SearchQueryPerformanceReportColumn Value Set


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

The report will include data only for search terms that resulted in a significant number of clicks in the last 30 days.

Since this data might change over time, please use the Keyword Performance Report to get the performance metrics for your keywords.

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="SearchQueryPerformanceReportColumn">
  <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="AdId" />
    <xs:enumeration value="AdType" />
    <xs:enumeration value="DestinationUrl" />
    <xs:enumeration value="BidMatchType" />
    <xs:enumeration value="DeliveredMatchType" />
    <xs:enumeration value="CampaignStatus" />
    <xs:enumeration value="AdStatus" />
    <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="SearchQuery" />
    <xs:enumeration value="Keyword" />
    <xs:enumeration value="AdGroupCriterionId" />
    <xs:enumeration value="Conversions" />
    <xs:enumeration value="ConversionRate" />
    <xs:enumeration value="CostPerConversion" />
    <xs:enumeration value="Language"/>
    <xs:enumeration value="KeywordId" />
    <xs:enumeration value="Network"/>
    <xs:enumeration value="TopVsOther" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="DeviceOS"/>
    <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="CampaignType"/>
    <xs:enumeration value="AdGroupStatus"/>
    <xs:enumeration value="KeywordStatus"/>

AccountIdThe Bing Ads assigned identifier of an account.
AccountNameThe account name.
AccountNumberThe Bing Ads assigned number of an account.
AccountStatusThe account status.
AdGroupCriterionIdThe Bing Ads assigned identifier of an ad group criterion.
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 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.


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).

AveragePositionThe average position of the ad on a webpage.
BidMatchTypeThe 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.
CampaignIdThe Bing Ads assigned identifier of a campaign.
CampaignNameThe campaign name.
CampaignStatusThe campaign status.
CampaignTypeThe type of campaign. Possible values include Search & content, Shopping, and Dynamic search.
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) x 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).

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) x 100.


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.


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 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.


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

For possible values, see the DeviceTypeReportFilter.

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.
KeywordThe keyword text.
KeywordIdThe Bing Ads assigned identifier of a keyword.
KeywordStatusThe keyword status.

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

AOL search

Bing and Yahoo! search


Syndicated search partners


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.

The revenue per assist.

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


The revenue per conversion.

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

SearchQueryThe search term used by your potential audience.
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.


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


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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