  • demographics
Goal The name of the goal you set for the conversions you want (actions customers take after clicking your ad)GoalDIMENSIONSTRING
  • goals
Goal ID The assigned identifier of a conversion goalGoalIdDIMENSIONNUMBER
  • goals
Goal Type The type of conversion goal (E.g. AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, or URL)GoalTypeDIMENSIONSTRING
  • goals
Headline HeadlineDIMENSIONSTRING
  • ads
Historical Ad Relevance Historical average of ad relevance scores back as far as 18 months from the current dateHistoricalAdRelevanceDIMENSIONSTRING
  • adgroups
  • keywords
Historical Expected CTR Historical average of expected click-through rate scores going back as far as 18 months from the current dateHistoricalExpectedCtrDIMENSIONSTRING
  • adgroups
  • keywords
Historical Landing Page Experience Historical average of landing page experience scores back as far as 18 months from the current dateHistoricalLandingPageExperienceDIMENSIONSTRING
  • adgroups
  • keywords
Historical Quality Score The historical quality score is the value that was calculated for quality score on that dateHistoricalQualityScoreDIMENSIONSTRING
  • adgroups
  • keywords
Impression share The number of times your ad is shown as a percentage of the total available impressions in the market you were targeting.ImpressionSharePercentMETRICNUMBER
  • account
  • adgroups
  • campaigns
Impression share The number of times an ad is shown on the Microsoft Search Network divided by the total available impressions.ImpressionShareMETRICNUMBER
  • competition
Impression share lost to budget The percentage of impression share lost due to insufficient budget.ImpressionLostToBudgetPercentMETRICNUMBER
  • account
  • adgroups
  • campaigns
Impression share lost to rank The percentage of impression share lost due to low rank.ImpressionLostToRankPercentMETRICNUMBER
  • account
  • adgroups
Impressions The number of times an ad has been displayed on search results pagesImpressionsMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • keywords
  • products
  • search
Industry Name IndustryNameDIMENSIONSTRING
  • demographics_professional
Job Function Name JobFunctionNameDIMENSIONSTRING
  • demographics_professional
Keyword The keyword textKeywordDIMENSIONSTRING
  • keywords_dimensions
Keyword ID The assigned identifier of a keywordKeywordIdDIMENSIONNUMBER
  • goals
  • keywords
  • keywords_dimensions
  • search
Keyword Status The keyword statusKeywordStatusDIMENSIONSTRING
  • keywords_dimensions
Landing Page Experience An aggregate quality assessment of all landing pages on your site (E.g. 3 is Above Average, 2 is Average, 1 is considered Below Average)LandingPageExperienceDIMENSIONSTRING
  • adgroups
  • keywords
Language The language of the country the ad is served in (E.g. English)LanguageDIMENSIONSTRING
  • adgroups
  • ads
  • dsa
  • keywords
  • products
  • search
Location Type LocationTypeDIMENSIONSTRING
  • geographic
Mainline Bid Based on your campaign performance and marketplace dynamics, this estimate is the bid amount calculated that will place your ad at the top of search resultsMainlineBidMETRICNUMBER
  • keywords
Manual Calls The number of calls dialed manually from any device to the tracked phone number (does not include clicks-to-call data)ManualCallsMETRICNUMBER
  • adgroups
Merchant Product ID The unique identifier provided by a merchant for each product offerMerchantProductIdDIMENSIONSTRING
  • products
Metro Area MetroAreaDIMENSIONSTRING
  • geographic
Network The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites (E.g. AOL search, Audience, Bing and Yahoo! search, Content, and Syndicated search partners)NetworkDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • dsa
  • keywords
  • search
Outranking share The percentage of time your ad showed up higher on the search results pages than your competitors or when your ad showed and theirs did not.OutrankingShareMETRICNUMBER
  • competition
Overlap rate The frequency competitors’ ads showed on the search results page when your ad was shown.OverlapRateMETRICNUMBER
  • competition
PMA Maximum Cached Data DateUsed by Power My Analytics to indicate maximum cached data date.MaxDateDIMENSIONSTRING
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
  • goals
  • competition
  • ads_dimensions
  • adgroups_dimensions
  • campaigns_dimensions
  • keywords_dimensions
PMA Minimum Cached Data DateUsed by Power My Analytics to indicate minimum cached data date.MinDateDIMENSIONSTRING
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
  • goals
  • competition
  • ads_dimensions
  • adgroups_dimensions
  • campaigns_dimensions
  • keywords_dimensions
PMA Payment URLUsed by Power My Analytics to provide URL to activate your account, or to see the billing information.PaymentSTRING
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
  • goals
  • competition
  • ads_dimensions
  • adgroups_dimensions
  • campaigns_dimensions
  • keywords_dimensions
PMA Subscription IDUsed by Power My Analytics for billing and user-identification with our support staff.SubscriptionSTRING
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
  • goals
  • competition
  • ads_dimensions
  • adgroups_dimensions
  • campaigns_dimensions
  • keywords_dimensions
PMA Trial StatusUsed by Power My Analytics to show trial as Active, Expired or number of days remaining.TrialSTRING
  • account
  • adgroups
  • keywords
  • search
  • ads
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
  • goals
  • competition
  • ads_dimensions
  • adgroups_dimensions
  • campaigns_dimensions
  • keywords_dimensions
PTR The phone-through rate shown as a percentage (PhoneCalls / PhoneImpressions)PtrMETRICNUMBER
  • adgroups
Phone Calls The number of total calls to the tracked phone number that showed with your ad (ManualCalls + ClickCalls)PhoneCallsMETRICNUMBER
  • account
  • adgroups
Phone Impressions The number of times your tracked number was shown on all devicesPhoneImpressionsMETRICNUMBER
  • account
  • adgroups
Position above rate The percentage of time competitors’ ads showed up higher than your ads on the search results page, when both of your ads were shown at the same time.AboveRateMETRICNUMBER
  • competition
Price The price of the product in a feed-based audience campaignPriceMETRICNUMBER
  • products
Product Category 1 A product category defined by the Microsoft Merchant Center store (Category 1 is the highest level and Category 5 is the most granular)ProductCategory1DIMENSIONSTRING
  • products
Product Category 2 A product category defined by the Microsoft Merchant Center store (Category 1 is the highest level and Category 5 is the most granular)ProductCategory2DIMENSIONSTRING
  • products
Product Category 3 A product category defined by the Microsoft Merchant Center store (Category 1 is the highest level and Category 5 is the most granular)ProductCategory3DIMENSIONSTRING
  • products
Product Category 4 A product category defined by the Microsoft Merchant Center store (Category 1 is the highest level and Category 5 is the most granular)ProductCategory4DIMENSIONSTRING
  • products
Product Category 5 A product category defined by the Microsoft Merchant Center store (Category 1 is the highest level and Category 5 is the most granular)ProductCategory5DIMENSIONSTRING
  • products
Product Type 1 A product type defined by the merchant (Type 1 is the highest level and Type 5 is the most granular)ProductType1DIMENSIONSTRING
  • products
Product Type 2 A product type defined by the merchant (Type 1 is the highest level and Type 5 is the most granular)ProductType2DIMENSIONSTRING
  • products
Product Type 3 A product type defined by the merchant (Type 1 is the highest level and Type 5 is the most granular)ProductType3DIMENSIONSTRING
  • products
Product Type 4 A product type defined by the merchant (Type 1 is the highest level and Type 5 is the most granular)ProductType4DIMENSIONSTRING
  • products
Product Type 5 A product type defined by the merchant (Type 1 is the highest level and Type 5 is the most granular)ProductType5DIMENSIONSTRING
  • products
Quality Impact The numeric score that indicates the possible increase in the number of impressions that the keyword could receiveQualityImpactMETRICNUMBER
  • keywords
Quality Score 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 termsQualityScoreDIMENSIONSTRING
  • adgroups
  • keywords
ROAS The return on ad spend (Revenue / Spend)ROASMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • dsa
  • keywords
  • products
  • search
  • goals
  • campaigns
  • demographics
  • demographics_professional
  • geographic
ReturnOnAdSpend The return on ad spend (Revenue / Spend)ReturnOnAdSpendMETRICNUMBER
  • adextension
  • adgroups
  • ads
  • dsa
  • keywords
  • products
  • search
Revenue The revenue optionally reported by the advertiser as a result of conversionsRevenueMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • goals
  • keywords
  • products
  • search
Revenue Per Assist The revenue per assist (Revenue / Assists)RevenuePerAssistMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • goals
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Revenue Per Conversion The revenue per conversion (Revenue / Conversions)RevenuePerConversionMETRICNUMBER
  • account
  • adgroups
  • keywords
  • search
  • ads
  • goals
  • products
  • adextension
  • dsa
  • campaigns
  • demographics
  • demographics_professional
  • geographic
Search Query The search term used by your potential audienceSearchQueryDIMENSIONSTRING
  • search
Spend The cost per click (CPC) summed for each clickSpendMETRICNUMBER
  • account
  • adextension
  • adgroups
  • ads
  • campaigns
  • demographics
  • demographics_professional
  • dsa
  • geographic
  • keywords
  • products
  • search
State StateDIMENSIONSTRING
  • geographic
Title The product item name in a feed-based audience campaign (E.g. title of a book, DVD, or game)TitleDIMENSIONSTRING
  • products
Top VS Other The report will include a column that indicates whether the ad impression appeared in a top position or elsewhere (E.g AOL search - Top, AOL search - Other, Audience network, Bing and Yahoo! search - Top, Bing and Yahoo! search - Other, Syndicated search partners - Top, Syndicated search partners - Other, Content network, or Unknown)TopVsOtherDIMENSIONSTRING
  • account
  • adextension
  • adgroups
  • ads
  • dsa
  • keywords
  • products
  • search
Top of page rate The number of times an ad is shown at the top of the page on the Microsoft Search Network, divided by the total number of impressions it actually received.TopOfPageRateMETRICNUMBER
  • competition

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