Defines the data columns that you can include in a keyword performance report.
<xs:complexType name="ArrayOfKeywordPerformanceReportColumn">
<xs:sequence>
<xs:element minOccurs="0" maxOccurs="unbounded" name="KeywordPerformanceReportColumn" type="tns:KeywordPerformanceReportColumn" />
</xs:sequence>
</xs:complexType>
<xs:element name="ArrayOfKeywordPerformanceReportColumn" nillable="true" type="tns:ArrayOfKeywordPerformanceReportColumn" />
<xs:simpleType name="KeywordPerformanceReportColumn">
<xs:restriction base="xs:string">
<xs:enumeration value="AccountName" />
<xs:enumeration value="AccountNumber" />
<xs:enumeration value="AccountId" />
<xs:enumeration value="TimePeriod" />
<xs:enumeration value="LanguageAndRegion" />
<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="AdId" />
<xs:enumeration value="AdType" />
<xs:enumeration value="DestinationUrl" />
<xs:enumeration value="CurrentMaxCpc" />
<xs:enumeration value="CurrencyCode" />
<xs:enumeration value="MatchType" />
<xs:enumeration value="AdDistribution" />
<xs:enumeration value="Impressions" />
<xs:enumeration value="Clicks" />
<xs:enumeration value="Ctr" />
<xs:enumeration value="AverageCpc" />
<xs:enumeration value="Spend" />
<xs:enumeration value="AveragePosition" />
<xs:enumeration value="Conversions" />
<xs:enumeration value="ConversionRate" />
<xs:enumeration value="CostPerConversion" />
<xs:enumeration value="AverageCpm" />
<xs:enumeration value="PricingModel" />
<xs:enumeration value="Cashback" />
<xs:enumeration value="BidMatchType" />
<xs:enumeration value="DeviceType"/>
<xs:enumeration value="QualityScore" />
<xs:enumeration value="KeywordRelevance" />
<xs:enumeration value="LandingPageRelevance" />
<xs:enumeration value="LandingPageUserExperience" />
<xs:enumeration value="HistoricQualityScore" />
<xs:enumeration value="HistoricKeywordRelevance" />
<xs:enumeration value="HistoricLandingPageRelevance" />
<xs:enumeration value="HistoricLandingPageUserExperience" />
<xs:enumeration value="KeywordMatchTypeId"/>
</xs:restriction>
</xs:simpleType>
<xs:element name="KeywordPerformanceReportColumn" nillable="true" type="tns:KeywordPerformanceReportColumn" />
Values
|
Value |
Description |
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|---|---|---|---|---|---|
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AccountId |
The report will include a column that contains the account identifier. |
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AccountName |
The report will include a column that contains the account name. |
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AccountNumber |
The report will include a column that contains the account number. |
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AdDistribution |
The report will include a column that contains the ad distribution medium. For possible values, see the AdDistributionReportFilter value set. |
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AdGroupId |
The report will include a column that contains the ad group identifier. |
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AdGroupName |
The report will include a column that contains the ad group name. |
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AdId |
The report will include a column that contains the ad identifier. |
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AdType |
The report will include a column that contains the ad type. For possible values, see the AdTypeReportFilter value set. |
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|
AverageCpc |
The report will include a column that contains the average cost per click (CPC). The formula for calculating the average CPC is (cost of clicks / clicks). |
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|
AverageCpm |
The report will include a column that contains the average of the cost per thousand impressions (CPM) of the ad. The value will be 0 (zero) if the ad group to which the ad belongs does not specify the Content ad distribution medium or if the user does not belong to the CPM pilot program. |
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|
AveragePosition |
The report will include a column that contains the average position of the ad on the Bing results page. |
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|
BidMatchType |
The report will include a column that contains the bid match type. For possible values, see the BidMatchTypeReportFilter value set.
|
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CampaignId |
The report will include a column that contains the campaign identifier. |
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CampaignName |
The report will include a column that contains the campaign name. |
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|
Cashback |
The report will include a column that contains the Bing cashback rebate status.
|
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|
Clicks |
The report will include a column that contains the number of times that the ad was clicked. |
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|
ConversionRate |
The report will include a column that contains the conversion rate as a percentage. The formula for calculating the conversion rate is (conversions / clicks) * 100. |
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|
Conversions |
The report will include a column that contains the number of conversions. The value will be 0 (zero) for ads that do not belong to campaigns that enable conversion tracking. For more information about conversion tracking, see About conversion tracking. |
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|
CostPerConversion |
The report will include a column that contains the cost per conversion. The formula for calculating the cost per conversion is (spend / conversions). |
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|
Ctr |
The report will include a column that contains the click-through rate. The formula for calculating the click-through rate is (clicks / impressions) * 100. |
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|
CurrencyCode |
The report will include a column that contains the currency used by the account to which the ad belongs. For possible values, see the CurrencyType value set. |
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|
CurrentMaxCpc |
The report will include a column that contains the maximum cost-per-click. |
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|
DestinationUrl |
The report will include a column that contains the destination URL. If the destination URL specified in the ad contains substitution parameters, the report will contain the URL after parameter substitution occurs. |
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|
DeviceType |
The report will include a column that contains the type of device on which the ad appeared. For a list of possible values, see DeviceTypeReportFilter. |
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|
HistoricKeywordRelevance |
The report will include a column that contains a numeric score that indicates the relevance of the keyword. The score for each row is the score that was calculated for keyword relevance on that date. For example, if you specify a time period that spans three days, the score for row day 1 will be the score calculated on day 1, the score for row day 2 will be the score calculated on day 2, and so on. This differs from the score in the KeywordRelevance column, which will be the same value for each day in the time period (the value is the last calculated score). For information about keyword relevance, see the KeywordRelevance column. You can include this column only for daily aggregation. |
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|
HistoricLandingPageRelevance |
The report will include a column that contains a numeric score that indicates the relevance of your ad and landing page to the search query. The score for each row is the score that was calculated for landing page relevance on that date. For example, if you specify a time period that spans three days, the score for row day 1 will be the score calculated on day 1, the score for row day 2 will be the score calculated on day 2, and so on. This differs from the score in the LangingPageRelevance column, which will be the same value for each day in the time period (the value is the last calculated score). For information about landing page relevance, see the LangingPageRelevance column. You can include this column only for daily aggregation. |
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|
HistoricLandingPageUserExperience |
The report will include a column that contains a numeric score that is the aggregate assessment of the quality of all landing pages on your site. The score for each row is the score that was calculated for landing page user experience on that date. For example, if you specify a time period that spans three days, the score for row day 1 will be the score calculated on day 1, the score for row day 2 will be the score calculated on day 2, and so on. This differs from the score in the LangingPageUserExperience column, which will be the same value for each day in the time period (the value is the last calculated score). For information about landing page user experience, see the LangingPageUserExperience column. You can include this column only for daily aggregation. |
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|
HistoricQualityScore |
The report will include a column that contains the quality score of the keyword. The score for each row is the score that was calculated for quality score on that date. For example, if you specify a time period that spans three days, the score for row day 1 will be the score calculated on day 1, the score for row day 2 will be the score calculated on day 2, and so on. This differs from the score in the QualityScore column, which will be the same value for each day in the time period (the value is the last calculated score). For information about quality score, see the QualityScore column. You can include this column only for daily aggregation. |
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|
Impressions |
The report will include a column that contains the number of times that the ad was displayed on the Bing results page. |
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|
Keyword |
The report will include a column that contains the keyword that matched the user’s search query. |
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|
KeywordId |
The report will include a column that contains the keyword identifier. |
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|
KeywordMatchTypeId |
The report will include a column that contains an identifier that uniquely identifies the keyword and match type combination. For more information about whether you should include this column and the impact that it has on how the data is aggregated, see the Remarks section of KeywordPerformanceReportRequest.
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KeywordRelevance |
The report will include a column that contains a numeric score that indicates the keyword’s relevance. The score reflects the competitiveness of your keywords and ad copy in the marketplace for the same search queries. A keyword with a score of 3 is considered to have good relevance; a score of 2 is not considered to be a problem; and a score of 1 is considered to have poor relevance. For more information about these scores and how to improve relevance, see About the keyword relevance score. If you specify a time period that spans multiple days, the score value will be the same for each day in the time period (the value is the last calculated score). |
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|
LandingPageRelevance |
The report will include a column that contains a numeric score that indicates the relevance of your ad and landing page to the search query. The score reflects the competitiveness of your keywords and ad copy in the marketplace for the same search queries. A landing page with a score of 2 is not considered to be a problem; and a score of 1 is considered to have poor relevance. For more information about these scores and how to improve relevance, see About the landing page relevance score. If you specify a time period that spans multiple days, the score will be the same for each day in the time period (the value is the last calculated score). |
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|
LandingPageUserExperience |
The report will include a column that contains a numeric score that is an aggregate assessment of the quality of all landing pages on your site. The score reflects the degree to which your landing pages adhere to Microsoft Advertising adCenter Editorial Guidelines. A user experience score of 2 is not considered to be a problem; and a score of 1 is considered to be a poor user experience. For more information about these scores and how to improve the experience, see About the landing page user experience score. If you specify a time period that spans multiple days, the score will be the same for each day in the time period (the value is the last calculated score). |
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|
LanguageAndRegion |
The report will include a column that contains the Bing website that displayed the ad. |
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MatchType |
The report will include a column that contains the delivered match type. |
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|
PricingModel |
The report will include a column that contains the pricing model of the ad group that owns the ad. For possible values, see the PricingModel value set. |
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|
QualityScore |
The report will include a column that contains a numeric quality score of the keyword. The score indicates the relevance of your keywords to search queries, and the degree to which your ads are eligible to be displayed in response to these queries. For more information, see About the quality score. If you specify a time period that spans multiple days, the quality score will be the same for each day in the time period (the value is the last calculated score). The value in the report will be blank if the score was not computed. This can occur if there have been no impressions for the keyword for 30 days or more. If you run the report multiple times in a day, the quality score values could change from report to report based on when you run the report relative to when the scores are calculated. |
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|
Spend |
The report will include a column that contains the total spend on the ad for the specified time period. |
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|
TimePeriod |
The report will include a column that contains the time period of each report row.
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Required Columns
The report must include the following column.
|
Column |
|---|
|
Keyword |
The report must include one or more of the following columns.
|
Column |
|---|
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AverageCpc |
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AverageCpm |
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AveragePosition |
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Clicks |
|
Ctr |
|
Impressions |
|
Spend |
Optional Columns
The following columns are optional.
|
Column |
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|---|---|---|
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AccountId |
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AccountName |
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AccountNumber |
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AdDistribution |
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AdGroupId |
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AdGroupName |
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AdId |
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AdType |
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BidMatchType |
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CampaignId |
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CampaignName |
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Cashback |
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ConversionRate |
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Conversions |
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CostPerConversion |
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CurrencyCode |
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CurrentMaxCpc |
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DestinationUrl |
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HistoricKeywordRelevance |
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HistoricLandingPageRelevance |
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HistoricLandingPageUserExperience |
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HistoricQualityScore |
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KeywordId |
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KeywordMatchTypeId |
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LandingPageRelevance |
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LandingPageUserExperience |
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LanguageAndRegion |
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MatchType |
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PricingModel |
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QualityScore |
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TimePeriod
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Time-Period Columns
If you include the TimePeriod column, the column label that the report uses depends on the aggregation level that you specify in the report request. For example, if the aggregation level is Daily, the report uses GregorianDate as the column label. The following are the column labels that the report uses based on the specified aggregation level.
|
Time-Period Column Label |
Aggregation |
Description |
|---|---|---|
|
GregorianDate |
Daily |
Each row of the report will identify the month, day, and year when the transaction occurred. |
|
Hour |
Hourly |
Each row of the report will identify the hour when the transaction occurred. |
|
MonthStartDate |
Monthly |
Each row of the report will identify the month when the transaction occurred. |
|
WeekStartDate |
Weekly |
Each row of the report will identify the week when the transaction occurred. The date value is for the Monday of the week being reported. |
|
Year |
Yearly |
Each row of the report will identify the year when the transaction occurred. |
How the value of the statistic columns, such as clicks and impressions, are reflected in the report depends on the group columns that you include in the report and the type of aggregation that you specify. For more information, see Columns that Group the Data.