KeywordPerformanceReportColumn
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KeywordPerformanceReportColumn Value Set

 

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

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="KeywordPerformanceReportColumn">
   <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="Keyword" />
      <xs:enumeration value="KeywordId" />
      <xs:enumeration value="AdId" />
      <xs:enumeration value="AdType" />
      <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="AverageCpm" />
      <xs:enumeration value="PricingModel" />
      <xs:enumeration value="BidMatchType" />
      <xs:enumeration value="DeviceType"/>
      <xs:enumeration value="QualityScore" />
      <xs:enumeration value="KeywordRelevance" />
      <xs:enumeration value="LandingPageRelevance" />
      <xs:enumeration value="LandingPageUserExperience" />
      <xs:enumeration value="Language"/>
      <xs:enumeration value="HistoricQualityScore" />
      <xs:enumeration value="HistoricKeywordRelevance" />
      <xs:enumeration value="HistoricLandingPageRelevance" />
      <xs:enumeration value="HistoricLandingPageUserExperience" />
      <xs:enumeration value="KeywordMatchTypeId"/>
      <xs:enumeration value="QualityImpact"/>
      <xs:enumeration value="BusinessListingId" />
      <xs:enumeration value="BusinessListingName"/>
      <xs:enumeration value="BusinessCategoryId " />
      <xs:enumeration value="BusinessCategoryName" />
      <xs:enumeration value="CampaignStatus" />
      <xs:enumeration value="AccountStatus" />
      <xs:enumeration value="AdGroupStatus"/>
      <xs:enumeration value="KeywordStatus"/>
      <xs:enumeration value="Network"/>
      <xs:enumeration value="TopVsOther"/>
      <xs:enumeration value="DeviceOS " />
      <xs:enumeration value="Assists" />
      <xs:enumeration value="ExtendedCost" />
      <xs:enumeration value="Revenue" />
      <xs:enumeration value="ReturnOnAdSpend"/>
      <xs:enumeration value="CostPerAssist"/>
      <xs:enumeration value="RevenuePerConversion"/>
      <xs:enumeration value="RevenuePerAssist"/>
      <xs:enumeration value="BounceRate"/>
      <xs:enumeration value="TotalVisits"/>
      <xs:enumeration value="AveragePagesPerVisit"/>
      <xs:enumeration value="AverageDurationPerVisit"/>
      <xs:enumeration value="TrackingTemplate"/>
      <xs:enumeration value="CustomParameters"/>
      <xs:enumeration value="FinalURL"/>
      <xs:enumeration value="FinalMobileURL"/>
      <xs:enumeration value="FinalAppURL"/>
      <xs:enumeration value="BidStrategyType"/>
   </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.
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.
AdTypeThe ad type.
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).

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.

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.
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.
AveragePositionThe average position of the ad on a webpage.
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.

BidStrategyTypeThe bid strategy type. Possible values include EnhancedCpc and ManualCpc.
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.
BusinessCategoryIdReserved for internal use.
BusinessCategoryNameReserved for internal use.
BusinessListingIdReserved for internal use.
BusinessListingNameReserved for internal use.
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.
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.

CurrencyCodeThe account currency type.
CurrentMaxCpcThe maximum cost per click.
CustomParametersThe current UrlCustomParameters element of the Keyword.

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.
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.

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.

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.
FinalAppURLReserved for future use.
FinalMobileURLThe FinalMobileUrls element of the Keyword.

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 FinalUrls element of the Keyword.

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.
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.

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.

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.

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.

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.Note:
The KeywordMatchTypeId and KeywordId columns are mutually exclusive—you cannot specify the KeywordMatchTypeId column and the KeywordId column in the same report.

Most advertisers will not include the KeywordMatchTypeId column. For information about whether you should include this column or the KeywordMatchTypeId column, see the Remarks section.
KeywordMatchTypeIdAn identifier that uniquely identifies the keyword and match-type combination.

If you specify this column, you must also specify the BidMatchType column.

Note:
The KeywordMatchTypeId and KeywordId columns are mutually exclusive—you cannot specify the KeywordMatchTypeId column and the KeywordId column in the same report.

Most advertisers will not include the KeywordMatchTypeId column. For information about whether you should include this column or the KeywordId column, see the Remarks section.
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.

KeywordStatusThe keyword status.
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.

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.

LanguageThe ad group language.
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

PricingModel

The ad group's pricing model.

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

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.

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.

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.

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.
TrackingTemplateThe current TrackingUrlTemplate element of the Keyword.

The report must include the following column.

Column
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.

Bing Ads used to allow multiple match types per keyword identifier, and between the years 2012 and 2013 migrated to the current hierarchy whereby only one match type is allowed per KeywordId. If you do not require data prior to 2013, then these remarks are not applicable and you should not include the KeywordMatchTypeId column.

Before the keyword by match type keyword migration occurred, the keyword identifier identified the keyword and not the combination of keyword and match type. For example, as shown in the following table, the keyword identifier for the keyword car is 1001 for all match types.

DateKeyword IDKeywordBid Match TypeClicks
March 11001CarBroad20
March 11001CarPhrase12
March 11001CarExact5

The migration process did not change the historical data, so all data prior to the migration remained the same; however, all new data will use keyword identifiers that identify the unique keyword and match-type combinations. The migration process assigned the pre-migration keyword identifier to the best performing match type at the time of the migration. In this example, Broad is the best performing match type, so it will maintain the 1001 identifier going forward.

In the following table, the March 1 rows represent data reported before the migration and the March 2 rows represent data reported after the migration.

DateKeyword IDKeywordBid-Match TypeClicks
March 11001CarBroad20
March 11001CarPhrase12
March 11001CarExact5
March 21001CarBroad8
March 22001CarPhrase5
March 22002CarExact3

If you do not include the KeywordId column or the new KeywordMatchTypeId column in your keyword performance report, the report will behave as it did before the migration.

If your report includes the KeywordId column, the report behaves as it did before the migration and aggregates the data for each keyword identifier. For example, using the data from the previous example, the broad-match clicks reported on the March 1 and March 2 are aggregated. The phrase and exact-match clicks are not aggregated because they use different identifiers.

KeywordIdKeywordBid-Match TypeClicks
1001CarBroad28
1001CarPhrase12
1001CarExact5
2001CarPhrase5
2002CarExact3

If your report includes the KeywordMatchTypeId column, the post-migration keyword identifiers are used in the report. The data reported before the migration and the data reported after the migration is aggregated as shown in the following table. For example, the 12 phrase clicks reported before the migration for keyword ID 1001 are aggregated and reported with the five phrase clicks reported after the migration for keyword ID 2001.

KeywordMatchTypeIdKeywordBid-Match TypeClicks
1001CarBroad28
2001CarPhrase17
2002CarExact8

You do not need to change your keyword performance report request if:

  • You do not include the KeywordId column in your request.

-or-

  • You do include the KeywordId column in your request, but are not concerned about aggregating the pre- and post-migration click data for a keyword and match type under one keyword ID. The report shows click data for the pre-migration keyword ID separately from the post-migration keyword ID.

However, you will need to change your report request to use the KeywordMatchTypeId column if both of the following are true:

  • You include the KeywordId column in your request.

-and-

  • You want the pre- and post-migration click data for a keyword and match type aggregated under the new keyword ID. Aggregation adds the click data reported using the pre-migration keyword ID to the click data reported using the post-migration keyword ID.

If you have an ad group that specifies the search and content distribution networks and the matching keyword does not explicitly bid on the content match type, the report will show the bid and delivered match type as Content and the keyword ID will be that of the least restrictive search match-type (broad, phrase, or exact) that you bid on. The bid amount will be the default content bid amount specified in the ad group.

ReportingService.svc v9

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

KeywordPerformanceReportRequest

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