AdPerformanceReportColumn Value Set - Reporting

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

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 Report Data Retention Time Periods.

Syntax

<xs:simpleType name="AdPerformanceReportColumn" 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="CampaignName" />
    <xs:enumeration value="CampaignId" />
    <xs:enumeration value="AdGroupName" />
    <xs:enumeration value="AdId" />
    <xs:enumeration value="AdGroupId" />
    <xs:enumeration value="AdTitle" />
    <xs:enumeration value="AdDescription" />
    <xs:enumeration value="AdDescription2" />
    <xs:enumeration value="AdType" />
    <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="DestinationUrl" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="Language" />
    <xs:enumeration value="DisplayUrl" />
    <xs:enumeration value="AdStatus" />
    <xs:enumeration value="Network" />
    <xs:enumeration value="TopVsOther" />
    <xs:enumeration value="BidMatchType" />
    <xs:enumeration value="DeliveredMatchType" />
    <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="TrackingTemplate" />
    <xs:enumeration value="CustomParameters" />
    <xs:enumeration value="FinalUrl" />
    <xs:enumeration value="FinalMobileUrl" />
    <xs:enumeration value="FinalAppUrl" />
    <xs:enumeration value="AccountStatus" />
    <xs:enumeration value="CampaignStatus" />
    <xs:enumeration value="AdGroupStatus" />
    <xs:enumeration value="TitlePart1" />
    <xs:enumeration value="TitlePart2" />
    <xs:enumeration value="TitlePart3" />
    <xs:enumeration value="Headline" />
    <xs:enumeration value="LongHeadline" />
    <xs:enumeration value="BusinessName" />
    <xs:enumeration value="Path1" />
    <xs:enumeration value="Path2" />
    <xs:enumeration value="AdLabels" />
    <xs:enumeration value="CustomerId" />
    <xs:enumeration value="CustomerName" />
    <xs:enumeration value="CampaignType" />
  </xs:restriction>
</xs:simpleType>

Values

Value Description
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.
AdDescription The first ad description that appears below the path in your ad.
AdDescription2 The second ad description that appears below the path in your ad. Ad description 2 might not appear in your ad.
AdDistribution The network where you want your ads to show.
AdGroupId The Microsoft Advertising assigned identifier of an ad group.
AdGroupName The ad group name.
AdGroupStatus The ad group status.
AdId The Microsoft Advertising assigned identifier of an ad.
AdLabels The labels applied to the ad.

Labels are delimited by a semicolon (;) in the report download.
AdStatus The ad status.
AdTitle The ad title.
AdType The 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).
AveragePosition The 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 Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown.
BusinessName Depending on your responsive ad's placement, your business's name may appear in your ad.

This column only applies to Audience campaigns.
CampaignId The Microsoft Advertising assigned identifier of a campaign.
CampaignName The campaign name.
CampaignStatus The campaign status.
CampaignType The campaign type.

Possible values include Audience, Dynamic search, Search & content, and Shopping.
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.
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.
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.
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.
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.
CustomParameters The current custom parameters set of the ad, keyword, or criterion.

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 Budget and Bid Strategies. The possible values are Broad, Exact, Phrase, and Unknown.
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. 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.
DisplayUrl The ad display URL.
FinalAppUrl Reserved for future use.
FinalMobileUrl The Final Mobile URL of the ad, keyword, or criterion.

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.
FinalUrl The Final URL of the ad, keyword, or criterion.

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.
Headline The shorter of two possible responsive ad headlines for Audience campaigns.
Impressions The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
Language The language of the country the ad is served in.

For possible values, see the Language column of Ad Languages. The language display name will be provided in the report e.g. English.
LongHeadline The longer of two possible responsive ad headlines for Audience campaigns.
Network The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites. Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Bing and Yahoo! search, Content, and Syndicated search partners.
Path1 The path 1 attribute of an ad.
Path2 The path 2 attribute of an ad.
ReturnOnAdSpend The return on ad spend (ROAS). The formula for calculating the ROAS is (Revenue / Spend).
Revenue The revenue optionally reported by the advertiser as a result of conversions.

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).
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.
TitlePart1 The title part 1 attribute of an ad.
TitlePart2 The title part 2 attribute of an ad.
TitlePart3 The title part 3 attribute of an ad.
TopVsOther The report will include a column that 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.
TrackingTemplate The current tracking template of the ad, keyword, or criterion.

Remarks

Required Columns

The report must include at least one of the following attribute columns and at least one 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
TimePeriod

Requirements

Service: ReportingService.svc v12
Namespace: https://bingads.microsoft.com/Reporting/v12

Used By

AdPerformanceReportRequest