KeywordPerformanceReportColumn Value Set - Reporting

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 Report Data Retention Time Periods.

Syntax

<xs:simpleType name="KeywordPerformanceReportColumn" 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="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="BidMatchType" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="QualityScore" />
    <xs:enumeration value="ExpectedCtr" />
    <xs:enumeration value="AdRelevance" />
    <xs:enumeration value="LandingPageExperience" />
    <xs:enumeration value="Language" />
    <xs:enumeration value="HistoricalQualityScore" />
    <xs:enumeration value="HistoricalExpectedCtr" />
    <xs:enumeration value="HistoricalAdRelevance" />
    <xs:enumeration value="HistoricalLandingPageExperience" />
    <xs:enumeration value="QualityImpact" />
    <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="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="BidStrategyType" />
    <xs:enumeration value="KeywordLabels" />
    <xs:enumeration value="Mainline1Bid" />
    <xs:enumeration value="MainlineBid" />
    <xs:enumeration value="FirstPageBid" />
    <xs:enumeration value="FinalUrlSuffix" />
  </xs:restriction>
</xs:simpleType>

Values

Value Description
AccountId The Bing Ads assigned identifier of an account.
AccountName The account name.
AccountNumber The Bing Ads assigned number of an account.
AccountStatus The account status.
AdDistribution The network where you want your ads to show.
AdGroupId The Bing Ads assigned identifier of an ad group.
AdGroupName The ad group name.
AdGroupStatus The ad group status.
AdId The Bing Ads assigned identifier of an ad.
AdRelevance How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers. 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. Data for this column is typically updated 14-18 hours after the UTC day ends.
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.
BidStrategyType The bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa. If the InheritFromParent strategy type is used, the report will include the inherited bid strategy type e.g. one of the supported values listed above.
CampaignId The Bing Ads 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 Bing Ads 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.
CurrentMaxCpc The maximum cost per click bid that was in effect at the time the report was generated. It is not a moving historical bid throughout the report time period.
CustomParameters The current custom parameter set 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 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.
ExpectedCtr How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether. 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. Data for this column is typically updated 14-18 hours after the UTC day ends.
FinalAppUrl Reserved for future use.
FinalMobileUrl The Final Mobile URL 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.
FinalUrl The Final URL 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.
FinalUrlSuffix The final URL suffix can include tracking parameters that will be appended to the end of your landing page URL.
FirstPageBid Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Bing Ads calculates for your ad to be placed on the first page in the search results.

These estimates are provided as a reference only. They are automatically generated by Bing Ads and are not a guarantee of ad position.
HistoricalAdRelevance Historical average of ad relevance scores back as far as 18 months from the current date. This score may vary from the score in the AdRelevance column, which is the current score and same value for each day in the time period.
HistoricalExpectedCtr Historical average of expected click-through rate scores going back as far as 18 months from the current date. This score may vary from the score in the ExpectedCtr column, which is the current score and same value for each day in the time period. The score for each row is the score that was calculated for expected CTR on that date. For example, if you specify a time period that spans three days, the Historical expected CTR score for day one will be the expected CTR score calculated on day one, the Historical expected CTR score for day two will be the expected CTR score calculated on day two, and so on. You may include this column only with Daily aggregation.
HistoricalLandingPageExperience Historical average of landing page experience scores back as far as 18 months from the current date. This score may vary from the score in the LandingPageExperience column, which is the current score and same value for each day in the time period.
HistoricalQualityScore The historical quality score for each row is the value that was calculated for quality score on that date. Use The historical 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 historical quality score for day one will be the quality score calculated on day one, The historical 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.
Impressions The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
Keyword The keyword text.
KeywordId The Bing Ads assigned identifier of a keyword.
KeywordLabels The labels applied to the keyword.

Labels are delimited by a semicolon (;) in the report download.
KeywordStatus The keyword status.
LandingPageExperience An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. 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. Data for this column is typically updated 14-18 hours after the UTC day ends.
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.
Mainline1Bid Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Bing Ads calculates will place your ad at the top of search results.

These estimates are provided as a reference only. They are automatically generated by Bing Ads and are not a guarantee of ad position.
MainlineBid Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Bing Ads calculates for your ad to be placed on the first page in the search results.

These estimates are provided as a reference only. They are automatically generated by Bing Ads and are not a guarantee of ad position.
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.
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 ExpectedCtr, AdRelevance, and LandingPageExperience 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 syndicated networks do not affect quality score. The value in the report will be "0" (zero) if the score was not computed. This can occur if there have been no impressions for the keyword for 30 days or more. 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 Historical 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 Historical quality score, see the HistoricalQualityScore column.
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 Bing Ads 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.
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 keyword.

Remarks

Required Columns

The report must include the following columns, and one or more of the performance statistics columns. For more information, see Report Attributes and Performance Statistics.

Note

The TimePeriod column is required for all aggregation types except Summary.

Column
TimePeriod

Requirements

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

Used By

KeywordPerformanceReportRequest
KeywordPerformanceReportSort