When you connect Microsoft Advertising, you first choose Metrics: Regular or Reach and frequency. Then you pick a Report level that matches the question you want to answer. If you are unsure, start with Regular metrics at Campaign level. Report levels are not interchangeable: fields and totals can differ, so compare Funnel to the matching report in Microsoft Advertising.
Which report type should you choose?
Report type | When to use it |
Account | Use this for account-level totals, including low-quality traffic and phone metrics. |
Campaign | Use this for daily spend and results per campaign, including budget details. Start here if you are unsure. |
Ad Group | Use this for performance per ad group. In the connection form, this is Campaign, Ad Group, Ad Group Labels. |
Ad | Use this for performance per ad, with ad copy and URLs. In the connection form, this is Campaign, Ad Group, Ad. |
Age and Gender | Use this for performance by the age and gender of the people who saw your ads. |
Keyword | Use this for performance per keyword. In the connection form, this is Campaign, Ad Group, Ad, Keyword. Does not support Shopping, Dynamic Search or Audience campaigns, or Dynamic ad groups. |
Goal | Use this for conversions per conversion goal. In the connection form, this is Goals. Does not support Shopping, Dynamic Search or Audience campaigns. |
Geo | Use this for performance by where people were when they clicked your ad. |
Product Dimension | Use this for Shopping product performance. It has its own field list. Does not support Shopping, Dynamic Search or Audience campaigns. |
Search Query | Use this to see the search terms that triggered your ads. |
Reach and frequency: Campaign, Ad Group or Keyword (Share of Voice) | Use this for impression share and competitive metrics over a time window you choose. In the connection form, select Reach and frequency under Metrics. |
Time granularity and data retention
For Regular metrics, you choose a Time granularity: Daily or Hourly.
Note: If you select Hourly, Funnel can fetch less historical data: 180 days for the Campaign, Ad Group, Ad and Keyword reports, 30 days for the Goal and Search Query reports, and 14 days for the Geo report.
Microsoft Advertising also limits how much historical data is available. See Reporting data retention time periods in the Microsoft Advertising documentation.
Microsoft Advertising stores data in the time zone you selected when you created the campaign. For example, if the campaign time zone is Pacific Time and a click happens at 12:00 PM Eastern Time, the click is recorded at 9:00 AM. With Hourly time granularity, Funnel shows the click at 9:00 AM. See how time zones affect your data in Microsoft Advertising help.
Reach and frequency time windows
For Reach and frequency metrics, you choose a Time window: 1 Day or 7 Day. With 7 Day, each date includes data for the 7 days up to and including that date. For example, values for 2018-11-07 include data from 2018-11-01 to 2018-11-07.
Note: For the Keyword (Share of Voice) report, Microsoft Advertising keeps data for 180 days.
Optional dimensions
Under Optional dimensions in the connection form, select Bid Strategy Type to add these dimensions to the Campaign, Ad Group and Ad reports:
Bid Strategy Type (Ad Group): The bid strategy type for the ad group. When the ad group inherits its bid strategy from the campaign, this field shows
InheritFromParent. To see the bid strategy the ad group actually uses, use Effective Bid Strategy Type (Ad Group). Only available in the Ad Group and Ad reports.Effective Bid Strategy Type (Ad Group): The bid strategy the ad group actually uses. When the ad group inherits its bid strategy from the campaign, this field shows the inherited strategy instead of
InheritFromParent. Values use the Microsoft Advertising API names, for exampleTargetRoasBiddingScheme. To show friendlier labels, create a custom dimension in Funnel. Only available in the Ad Group and Ad reports.Bid Strategy Type (Campaign): The bid strategy type for the campaign. Only available in the Campaign and Ad reports.
Select Goal Category to add this dimension to the Campaign, Goal, Ad Group and Ad reports:
Goal Category: The conversion goal category, for example Purchase, Add to cart or Submit lead form.
Regular metrics: Common fields
These fields are included in all Regular metrics reports, except where noted.
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 account status.
Account ID: The ID that uniquely identifies an account. Not available in the Product Dimension report.
Hour Of Day: The hour of day when a transaction occurred. Only available when you select Hourly time granularity.
Goal: The conversion goal of the account.
Goal Type: Used to segment conversion goals.
Campaign Name: The campaign name. Not available in the Account report.
Campaign Status: The campaign status. Not available in the Account report.
Campaign ID: The campaign ID. Not available in the Account report.
Metrics
Assists: The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.
All Conversions: The number of conversions. In the Account report, this includes data for all conversion goals regardless of their Exclude From Bidding setting.
Conversions: The number of conversions.
Revenue: The revenue optionally reported by the advertiser as a result of conversions. Excludes 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. Includes data for all conversion goals regardless of their Exclude From Bidding setting.
Video metrics
These metrics are available in the Account, Campaign, Ad Group and Ad reports. They only have values for campaigns that run video ads.
Video Views: The number of times the video was played and watched for at least two continuous seconds with more than 50% of the screen in view.
Video Views At 25%: The number of times a person completed at least 25% of a video.
Video Views At 50%: The number of times a person completed at least 50% of a video.
Video Views At 75%: The number of times a person completed at least 75% of a video.
Completed Video Views: The number of times a person watched the entire video to completion.
Total Watch Time (ms): The total amount of time people spent watching the video, in milliseconds.
View Through Rate: Video Views divided by Impressions.
Video Completion Rate: Completed Video Views divided by Impressions.
Average CPV: Average cost per video view: Spend divided by Video Views.
Average Watch Time Per Video View (ms): Total Watch Time (ms) divided by Video Views.
Average Watch Time Per Impression (ms): Total Watch Time (ms) divided by Impressions.
Account report
These fields are available in addition to the common fields.
Dimensions
Ad Distribution: The network where you want your ads to show.
Device Type: The type of device which showed ads.
Device OS: The operating system of the device.
Network: The combined search advertising marketplace made up of Microsoft Advertising, AOL, Yahoo, and partner sites. Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Microsoft Advertising, and Yahoo! search, Content, and Syndicated search partners.
Bid Match Type: The keyword bid match type.
Delivered Match Type: The match type used to deliver an ad. This can be different from Bid Match Type, for example if you bid on a broad match and the search term was an exact match. Only available in the Campaign, Ad, Ad Group, Geo, and Keyword reports.
Metrics
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 number of conversions that originate from low-quality clicks.
Low Quality Impressions: The number of impressions that result from low-quality keyword searches.
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 Sophisticated Clicks: Invalid clicks that use sophisticated means to appear valid.
Phone Impressions: The number of times your tracked number was shown on all devices.
Phone Calls: The number of total calls to the tracked phone number that showed with your ad.
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.
Campaign report
These fields are available in addition to the common fields.
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 in Budget Name.
Budget Name: The name of the budget.
Budget Status: The status of the budget.
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.
Device Type: The device name attribute of a device OS target bid.
Network: The combined search advertising marketplace made up of Microsoft Advertising, 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.
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 number of conversions that originate from low-quality clicks.
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
These fields are available in addition to the common fields.
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.
Ad Group Type: The ad group type. Only populated if the Campaign Type is Search or DynamicSearchAds.
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.
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.
Device Type: The device name attribute of a device OS target bid.
Language: The language of the country the ad is served in.
Network: The combined search advertising marketplace made up of Microsoft Advertising, 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.
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
These fields are available in addition to the common fields.
Dimensions
Ad Description: The first ad description that appears below the path in your ad.
Ad Description 2: The second 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 ad group status.
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 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 campaign status.
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 Bid Match Type, 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.
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. Not supported for Dynamic search ads.
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. Not supported for Dynamic search ads.
Final URL Suffix: Parameters attached to the end of your landing page URL. Must be set in your Microsoft Advertising account under Ads & Extensions.
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 Microsoft Advertising, 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.
Title Part 3: The title part 3 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.
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
These fields are available in addition to the common fields.
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.
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).
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
These fields are available in addition to the common fields. The Keyword report does not support Shopping, Dynamic Search or Audience campaigns, or ad groups of type Dynamic.
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 campaign status.
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. Defaults 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. Not supported for Dynamic search ads.
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. Not supported for Dynamic search ads.
Final URL Suffix: Parameters attached to the end of your landing page URL. Must be set in your Microsoft Advertising account under Keywords.
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 keyword status.
Language: The language of the country the ad is served in.
Network: The combined search advertising marketplace made up of Microsoft Advertising, 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.
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
These fields are available in addition to the common fields. The Goal report does not support Shopping, Dynamic Search or Audience campaigns.
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. Defaults 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 keyword text.
Keyword ID: The Microsoft Advertising assigned identifier of a keyword.
Keyword Status: The keyword status.
Metrics
All Conversions: The number of conversions.
Geo report
These fields are available in addition to the common fields.
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.
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 Microsoft Advertising, 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.
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
The Product Dimension report contains only the fields below. None of the common fields or fields from other reports apply. It does not support Shopping, Dynamic Search or Audience campaigns.
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: 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 Microsoft Advertising, 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.
Metrics
All Conversions: The number of conversions.
Assisted Clicks: Clicks on your ads that have received co-bids from your manufacturer partners.
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: The different prices of the product.
Revenue: The revenue optionally reported by the advertiser as a result of conversions. Excludes 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
These fields are available in addition to the common fields.
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.
Network: The combined search advertising marketplace made up of Microsoft Advertising, 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.
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.
Reach and frequency metrics: Common fields
These fields are included in all Reach and frequency 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 account status.
Campaign ID: The Microsoft Advertising assigned identifier of a campaign.
Campaign Name: The name of a campaign.
Metrics
Exact Match Impression Share: 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 Share Lost To Budget: The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.
Impression Share Lost To Aggregate: The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.
Impression Share: The estimated percentage of impressions, out of the total available impressions in the market you were targeting.
Reach and frequency Ad Group report
These fields are available in addition to the Reach and frequency common fields.
Dimensions
Ad Group ID: The ID of an ad group.
Ad Group Name: The name of an ad group.
Reach and frequency Keyword (Share of Voice) report
These fields are available in addition to the Reach and frequency common fields.
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 ad is to the customer's search query or other input.
Landing Page Experience: An aggregate quality assessment of all landing pages on your site.
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 times your ad was in the first position of all 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.
API documentation
For full field definitions and updates, see the Microsoft Advertising Reporting API documentation.
Change history
Added Effective Bid Strategy Type (Ad Group)
From 9 Sep, 2026, the Effective Bid Strategy Type (Ad Group) dimension is available in the Ad Group and Ad reports when you select the Bid Strategy Type optional dimension. It shows the bid strategy the ad group actually uses, including strategies inherited from the campaign. Bid Strategy Type (Ad Group) still shows InheritFromParent for inherited strategies. Bid Strategy Type (Campaign) is now also available in the Ad report.
Added video metrics
From 29 Jun, 2026, video metrics are available in the Account, Campaign, Ad Group and Ad reports. See Video metrics under Regular metrics: Common fields.