bing ads


Clickable is integrated with Bing Ads.


Object Definition
Attribute Column
AccountId The Id element of an Account.
AccountName The Name element of an Account.
AccountNumber The Number element of anAccount.
AccountStatus The AccountLifeCycleStatuselement of an Account.
AdDescription The Text element of a MobileAdor TextAd.
AdDistribution The AdDistribution element of an AdGroup.
AdExtensionId The Id element of either theCallAdExtension,LocationAdExtension,ProductAdExtension, orSiteLinksAdExtension, which is inherited from the AdExtensionbase object.
AdExtensionPropertyId Positive integer system identifiers ranging from 1 through 20, which map to properties of theCallAdExtension,LocationAdExtension, andSiteLink objects. See theAdExtensionPropertyValuecolumn for the corresponding set of human readable values.
AdExtensionPropertyValue The human readable ad extension property value. For a list of the possible property values corresponding to eachAdExtensionPropertyId from 1through 20, see the corresponding report column reference page.
AdExtensionType The type name that corresponds to the AdExtensionTypeIdcolumn.
If the AdExtensionTypeId is10, this AdExtensionTypename is Sitelink Extension.If the AdExtensionTypeId is11, this AdExtensionTypename is Location Extension.If the AdExtensionTypeId is12, this AdExtensionTypename is Call Extension and theIsCallTrackingEnabledproperty of theCallAdExtension is set toFalse.If the AdExtensionTypeId is14, this AdExtensionTypename is Call Extension and theIsCallTrackingEnabledproperty of theCallAdExtension is set toTrue.
AdExtensionTypeId The system identifier that corresponds to theAdExtensionType column. The supported identifiers are 10, 11, and 12.
AdExtensionVersion The Version element of either the CallAdExtension,LocationAdExtension,ProductAdExtension, orSiteLinksAdExtension, which is inherited from the AdExtensionbase object.
AdGroupCriterionId The Id element of anAdGroupCriterion.
NoteThe column name in the downloaded report is Ad group item ID, notAdGroupCriterionId.
AdGroupId The Id element of an AdGroup.
AdGroupName The Name element of an AdGroup.
AdGroupStatus The Status element of anAdGroup.
AdId The Id element of a MobileAd,ProductAd, or TextAd, which is inherited from the Ad base object.
AdStatus The Status element of aMobileAd, ProductAd, or TextAd, which is inherited from the Adbase object.
AdTitle The Title element of a MobileAdor TextAd.
AdType The Type element of a MobileAd,ProductAd, or TextAd, which is inherited from the Ad base object.
AgeGroup The age group of the audience who might have viewed the ad, if known.
AreaCode The area code where the user was physically located when they clicked the ad.
AttributeChanged Identifies the attribute or property of the entity from theItemChanged column that changed.
For a list of elements whose change history is reported, see the Attribute Changed column withinSearchCampaignChangeHistoryReportColumn Remarks.
NoteThis column is empty if a campaign, ad group, or ad entity was added or deleted.
BidMatchType The MatchType element of aKeyword. This can be different from the DeliveredMatchTypecolumn, 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
NoteThe column name in the downloaded report isBiddedMatchType, notBidMatchType.
CallStatus The status of the call.
CallTypeName The name of the call type.
CampaignId The Id element of a Campaign.
CampaignName The Name element of a Campaign.
CampaignStatus The Status element of aCampaign.
ChangedBy The username of the user that made the change to settings within the account. If the system made the change, the value will be Administrator.
Channel The name of the channel provider that displayed the ads.
City The city used to deliver the ad.
To include or exclude a city, add the corresponding CityTargetBidwith the Campaign Management service.
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.
ComponentDestinationURL The destination URL of the rich ad component.
ComponentTitle The title of the rich ad component. The ComponentTypecolumn identifies the component.
ComponentType The component type of the rich ad that was clicked. For possible values, seeComponentTypeFilter.
ConflictLevel The entity level where the keyword and negative keyword conflict occurs.
The possible values are AdGroupand Campaign.
Country The country used to deliver the ad.
To include or exclude a country, add the correspondingCountryTargetBid with theCampaign Management service.
CustomLabel0 The value of the Custom_label_0field in your Bing Merchant Center catalog.
CustomLabel1 The value of the Custom_label_1field in your Bing Merchant Center catalog.
CustomLabel2 The value of the Custom_label_2field in your Bing Merchant Center catalog.
CustomLabel3 The value of the Custom_label_3field in your Bing Merchant Center catalog.
CustomLabel4 The value of the Custom_label_4field in your Bing Merchant Center catalog.
CurrencyCode The CurrencyType element of anAccount.
CurrentMaxCpc The maximum cost per click.
Date The date for the downloaded report records. The date will be in the time zone of the campaign
DateTime The date and time of the change. The date and time will be in the time zone of the campaign.
NotePrior to February 7, 2014, the date and time was relative to UTC.
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 theDeliveredMatchTypeReportFilter Value Set.
NoteThe column name in the downloaded report isMatchType, notDeliveredMatchType.
DestinationUrl The DestinationUrl element of the TextAd, MobileAd, Keyword, or BiddableAdGroupCriterion.
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 theDeviceType 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 beUnknown.
DeviceType The DeviceName element of aDeviceOSTargetBid. The type of device which showed ads.
For possible values, see theDeviceTypeReportFilter value set.
NoteThe column name in the downloaded report is Device type, not DeviceType.
DisplayUrl The DisplayUrl element of aMobileAd or TextAd.
EndTime The end time of the call.
Gender The gender of the audience who might have viewed the ad, if known.
Possible values are Male and Female.
Goal The name of your event tracking or campaign analytics goal.
GoalId This is a unique ID that identifies the goal.
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 KeywordRelevancecolumn, 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 ratelabel 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 theLangingPageRelevance 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 theLangingPageUserExperiencecolumn, 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 theHistorical 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 QualityScorecolumn, which will be the same value for each day in the time period.
You may include this column only with Daily aggregation.
HowChanged The value that indicates whether the element was added, updated, or deleted. For possible values, see ChangeTypeReportFilter.
For adds, the NewValue column contains the added entity. For deletes, the OldValue column contains the deleted entity. For updates, the NewValue column contains the new value and theOldValue column contains the old value.
If an entity which has a delivery status property was added, for example a campaign, the value ofHowChanged is Added. To report a deleted entity, the ItemChangedfield is Status, the HowChangedfield is Changed, and theNewValue field is Deleted.
Associating a target with a campaign or ad group will be reported as an add change. TheAttributeChanged column will identify the target types contained in the target object. Updates to a target object will be reported as a delete change and an add change. Removing a campaign’s or ad group’s association with a target object will be reported as a delete change.
ItemChanged The value that identifies the entity that changed. For possible entity values, see the Entitycolumn withinSearchCampaignChangeHistoryReportColumn Remarks.
If the change is an update to an element of the entity or is related to a target associated with a campaign or ad group, theAttributeChanged column contains the element of the entity that changed or the type of target that was changed.
Keyword The Text element of a Keyword.
KeywordId The Id element of a Keyword.
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.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
KeywordStatus The Status element of aKeyword.
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 Relevancelabel 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.
NoteData 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.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
Language The Language element of anAdGroup.
LocationType The location type used to deliver ads. For example to distinguish between people in versus searching for or viewing pages about the corresponding location of interest.
The possible location type values are listed below.
Physical location - Indicates that the user was physically located in the corresponding City, Country, MetroArea, or State locations.Location of interest - Indicates that the physical location of the user was not used to serve the ad, and the user was searching for or viewing pages about the corresponding City, Country, MetroArea, or State locations.Unknown - Legacy value returned if the physical location was not used or confirmed prior to the release of this report column in May 2014.NoteIf the user is searching for the location that they are in, then the location type is Physical location. For example if the search user is in Seattle and searching for Seattle, the location type is Physical location.
MetroArea The metro area used to deliver the ad.
To include or exclude a metropolitan area, add the correspondingMetroAreaTargetBid with theCampaign Management service.
MerchantProductId The report will include a column that contains the unique identifier provided by a merchant for each product offer.
MostSpecificLocation The most specific location used to deliver ads. For example if theCity and Country columns are both identified, this column will include the same value as theCity column.
NegativeKeyword The negative keyword that conflicts with the keyword at the ad group or campaign level.
For more information, seeNegativeKeyword Data Object.
For more information about using negative keywords, see the topic Negative Keywords.
NegativeKeywordId The Id element of aNegativeKeyword.
See the topic NegativeKeyword Data Object for more information.
NegativeKeywordList The Name element of aNegativeKeywordList. This element is inherited from theSharedEntity Data Object.
If the specified NegativeKeywordis part of a NegativeKeywordList, this column will report the name of the negative keyword list.
See the topicNegativeKeywordList Data Objectfor more information.
NegativeKeywordListId The NegativeKeywordListIdelement of theNegativeKeywordList Data Object.
In a NegativeKeywordList this field is inherited from theSharedEntity Data Object and generated by the Bing Ads system.
Use this field to identify theNegativeKeywordList that contains a specificNegativeKeyword.
See the topicNegativeKeywordList Data Objectfor more information.
NegativeKeywordMatchType The type of match to compare the negative keyword and the user's search term.
The possible values for a negative keyword are Exact and Phrase.
See the topic NegativeKeyword Data Object for more information.
Network The Network element of anAdGroup. The following is a list of possible values.
Bing and Yahoo! searchSyndicated search partnersContent
NewValue The value after the change. For more information, see theHowChanged column.
OldValue The value before the change. For more information, see theHowChanged column.
Param1 The Param1 element of a Keywordor BiddableAdGroupCriterion.
The first dynamic substitution parameter. For more information, see Dynamic Text Substitution.
Param2 The Param2 element of a Keywordor BiddableAdGroupCriterion.
The second dynamic substitution parameter. For more information, see Dynamic Text Substitution.
Param3 The Param3 element of a Keywordor BiddableAdGroupCriterion.
The third dynamic substitution parameter. For more information, see Dynamic Text Substitution.
PartitionType The PartitionType element of aProductPartition.
PricingModel The PricingModel element of anAdGroup.
Possible values include Cost per click and Cost per 1000 impressions.
ProductCategory1 The first level value of theProduct_category field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductCategory2 The second level value of theProduct_category field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductCategory3 The third level value of theProduct_category field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductCategory4 The fourth level value of theProduct_category field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductCategory5 The fifth level value of theProduct_category field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductGroup The forward slash ('/') delimited list of ProductCondition, reported as Operand = Attribute. For example "Product Type = Home / Product Type = Electronics / Product Type = DVD Player"
ProductTarget The name of the product target.
ProductType1 The first level value of theProduct_type field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductType2 The second level value of theProduct_type field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductType3 The third level value of theProduct_type field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductType4 The fourth level value of theProduct_type field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProductType5 The fifth level value of theProduct_type field in your Bing Merchant Center catalog. For more information, see How is the catalog organized?
ProximityTargetLocation The Name element of aRadiusTargetBid. The name of the geographic radius where the user was physically located when they clicked the ad.
The Radius attribute column contains the distance of the radius.
To include a geographical radius, add the correspondingRadiusTargetBid with theCampaign Management service.
PublisherUrl The URL of the website that displayed the ad.
QualityImpact The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScorecolumn 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 theKeywordRelevance,LandingPageRelevance, andLandingPageUserExperience 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.
NoteQuality 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 theHistoricQualityScore column.
QueryIntentCity The name of a city if the user’s geographical intent can be determined. The city is set if the user’s intent is a city, and not necessarily if they are physically located in the city. For example, the user’s search query wasrental cars in Portland.
QueryIntentCountry The name of a country if the user’s geographical intent can be determined. The country is set if the user’s intent is a country or sub geography of the country, and not necessarily if they are physically located in the country.
QueryIntentDMA The name of a metro area if the user’s geographical intent can be determined. The metro area is set if the user’s intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area.
QueryIntentState The name of a state if the user’s geographical intent can be determined. The state is set if the user’s intent is a state or sub geography of the state, and not necessarily if they are physically located in the state.
Radius The Radius element of aRadiusTargetBid. The geographic radius where the user was physically located when they clicked the ad.
The ProximityTargetLocationattribute column contains the address or landmark name of the radius.
To include a geographical radius, add the correspondingRadiusTargetBid with theCampaign Management service.
RichAdSubType The rich ad component type.
For possible values, seeRichAdSubTypeFilter.
SearchQuery The search term used by your potential audience.
SellerName The report will include a column that contains the merchant or store name that offers the product.
Site The URL of the website that displayed the ad.
SiteId The Id element of aSitePlacement.
Source The origin of the advertising traffic, which is one of the following:
Bing and Yahoo Search PropertiesExtended Network Search PropertiesNoteIf the user is coming from a syndicated search website, the value will be the domain name of the syndicated website.
StartTime The start time of the call.
State The state used to deliver the ad.
To include or exclude a state, add the correspondingStateTargetBid with theCampaign Management service.
Status The current delivery status.
Tactic The name of the advertising tactic.
ThirdPartyAdGroup The name of the ad group that you defined on a paid search provider other than Bing Ads.
ThirdPartyCampaign The name of the campaign that you defined on a paid search provider other than Bing Ads.
ThirdPartyTerm The keyword to track that you defined on a paid search provider other than Bing Ads.
TimePeriod The time period of each report row.
NoteYou may not include this column if the Aggregationelement of the request object is set to Summary. If you include the TimePeriodcolumn, the column label in the downloaded report depends on the aggregation level that you specify in the report request. For more information, see TimePeriod 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.
Bing and Yahoo! search—TopBing and Yahoo! search—OtherSyndicated search partners—TopSyndicated search partners—OtherContent networkUnknownNoteBing Ads began trackingTopVsOther data on March 14, 2013. Data that was processed prior to the feature launch is marked as Unknown.
Performance Statistics
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.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
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 or if the customer does not belong to the CPM pilot program.
AverageCpp The average cost per phone call (CPP).
NoteThis column is applicable solely for manual calls, and does not include clicks-to-call data.
AverageDurationPerVisit The sum total of the time customers spent browsing your site divided by the number of customers that came to your site.
AveragePagesPerVisit The 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.
AveragePosition The average position of the ad on a webpage.
BounceRate The percentage of customers to your website that 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.
ClickCalls The number of phone calls initiated by clicks.
Clicks The number of times that the ads in the account were clicked.
ClickSharePercent The percentage that your ads were clicked relative to all ads clicked by users who searched by keywords that matched your keywords and targeting selections.
For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours.
ComponentClicks The number of billable clicks of a rich ad. The count includes the first click of a component of the ad and subsequent clicks on the impression if the user waits a short, system-defined interval between clicks. If a subsequent click occurs within the interval, the click may be included in theComponentNonBillableClickscolumn.
If you include the ComponentTypecolumn, the click count is broken down by the components of the ad that were clicked.
ComponentCTR The click-through rate of all components of the ad that were clicked.
The formula for calculating the click-through rate is ((ComponentTotalClicks / Impressions) * 100.
ComponentNonBillableClicks The number of clicks that occur on different components of the ad after the first click but within the short, system-defined interval. Successive clicks on the same component within the system-defined interval are not counted.
ComponentTotalClicks The number of times that all components of the ad were clicked. This is the sum of theComponentClicks andComponentNonBillableClickscolumns.
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.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
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.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
CostPerAssist The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
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.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
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.
DailySpend Your budgeted amount of money to spend per day.
Duration The duration of each forwarded call that originated from a call ad extension.
EstimatedClickPercent The estimated number of times that an ad will be clicked by a particular age group or gender, divided by the total number of estimated clicks for all demographics.
NoteDemographics estimates are directional because the age and gender is not known for the entire audience.
EstimatedCtr The estimated click-through rate (Ctr) as a percentage.
The formula for calculating the estimated click-through rate is(estimated clicks / estimated impressions) * 100.
NoteDemographics estimates are directional because the age and gender is not known for the entire audience.
EstimatedImpressionPercent The estimated number of times that an ad could be served to a particular age group or gender, divided by the total number of estimated impressions for all demographics.
NoteDemographics estimates are directional because the age and gender is not known for the entire audience.
ExtendedCost Cost information that is optionally provided by advertisers, including non-advertising costs, taxes, and shipping. The extended costs correspond to the optionaltaxcost, shippingcost, andnonadvertisingcost parameters of a Bing Ads campaign analytics tracking script.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
FunnelConversionRate The funnel conversion rate is the percent of conversions completed by users who at minimum visited the webpage corresponding to step 1 of your goal.
The formula for calculating the conversion rate is (Conversions / Step1) * 100.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
ImpressionLostToBidPercent The percentage of time your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction.
NoteYou may not include this column with Hourly orHourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.
NoteFor reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
ImpressionLostToBudgetPercent The percentage of time your ads would have been displayed to users, but were not because of a budget shortfall.
NoteYou may not include this column with Hourly orHourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.
NoteFor reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
ImpressionLostToKeywordRelevancePercent The percentage of time your ads would have been displayed to users, but were not because your ad copy was not relevant to the user’s search query.
NoteYou may not include this column with Hourly orHourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.
NoteFor reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
ImpressionLostToKeywordRelevancePercent is equivalent to theImpression share lost to expected click-through ratelabel used in the Bing Ads web application.
ImpressionLostToLandingPageRelevancePercent The percentage of time your ads would have been displayed to users, but were not due to one or more of the following reasons.
Your ad was not relevant to the user’s search query.Your landing page was not relevant to the user’s search query.Your landing page was not consistent with your ad copy.NoteYou may not include this column with Hourly orHourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.
NoteFor reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
ImpressionLostToLandingPageRelevancePercent is equivalent to the Impression share lost to ad relevance label used in the Bing Ads web application.
ImpressionLostToRankPercent The percentage of time your ads would have been displayed to users, but were not because your ads ranked too low in the auction. You can improve your competitive position by increasing your bid, improving your quality score, or both.
NoteYou may not include this column with Hourly orHourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.
NoteFor reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
Impressions The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
ImpressionSharePercent The percentage of time your ads were displayed to users who searched by keywords that matched your keywords and targeting selections.
NoteYou may not include this column with Hourly orHourOfDay aggregation, and if specified the service will return code 2053. The value of this column is empty if the data is not available.
NoteFor reports that include impression share performance statistics columns you should not include restricted attributes such as DeviceOS in the same report request. Likewise if you include any of the restricted attribute columns, you should exclude all of the impression share performance statistics columns. For more information, see Column Restrictions.
NoteData for this column is typically updated 14-18 hours after the UTC day ends.
LowQualityClicks The number of low-quality clicks. Low-quality clicks are clicks that exhibit a low likelihood of commercial intent and for which customers are not billed. The following are some of the reasons that a click can be considered of low quality:
The click has characteristics of low or unclear commercial intent.The click exhibits patterns of unusual activity.The click originates from spiders, robots, questionable sources, or test servers.The click should be filtered out for other reasons.Only ads that use the CPC pricing model contribute to this number.
LowQualityClicksPercent The low-quality clicks as a percentage.
The formula for calculating the low quality clicks percentage is(LowQualityClicks / Clicks) * 100.
LowQualityConversionRate The low-quality conversion rate as a percentage.
The formula for calculating the conversion rate is(LowQualityConversions / LowQualityClicks) * 100.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
LowQualityConversions The number of conversions that originate from low-quality clicks.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
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) * 100.
ManualCalls The number of calls dialed manually from any device to the tracked phone number.
NoteThis column is applicable solely for manual calls, and does not include clicks-to-call data.
MonthlyBudget The budgeted amount of money to spend per month.
MonthToDateSpend The amount of money spent to date for the month.
PhoneCalls The number of total calls to the tracked phone number that showed with your ad.
The formula for calculating the phone calls is ManualCalls + ClickCalls.
PhoneImpressions The number of times your tracked number was shown on all devices.
PhoneSpend The total cost for completed calls to your tracked number.
NoteThis column is applicable solely for manual calls, and does not include clicks-to-call data.
NoteThis column is deprecated and will be removed in a future API version. Bing Ads stopped charging for manual calls to a tracked number on March 12, 2014, and the PhoneSpend value is 0 (zero) for any dates since.
Ptr The phone-through rate (Ptr).
The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) * 100.
ReturnOnAdSpend The return on ad spend (ROAS).
The formula for calculating the ROAS is (Revenue / Spend).
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
Revenue The 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.
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
RevenuePerAssist The revenue per assist.
The formula for calculating the revenue per assist is (Revenue / Assists).
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
RevenuePerConversion The revenue per conversion.
The formula for calculating the revenue per conversion is(Revenue / Conversions).
NoteAvailable for accounts that are setup to use analytics with Bing Ads Universal Event Tracking. For more information, see Managing Analytics With Universal Event Tracking (UET).
Spend The cost per click (CPC) summed for each click.
Step1Count The number of times that a user entered step 1 of the funnel.
NoteThis column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.
Step2Count The number of times that a user entered step 2 of the funnel.
NoteThis column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.
Step3Count The number of times that a user entered step 3 of the funnel.
NoteThis column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.
Step4Count The number of times that a user entered step 4 of the funnel.
NoteThis column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.
Step5Count The number of times that a user entered step 5 of the funnel.
NoteThis column is deprecated and only available for accounts that are setup to use the deprecated Campaign Analytics scripts. For more information, see Managing Campaign Analytics.
TotalClicks The number of billable and non-billable times that the ad extension was clicked.
TotalCostPhoneAndClicks The total cost for cost for click spend and phone call spend combined.
The formula for calculating the total cost of phone calls and clicks is Spend + PhoneSpend.
NoteThis column is deprecated and will be removed in a future API version. Bing Ads stopped charging for manual calls to a tracked number on March 12, 2014, and the PhoneSpend value is 0 (zero) for any dates since.
TotalVisits The total number of times customers visited your site.