AudiencePerformanceReportColumn Value Set - Reporting

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

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="AudiencePerformanceReportColumn" 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="AdGroupId" />
    <xs:enumeration value="AudienceId" />
    <xs:enumeration value="AudienceName" />
    <xs:enumeration value="AssociationStatus" />
    <xs:enumeration value="BidAdjustment" />
    <xs:enumeration value="TargetingSetting" />
    <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="Revenue" />
    <xs:enumeration value="ReturnOnAdSpend" />
    <xs:enumeration value="RevenuePerConversion" />
    <xs:enumeration value="AccountStatus" />
    <xs:enumeration value="CampaignStatus" />
    <xs:enumeration value="AdGroupStatus" />
    <xs:enumeration value="AudienceType" />
    <xs:enumeration value="BaseCampaignId" />
    <xs:enumeration value="AllConversions" />
    <xs:enumeration value="AllRevenue" />
    <xs:enumeration value="AllConversionRate" />
    <xs:enumeration value="AllCostPerConversion" />
    <xs:enumeration value="AllReturnOnAdSpend" />
    <xs:enumeration value="AllRevenuePerConversion" />
    <xs:enumeration value="AssociationId" />
    <xs:enumeration value="AssociationLevel" />
    <xs:enumeration value="ViewThroughConversions" />
    <xs:enumeration value="Goal" />
    <xs:enumeration value="GoalType" />
    <xs:enumeration value="AbsoluteTopImpressionRatePercent" />
    <xs:enumeration value="TopImpressionRatePercent" />
    <xs:enumeration value="AverageCpm" />
    <xs:enumeration value="ConversionsQualified" />
    <xs:enumeration value="AllConversionsQualified" />
    <xs:enumeration value="ViewThroughConversionsQualified" />
  </xs:restriction>
</xs:simpleType>

Values

The AudiencePerformanceReportColumn value set has the following values: AbsoluteTopImpressionRatePercent, AccountId, AccountName, AccountNumber, AccountStatus, AdGroupId, AdGroupName, AdGroupStatus, AllConversionRate, AllConversions, AllConversionsQualified, AllCostPerConversion, AllReturnOnAdSpend, AllRevenue, AllRevenuePerConversion, AssociationId, AssociationLevel, AssociationStatus, AudienceId, AudienceName, AudienceType, AverageCpc, AverageCpm, AveragePosition, BaseCampaignId, BidAdjustment, CampaignId, CampaignName, CampaignStatus, Clicks, ConversionRate, Conversions, ConversionsQualified, CostPerConversion, Ctr, Goal, GoalType, Impressions, ReturnOnAdSpend, Revenue, RevenuePerConversion, Spend, TargetingSetting, TimePeriod, TopImpressionRatePercent, ViewThroughConversions, ViewThroughConversionsQualified.

Value Description
AbsoluteTopImpressionRatePercent How often your ad was in the first position of all results, as a percentage of your total impressions.

A higher number indicates your ad is frequently showing in the best ad position.

The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
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.
AdGroupId The Microsoft Advertising assigned identifier of an ad group.
AdGroupName The ad group name.
AdGroupStatus The ad group status.
AllConversionRate The conversion rate as a percentage.

The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).

The formula for calculating the conversion rate is (Conversions / Clicks) x 100.

Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllConversions The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

This column will be deprecated in 2022, so you should use the AllConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
AllConversionsQualified The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

You should expect the data type as double whether or not there are partial externally attributed offline conversions.

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
AllCostPerConversion The cost per conversion.

The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.

Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllReturnOnAdSpend The return on ad spend (ROAS).

The formula for calculating the ROAS is (Revenue / Spend).

Data will be excluded from the ReturnOnAdSpend report column for any conversion goal with the ExcludeFromBidding property set to true. The AllReturnOnAdSpend column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllRevenue The revenue optionally reported by the advertiser as a result of conversions.

Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllRevenuePerConversion The revenue per conversion.

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

Data will be excluded from the RevenuePerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenuePerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AssociationId The Microsoft Advertising assigned identifier of the association between the audience and either an ad group or campaign.
AssociationLevel The level of the audience's association.

The possible values are "Ad group" or "Campaign".
AssociationStatus The status of the association between the audience and either an ad group or campaign.

The possible values are Active, Paused, and Deleted.
AudienceId The Microsoft Advertising assigned identifier of the audience, for example the remarketing list ID.
AudienceName The audience name.
AudienceType The audience type.
AverageCpc The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16. The formula for calculating the average CPC is (Spend /Clicks).
AverageCpm The total advertising cost divided by the number of impressions (in thousands).<br/
In Latin, mille means a thousand. Also, sometimes called average cost per thousand (CPT).

This is a standard advertising industry performance metric that we calculate based on your spend and number of impressions.

The goal of CPM-based ad budgeting is to build awareness of your brand to large audiences. CPM tells you how much it costs to get an ad to the type of users you're targeting.
AveragePosition The average position of the ad on a webpage.

This column is deprecated as of March 31st, 2021. Going forward, performance reports will return average position of "0" (zero). Historical average position data for time periods prior to the deprecation date will still be available according to the published data retention period per report type.
BaseCampaignId The Microsoft Advertising assigned identifier of an experiment campaign.

This will be the same value as the CampaignId if the campaign is not an experiment.
BidAdjustment This attribute reflects the current value of your ad group's audience bid adjustment, even if a different bid adjustment value was used when the ad was shown. This value is the requested percentage to increase or decrease the bid amount for the remarketing list.
CampaignId The Microsoft Advertising assigned identifier of a campaign.
CampaignName The campaign name.
CampaignStatus The campaign status.
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.

Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
Conversions The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

This column will be deprecated in 2022, so you should use the ConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
ConversionsQualified The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

Conversions are measured by adding a small bit of code to your website pages so that a visitor's progress through your site can be tracked.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

You should expect the data type as double whether or not there are partial externally attributed offline conversions.

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
CostPerConversion The cost per conversion.

The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.

Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
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.
Goal The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.
GoalType The type of conversion goal.
Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url.
Impressions The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
ReturnOnAdSpend The return on ad spend (ROAS).

The formula for calculating the ROAS is (Revenue / Spend).

Data will be excluded from the ReturnOnAdSpend report column for any conversion goal with the ExcludeFromBidding property set to true. The AllReturnOnAdSpend column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
Revenue The revenue optionally reported by the advertiser as a result of conversions.

Data will be excluded from the Revenue report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenue column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
RevenuePerConversion The revenue per conversion.

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

Data will be excluded from the RevenuePerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllRevenuePerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
Spend The cost per click (CPC) summed for each click.
TargetingSetting This attribute reflects the current value of your ad group's audience targeting setting. The possible values are "Target and bid" or "Bid only". Target and bid: Show ads only to people included in the remarketing list, with the option to change the bid amount. Bid only: Show ads to people searching for your ad, with the option to change the bid amount for people included in the remarketing list.
TimePeriod The time period of each report row. You may not include this column if the Aggregation element of the request object is set to Summary. For more information, see Time Period Column.
TopImpressionRatePercent The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions.

This indicates how changes in ad position can impact performance.

The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
ViewThroughConversions View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.

View-through conversions don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted.

View-through conversions are only counted for ads in the Microsoft Audience network.

This column will be deprecated in 2022, so you should use the ViewThroughConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
ViewThroughConversionsQualified View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.

View-through conversions don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted.

View-through conversions are only counted for ads in the Microsoft Audience network.

You should expect the data type as double whether or not there are partial externally attributed offline conversions.

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!

Remarks

Required Columns

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

Note

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

Column
AudienceId
TimePeriod

Requirements

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

Used By

AudiencePerformanceReportRequest