Starting in Q1 calendar year 2022, Microsoft Advertising users who sign in to Funnel must have two-factor authentication (TFA) enabled. Without two-factor authentication enabled, the Bing Ads API will not accept any access tokens that Funnel uses on your behalf. To enable two-factor authentication on your account, see this Microsoft Support article.

Funnel's Bing connector is subject to limits in terms of how much historical data can be fetched. To learn more about these limits, see Reporting Data Retention Time Periods in Bing's documentation.


The reports available through Funnel's Bing connector are divided into regular metrics and non-aggregatable metrics. 

Regular metrics

For regular metrics you choose a report level and a time granularity*:

Report Levels

  • Campaign

  • Ad Group

  • Ad

  • Age and Gender

  • Keyword

  • Goals

  • Geo

  • Search Query

Time Granularity

  • Daily

  • Hourly*

* If Hourly is selected the amount of historical data fetched will be limited to 180 days for Campaign, Ad Group, Ad, and Keyword; 30 days for Goals and Search Query; 14 days for Geo.

*The data fetched from the API is stored in the time zone that were selected upon creation of the campaign. For example, if the time zone of the campaign is Pacific Time and a click occurs at 12:00 PM Eastern Time, the time of the click is recorded as 9:00 AM. If you have selected "Hourly" as your time granularity in Funnel, the report data will include a click that occurred at 9:00 AM (the report data is not adjusted based on the local time zone of your campaign).

You can read more about how time zones impact the data in Bing here.

**NOTE**
The Keyword, Goal and Product Dimension reports do not support "Shopping", "Dynamic Search", or "Audience" campaign types.

Keyword reports does not support ad groups of type "Dynamic".

Non-aggregatable metrics

For non-aggregatable metrics you choose a report level and a time window:

Report Levels

  • Campaign

  • Ad Group

  • Keyword* (also known as Share of Voice)

* For non-aggregatable keyword reports (also known as Share of Voice) Bing's data retention period is limited to 180 days.

Time Windows

  • 1 Day

  • 7 Day

Example: Choosing 7 days means that for a certain date the data for the last 7 days will be included. For example, values in Funnel for the date 2018-11-07 includes data for 2018-11-01 to 2018-11-07.

Regular metrics - available fields

Included in all report types*

Dimensions

  • Account Name:
    The name of an account.

  • Account Number:
    The account number used to identify an account in the Microsoft Advertising web application.

  • Account Status:

    The status of the Account report request.

  • Account ID (*Not in Product Dimension):
    The ID that uniquely identifies an account.

  • Hour of Day (if the 'Hourly' time granularity was selected on connect)

  • Goal:
    The conversion goal of the account.

  • Goal Type:
    Used to segment conversion goals.

Metrics

  • Assists:
    The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.

  • Conversions:
    The number of conversions.

  • Revenue
    The revenue optionally reported by the advertiser as a result of conversions, will exclude data for any conversion goal with the Exclude From Bidding property set to true.

  • All Revenue

    The revenue optionally reported by the advertiser as a result of conversions, will include data for all conversion goals regardless of their Exclude From Bidding setting.

Campaign report

Additional dimensions

  • Ad Distribution:
    The network where you want your ads to show.

  • Bid Match Type:
    The keyword bid match type.

  • Budget Association Status:
    Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column.

  • Budget Name:
    The name of the budget.

  • Budget Status:
    The status of the Budget report request.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Labels:
    The labels applied to a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Type:
    The campaign type.

  • Currency Code:
    The account currency type.

  • Custom Parameters:
    The current set of custom parameters for the campaign.

  • Delivered Match Type:
    The match type used to deliver an ad.

  • Device OS:
    The operating system of the device reported in the DeviceType column.

  • Device Type:
    The device name attribute of a device OS target bid.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Status:
    The report will include data for only the specified Campaign status values.

  • Top Vs Other:
    Indicates whether the ad impression appeared in a top position or elsewhere.

  • Tracking Template:
    The current tracking template for the campaign.

Additional metrics

  • All Conversions:
    The number of conversions.

  • Click Calls:
    The number of clicks on a call extension phone number.

  • Clicks:
    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Low Quality Clicks:
    Clicks that exhibit a low likelihood of commercial intent.

  • Low Quality Conversions:
    The low-quality clicks as a percentage.

  • Low Quality General Clicks:
    Clicks that are filtered by general methods, such as deny lists and activity-based detection, and that exhibit a low likelihood of commercial intent.

  • Low Quality Impressions:
    The number of impressions that result from low-quality keyword searches.

  • Low Quality Sophisticated Clicks:
    Invalid clicks that use sophisticated means to appear valid.

  • Manual Calls:
    The number of calls dialed manually from any device to the tracked phone number.

  • Phone Calls:
    The number of total calls to the tracked phone number that showed with your ad.

  • Phone Impressions:
    The number of times your tracked number was shown on all devices.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Ad group report

Additional dimensions

  • Ad Distribution:
    The network where you want your ads to show.

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Labels:
    The labels applied to the ad group.

  • Ad Group Name:
    The name of an Ad Group.

  • Bid Match Type:
    The keyword bid match type.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The status of the Campaign report request.

  • Campaign Type:
    The campaign type.

  • Currency Code:
    The account currency type.

  • Custom Parameters:
    The current set of custom parameters for the campaign.

  • Delivered Match Type:
    The match type used to deliver an ad.

  • Device OS:
    The operating system of the device reported in the DeviceType column.

  • Device Type:
    The device name attribute of a device OS target bid.

  • Language:
    The report will include data for only websites that used the specified languages.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Status:
    The report will include data for only the specified Campaign status values.

  • Top Vs Other:
    Indicates whether the ad impression appeared in a top position or elsewhere.

  • Tracking Template:
    The current tracking template for the campaign.

Additional metrics

  • All Conversions:
    The number of conversions.

  • Click Calls:
    The number of clicks on a call extension phone number.

  • Clicks:
    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Manual Calls:
    The number of calls dialed manually from any device to the tracked phone number.

  • Phone Calls:
    The number of total calls to the tracked phone number that showed with your ad.

  • Phone Impressions:
    The number of times your tracked number was shown on all devices.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Ad report

Additional dimensions

  • Ad Description:

    The first ad description that appears below the path in your ad.

  • Ad Distribution:
    The network where you want your ads to show.

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group Status:
    The status of the Ad Group report request.

  • Ad ID:
    The ID of an ad.

  • Ad Labels:
    The labels applied to an ad.

  • Ad Status:
    The status of an ad.

  • Ad Title:
    The title of an ad.

  • Ad Type:
    The type of an ad.

  • Bid Match Type:
    The keyword bid match type.

  • Business Name:
    The business name.
    Depending on your responsive ad's placement, your business's name may appear in your ad.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The status of the Campaign report request.

  • Campaign Type:
    The campaign type.

  • Currency Code:
    The account currency type.

  • Custom Parameters:
    The current custom parameters set of the ad, keyword, or criterion.

  • Delivered Match Type:
    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.

  • Destination Url:
    The destination URL attribute of the ad, keyword, or ad group criterion.

  • Device OS:
    The operating system of the device reported in the DeviceType column.

  • Device Type:
    The device name attribute of a device OS target bid.

  • Display Url:
    The ad display url.

  • Final App Url:
    Reserved for future use.

  • Final Mobile Url:
    The Final Mobile URL of the ad, keyword, or criterion.
    Only the first URL in the list is reported.

  • Final Url:
    The Final URL of the ad, keyword, or criterion.

  • Headline:
    The shorter of two possible responsive ad headlines for Audience campaigns.

  • Language:
    The language of the country the ad is served in.

  • Long Headline:
    The longer of two possible responsive ad headlines for Audience campaigns.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Path 1:
    The path 1 attribute of an ad.

  • Path 2:
    The path 2 attribute of an ad.

  • Title Part 1:
    The title part 1 attribute of an ad.

  • Title Part 2:
    The title part 2 attribute of an ad.

  • Top Vs Other:
    Indicates whether the ad impression appeared in a top position or elsewhere.

  • Tracking Template:
    The current tracking template of the ad, keyword, or criterion.

Additional metrics

  • All Conversions:
    The number of conversions.

  • Clicks:

    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Age and Gender report

Additional dimensions

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group Status:
    The Ad Group status.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The status of the Campaign report request.

  • Currency Code:
    The account currency type.

  • Language:
    The language of the country the ad is served in.

  • Gender:
    The gender (male or female) of the search users to whom the ad was delivered.

  • Age:
    The age of the person who viewed the ad (if applicable).

Additional metrics

  • All Conversions:
    The number of conversions.

  • Clicks:

    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Keyword report

Additional dimensions

  • Ad Distribution:
    The network where you want your ads to show.

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group Status:
    The Ad Group status.

  • Ad ID:
    The ID of an ad.

  • Ad Type:
    The type of an ad.

  • Bid Match Type:
    The keyword bid match type.

  • Bid Strategy Type:
    The bid strategy type.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The status of the Campaign report request.

  • Currency Code:
    The account currency type.

  • Custom Parameters:
    The current custom parameters set of the ad, keyword, or criterion.

  • Delivered Match Type:
    The match type used to deliver an ad.

  • Destination Url:
    The destination URL attribute of the ad, keyword, or ad group criterion.

  • Device OS:

    The operating system of the device reported. Will default to Unknown if the operating system of the device cannot be determined.

  • Device Type:

    The device name attribute of a device OS target bid.

  • Final App Url:
    Reserved for future use.

  • Final Mobile Url:
    The Final Mobile URL of the ad, keyword, or criterion.
    Only the first URL in the list is reported.

  • Final Url:
    The Final URL of the ad, keyword, or criterion.

  • Keyword:
    The keyword text.

  • Keyword ID:
    The Microsoft Advertising assigned identifier of a keyword.

  • Keyword Labels:
    The labels applied to the keyword.

  • Keyword Status:
    The status of the Keyword report request.

  • Language:
    The language of the country the ad is served in.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Top Vs Other:
    Indicates whether the ad impression appeared in a top position or elsewhere.

  • Tracking Template:
    The current tracking template of the keyword.

Additional metrics

  • All Conversions:
    The number of conversions.

  • Clicks:

    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Goal report

Additional dimensions

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group Status:
    The Ad Group status.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The campaign status.

  • Device OS:

    The operating system of the device reported. Will default to Unknown if the operating system of the device cannot be determined.

  • Device Type:

    The device name attribute of a device OS target bid.

  • Goal:

    The name of the goal you set for the conversions you want.

  • Goal ID:
    The Microsoft Advertising assigned identifier of a conversion goal.

  • Goal Type:

    The type of conversion goal.

  • Keyword:
    The current tracking template of the keyword.

  • Keyword ID:
    The Microsoft Advertising assigned identifier of a keyword.

  • Keyword Status:
    The keyword status.

Additional metrics

  • All Conversions:
    The number of conversions.

Geo report

Additional dimensions

  • Ad Distribution:
    The network where you want your ads to show.

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group Status:
    The Ad Group status.

  • Bid Match Type:
    The keyword bid match type.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The campaign status.

  • City:
    The city where the user was physically located when they clicked the ad.

  • Country:
    The country where the user was physically located when they clicked the ad.

  • County:
    The county where the user was physically located when they clicked the ad.

  • Currency Code:
    The account currency type.

  • Delivered Match Type:
    The match type used to deliver an ad.

  • Device OS:
    The operating system of the device reported in the DeviceType column.

  • Device Type:
    The device name attribute of a device OS target bid.

  • Goal:

    The name of the goal you set for the conversions you want.

  • Goal Type:

    The type of conversion goal.

  • Language:
    The language of the country the ad is served in.

  • Location ID:
    The Microsoft Advertising identifier of the location where the user was physically located when they clicked the ad.

  • Location Type:
    The location type used to deliver ads.

  • Metro Area:
    The metro area (Nielsen DMA® in the United States) where the user was physically located when they clicked the ad.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Postal Code:
    The postal code where the user was physically located when they clicked the ad.

  • Proximity Target Location:
    The radius target bid name.

  • Radius:
    The radius of a radius target bid.

  • State:
    The state where the user was physically located when they clicked the ad.

  • Top vs Other:
    Indicates whether the ad impression appeared in a top position or elsewhere.

Additional metrics

  • All Conversions:
    The number of conversions.

  • Clicks:

    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Product Dimension report

Contains only the below dimensions and metrics (none of the fields from the reports above apply):

Dimensions

  • Account Name:
    The account name.

  • Account Number:
    The Microsoft Advertising assigned number of an account.

  • Account Status:
    The account status.

  • Ad Distribution:
    The network where you want your ads to show.

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group Status:
    The Ad Group status.

  • Ad ID:
    The ID of an ad.

  • Ad Status:
    The status of an ad.

  • Bid Strategy Type:
    The bid strategy type.

  • Brand:
    The product item's manufacturer, brand, or publisher.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

  • Campaign Status:
    The campaign status.

  • Click Type:
    Click type refers to each component of an ad that a customer can click.

    The possible click types are ad title, image, phone number, driving directions, sitelink and review.

  • Click Type ID:
    The click type ID.

  • Condition:
    The condition of a product item.

  • Country Of Sale:
    The country of sale for the product catalog.

  • Currency Code:
    The account currency type.

  • Device Type:
    The device name attribute of a device OS target bid.

  • Language:
    The language of the country the ad is served in.

  • Local Store Code:
    An alphanumeric identifier defined by the merchant to uniquely identify each local store.

  • Merchant Product ID:
    The unique identifier provided by a merchant for each product offer.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Offer Language:
    The language for the product offer.

  • Store ID:
    The unique identifier for the Microsoft Merchant Center store.

  • Title:
    The product item name.

  • Top Vs Other:
    Indicates whether the ad impression appeared in a top position or elsewhere.

Additional metrics

  • All Conversions:
    The number of conversions.

  • Assisted Clicks:
    Clicks on your ads that have received co-bids from your manufacturer partners. Clicks are what you pay for.

  • Assisted Impressions:
    The number of times an ad that is being co-bid by your manufacturer partners has been displayed on search results pages or other sites on the Microsoft Advertising Network.

  • Clicks:

    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Conversions:
    The number of conversions.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Price

  • Revenue:
    The revenue optionally reported by the advertiser as a result of conversions, will exclude data for any conversion goal with the Exclude From Bidding property set to true.

  • Spend:
    The cost per click (CPC) summed for each click.

  • View Through Conversions:
    Conversions that people make after they have seen your ad, even though they did not click the ad.

Search Query report

Additional Dimensions:

  • Ad Group Name:
    The name of an Ad Group.

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Status:
    The Ad Group status.

  • Ad Id:
    The ID of an ad.

  • Ad Type:
    The type of an ad.

  • Ad Status:
    The status of an ad.

  • Campaign Name:
    The name of a campaign.

  • Campaign Id:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Status:
    The status of a campaign.

  • Campaign Type:
    The campaign type.

  • Device Type:
    The device name attribute of a device OS target bid.

  • Device OS:
    The operating system of the device reported in the DeviceType column.

  • Network:
    The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.

  • Time Period:
    The time period of each report row.

  • Language:
    The language of the country the ad is served in.

  • Search Query:
    The search term used by your potential audience.

Additional Metrics:

  • All Conversions:
    The number of conversions.

  • Impressions:
    The number of times an ad has been displayed on search results pages.

  • Clicks

    Typically includes a customer clicking an ad on a search results page or on a website on the search network.

  • Spend:
    The cost per click (CPC) summed for each click.

Non-aggregatable metrics - available fields

All reports

Dimensions

  • Account ID:
    The ID that uniquely identifies an account.

  • Account Name:
    The name of an account.

  • Account Number:
    The account number used to identify an account in the Microsoft Advertising web application.

  • Account Status:
    The status of the Account report request.

  • Campaign ID:
    The Microsoft Advertising assigned identifier of a campaign.

  • Campaign Name:
    The name of a campaign.

Metrics

  • Exact Match Impression Share Percent:
    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.

  • Impression Lost To Budget Percent:
    The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.

  • Impression Lost To Rank Agg Percent:
    The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.

  • Impression Share Percent:
    The estimated percentage of impressions, out of the total available impressions in the market you were targeting.

Ad Group Report

Additional dimensions

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

Keyword / Share of Voice Report

Additional dimensions

  • Ad Group ID:
    The ID of an Ad Group.

  • Ad Group Name:
    The name of an Ad Group.

  • Keyword:
    The keyword text.

  • Keyword ID:
    The Microsoft Advertising assigned identifier of a keyword.

  • Ad Relevance:
    How closely related your ads is to the customer's search query or other input.

  • Landing Page Experience:
    An aggregate quality assessment of all landing pages on your site.

Additional Metrics

  • Absolute Top Impression Rate Percent:
    How often your ad was in the first position of all results, as a percentage of your total impressions.

  • Top Impression Rate Percent:
    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 Share Lost To Budget Percent:
    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 Percent:
    The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget.

  • Absolute Top Impression Share Lost To Rank Percent:
    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 Lost To Rank Percent:
    A percentage estimate 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 Percent:
    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 Percent:
    The 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.

  • Click Share Percent:
    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.

Read more

Microsoft documentation on Bing report types

Microsoft documentation on Bing report columns

 

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