AccountPerformanceReportColumn Value Set - Reporting

Article
03/20/2023

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

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.

Important

Some coloumn combinations are not allowed in the same report request. For example, if you include the AbsoluteTopImpressionRatePercent column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.

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 Report Data Retention Time Periods.

Syntax

<xs:simpleType name="AccountPerformanceReportColumn" xmlns:xs="http://www.w3.org/2001/XMLSchema">
  <xs:restriction base="xs:string">
    <xs:enumeration value="AccountName" />
    <xs:enumeration value="AccountNumber" />
    <xs:enumeration value="AccountId" />
    <xs:enumeration value="TimePeriod" />
    <xs:enumeration value="CurrencyCode" />
    <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="LowQualityClicks" />
    <xs:enumeration value="LowQualityClicksPercent" />
    <xs:enumeration value="LowQualityImpressions" />
    <xs:enumeration value="LowQualityImpressionsPercent" />
    <xs:enumeration value="LowQualityConversions" />
    <xs:enumeration value="LowQualityConversionRate" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="DeviceOS" />
    <xs:enumeration value="ImpressionSharePercent" />
    <xs:enumeration value="ImpressionLostToBudgetPercent" />
    <xs:enumeration value="ImpressionLostToRankAggPercent" />
    <xs:enumeration value="PhoneImpressions" />
    <xs:enumeration value="PhoneCalls" />
    <xs:enumeration value="Ptr" />
    <xs:enumeration value="Network" />
    <xs:enumeration value="TopVsOther" />
    <xs:enumeration value="BidMatchType" />
    <xs:enumeration value="DeliveredMatchType" />
    <xs:enumeration value="Assists" />
    <xs:enumeration value="Revenue" />
    <xs:enumeration value="ReturnOnAdSpend" />
    <xs:enumeration value="CostPerAssist" />
    <xs:enumeration value="RevenuePerConversion" />
    <xs:enumeration value="RevenuePerAssist" />
    <xs:enumeration value="AccountStatus" />
    <xs:enumeration value="LowQualityGeneralClicks" />
    <xs:enumeration value="LowQualitySophisticatedClicks" />
    <xs:enumeration value="ExactMatchImpressionSharePercent" />
    <xs:enumeration value="CustomerId" />
    <xs:enumeration value="CustomerName" />
    <xs:enumeration value="ClickSharePercent" />
    <xs:enumeration value="AbsoluteTopImpressionSharePercent" />
    <xs:enumeration value="TopImpressionShareLostToRankPercent" />
    <xs:enumeration value="TopImpressionShareLostToBudgetPercent" />
    <xs:enumeration value="AbsoluteTopImpressionShareLostToRankPercent" />
    <xs:enumeration value="AbsoluteTopImpressionShareLostToBudgetPercent" />
    <xs:enumeration value="TopImpressionSharePercent" />
    <xs:enumeration value="AbsoluteTopImpressionRatePercent" />
    <xs:enumeration value="TopImpressionRatePercent" />
    <xs:enumeration value="AllConversions" />
    <xs:enumeration value="AllRevenue" />
    <xs:enumeration value="AllConversionRate" />
    <xs:enumeration value="AllCostPerConversion" />
    <xs:enumeration value="AllReturnOnAdSpend" />
    <xs:enumeration value="AllRevenuePerConversion" />
    <xs:enumeration value="ViewThroughConversions" />
    <xs:enumeration value="Goal" />
    <xs:enumeration value="GoalType" />
    <xs:enumeration value="AudienceImpressionSharePercent" />
    <xs:enumeration value="AudienceImpressionLostToRankPercent" />
    <xs:enumeration value="AudienceImpressionLostToBudgetPercent" />
    <xs:enumeration value="AverageCpm" />
    <xs:enumeration value="ConversionsQualified" />
    <xs:enumeration value="LowQualityConversionsQualified" />
    <xs:enumeration value="AllConversionsQualified" />
    <xs:enumeration value="ViewThroughConversionsQualified" />
    <xs:enumeration value="ViewThroughRevenue" />
    <xs:enumeration value="VideoViews" />
    <xs:enumeration value="ViewThroughRate" />
    <xs:enumeration value="AverageCPV" />
    <xs:enumeration value="VideoViewsAt25Percent" />
    <xs:enumeration value="VideoViewsAt50Percent" />
    <xs:enumeration value="VideoViewsAt75Percent" />
    <xs:enumeration value="CompletedVideoViews" />
    <xs:enumeration value="VideoCompletionRate" />
    <xs:enumeration value="TotalWatchTimeInMS" />
    <xs:enumeration value="AverageWatchTimePerVideoView" />
    <xs:enumeration value="AverageWatchTimePerImpression" />
    <xs:enumeration value="Sales" />
    <xs:enumeration value="CostPerSale" />
    <xs:enumeration value="RevenuePerSale" />
    <xs:enumeration value="Installs" />
    <xs:enumeration value="CostPerInstall" />
    <xs:enumeration value="RevenuePerInstall" />
  </xs:restriction>
</xs:simpleType>

Values

The AccountPerformanceReportColumn value set has the following values: AbsoluteTopImpressionRatePercent, AbsoluteTopImpressionShareLostToBudgetPercent, AbsoluteTopImpressionShareLostToRankPercent, AbsoluteTopImpressionSharePercent, AccountId, AccountName, AccountNumber, AccountStatus, AdDistribution, AllConversionRate, AllConversions, AllConversionsQualified, AllCostPerConversion, AllReturnOnAdSpend, AllRevenue, AllRevenuePerConversion, Assists, AudienceImpressionLostToBudgetPercent, AudienceImpressionLostToRankPercent, AudienceImpressionSharePercent, AverageCpc, AverageCpm, AverageCPV, AveragePosition, AverageWatchTimePerImpression, AverageWatchTimePerVideoView, BidMatchType, Clicks, ClickSharePercent, CompletedVideoViews, ConversionRate, Conversions, ConversionsQualified, CostPerAssist, CostPerConversion, CostPerInstall, CostPerSale, Ctr, CurrencyCode, CustomerId, CustomerName, DeliveredMatchType, DeviceOS, DeviceType, ExactMatchImpressionSharePercent, Goal, GoalType, ImpressionLostToBudgetPercent, ImpressionLostToRankAggPercent, Impressions, ImpressionSharePercent, Installs, LowQualityClicks, LowQualityClicksPercent, LowQualityConversionRate, LowQualityConversions, LowQualityConversionsQualified, LowQualityGeneralClicks, LowQualityImpressions, LowQualityImpressionsPercent, LowQualitySophisticatedClicks, Network, PhoneCalls, PhoneImpressions, Ptr, ReturnOnAdSpend, Revenue, RevenuePerAssist, RevenuePerConversion, RevenuePerInstall, RevenuePerSale, Sales, Spend, TimePeriod, TopImpressionRatePercent, TopImpressionShareLostToBudgetPercent, TopImpressionShareLostToRankPercent, TopImpressionSharePercent, TopVsOther, TotalWatchTimeInMS, VideoCompletionRate, VideoViews, VideoViewsAt25Percent, VideoViewsAt50Percent, VideoViewsAt75Percent, ViewThroughConversions, ViewThroughConversionsQualified, ViewThroughRate, ViewThroughRevenue.

Value	Description
AbsoluteTopImpressionRatePercent	How often your ad was in the first position of all results, as a percentage of your total impressions. A higher number indicates your ad is frequently showing in the best ad position. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
AbsoluteTopImpressionShareLostToBudgetPercent	The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget. This indicates where increasing your budget might improve your chances at the top ad position, which is more likely to win clicks and conversions. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
AbsoluteTopImpressionShareLostToRankPercent	The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results. Use this data to help you assess reasons your ads are missing out on the top ad position, which is more likely to win clicks and conversions. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
AbsoluteTopImpressionSharePercent	The estimated percentage of times your ad was in the first position of all results, out of the estimated number of first position impressions you were eligible to receive. A low number means your ads are less likely to win clicks and conversions, because they rarely appear in the first position. This might indicate you need to increase your bid or budget. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column. Prior to April 20, 2019 this performance statistic was only calculated for Microsoft Shopping campaigns.
AccountId	The Microsoft Advertising assigned identifier of an account.
AccountName	The account name.
AccountNumber	The Microsoft Advertising assigned number of an account.
AccountStatus	The account status.
AdDistribution	The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, or only partner traffic.
AllConversionRate	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) x 100. Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllConversions	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. 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. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic. This column is deprecated as of 2022, so you should use the AllConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
AllConversionsQualified	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. 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. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic. You should expect the data type as double whether or not there are partial externally attributed offline conversions. Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
AllCostPerConversion	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. Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllReturnOnAdSpend	The return on ad spend (ROAS). The formula for calculating the ROAS is (Revenue / Spend). Data will be excluded from the ReturnOnAdSpend report column for any conversion goal with the ExcludeFromBidding property set to true. The AllReturnOnAdSpend column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllRevenue	The revenue optionally reported by the advertiser as a result of conversions. Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllRevenuePerConversion	The revenue per conversion. The formula for calculating the revenue per conversion is (Revenue / Conversions). Data will be excluded from the RevenuePerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenuePerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
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.
AudienceImpressionLostToBudgetPercent	The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network. If this number is high, you may want to increase your budget. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign and ad group performance reports.
AudienceImpressionLostToRankPercent	The percentage of impression share you lost due to low rank on the Microsoft Audience Network. Ad rank determines your ad position and whether your ad is able to show at all. It's calculated using your bid, quality, and the expected impact of ad formats. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is not available.
AudienceImpressionSharePercent	The estimated percentage of impressions, out of the total available impressions you could have received on the Microsoft Audience Network. Use this to compare your share of impressions to the impression share of advertisers competing against you. Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign and ad group performance reports.
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).
AverageCpm	The total advertising cost divided by the number of impressions (in thousands).<br/ In Latin, mille means a thousand. Also, sometimes called average cost per thousand (CPT). This is a standard advertising industry performance metric that we calculate based on your spend and number of impressions. The goal of CPM-based ad budgeting is to build awareness of your brand to large audiences. CPM tells you how much it costs to get an ad to the type of users you're targeting.
AverageCPV	Average total spend divided by video views.
AveragePosition	The average position of the ad on a webpage. This column is deprecated as of March 31st, 2021. Going forward, performance reports will return average position of "0" (zero). Historical average position data for time periods prior to the deprecation date will still be available according to the published data retention period per report type.
AverageWatchTimePerImpression	Total watch time, in milliseconds, divided by the number of impressions.
AverageWatchTimePerVideoView	Total watch time divided by the number of video views.
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 Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown.
Clicks	Clicks 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 Microsoft Advertising click measurement: description of methodology.
ClickSharePercent	The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunites are. For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053.
CompletedVideoViews	Number of times a person watched the entire video to completion.
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) x 100. Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
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. 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. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic. This column is deprecated as of 2022, so you should use the ConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
ConversionsQualified	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. 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. Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic. You should expect the data type as double whether or not there are partial externally attributed offline conversions. Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
CostPerAssist	The 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. Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
CostPerInstall	The cost per install. The formula for calculating the cost per install is (Spend / Installs)
CostPerSale	The cost per sale. The formula for calculating the cost per sale is (Spend / Sales)
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) x 100.
CurrencyCode	The account currency type. For possible values, see Currencies.
CustomerId	The Microsoft Advertising assigned identifier of a customer.
CustomerName	The customer name.
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 Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown.
DeviceOS	The operating system of the device reported in the DeviceType column. The possible values include Android, Blackberry, iOS, Other, Unknown, and Windows. 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. The possible values include Computer, Smartphone, Tablet, and Unknown.
ExactMatchImpressionSharePercent	The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive. Reports on exact match impression share highlight how your keywords perform only on those searches that exactly match your keywords. Use this data together with impression share to diagnose your non-exact match keywords, and make changes to be more competitive and gain more impressions. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
Goal	The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.
GoalType	The type of conversion goal. Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url.
ImpressionLostToBudgetPercent	The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign and ad group performance reports.
ImpressionLostToRankAggPercent	The estimated percentage of impressions your ad did not receive due to issues with your ad ranking. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is not available.
Impressions	The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
ImpressionSharePercent	The estimated percentage of impressions, out of the total available impressions in the market you were targeting. Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign and ad group performance reports.
Installs	The total number of installs.
LowQualityClicks	Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualityClicks is displayed as Low quality clicks (not charged).
LowQualityClicksPercent	The low-quality clicks as a percentage. The formula for calculating the low quality clicks percentage is (LowQualityClicks / (Clicks + LowQualityClicks )) x 100.
LowQualityConversionRate	The low-quality conversion rate as a percentage. The formula for calculating the conversion rate is (LowQualityConversions / LowQualityClicks) x 100.
LowQualityConversions	The number of conversions that originate from low-quality clicks. This column is deprecated as of March 31st, 2022, so you should use the LowQualityConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
LowQualityConversionsQualified	The number of conversions that originate from low-quality clicks. You should expect the data type as double whether or not there are partial externally attributed offline conversions. Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
LowQualityGeneralClicks	Clicks that are filtered by general methods, such as deny lists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualityGeneralClicks is displayed as Low quality clicks - general (not charged).
LowQualityImpressions	The number of impressions that result from low-quality keyword searches.
LowQualityImpressionsPercent	The low-quality impressions as a percentage. The formula for calculating the percentage is (LowQualityImpressions / (Impressions + LowQualityImpressions )) x 100.
LowQualitySophisticatedClicks	Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualitySophisticatedClicks is displayed as Low quality clicks - sophisticated (not charged).
Network	The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, and only partner traffic. Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Microsoft sites and select traffic, Content, and Syndicated search partners. Note: Not everyone can use the value Microsoft sites and select traffic yet. If you can't, don't worry - it's coming soon!
PhoneCalls	The number of total calls to the tracked phone number that showed with your ad.
PhoneImpressions	The number of times your tracked number was shown on all devices.
Ptr	The phone-through rate (Ptr). The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) x 100.
ReturnOnAdSpend	The return on ad spend (ROAS). The formula for calculating the ROAS is (Revenue / Spend). Data will be excluded from the ReturnOnAdSpend report column for any conversion goal with the ExcludeFromBidding property set to true. The AllReturnOnAdSpend column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
Revenue	The revenue optionally reported by the advertiser as a result of conversions. Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
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). Data will be excluded from the RevenuePerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenuePerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting. Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
RevenuePerInstall	The revenue per install. The formula for calculating the revenue per install is (Revenue / Installs)
RevenuePerSale	The revenue per sale. The formula for calculating the revenue per sale is (Revenue / Sales)
Sales	The total number of sales.
Spend	The cost per click (CPC) summed for each click.
TimePeriod	The time period of each report row. You may not include this column if the Aggregation element of the request object is set to Summary. For more information, see Time Period Column.
TopImpressionRatePercent	The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions. This indicates how changes in ad position can impact performance. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
TopImpressionShareLostToBudgetPercent	The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget. This indicates where increasing your budget might help improve ad position. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
TopImpressionShareLostToRankPercent	A percentage estimate of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results. Use this metric to help you assess why your ads are missing out on the best ad positions. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
TopImpressionSharePercent	The percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive. A lower number indicates there might be something about your ad's eligibility that affects its position. Eligibility for top impression is based on your ad's approval status, quality score, targeting settings, and bids. The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
TopVsOther	Indicates whether the ad impression appeared in a top position or elsewhere. The possible values include AOL search - Top, AOL search - Other, Audience network, Bing and Yahoo! search - Top, Bing and Yahoo! search - Other, Syndicated search partners - Top, Syndicated search partners - Other, Content network, and Unknown.
TotalWatchTimeInMS	Total amount of time a person spent watching the video in milliseconds.
VideoCompletionRate	The number of completed video views divided by the total number of impressions, multiplied by 100.
VideoViews	The number of times the video was played and watched for at least two continuous seconds with more than 50% of the screen in view.
VideoViewsAt25Percent	The number of times a person completed at least 25% of a video.
VideoViewsAt50Percent	The number of times a person completed at least 50% of a video.
VideoViewsAt75Percent	The number of times a person completed at least 75% of a video.
ViewThroughConversions	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad. View-through conversions don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted. View-through conversions are only counted for ads in the Microsoft Audience network. This column is deprecated as of 2022, so you should use the ViewThroughConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
ViewThroughConversionsQualified	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad. View-through conversions don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted. View-through conversions are only counted for ads in the Microsoft Audience network. You should expect the data type as double whether or not there are partial externally attributed offline conversions. Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
ViewThroughRate	The number of video views divided by the number of impressions.
ViewThroughRevenue	The revenue optionally reported by the advertiser as a result of view-through conversions.

Remarks

Required Columns

The report must include the following columns at a minimum. As a general rule, each report must include at least one attribute column and at least one non-impression share performance statistics column. For more information, see Report Attributes and Performance Statistics.

Note

The TimePeriod column is expected for all aggregation types except Summary. It is important to note that if you do not include TimePeriod, the aggregation you chose will be ignored and Summary aggregation will be used regardless.

Column
AccountId or any other attribute
TimePeriod

Requirements

Service: ReportingService.svc v13
Namespace: https://bingads.microsoft.com/Reporting/v13

Used By

AccountPerformanceReportRequest