SitePerformanceReportColumn Value Set


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

The attribute columns that you include in a report can affect how the statistics are aggregated. In other words the number of rows increase by a factor of the unique attributes. For more information, see Columns that Group the Data.

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

To see how far back hourly, daily, weekly, monthly, yearly and summary aggregated data can be retrieved for a report, see Reporting Data Retention Time Periods.

<xs:simpleType name="SitePerformanceReportColumn">
  <xs:restriction base="xs:string">
    <xs:enumeration value="AccountName" />
    <xs:enumeration value="AccountNumber" />
    <xs:enumeration value="AccountId" />
    <xs:enumeration value="TimePeriod" />
    <xs:enumeration value="CampaignName" />
    <xs:enumeration value="CampaignId" />
    <xs:enumeration value="AdGroupName" />
    <xs:enumeration value="AdGroupId" />
    <xs:enumeration value="Site" />
    <xs:enumeration value="SiteId" />
    <xs:enumeration value="AdId" />
    <xs:enumeration value="DestinationUrl" />
    <xs:enumeration value="CurrentMaxCpc" />
    <xs:enumeration value="CurrencyCode" />
    <xs:enumeration value="DeliveredMatchType" />
    <xs:enumeration value="AdDistribution" />
    <xs:enumeration value="Impressions" />
    <xs:enumeration value="Clicks" />
    <xs:enumeration value="Ctr" />
    <xs:enumeration value="AverageCpc" />
    <xs:enumeration value="Spend" />
    <xs:enumeration value="AveragePosition" />
    <xs:enumeration value="Conversions" />
    <xs:enumeration value="ConversionRate" />
    <xs:enumeration value="CostPerConversion" />
    <xs:enumeration value="AdType" />
    <xs:enumeration value="AverageCpm" />
    <xs:enumeration value="PricingModel" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="Language"/>
    <xs:enumeration value="TrackingTemplate"/> 
    <xs:enumeration value="CustomParameters"/> 
    <xs:enumeration value="FinalURL"/>
    <xs:enumeration value="FinalMobileURL"/> 
    <xs:enumeration value="FinalAppURL"/>
    <xs:enumeration value="AccountStatus"/>
    <xs:enumeration value="CampaignStatus"/>
    <xs:enumeration value="AdGroupStatus"/>
    <xs:enumeration value="AdStatus"/>
    <xs:enumeration value="BidStrategyType"/>

AccountIdThe Bing Ads assigned identifier of an account.
AccountNameThe account name.
AccountNumberThe Bing Ads assigned number of an account.
AccountStatusThe account status.
AdDistributionThe ad distribution attribute of an ad group.
AdGroupIdThe Bing Ads assigned identifier of an ad group.
AdGroupNameThe ad group name.
AdGroupStatusThe ad group status.
AdIdThe Bing Ads assigned identifier of an ad.
AdStatusThe ad status.
AdTypeThe ad type.

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).


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.

AveragePositionThe average position of the ad on a webpage.
BidStrategyTypeThe bid strategy type. Possible values include EnhancedCpc and ManualCpc. Your application should support possible future values including MaxClicks, MaxConversions, and TargetCpa. If the InheritFromParent strategy type is used, the report will include the inherited bid strategy type e.g. one of the supported values listed above.
CampaignIdThe Bing Ads assigned identifier of a campaign.
CampaignNameThe campaign name.
CampaignStatusThe campaign status.
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.

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.

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.

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.


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.

CurrencyCodeThe account currency type.
CurrentMaxCpcThe maximum cost per click.
CustomParametersThe current custom parameter set of the ad, keyword, or criterion.

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.

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 Budget and Bid Strategies.

For possible values, see the DeliveredMatchTypeReportFilter.

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


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.


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

For possible values, see the DeviceTypeReportFilter.

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

FinalAppURLReserved for future use.
FinalMobileURLThe Final Mobile URL of the ad, keyword, or criterion.

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.
FinalURLThe Final URL of the ad, keyword, or criterion.

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

The ad group's pricing model.

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

SiteThe URL of the website that displayed the ad.
SiteIdThe Bing Ads assigned identifier of a site placement.
SpendThe cost per click (CPC) summed for each click.

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.

TrackingTemplateThe current tracking template of the ad, keyword, or criterion.

The report must include the following columns.


Note: This column is required for all aggregation types except Summary.

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

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