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AdExtensionByKeywordReportColumn Value Set

Defines the attributes and performance statistics columns that you can include in the AdExtensionByKeywordReportRequest.

The attribute columns that you include in a report affects the values within the statistics columns as well as the number or rows. For more information, see Columns that Group the Data.

For a list of columns that you must include, please see the Required Columns section below.

<xs:simpleType name="AdExtensionByKeywordReportColumn">
  <xs:restriction base="xs:string">
    <xs:enumeration value="AccountName" />
    <xs:enumeration value="TimePeriod" />
    <xs:enumeration value="CampaignName" />
    <xs:enumeration value="CampaignId" />
    <xs:enumeration value="AdGroupName" />
    <xs:enumeration value="AdGroupId" />
    <xs:enumeration value="Keyword" />
    <xs:enumeration value="KeywordId" />
    <xs:enumeration value="AdExtensionType" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="DeviceOS" />
    <xs:enumeration value="ClickType" />
    <xs:enumeration value="Impressions" />
    <xs:enumeration value="Clicks" />
    <xs:enumeration value="TotalClicks" />
    <xs:enumeration value="Conversions" />
    <xs:enumeration value="Ctr" />
    <xs:enumeration value="AverageCpc" />
    <xs:enumeration value="ConversionRate" />
    <xs:enumeration value="Spend" />
    <xs:enumeration value="AdExtensionId" />
    <xs:enumeration value="AdExtensionVersion" />
    <xs:enumeration value="AccountNumber" />
    <xs:enumeration value="AccountId" />
    <xs:enumeration value="BidMatchType" />
    <xs:enumeration value="DeliveredMatchType" />
    <xs:enumeration value="Network" />
    <xs:enumeration value="TopVsOther" />
    <xs:enumeration value="Assists" />
    <xs:enumeration value="ExtendedCost" />
    <xs:enumeration value="Revenue" />
    <xs:enumeration value="ReturnOnAdSpend" />
    <xs:enumeration value="CostPerConversion" />
    <xs:enumeration value="CostPerAssist" />
    <xs:enumeration value="RevenuePerConversion" />
    <xs:enumeration value="RevenuePerAssist" />
  </xs:restriction>
</xs:simpleType>

Values

Value

Description

AccountId

The Id element of an Account.

AccountName

The Name element of an Account.

AccountNumber

The Number element of an Account.

AdExtensionId

The Id element of either the CallAdExtension, LocationAdExtension, ProductAdExtension, or SiteLinksAdExtension, which is inherited from the AdExtension base object.

AdExtensionType

The type name that corresponds to the AdExtensionTypeId column.

  • If the AdExtensionTypeId is 10, this AdExtensionType name is Sitelink Extension.

  • If the AdExtensionTypeId is 11, this AdExtensionType name is Location Extension.

  • If the AdExtensionTypeId is 12, this AdExtensionType name is Call Extension and the IsCallTrackingEnabled property of the CallAdExtension is set to False.

  • If the AdExtensionTypeId is 14, this AdExtensionType name is Call Extension and the IsCallTrackingEnabled property of the CallAdExtension is set to True.

AdExtensionVersion

The Version element of either the CallAdExtension, LocationAdExtension, ProductAdExtension, or SiteLinksAdExtension, which is inherited from the AdExtension base object.

AdGroupId

The Id element of an AdGroup.

AdGroupName

The Name element of an AdGroup.

Assists

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

An ad is considered to have assisted the conversion if it was clicked before the most recently clicked ad that was credited with the conversion. Additionally, the click corresponding to the assist must occur within the conversion period of the goal.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

AverageCpc

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).

BidMatchType

The MatchType element of a Keyword. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Match Type and Bid Values

System_CLiX_noteNote

The column name in the downloaded report is BiddedMatchType, not BidMatchType.

CampaignId

The Id element of a Campaign.

CampaignName

The Name element of a Campaign.

Clicks

The number of times that the ads in the account were clicked.

ClickType

The ad extension item that the user clicked. For example, the column will contain Driving direction if the user clicked a location ad extension’s address.

Possible values include Ad title (headline), Phone call, Driving direction, Sitelink, Business image, and Image.

ConversionRate

The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).

The formula for calculating the conversion rate is (Conversions / Clicks) * 100.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Conversions

The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

CostPerAssist

The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

CostPerConversion

The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions).

Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Ctr

The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%).

The formula for calculating CTR is (Clicks / Impressions) * 100.

DeliveredMatchType

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. For more information, see Match Type and Bid Values.

For possible values, see the DeliveredMatchTypeReportFilter Value Set.

System_CLiX_noteNote

The column name in the downloaded report is MatchType, not DeliveredMatchType.

DeviceOS

The operating system of the device specified in the DeviceType column and corresponding to the OSNames element of a DeviceOSTargetBid.

If the operating system of the device cannot be determined or is not one of the operating systems that you can target, the value in this column will be Unknown.

DeviceType

The DeviceName element of a DeviceOSTargetBid. The type of device which showed ads.

For possible values, see the DeviceTypeReportFilter value set.

System_CLiX_noteNote

The column name in the downloaded report is Device type, not DeviceType.

ExtendedCost

Cost information that is optionally provided by advertisers, including non-advertising costs, taxes, and shipping. The extended costs correspond to the optional taxcost, shippingcost, and nonadvertisingcost parameters of a Bing Ads campaign analytics tracking script.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Impressions

The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

Keyword

The Text element of a Keyword.

KeywordId

The Id element of a Keyword.

Network

The Network element of an AdGroup. The following is a list of possible values.

  • Bing and Yahoo! search

  • Syndicated search partners

  • Content

ReturnOnAdSpend

The return on ad spend (ROAS).

The formula for calculating the ROAS is (Revenue / Spend).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Revenue

The revenue optionally reported by the advertiser as a result of conversions. Corresponds to the optional revenue parameter of a Bing Ads campaign analytics tracking script.

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

RevenuePerAssist

The revenue per assist.

The formula for calculating the revenue per assist is (Revenue / Assists).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

RevenuePerConversion

The revenue per conversion.

The formula for calculating the revenue per conversion is (Revenue / Conversions).

System_CLiX_noteNote

Available for accounts that are setup to use Bing Ads Campaign Analytics. For more information, see Managing Campaign Analytics Scripts.

Spend

The cost per click (CPC) summed for each click.

TimePeriod

The time period of each report row.

System_CLiX_noteNote

You may not include this column if the Aggregation element of the request object is set to Summary. If you include the TimePeriod column, the column label in the downloaded report depends on the aggregation level that you specify in the report request. For more information, see TimePeriod Column.

TopVsOther

The report will include a column that indicates whether the ad impression appeared in a top position or elsewhere. The following is a list of possible values.

  • Bing and Yahoo! search—Top

  • Bing and Yahoo! search—Other

  • Syndicated search partners—Top

  • Syndicated search partners—Other

  • Content network

  • Unknown

System_CLiX_noteNote

Bing Ads began tracking TopVsOther data on March 14, 2013. Data that was processed prior to the feature launch is marked as Unknown.

TotalClicks

The number of billable and non-billable times that the ad extension was clicked.

Required Columns

The report must include the following columns.

Column

AdExtensionType

Keyword

TimePeriod

System_CLiX_noteNote

This column is required for all aggregation types except Summary.

The report must also include one or more of the performance statistics columns available with this value set. For more information, see Report Attributes and Performance Statistics.

Requirements

ReportingService.svc v9

Namespace: https://bingads.microsoft.com/Reporting/v9

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