AdExtensionByKeywordReportColumn Value Set

 

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

The attribute columns that you include in a report 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="AdExtensionByKeywordReportColumn">
  <xs:restriction base="xs:string">
    <xs:enumeration value="AccountName" />
    <xs:enumeration value="TimePeriod" />
    <xs:enumeration value="CampaignName" />
    <xs:enumeration value="CampaignId" />
    <xs:enumeration value="AdGroupName" />
    <xs:enumeration value="AdGroupId" />
    <xs:enumeration value="Keyword" />
    <xs:enumeration value="KeywordId" />
    <xs:enumeration value="AdExtensionType" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="DeviceOS" />
    <xs:enumeration value="ClickType" />
    <xs:enumeration value="Impressions" />
    <xs:enumeration value="Clicks" />
    <xs:enumeration value="TotalClicks" />
    <xs:enumeration value="Conversions" />
    <xs:enumeration value="Ctr" />
    <xs:enumeration value="AverageCpc" />
    <xs:enumeration value="ConversionRate" />
    <xs:enumeration value="Spend" />
    <xs:enumeration value="AdExtensionId" />
    <xs:enumeration value="AdExtensionVersion" />
    <xs:enumeration value="AccountNumber" />
    <xs:enumeration value="AccountId" />
    <xs:enumeration value="BidMatchType" />
    <xs:enumeration value="DeliveredMatchType" />
    <xs:enumeration value="Network" />
    <xs:enumeration value="TopVsOther" />
    <xs:enumeration value="Assists" />
    <xs:enumeration value="ExtendedCost" />
    <xs:enumeration value="Revenue" />
    <xs:enumeration value="ReturnOnAdSpend" />
    <xs:enumeration value="CostPerConversion" />
    <xs:enumeration value="CostPerAssist" />
    <xs:enumeration value="RevenuePerConversion" />
    <xs:enumeration value="RevenuePerAssist" />
    <xs:enumeration value="AccountStatus"/>
    <xs:enumeration value="CampaignStatus"/> 
    <xs:enumeration value="AdGroupStatus"/>
    <xs:enumeration value="KeywordStatus"/>
  </xs:restriction>
</xs:simpleType>

ValueDescription
AccountIdThe Bing Ads assigned identifier of an account.
AccountNameThe account name.
AccountNumberThe Bing Ads assigned number of an account.
AccountStatusThe account lifecycle status.
AdExtensionIdThe Bing Ads assigned identifier of an ad extension.
AdExtensionTypeThe type name that corresponds to the AdExtensionTypeId column.
AdExtensionVersionThe version attribute of an ad extension.
AdGroupIdThe Bing Ads assigned identifier of an ad group.
AdGroupNameThe ad group name.
AdGroupStatusThe ad group status.
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.

AverageCpc

The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16.

The formula for calculating the average CPC is (Spend /Clicks).

BidMatchType

The 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.

CampaignIdThe Bing Ads assigned identifier of a campaign.
CampaignNameThe campaign name.
CampaignStatusThe campaign status.
ClicksThe number of times that the ads in the account were clicked.
ClickType

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

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

ConversionRate

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

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

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

Ctr

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

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

DeliveredMatchType

The match type used to deliver an ad. This can be different from the BidMatchType column, for example if you bid on a broad match and the search term was an exact match. For more information, see Match Type and Bid Values.

For possible values, see the DeliveredMatchTypeReportFilter.

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

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.

DeviceType

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.

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.
ImpressionsThe number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
KeywordThe keyword text.
KeywordIdThe Bing Ads assigned identifier of a keyword.
KeywordStatusThe keyword status.
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

ReturnOnAdSpend

The return on ad spend (ROAS).

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

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.
RevenuePerAssist

The revenue per assist.

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

RevenuePerConversion

The revenue per conversion.

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

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

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.

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

The report must include the following columns.

Column
AdExtensionType
Keyword
TimePeriod

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.

ReportingService.svc v9

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

AdExtensionByKeywordReportRequest

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