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.

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

Column ValueDescriptionAvailability
AccountIdThe Bing Ads assigned identifier of an account.This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AccountNameThe account name.This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AccountNumberThe Bing Ads assigned number of an account.This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AccountStatusThe account lifecycle status.This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AdDescriptionThe text attribute of an ad.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdDistributionThe ad distribution attribute of an ad group.This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdExtensionIdThe Bing Ads assigned identifier of an ad extension.This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn value set.
AdExtensionPropertyIdPositive integer system identifiers ranging from 1 through 20, which map to properties of the ad extension. See the AdExtensionPropertyValue column for the corresponding set of human readable values.This attribute is available only with the AdExtensionDimensionReportColumn value set.
AdExtensionPropertyValueThe 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.
AdExtensionTypeIdThe 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.
AdExtensionVersionThe version attribute of an ad extension.This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn value set.
AdGroupCriterionId

The Bing Ads assigned identifier of an ad group criterion.

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 ProductPartitionPerformanceReportColumn value set.
AdGroupIdThe Bing Ads assigned identifier of an ad group.This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdGroupNameThe ad group name.This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdGroupStatusThe ad group status.This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdIdThe Bing Ads assigned identifier of an ad.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdStatusThe ad status.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdTitleThe ad title.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdTypeThe ad type.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AgeGroupThe age group of the audience who might have viewed the ad, if known.This attribute is available only with the AgeGenderDemographicReportColumn value set.
AreaCodeThe area code where the user was physically located when they clicked the ad.This attribute is available only with the CallDetailReportColumn value set.
AssociationStatusThe status of the association between the ad group and remarketing list, which indicates whether ads are eligible to display. The possible values are Active, Paused, and Deleted.This attribute is available only with the AudiencePerformanceReportColumn 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.

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.
AudienceIdThe Bing Ads assigned identifier of an audience remarketing list.This attribute is available only with the AudiencePerformanceReportColumn value set.
AudienceNameThe audience remarketing list name.This attribute is available only with the AudiencePerformanceReportColumn value set.
BidAdjustmentThis attribute reflects the current value of your ad group's audience bid adjustment, even if a different bid adjustment value was used when the ad was shown. This value is the requested percentage to increase or decrease the bid amount for the remarketing list.This attribute is available only with the AudiencePerformanceReportColumn value set.
BidMatchType

The keyword bid match type. 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.

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.
BudgetAssociationStatusIndicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column. The possible values are Current and Ended.This attribute is available only with the CampaignPerformanceReportColumn value set.
BudgetNameThe name of the budget.

Note: This column will be empty for unshared budgets.
This attribute is available only with the CampaignPerformanceReportColumn value set.
BudgetStatusThe budget status. The possible values are Active and Deleted.

Note: This column will be empty for unshared budgets.
This attribute is available only with the CampaignPerformanceReportColumn value set.
CallStatus

The call status.

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 CallStatus value is empty for any dates since.

This attribute is available only with the CallDetailReportColumn value set.
CallTypeName

The name of the call type.

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 CallTypeName value is empty for any dates since.

This attribute is available only with the CallDetailReportColumn value set.
CampaignIdThe Bing Ads assigned identifier of a campaign.This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
CampaignNameThe campaign name.This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
CampaignStatusThe campaign status.This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
ChangedByThe 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.
ChannelThe name of the channel provider that displayed the ads.This attribute is available only with the TacticChannelReportColumn value set.
CityThe city used to deliver the ad.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.
ComponentDestinationURLThe destination URL of the rich ad component.This attribute is available only with the RichAdComponentPerformanceReportColumn value set.
ComponentTitleThe title of the rich ad component. The ComponentType column identifies the component.This attribute is available only with the RichAdComponentPerformanceReportColumn value set.
ComponentTypeThe 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.
CountryThe country used to deliver the ad.This attribute is available only with the GeoLocationPerformanceReportColumn value set.
CountryOfSaleThe report will include a column that contains the country of sale for the product catalog.This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
CurrentMaxCpcThe maximum cost per click.This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
CurrencyCodeThe account currency type.This attribute is available in multiple reports, for example see BudgetSummaryReportColumn value set.
CustomLabel0The value of the Custom_label_0 field in your Bing Merchant Center catalog.This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel1The value of the Custom_label_1 field in your Bing Merchant Center catalog.This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel2The value of the Custom_label_2 field in your Bing Merchant Center catalog.This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel3The value of the Custom_label_3 field in your Bing Merchant Center catalog.This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel4The value of the Custom_label_4 field in your Bing Merchant Center catalog.This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomParametersDepending on which report you submit, this value represents the current UrlCustomParameters element of the Campaign, AdGroup, Ad, Keyword, or BiddableAdGroupCriterion.

Each custom parameter is a key and value pair. The list of custom parameters is semicolon-delimited and each key is enclosed by braces and a leading underscore, for example {_key1}=value1;{_key2}=value2.
This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
DateThe date for the downloaded report records. The date will be in the time zone of the campaignThis 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.

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.

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 destination URL attribute of the ad, keyword, or ad group criterion.

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 reported in the DeviceType column.

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 device name attribute of a device OS target bid. The type of device which showed ads.

For possible values, see the DeviceTypeReportFilter value set.

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.
DisplayUrlThe ad display URL.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
EndTimeThe end time of the call.This attribute is available only with the CallDetailReportColumn value set.
FinalAppURLReserved for future use.Not applicable.
FinalMobileURLDepending on which report you submit, this value represents the FinalMobileUrls element of the Ad, Keyword, or BiddableAdGroupCriterion.

Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution.
This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
FinalURLDepending on which report you submit, this value represents the FinalUrls element of the Ad, Keyword, or BiddableAdGroupCriterion.

Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution.
This attribute is available in multiple reports, for example see AdPerformanceReportColumn 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.
GoalThe name of your event tracking or campaign analytics goal.This attribute is available in multiple reports, for example see GoalsAndFunnelsReportColumn value set.
GoalIdThe Bing Ads assigned identifier of a goal.This attribute is available only with the 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.

HistoricalKeywordRelevance is equivalent to the Historical expected click-through rate label used in the Bing Ads web application.

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.

HistoricalLandingPageRelevance is equivalent to the Historical ad relevance label used in the Bing Ads web application.

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.

HistoricalLandingPageUserExperience is equivalent to the Historical landing page experience label used in the Bing Ads web application.

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.

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.
KeywordThe keyword text.This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
KeywordIdThe Bing Ads assigned identifier of a keyword.This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
KeywordRelevance

A numeric score that indicates how likely your ads will be clicked and how well your keyword competes against other keywords targeting the same traffic. This score predicts whether your keyword is likely to lead to a click on your ads, taking into account how well your keyword has performed in the past relative to your ad's position.

KeywordRelevance is equivalent to the Expected Click-Through Rate label used in the Bing Ads web application.

A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

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.

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.
KeywordStatusThe keyword status.This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
LandingPageRelevance

A numeric score that indicates how relevant your ad and landing page are to the customer's search query or other input.

LandingPageRelevance is equivalent to the Ad Relevance label used in the Bing Ads web application.

A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

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.

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

A numeric score that indicates whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.

LandingPageUserExperience is equivalent to the Landing Page Experience label used in the Bing Ads web application.

A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

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.

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.
LanguageThe ad group language.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.

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.
MetroAreaThe metro area used to deliver the ad.This attribute is available only with the GeoLocationPerformanceReportColumn value set.
MerchantProductIdThe 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.
MostSpecificLocationThe most specific location used to deliver ads. For example if the city and country are both identified, this column will include the same value as the City column. If postal code information is available, then it will be included in the report instead of city or country.This attribute is available only with the GeoLocationPerformanceReportColumn value set.
NegativeKeywordThe negative keyword text.This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordIdThe Bing Ads assigned identifier of a negative keyword.This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordListThe name of the negative keyword list.This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordListIdThe Bing Ads assigned identifier of a negative keyword list.This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordMatchTypeThe type of match to compare the negative keyword and the user's search term. The possible values for a negative keyword are Exact and Phrase.This attribute is available only with the NegativeKeywordConflictReportColumn value set.
Network

The current network setting of an ad group. The following is a list of possible values:

AOL search

Bing and Yahoo! search

Content

Syndicated search partners

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
NewValueThe value after the change. For more information, see the HowChanged column.This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
OfferLanguageThe report will include a column that contains the language for the product offer.This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
OldValueThe value before the change. For more information, see the HowChanged column.This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
Param1The first dynamic substitution parameter (Param1) of a keyword or biddable ad group criterion.This attribute is available only with the AdDynamicTextPerformanceReportColumn value set.
Param2The second dynamic substitution parameter (Param2) of a keyword or biddable ad group criterion.This attribute is available only with the AdDynamicTextPerformanceReportColumn value set.
Param3The third dynamic substitution parameter (Param3) of a keyword or biddable ad group criterion.This attribute is available only with the AdDynamicTextPerformanceReportColumn value set.
PartitionTypeThe product partition type.This attribute is available only with the ProductPartitionPerformanceReportColumn value set.
Path1The path 1 attribute of an ad.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
Path2The path 2 attribute of an ad.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
PricingModel

The ad group's pricing model.

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

This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
ProductCategory1The first level value of the Product_category field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory2The second level value of the Product_category field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory3The third level value of the Product_category field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory4The fourth level value of the Product_category field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory5The fifth level value of the Product_category field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductGroupThe forward slash ('/') delimited list of product conditions, reported as Operand = Attribute. For example "Product Type = Home / Product Type = Electronics / Product Type = DVD Player"This attribute is available only with the ProductPartitionPerformanceReportColumn value set.
ProductTargetThe name of the product target.This attribute is available only with the ProductTargetPerformanceReportColumn value set.
ProductType1The first level value of the Product_type field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType2The second level value of the Product_type field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType3The third level value of the Product_type field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType4The fourth level value of the Product_type field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType5The fifth level value of the Product_type field in your Bing Merchant Center catalog. For more information, see How is the catalog feed organized?This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProximityTargetLocation

The radius target bid name. 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.

This attribute is available only with the GeographicalLocationReportColumn value set.
PublisherUrlThe 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.

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.
QueryIntentCityThe 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.
QueryIntentCountryThe 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.
QueryIntentDMAThe 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.
QueryIntentStateThe 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 of a radius target bid. 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.

This attribute is available only with the GeographicalLocationReportColumn value set.
RichAdSubTypeThe rich ad component type.This attribute is available only with the RichAdComponentPerformanceReportColumn value set.
SearchQueryThe search term used by your potential audience.This attribute is available only with the SearchQueryPerformanceReportColumn value set.
SellerNameThe 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.
SiteThe URL of the website that displayed the ad.This attribute is available only with the SitePerformanceReportColumn value set.
SiteIdThe Bing Ads assigned identifier of a site placement.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

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.
StartTimeThe start time of the call.This attribute is available only with the CallDetailReportColumn value set.
StateThe state used to deliver the ad.This attribute is available in multiple reports, for example see GeoLocationPerformanceReportColumn value set.
StatusThe current delivery status.This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
TacticThe name of the advertising tactic.This attribute is available only with the TacticChannelReportColumn value set.
ThirdPartyAdGroupThe 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.
ThirdPartyCampaignThe 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.
TargetingSetting

This attribute reflects the current value of your ad group's audience targeting setting. The possible values are "Target and bid" or "Bid only".

Target and bid: Show ads only to people included in the remarketing list, with the option to change the bid amount.

Bid only: Show ads to people searching for your ad, with the option to change the bid amount for people included in the remarketing list.

This attribute is available only with the AudiencePerformanceReportColumn value set.
ThirdPartyTermThe 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.

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 Time Period Column.

This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
TitlePart1The title part 1 attribute of an ad.This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
TitlePart2The title part 2 attribute of an ad.This attribute is available in multiple reports, for example see AdPerformanceReportColumn 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:

AOL search - Top

AOL search - Other

Bing and Yahoo! search - Top

Bing and Yahoo! search - Other

Syndicated search partners - Top

Syndicated search partners - Other

Content network

Unknown

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.
TrackingTemplateDepending on which report you submit, this value represents the current TrackingUrlTemplate element of the Campaign, AdGroup, Ad, Keyword, or BiddableAdGroupCriterion.This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.

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 ValueDescriptionAvailability
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.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
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.

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

The average cost per phone call (CPP).

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.
AverageDurationPerVisitThe sum total of the time customers spent browsing your site divided by the number of customers that visited your site.

Note: In the current version of UET, avg. visit duration is no longer supported and we plan to remove this metric from Bing Ads reports in the future.
This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
AveragePagesPerVisitThe average number of pages each customer goes to while on your site. A low number of pages per visit might suggest your website is lacking in design or organization.

Note: In the current version of UET, avg. pages per visit is no longer supported and we plan to remove this metric from Bing Ads reports in the future.
This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
AveragePositionThe average position of the ad on a webpage.This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
BounceRateThe percentage of website visitors who only view one page (the landing page) and then leave your website. In general, you want your bounce rate to be as low as possible.

Note: In the current version of UET, the bounce rate is no longer supported and we plan to remove this metric from Bing Ads reports in the future.
This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
ClickCallsThe number of phone calls initiated by clicks.This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
ClicksClicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers). For more information, see Bing Ads click measurement: description of methodology.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.
ComponentNonBillableClicksThe 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.
ComponentTotalClicksThe 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.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
ConversionsThe 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.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
CostPerAssistThe cost per assist. The formula for calculating the cost per assist is (Spend / Assists).

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
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.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
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.
DailySpendThe average amount of campaign budget spent per day.This performance statistic is available only with the BudgetSummaryReportColumn value set.
DurationThe 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 could be clicked by a particular age group or gender, divided by the total number of estimated clicks across the ad group (including estimated clicks for unknown age & gender demographics). The value is expressed as a percent from 0 - 100.

Note: This value is an estimate because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn value set.
EstimatedClicks

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

Note: This value is an estimate because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn value set.
EstimatedConversionRate

The estimated number of the conversions that results in a sale or another measure of success to a particular age group or gender, divided by the estimated number of clicks by a particular age group or gender.

Note: This value is an estimate because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn value set.
EstimatedConversions

The estimated number of conversions, which are the clicks that results in a sale or another measure of success, to a particular age group or gender. Conversions are measured by adding a small bit of code to your website pages so that a visitor’s progress through your site can be tracked.

Note: This value is an estimate 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.

Note: This value is an estimate 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 impressions, or the number of times an ad could be served to a particular age group or gender, divided by the total number of estimated impressions across the ad group (including estimated impressions for unknown age & gender demographics). The value is expressed as a percent from 0 - 100.

Note: This value is an estimate because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn value set.
EstimatedImpressions

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

Note: This value is an estimate because the age and gender is not known for the entire audience.

This performance statistic is available only with the AgeGenderDemographicReportColumn value set.
ExtendedCostCost 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.Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.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.

Note: This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. This feature is set to be removed in the next version of the API. Any goal scripts that contain flex.atdmt are no longer supported. This string is found in goals created prior to July 2013. Any goal scripts that contain flex.msn will continue to work. Adding new Campaign Analytics scripts or editing existing scripts is no longer available. You should upgrade to Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
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.

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.

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.

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.

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.

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.

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.

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.

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.

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

ImpressionLostToKeywordRelevancePercent is equivalent to the Impression share lost to expected click-through rate label used in the Bing Ads web application.

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 more of the following reasons:

Your ad was not relevant to the user's search query.

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

Your landing page was not consistent with your ad copy.

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.

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.

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

ImpressionLostToLandingPageRelevancePercent is equivalent to the Impression share lost to ad relevance label used in the Bing Ads web application.

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.

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.

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.

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.
ImpressionsThe 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.

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.

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.

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.
LowQualityClicksClicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Bing Ads click measurement: description of methodology.This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityGeneralClicksClicks that are filtered by general methods, such as blacklists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Bing Ads click measurement: description of methodology.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.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityConversionsThe number of conversions that originate from low-quality clicks.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityImpressionsThe 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.
LowQualitySophisticatedClicksInvalid clicks that use sophisticated means to appear valid. You are not billed for these clicks. For more information, see Bing Ads click measurement: description of methodology.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.

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.
MonthlyBudgetThe average amount of campaign budget spent during a calendar month.This performance statistic is available only with the BudgetSummaryReportColumn value set.
MonthToDateSpendThe 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.
PhoneImpressionsThe 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.

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

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).

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
RevenueThe 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.

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
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).

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
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).

Note: Available for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see the How do I create a conversion goal? help topic.
This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
SpendThe cost per click (CPC) summed for each click.This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
Step1CountThe number of times that a user entered step 1 of the funnel.

Note: This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. This feature is set to be removed in the next version of the API. Any goal scripts that contain flex.atdmt are no longer supported. This string is found in goals created prior to July 2013. Any goal scripts that contain flex.msn will continue to work. Adding new Campaign Analytics scripts or editing existing scripts is no longer available. You should upgrade to Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn value set.
Step2CountThe number of times that a user entered step 2 of the funnel.

Note: This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. This feature is set to be removed in the next version of the API. Any goal scripts that contain flex.atdmt are no longer supported. This string is found in goals created prior to July 2013. Any goal scripts that contain flex.msn will continue to work. Adding new Campaign Analytics scripts or editing existing scripts is no longer available. You should upgrade to Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn value set.
Step3CountThe number of times that a user entered step 3 of the funnel.

Note: This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. This feature is set to be removed in the next version of the API. Any goal scripts that contain flex.atdmt are no longer supported. This string is found in goals created prior to July 2013. Any goal scripts that contain flex.msn will continue to work. Adding new Campaign Analytics scripts or editing existing scripts is no longer available. You should upgrade to Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn value set.
Step4CountThe number of times that a user entered step 4 of the funnel.

Note: This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. This feature is set to be removed in the next version of the API. Any goal scripts that contain flex.atdmt are no longer supported. This string is found in goals created prior to July 2013. Any goal scripts that contain flex.msn will continue to work. Adding new Campaign Analytics scripts or editing existing scripts is no longer available. You should upgrade to Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn value set.
Step5CountThe number of times that a user entered step 5 of the funnel.

Note: This column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. This feature is set to be removed in the next version of the API. Any goal scripts that contain flex.atdmt are no longer supported. This string is found in goals created prior to July 2013. Any goal scripts that contain flex.msn will continue to work. Adding new Campaign Analytics scripts or editing existing scripts is no longer available. You should upgrade to Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
This performance statistic is available in multiple reports, for example see GoalsAndFunnelsReportColumn value set.
TotalClicksThe 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.

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.
TotalVisitsThe total number of times customers visited your site.

Note: In the current version of UET, total visits is no longer supported and we plan to remove this metric from Bing Ads reports in the future.
This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.

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