Export (0) Print
Expand All

Report Attributes and Performance Statistics

Each of the report types contains a subset of attributes and performance statistics. When submitting a report request, you must include some attribute columns and performance statistics columns. The downloaded report will then include renamed columns (fields) corresponding to each column that you included in the report request. For information about required and optional columns, see the corresponding report column value set within Reporting Value Sets. For example to determine which columns are required and optional for a KeywordPerformanceReportRequest, see KeywordPerformanceReportColumn Value Set.

Attribute Columns

Attributes are set either by advertiser or the Bing Ads system.

Column Value

Description

Availability

AccountId

The Id element of an Account.

This attribute is available in multiple reports, for example see AccountPerformanceReportColumn Value Set.

AccountName

The Name element of an Account.

This attribute is available in multiple reports, for example see AccountPerformanceReportColumn Value Set.

AccountNumber

The Number element of an Account.

This attribute is available in multiple reports, for example see AccountPerformanceReportColumn Value Set.

AccountStatus

The AccountLifeCycleStatus element of an Account.

This attribute is available in multiple reports, for example see AccountPerformanceReportColumn Value Set.

AdDescription

The Text element of a MobileAd or TextAd.

This attribute is available in multiple reports, for example see AdPerformanceReportColumn Value Set.

AdDistribution

The AdDistribution element of an AdGroup.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

AdExtensionId

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

This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn Value Set.

AdExtensionPropertyId

Positive integer system identifiers ranging from 1 through 20, which map to properties of the CallAdExtension, LocationAdExtension, and SiteLink objects. See the AdExtensionPropertyValue column for the corresponding set of human readable values.

This attribute is available only with the AdExtensionDimensionReportColumn Value Set.

AdExtensionPropertyValue

The human readable ad extension property value. For a list of the possible property values corresponding to each AdExtensionPropertyId from 1 through 20, see the corresponding report column reference page.

This attribute is available in multiple reports, for example see AdExtensionDimensionReportColumn Value Set.

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.

This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn Value Set.

AdExtensionTypeId

The system identifier that corresponds to the AdExtensionType column. The supported identifiers are 10, 11, and 12.

This attribute is available only with the AdExtensionDetailReportColumn Value Set.

AdExtensionVersion

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

This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn Value Set.

AdGroupCriterionId

The Id element of an AdGroupCriterion, which is a product target.

System_CLiX_note Note

The column name in the downloaded report is Ad group item ID, not AdGroupCriterionId.

This attribute is available in multiple reports, for example see ProductTargetPerformanceReportColumn Value Set.

AdGroupId

The Id element of an AdGroup.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

AdGroupName

The Name element of an AdGroup.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

AdGroupStatus

The Status element of an AdGroup.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

AdId

The Id element of a MobileAd, ProductAd, or TextAd, which is inherited from the Ad base object.

This attribute is available in multiple reports, for example see AdPerformanceReportColumn Value Set.

AdStatus

The Status element of a MobileAd, ProductAd, or TextAd, which is inherited from the Ad base object.

This attribute is available in multiple reports, for example see AdPerformanceReportColumn Value Set.

AdTitle

The Title element of a MobileAd or TextAd.

This attribute is available in multiple reports, for example see AdPerformanceReportColumn Value Set.

AdType

The Type element of a MobileAd, ProductAd, or TextAd, which is inherited from the Ad base object.

This attribute is available in multiple reports, for example see AdPerformanceReportColumn Value Set.

AgeGroup

The age group of the audience who might have viewed the ad, if known.

This attribute is available only with the AgeGenderDemographicReportColumn Value Set.

AreaCode

The area code where the user was physically located when they clicked the ad.

This attribute is available only with the CallDetailReportColumn Value Set.

AttributeChanged

Identifies the attribute or property of the entity from the ItemChanged column that changed.

For a list of elements whose change history is reported, see the Attribute Changed column within SearchCampaignChangeHistoryReportColumn Remarks.

System_CLiX_note Note

This column is empty if a campaign, ad group, or ad entity was added or deleted.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

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_note Note

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

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

CallStatus

The status of the call.

This attribute is available only with the CallDetailReportColumn Value Set.

CallTypeName

The name of the call type.

This attribute is available only with the CallDetailReportColumn Value Set.

CampaignId

The Id element of a Campaign.

This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

CampaignName

The Name element of a Campaign.

This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

CampaignStatus

The Status element of a Campaign.

This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ChangedBy

The username of the user that made the change to settings within the account. If the system made the change, the value will be Administrator.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

Channel

The name of the channel provider that displayed the ads.

This attribute is available only with the TacticChannelReportColumn Value Set.

City

The city used to deliver the ad.

To include or exclude a city, add the corresponding CityTargetBid with the Campaign Management service.

This attribute is available in multiple reports, for example see GeoLocationPerformanceReportColumn Value Set.

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.

This attribute is available in multiple reports, for example see AdExtensionByKeywordReportColumn Value Set.

ComponentDestinationURL

The destination URL of the rich ad component.

This attribute is available only with the RichAdComponentPerformanceReportColumn Value Set.

ComponentTitle

The title of the rich ad component. The ComponentType column identifies the component.

This attribute is available only with the RichAdComponentPerformanceReportColumn Value Set.

ComponentType

The component type of the rich ad that was clicked. For possible values, see ComponentTypeFilter.

This attribute is available only with the RichAdComponentPerformanceReportColumn Value Set.

ConflictLevel

The entity level where the keyword and negative keyword conflict occurs.

The possible values are AdGroup and Campaign.

This attribute is available only with the NegativeKeywordConflictReportColumn Value Set.

Country

The country used to deliver the ad.

To include or exclude a country, add the corresponding CountryTargetBid with the Campaign Management service.

This attribute is available only with the GeoLocationPerformanceReportColumn Value Set.

CurrencyCode

The CurrencyType element of an Account.

This attribute is available in multiple reports, for example see BudgetSummaryReportColumn Value Set.

CurrentMaxCpc

The maximum cost per click.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

Date

The date for the downloaded report records. The date will be in the time zone of the campaign

This attribute is available only with the BudgetSummaryReportColumn Value Set.

DateTime

The date and time of the change. The date and time will be in the time zone of the campaign.

System_CLiX_note Note

Prior to February 7, 2014, the date and time was relative to UTC.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

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_note Note

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

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

DestinationUrl

The DestinationUrl element of the TextAd, MobileAd, Keyword, or BiddableAdGroupCriterion.

If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs.

This attribute is available in multiple reports, for example see DestinationUrlPerformanceReportColumn Value Set.

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.

This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

DeviceType

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

For possible values, see the DeviceTypeReportFilter value set.

System_CLiX_note Note

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

This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

DisplayUrl

The DisplayUrl element of a MobileAd or TextAd.

This attribute is available in multiple reports, for example see AdPerformanceReportColumn Value Set.

EndTime

The end time of the call.

This attribute is available only with the CallDetailReportColumn Value Set.

Gender

The gender of the audience who might have viewed the ad, if known.

Possible values are Male and Female.

This attribute is available only with the AgeGenderDemographicReportColumn Value Set.

Goal

The name of your event tracking or campaign analytics goal.

This attribute is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

HistoricKeywordRelevance

The numeric score that indicates the historic relevance of your keyword to the search term. Use the historic keyword relevance score to find out how the keyword relevance score may have changed over time.

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 historic keyword relevance score for day one will be the keyword relevance score calculated on day one, the historic keyword relevance score for day two will be the keyword relevance score calculated on day two, and so on.

This score may vary from the score in the KeywordRelevance column, which is the current score and same value for each day in the time period.

You may include this column only with Daily aggregation.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

HistoricLandingPageRelevance

The numeric score that indicates the historic relevance of your ad and landing page to the search term. The score for each row is the score that was calculated for landing page relevance on that date.

Use the historic landing page relevance score to find out how the landing page relevance score may have changed over time. For example, if you specify a time period that spans three days, the historic landing page relevance score for day one will be the landing page relevance score calculated on day one, the historic landing page relevance score for day two will be the landing page relevance score calculated on day two, and so on.

This score may vary from the score in the LangingPageRelevance column, which is the current score and same value for each day in the time period.

You may include this column only with Daily aggregation.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

HistoricLandingPageUserExperience

The numeric score that is the aggregate assessment of the historic 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.

Use the historic landing page user experience score to find out how the landing page user experience score may have changed over time. For example, if you specify a time period that spans three days, the historic landing page user experience score for day one will be the landing page user experience score calculated on day one, the historic landing page user experience score for day two will be the landing page user experience score calculated on day two, and so on.

This score may vary from the score in the LangingPageUserExperience column, which is the current score and same value for each day in the time period.

You may include this column only with Daily aggregation.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

HistoricQualityScore

The historic quality score of the keyword. The historic quality score for each row is the value that was calculated for quality score on that date.

Use the historic quality score to find out how the quality score may have changed over time. For example, if you specify a time period that spans three days, the historic quality score for day one will be the quality score calculated on day one, the historic quality score for day two will be the quality score calculated on day two, and so on.

This score may vary from the score in the QualityScore column, which will be the same value for each day in the time period.

You may include this column only with Daily aggregation.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

HowChanged

The value that indicates whether the element was added, updated, or deleted. For possible values, see ChangeTypeReportFilter.

For adds, the NewValue column contains the added entity. For deletes, the OldValue column contains the deleted entity. For updates, the NewValue column contains the new value and the OldValue column contains the old value.

If an entity which has a delivery status property was added, for example a campaign, the value of HowChanged is Added. To report a deleted entity, the ItemChanged field is Status, the HowChanged field is Changed, and the NewValue field is Deleted.

Associating a target with a campaign or ad group will be reported as an add change. The AttributeChanged column will identify the target types contained in the target object. Updates to a target object will be reported as a delete change and an add change. Removing a campaign’s or ad group’s association with a target object will be reported as a delete change.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

ItemChanged

The value that identifies the entity that changed. For possible entity values, see the Entity column within SearchCampaignChangeHistoryReportColumn Remarks.

If the change is an update to an element of the entity or is related to a target associated with a campaign or ad group, the AttributeChanged column contains the element of the entity that changed or the type of target that was changed.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

Keyword

The Text element of a Keyword.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

KeywordId

The Id element of a Keyword.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

KeywordRelevance

The numeric score that indicates the relevance of your keyword to the search term. The score reflects the competitiveness of your keyword in the marketplace.

A score of 3 is good; a score of 2 is neutral; and a score of 1 is considered poor.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

KeywordStatus

The Status element of a Keyword.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

LandingPageRelevance

The numeric score that indicates the relevance of your ad and landing page to the search query. The score reflects the competitiveness of your ad and landing page in the marketplace.

A score of 2 is neutral; and a score of 1 is considered poor.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

LandingPageUserExperience

The 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 Editorial Guidelines.

A score of 2 is neutral; and a score of 1 is considered poor.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

Language

The Language element of an AdGroup.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

LocationType

The location type used to deliver ads. For example to distinguish between people in versus searching for or viewing pages about the corresponding location of interest.

The possible location type values are listed below.

  • Physical location - Indicates that the user was physically located in the corresponding City, Country, MetroArea, or State locations.

  • Location of interest - Indicates that the physical location of the user was not used to serve the ad, and the user was searching for or viewing pages about the corresponding City, Country, MetroArea, or State locations.

  • Unknown - Legacy value returned if the physical location was not used or confirmed prior to the release of this report column in May 2014.

System_CLiX_note Note

If the user is searching for the location that they are in, then the location type is Physical location. For example if the search user is in Seattle and searching for Seattle, the location type is Physical location.

This attribute is available only with the GeoLocationPerformanceReportColumn Value Set.

MetroArea

The metro area used to deliver the ad.

To include or exclude a metropolitan area, add the corresponding MetroAreaTargetBid with the Campaign Management service.

This attribute is available only with the GeoLocationPerformanceReportColumn Value Set.

MerchantProductId

The report will include a column that contains the unique identifier provided by a merchant for each product offer.

This attribute is available only with the ProductOfferPerformanceReportColumn Value Set.

MostSpecificLocation

The most specific location used to deliver ads. For example if the City and Country columns are both identified, this column will include the same value as the City column.

This attribute is available only with the GeoLocationPerformanceReportColumn Value Set.

NegativeKeyword

The negative keyword that conflicts with the keyword at the ad group or campaign level.

For more information, see Negative Keywords.

This attribute is available only with the NegativeKeywordConflictReportColumn Value Set.

Network

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

  • Bing and Yahoo! search

  • Syndicated search partners

  • Content

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

NewValue

The value after the change. For more information, see the HowChanged column.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

OldValue

The value before the change. For more information, see the HowChanged column.

This attribute is available only with the SearchCampaignChangeHistoryReportColumn Value Set.

Param1

The Param1 element of a Keyword or BiddableAdGroupCriterion.

The first dynamic substitution parameter. For more information, see Dynamic Text Substitution.

This attribute is available only with the AdDynamicTextPerformanceReportColumn Value Set.

Param2

The Param2 element of a Keyword or BiddableAdGroupCriterion.

The second dynamic substitution parameter. For more information, see Dynamic Text Substitution.

This attribute is available only with the AdDynamicTextPerformanceReportColumn Value Set.

Param3

The Param3 element of a Keyword or BiddableAdGroupCriterion.

The third dynamic substitution parameter. For more information, see Dynamic Text Substitution.

This attribute is available only with the AdDynamicTextPerformanceReportColumn Value Set.

PricingModel

The PricingModel element of an AdGroup.

Possible values include Cost per click and Cost per 1000 impressions.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

ProductTarget

The name of the product target.

This attribute is available only with the ProductTargetPerformanceReportColumn Value Set.

ProximityTargetLocation

The Name element of a RadiusTargetBid. The name of the geographic radius where the user was physically located when they clicked the ad.

The Radius attribute column contains the distance of the radius.

To include a geographical radius, add the corresponding RadiusTargetBid with the Campaign Management service.

This attribute is available only with the GeographicalLocationReportColumn Value Set.

PublisherUrl

The URL of the website that displayed the ad.

This attribute is available only with the PublisherUsagePerformanceReportColumn Value Set.

QualityImpact

The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming.

  • 0 – Not available. Could be because the keyword is not underperforming.

  • 1 – Low impact. Improving the quality score could increase impressions by less than 100 additional impressions per day.

  • 2 – Medium impact. Improving the quality score could increase impressions by 100 to 500 additional impressions per day.

  • 3 – High impact. Improving the quality score could increase impressions by more than 500 additional impressions per day.

This attribute is available only with the KeywordPerformanceReportColumn Value Set.

QualityScore

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 terms. The quality score is calculated by Bing Ads using the KeywordRelevance, LandingPageRelevance, and LandingPageUserExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10.

Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. Traffic for content and syndicated networks do not affect quality 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.

System_CLiX_note Note

Quality score is typically updated 14-18 hours after the UTC day ends. Keywords in all time zones will be assigned a quality score for the corresponding UTC day.

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.

If you specify a time period that spans multiple days, the quality score is the current and most recently calculated score and will be reported as the same for each day in the time period. Use the historic quality score to find out how quality score may have changed over time. Historical quality score is a daily snapshot of the rolling quality score. For more information on historic quality score, see the HistoricQualityScore column.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

QueryIntentCity

The name of a city if the user’s geographical intent can be determined. The city is set if the user’s intent is a city, and not necessarily if they are physically located in the city. For example, the user’s search query was rental cars in Portland.

This attribute is available only with the GeographicalLocationReportColumn Value Set.

QueryIntentCountry

The name of a country if the user’s geographical intent can be determined. The country is set if the user’s intent is a country or sub geography of the country, and not necessarily if they are physically located in the country.

This attribute is available only with the GeographicalLocationReportColumn Value Set.

QueryIntentDMA

The name of a metro area if the user’s geographical intent can be determined. The metro area is set if the user’s intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area.

This attribute is available only with the GeographicalLocationReportColumn Value Set.

QueryIntentState

The name of a state if the user’s geographical intent can be determined. The state is set if the user’s intent is a state or sub geography of the state, and not necessarily if they are physically located in the state.

This attribute is available only with the GeographicalLocationReportColumn Value Set.

Radius

The Radius element of a RadiusTargetBid. The geographic radius where the user was physically located when they clicked the ad.

The ProximityTargetLocation attribute column contains the address or landmark name of the radius.

To include a geographical radius, add the corresponding RadiusTargetBid with the Campaign Management service.

This attribute is available only with the GeographicalLocationReportColumn Value Set.

RichAdSubType

The rich ad component type.

For possible values, see RichAdSubTypeFilter.

This attribute is available only with the RichAdComponentPerformanceReportColumn Value Set.

SearchQuery

The search term used by your potential audience.

This attribute is available only with the SearchQueryPerformanceReportColumn Value Set.

SellerName

The report will include a column that contains the merchant or store name that offers the product.

This attribute is available only with the ProductOfferPerformanceReportColumn Value Set.

Site

The URL of the website that displayed the ad.

This attribute is available only with the SitePerformanceReportColumn Value Set.

SiteId

The Id element of a SitePlacement.

This attribute is available only with the SitePerformanceReportColumn Value Set.

Source

The origin of the advertising traffic, which is one of the following:

  • Bing and Yahoo Search Properties

  • Extended Network Search Properties

System_CLiX_note Note

If the user is coming from a syndicated search website, the value will be the domain name of the syndicated website.

This attribute is available only with the TrafficSourcesReportColumn Value Set.

StartTime

The start time of the call.

This attribute is available only with the CallDetailReportColumn Value Set.

State

The state used to deliver the ad.

To include or exclude a state, add the corresponding StateTargetBid with the Campaign Management service.

This attribute is available in multiple reports, for example see GeoLocationPerformanceReportColumn Value Set.

Status

The current delivery status.

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn Value Set.

Tactic

The name of the advertising tactic.

This attribute is available only with the TacticChannelReportColumn Value Set.

ThirdPartyAdGroup

The name of the ad group that you defined on a paid search provider other than Bing Ads.

This attribute is available only with the TacticChannelReportColumn Value Set.

ThirdPartyCampaign

The name of the campaign that you defined on a paid search provider other than Bing Ads.

This attribute is available only with the TacticChannelReportColumn Value Set.

ThirdPartyTerm

The keyword to track that you defined on a paid search provider other than Bing Ads.

This attribute is available only with the TacticChannelReportColumn Value Set.

TimePeriod

The time period of each report row.

System_CLiX_note Note

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.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

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_note Note

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

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

Performance Statistics Columns

Performance statistics include ad delivery, user engagement, and return on investment over time. With most report types you have the option to include impressions, clicks, click-through-rate, and average cost-per-click.

Column Value

Description

Availability

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_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

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).

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

AverageCpm

The average of the cost-per-thousand impressions of the ads.

The value will be 0 (zero) if the corresponding ad groups do not specify the Content ad distribution medium or if the customer does not belong to the CPM pilot program.

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

AverageCpp

The average cost per phone call (CPP).

System_CLiX_note Note

This column is applicable solely for manual calls, and does not include clicks-to-call data.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

AveragePosition

The average position of the ad on a webpage.

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

ClickCalls

The number of phone calls initiated by clicks.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

Clicks

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

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

ClickSharePercent

The percentage that your ads were clicked relative to all ads clicked by users who searched by keywords that matched your keywords and targeting selections.

For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours.

This performance statistic is available only with the ShareOfVoiceReportColumn Value Set.

ComponentClicks

The number of billable clicks of a rich ad. The count includes the first click of a component of the ad and subsequent clicks on the impression if the user waits a short, system-defined interval between clicks. If a subsequent click occurs within the interval, the click may be included in the ComponentNonBillableClicks column.

If you include the ComponentType column, the click count is broken down by the components of the ad that were clicked.

This performance statistic is available only with the RichAdComponentPerformanceReportColumn Value Set.

ComponentCTR

The click-through rate of all components of the ad that were clicked.

The formula for calculating the click-through rate is ((ComponentTotalClicks / Impressions) * 100.

This performance statistic is available only with the RichAdComponentPerformanceReportColumn Value Set.

ComponentNonBillableClicks

The number of clicks that occur on different components of the ad after the first click but within the short, system-defined interval. Successive clicks on the same component within the system-defined interval are not counted.

This performance statistic is available only with the RichAdComponentPerformanceReportColumn Value Set.

ComponentTotalClicks

The number of times that all components of the ad were clicked. This is the sum of the ComponentClicks and ComponentNonBillableClicks columns.

This performance statistic is available only with the RichAdComponentPerformanceReportColumn Value Set.

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_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

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_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

CostPerAssist

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

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available only with the ConversionPerformanceReportColumn Value Set.

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_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

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.

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

DailySpend

Your budgeted amount of money to spend per day.

This performance statistic is available only with the BudgetSummaryReportColumn Value Set.

Duration

The duration of each forwarded call that originated from a call ad extension.

This performance statistic is available only with the CallDetailReportColumn Value Set.

EstimatedClickPercent

The estimated number of times that an ad will be clicked by a particular age group or gender.

System_CLiX_note Note

Demographics estimates are directional because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn Value Set.

EstimatedCtr

The estimated click-through rate (Ctr) as a percentage.

The formula for calculating the estimated click-through rate is (estimated clicks / estimated impressions) * 100.

System_CLiX_note Note

Demographics estimates are directional because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn Value Set.

EstimatedImpressionPercent

The estimated number of times that an ad could be served to a particular age group or gender.

System_CLiX_note Note

Demographics estimates are directional because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn Value Set.

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_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

FunnelConversionRate

The funnel conversion rate is the percent of conversions completed by users who at minimum visited the webpage corresponding to step 1 of your goal.

The formula for calculating the conversion rate is (Conversions / Step1) * 100.

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

ImpressionLostToBidPercent

The percentage of time your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction.

System_CLiX_note Note

You may not include this column with Hourly or HourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.

System_CLiX_note Note

For reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ImpressionLostToBudgetPercent

The percentage of time your ads would have been displayed to users, but were not because of a budget shortfall.

System_CLiX_note Note

You may not include this column with Hourly or HourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.

System_CLiX_note Note

For reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ImpressionLostToKeywordRelevancePercent

The percentage of time your ads would have been displayed to users, but were not because your ad copy was not relevant to the user’s search query.

System_CLiX_note Note

You may not include this column with Hourly or HourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.

System_CLiX_note Note

For reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ImpressionLostToLandingPageRelevancePercent

The percentage of time your ads would have been displayed to users, but were not due to one or both of the following reasons.

  • Your landing page was not relevant to the user’s search query.

  • Your landing page was not consistent with your ad copy.

System_CLiX_note Note

You may not include this column with Hourly or HourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.

System_CLiX_note Note

For reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ImpressionLostToRankPercent

The percentage of time your ads would have been displayed to users, but were not because your ads ranked too low in the auction. You can improve your competitive position by increasing your bid, improving your quality score, or both.

System_CLiX_note Note

You may not include this column with Hourly or HourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.

System_CLiX_note Note

For reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

Impressions

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

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

ImpressionSharePercent

The percentage of time your ads were displayed to users who searched by keywords that matched your keywords and targeting selections.

System_CLiX_note Note

You may not include this column with Hourly or HourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.

System_CLiX_note Note

For reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.

System_CLiX_note Note

Data for this column is typically updated 14-18 hours after the UTC day ends.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

LowQualityClicks

The number of low-quality clicks. Low-quality clicks are clicks that exhibit a low likelihood of commercial intent and for which customers are not billed. The following are some of the reasons that a click can be considered of low quality:

  • The click has characteristics of low or unclear commercial intent.

  • The click exhibits patterns of unusual activity.

  • The click originates from spiders, robots, questionable sources, or test servers.

  • The click should be filtered out for other reasons.

Only ads that use the CPC pricing model contribute to this number.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

LowQualityClicksPercent

The low-quality clicks as a percentage.

The formula for calculating the low quality clicks percentage is (LowQualityClicks / Clicks) * 100.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

LowQualityConversionRate

The low-quality conversion rate as a percentage.

The formula for calculating the conversion rate is (LowQualityConversions / LowQualityClicks) * 100.

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

LowQualityConversions

The number of conversions that originate from low-quality clicks.

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

LowQualityImpressions

The number of impressions that result from low-quality keyword searches.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

LowQualityImpressionsPercent

The low-quality impressions as a percentage.

The formula for calculating the percentage is (LowQualityImpressions / Impressions) * 100.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ManualCalls

The number of calls dialed manually from any device to the tracked phone number.

System_CLiX_note Note

This column is applicable solely for manual calls, and does not include clicks-to-call data.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

MonthlyBudget

The budgeted amount of money to spend per month.

This performance statistic is available only with the BudgetSummaryReportColumn Value Set.

MonthToDateSpend

The amount of money spent to date for the month.

This performance statistic is available only with the BudgetSummaryReportColumn Value Set.

PhoneCalls

The number of total calls to the tracked phone number that showed with your ad.

The formula for calculating the phone calls is ManualCalls + ClickCalls.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

PhoneImpressions

The number of times your tracked number was shown on all devices.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

PhoneSpend

The total cost for completed calls to your tracked number.

System_CLiX_note Note

This column is applicable solely for manual calls, and does not include clicks-to-call data.

System_CLiX_note Note

This column is deprecated and will be removed in a future API version. Bing Ads stopped charging for manual calls to a tracked number on March 12, 2014, and the PhoneSpend value is 0 (zero) for any dates since.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

Ptr

The phone-through rate (Ptr).

The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) * 100.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

ReturnOnAdSpend

The return on ad spend (ROAS).

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

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

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_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

RevenuePerAssist

The revenue per assist.

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

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

RevenuePerConversion

The revenue per conversion.

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

System_CLiX_note Note

Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).

This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn Value Set.

Spend

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

This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.

Step1Count

The number of times that a user entered step 1 of the funnel.

System_CLiX_note Note

This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.

This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

Step2Count

The number of times that a user entered step 2 of the funnel.

System_CLiX_note Note

This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.

This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

Step3Count

The number of times that a user entered step 3 of the funnel.

System_CLiX_note Note

This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.

This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

Step4Count

The number of times that a user entered step 4 of the funnel.

System_CLiX_note Note

This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.

This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

Step5Count

The number of times that a user entered step 5 of the funnel.

System_CLiX_note Note

This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.

This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn Value Set.

TotalClicks

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

This performance statistic is available in multiple reports, for example see AdExtensionByKeywordReportColumn Value Set.

TotalCostPhoneAndClicks

The total cost for cost for click spend and phone call spend combined.

The formula for calculating the total cost of phone calls and clicks is Spend + PhoneSpend.

System_CLiX_note Note

This column is deprecated and will be removed in a future API version. Bing Ads stopped charging for manual calls to a tracked number on March 12, 2014, and the PhoneSpend value is 0 (zero) for any dates since.

This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn Value Set.

Community Additions

ADD
Show:
© 2014 Microsoft