Report Attributes and Performance Statistics

Each of the Report Types contains a subset of attributes and performance statistics. When submitting a report request, you must include Attributes and Performance Statistics columns. The downloaded report will then include renamed columns (fields) corresponding to each column that you included in the report request. For information about required and optional columns, see the corresponding report column value set within Reporting Value Sets. For example to determine which columns are required and optional for a KeywordPerformanceReportRequest, see KeywordPerformanceReportColumn Value Set.

Attribute Columns

Attributes are set either by the advertiser or Microsoft Advertising.

Column Value	Description	Availability
AccountId	The Microsoft Advertising assigned identifier of an account.	This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AccountName	The account name.	This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AccountNumber	The Microsoft Advertising assigned number of an account.	This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AccountStatus	The account status.	This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
AdDescription	The first ad description that appears below the path in your ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdDescription2	The second ad description that appears below the path in your ad. Ad description 2 might not appear in your ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdDistribution	The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, cross-network traffic, or only partner traffic (this network type is deprecated as of July 2024).	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdExtensionId	The Microsoft Advertising assigned identifier of an ad extension.	This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn value set.
AdExtensionType	The type name that corresponds to the AdExtensionTypeId column. If the AdExtensionTypeId is 10, this AdExtensionType name is Sitelink Extension. If the AdExtensionTypeId is 11, this AdExtensionType name is Location Extension. If the AdExtensionTypeId is 12, this AdExtensionType name is Call Extension and the IsCallTrackingEnabled property of the CallAdExtension is set to False. If the AdExtensionTypeId is 14, this AdExtensionType name is Call Extension and the IsCallTrackingEnabled property of the CallAdExtension is set to True.	This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn value set.
AdExtensionTypeId	The system identifier that corresponds to the AdExtensionType column. The supported identifiers are 10, 11, and 12.	This attribute is available only with the AdExtensionDetailReportColumn value set.
AdExtensionVersion	The version attribute of an ad extension.	This attribute is available in multiple reports, for example see AdExtensionDetailReportColumn value set.
AdGroupCriterionId	The Microsoft Advertising assigned identifier of an ad group criterion. Note: In Performance max campaigns, this is ListingGroupId.	This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn value set.
AdGroupId	The Microsoft Advertising assigned identifier of an ad group.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdGroupLabels	The labels applied to the ad group. Labels are delimited by a semicolon (;) in the report download.	This attribute is available only with the AdGroupPerformanceReportColumn value set.
AdGroupName	The ad group name.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
AdGroupStatus	The ad group status.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdGroupType	The ad group type. In a Search campaign, the possible values are "SearchDynamic" and "SearchStandard". The field will be empty for other campaign types.	This attribute is available only with the AdGroupPerformanceReportColumn value set.
AdId	The Microsoft Advertising assigned identifier of an ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdLabels	The labels applied to the ad. Labels are delimited by a semicolon (;) in the report download.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. 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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
AdStatus	The ad status.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdTitle	The ad title.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AdType	The ad type.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
AgeGroup	The age group of the audience who might have viewed the ad, if known. The possible values are 13-17, 18-24, 25-34, 35-49, 50-64, and 65+.	This attribute is available only with the AgeGenderAudienceReportColumn value set.
AreaCode	The area code where the user was physically located when they clicked the ad.	This attribute is available only with the CallDetailReportColumn value set.
AssetGroupId	The Microsoft Advertising assigned identifier of an asset group	This attribute is available in multiple reports, for example see GeographicPerformanceReportColumn value set.
AssetGroupName	The asset group name.	This attribute is available in multiple reports, for example see GeographicPerformanceReportColumn value set.
AssetGroupStatus	The asset group status.	This attribute is available in multiple reports, for example see GeographicPerformanceReportColumn value set.
AssociationId	The Microsoft Advertising assigned identifier of the association between the audience and either an ad group or campaign.	This attribute is available only with the AudiencePerformanceReportColumn value set.
AssociationLevel	The level of the audience's association. The possible values are "Ad group" or "Campaign".	This attribute is available only with the AudiencePerformanceReportColumn value set.
AssociationStatus	The status of the association between the audience and either an ad group or campaign. The possible values are Active, Paused, and Deleted.	This attribute is available only with the AudiencePerformanceReportColumn value set.
AttributeChanged	Identifies the attribute or property of the entity from the ItemChanged column that changed. For a list of elements whose change history is reported, see the Attribute Changed column within SearchCampaignChangeHistoryReportColumn Remarks. This column is empty if a campaign, ad group, or ad entity was added or deleted.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
AudienceId	The Microsoft Advertising assigned identifier of an audience, for example the remarketing list ID.	This attribute is available only with the AudiencePerformanceReportColumn value set.
AudienceName	The audience name.	This attribute is available only with the AudiencePerformanceReportColumn value set.
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.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
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.	This attribute is available only with the AudiencePerformanceReportColumn value set.
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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
BudgetAssociationStatus	Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column. The possible values are Current and Ended.	This attribute is available only with the CampaignPerformanceReportColumn value set.
BudgetName	The name of the budget. This column will be empty for unshared budgets.	This attribute is available only with the CampaignPerformanceReportColumn value set.
BudgetStatus	The budget status. The possible values are Active and Deleted. This column will be empty for unshared budgets.	This attribute is available only with the CampaignPerformanceReportColumn value set.
Business	Depending on your responsive ad's placement, your business's name may appear in your ad. This column only applies to Audience campaigns.	This attribute is available only with the AdPerformanceReportColumn value set.
CampaignId	The Microsoft Advertising assigned identifier of a campaign.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
CampaignLabels	The labels applied to the campaign. Labels are delimited by a semicolon (;) in the report download.	This attribute is available only with the CampaignPerformanceReportColumn value set.
CampaignName	The campaign name.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
CampaignStatus	The campaign status.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
CampaignType	The campaign type. Possible values include Audience, Dynamic search, Performance max, Search & content, and Shopping.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
Category0	The top level category that Bing matched to your website. For example if the category is US/CA/SFO, the Category0 value will be US.	This attribute is available only with the DSACategoryPerformanceReportColumn value set.
Category1	The mid level category that Bing matched to your website. For example if the category is US/CA/SFO, the Category1 value will be CA.	This attribute is available only with the DSACategoryPerformanceReportColumn value set.
Category2	The low level category that Bing matched to your website. For example if the category is US/CA/SFO, the Category2 value will be SFO.	This attribute is available only with the DSACategoryPerformanceReportColumn value set.
CategoryList	The list of categories that Bing matched to your website. Up to three category levels can be returned per category list item. The list items are JSON encoded i.e., an array named categoryList with one or more category list items. For example, in the downloaded report data the categories might be {"categoryList":[{"category":"US/CA/SFO"},{"category":"US/WA/SEA"},{"category":"US/TX"}]}.	This attribute is available only with the DSASearchQueryPerformanceReportColumn value set.
ChangedBy	The user name of the user that made the change to settings within the account. If the system made the change, the value will be Administrator.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
City	The city where the user was physically located when they clicked the ad.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
ClickType	Click type refers to each component of an ad that a customer can click. The possible click types are ad title, image, phone number, driving directions, sitelink, and review.	This attribute is available in multiple reports, for example see AdExtensionByKeywordReportColumn value set.
ClickTypeId	The click type ID.	This attribute is available only with the ProductSearchQueryPerformanceReportColumn value set.
CompanyName	With company targeting, you can show your ads only to people who work at specific companies (according to LinkedIn). You can also exclude people who work for specific companies from seeing your ads.	This attribute is available only with the ProfessionalDemographicsAudienceReportColumn.
ConflictLevel	The entity level where the keyword and negative keyword conflict occurs. The possible values are AdGroup and Campaign.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
ConflictType	The type of negative keyword conflict encountered. Some advertisers intentionally create negative keyword conflicts to block a portion of match type traffic. For example, if your phrase match keywords are "stereo plug," you might also choose "stereo plug" as an exact match negative keyword text to match only with this phrase. In this scenario, customers that are searching for specific items like "3.5mm stereo plug" or "gold stereo plug" would see ads for the "stereo plug" phrase match keyword, but customers searching for "stereo plug" would not see ads for the exact match keyword. The possible values are Possibly intentional conflict and True conflict. Possibly intentional conflict - The text of the keyword, after normalization (e.g. punctuation, capitalization removed), and the negative keyword are identical, and the match type of the negative keyword is more restrictive than the match type of the keyword (e.g. Keyword is phrase match, negative keyword is exact match). True conflict - Any other negative keyword conflict. If you are an advertiser who intentionally blocks a portion of match type traffic, you can use this column to filter out intentional negative keyword conflicts. If you're not, you should investigate and fix both types of conflicts.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
Country	The country or region where the user was physically located when they clicked the ad.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
County	The county where the user was physically located when they clicked the ad.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
CountryOfSale	The country or region of sale for the product catalog.	This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
CurrencyCode	The account currency type. For possible values, see Currencies.	This attribute is available in multiple reports, for example see BudgetSummaryReportColumn value set.
CustomerId	The Microsoft Advertising assigned identifier of a customer.	This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
CustomerName	The customer name.	This attribute is available in multiple reports, for example see AccountPerformanceReportColumn value set.
CustomLabel0	The value of the Custom_label_0 field in your Microsoft Merchant Center catalog.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel1	The value of the Custom_label_1 field in your Microsoft Merchant Center catalog.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel2	The value of the Custom_label_2 field in your Microsoft Merchant Center catalog.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel3	The value of the Custom_label_3 field in your Microsoft Merchant Center catalog.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomLabel4	The value of the Custom_label_4 field in your Microsoft Merchant Center catalog.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
CustomParameters	Depending on which report you submit, this value represents the current custom parameter set of the campaign, ad group, 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.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
Date	The date for the downloaded report records. The date will be in the time zone of the campaign	This attribute is available only with the BudgetSummaryReportColumn value set.
DateTime	The date and time of the change. The date and time will be in the time zone of the campaign.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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.	This attribute is available in multiple reports, for example see DestinationUrlPerformanceReportColumn value set.
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.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
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.	This attribute is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
DisplayUrl	The ad display URL.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
DynamicAdTarget	The dynamic ad target or webpage condition that Bing matched to your website. For example the condition could be returned in the report as URL contains xyz.	This attribute is available in multiple reports, for example see DSAAutoTargetPerformanceReportColumn value set.
DynamicAdTargetId	The Microsoft Advertising assigned identifier of the dynamic ad target, also known in Campaign Management and Bulk API as the ad group criterion ID.	This attribute is available in multiple reports, for example see DSAAutoTargetPerformanceReportColumn value set.
DynamicAdTargetStatus	The current status of the dynamic ad target.	This attribute is available only with the DSAAutoTargetPerformanceReportColumn value set.
EndTime	The end time of the call.	This attribute is available only with the CallDetailReportColumn value set.
EntityId	The Microsoft Advertising system identifier of the entity that was updated.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
EntityName	The name of the entity that was updated.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. 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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
FeedUrl	The feed URL will appear either as "True" or "False". If it's "True", the final URL came from a page feed associated to the campaign. If it's "False", the final URL did not come from a page feed.	This attribute is available only with the DSASearchQueryPerformanceReportColumn value set.
FinalAppUrl	Reserved for future use.	Not applicable.
FinalMobileUrl	Depending on which report you submit, this value represents 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.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
FinalUrl	Depending on which report you submit, this value represents 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.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
FinalUrlSuffix	A place in your final URL where you can add parameters that will be attached to the end of your landing page URL.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
Gender	The gender of the audience who might have viewed the ad, if known. Possible values are Male and Female.	This attribute is available only with the AgeGenderAudienceReportColumn value set.
Goal	The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.	This attribute is available only with the GoalsAndFunnelsReportColumn value set.
GoalId	The Microsoft Advertising assigned identifier of a conversion goal.	This attribute is available only with the GoalsAndFunnelsReportColumn value set.
GoalType	The type of conversion goal. Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url.	This attribute is available only with the GoalsAndFunnelsReportColumn value set.
GTIN	Global Trade Item Number (GTIN) is a unique numerical value for commercial products that usually appears printed under the barcode on retail products.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
Headline	For Dynamic Search Ads campaigns, Headline is the Dynamic Search Ad headline that was dynamically generated by Microsoft Advertising. For Audience campaigns, Headline is the shorter of two possible responsive ad headlines.	This attribute is available only with the AdPerformanceReportColumn value set and DSASearchQueryPerformanceReportColumn value set.
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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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 is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
HistoricalQualityScore	The historical quality score of the keyword. 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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. You may include this column only with Daily aggregation.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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 the OldValue column contains the old value. If an entity which has a delivery status property was added, for example a campaign, the value of HowChanged is Added. To report a deleted entity, the ItemChanged field is Status, the HowChanged field is Changed, and the NewValue field is Deleted. Associating a target with a campaign or ad group will be reported as an add change. The AttributeChanged 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.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
IndustryName	With industry targeting, you can show your ads only to people who work in specific industries (according to LinkedIn). You can also exclude people who work in specific industries from seeing your ads.	This attribute is available only with the ProfessionalDemographicsAudienceReportColumn.
ItemChanged	The value that identifies the entity that changed. 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, the AttributeChanged column contains the element of the entity that changed or the type of target that was changed.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
JobFunctionName	With job function targeting, you can show your ads only to people who have specific kinds of jobs (according to LinkedIn). You can also exclude people who have specific kinds of jobs from seeing your ads.	This attribute is available only with the ProfessionalDemographicsAudienceReportColumn.
Keyword	The keyword text.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
KeywordId	The Microsoft Advertising assigned identifier of a keyword.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
KeywordLabels	The labels applied to the keyword. Labels are delimited by a semicolon (;) in the report download.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn value set.
KeywordStatus	The keyword status.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
LandingPageTitle	The title of your webpage where the search user landed.	This attribute is available only with the DSASearchQueryPerformanceReportColumn value set.
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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) if the score was not computed. 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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
Language	The language of the publisher where the ad was shown. For possible values, see the Language column of Ad Languages. The language display name will be provided in the report e.g. English.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
LocationId	The Microsoft Advertising identifier of the location where the user was physically located when they clicked the ad. For geographical location identifiers, see Geographical Location Codes. If the location ID is in the report but not found in the file downloaded via GetGeoLocationsFileUrl, it is not targetable.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
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 include "Physical location" and "Location of interest". 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. If 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".	This attribute is available only with the GeographicPerformanceReportColumn value set.
LocalStoreCode	An alphanumeric identifier defined by the merchant to uniquely identify each local store.	This attribute is available in multiple reports, for example see ProductDimensionPerformanceReportColumn value set.
LongHeadline	For Audience campaigns, LongHeadline is the longer of two possible responsive ad headlines.	This attribute is available only with the AdPerformanceReportColumn value set.
MetroArea	The metro area (Microsoft Market Area in the United States) where the user was physically located when they clicked the ad.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
MerchantProductId	The unique identifier provided by a merchant for each product offer.	This attribute is available in multiple reports, for example see ProductDimensionPerformanceReportColumn value set.
MostSpecificLocation	The most specific location used to deliver ads. For example if the city and country/region are both identified, this column will include the same value as the City column. If postal code information is available, then it will be included in the report instead of city or country/region.	This attribute is available only with the GeographicPerformanceReportColumn value set.
MPN	Manufacturer Part Number (MPN) is a unique number that identifies the product to its manufacturer.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
NegativeKeyword	The negative keyword text.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordId	The Microsoft Advertising assigned identifier of a negative keyword.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordList	The name of the negative keyword list.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
NegativeKeywordListId	The Microsoft Advertising assigned identifier of a negative keyword list.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
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.	This attribute is available only with the NegativeKeywordConflictReportColumn value set.
Network	The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, cross-network traffic, and only partner traffic (this network type is deprecated as of July 2024). Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Microsoft sites and select traffic, Content, and Syndicated search partners. Note: Not everyone can use the value Microsoft sites and select traffic yet. If you can't, don't worry - it's coming soon!	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
NewValue	The value after the change. For more information, see the HowChanged column.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
OfferLanguage	The language for the product offer. For possible values see Ad Languages. The language display name will be provided in the report e.g. English.	This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
OldValue	The value before the change. For more information, see the HowChanged column.	This attribute is available only with the SearchCampaignChangeHistoryReportColumn value set.
Param1	The first dynamic substitution parameter (Param1) of a keyword or biddable ad group criterion.	This attribute is available only with the AdDynamicTextPerformanceReportColumn value set.
Param2	The second dynamic substitution parameter (Param2) of a keyword or biddable ad group criterion.	This attribute is available only with the AdDynamicTextPerformanceReportColumn value set.
Param3	The third dynamic substitution parameter (Param3) of a keyword or biddable ad group criterion.	This attribute is available only with the AdDynamicTextPerformanceReportColumn value set.
PartitionType	The product partition type.	This attribute is available only with the ProductPartitionPerformanceReportColumn value set.
Path1	The path 1 attribute of an ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
Path2	The path 2 attribute of an ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
PostalCode	The postal code where the user was physically located when they clicked the ad.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
PricingModel	The ad group's pricing model. Possible values include Cost per click and Cost per 1000 impressions.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
ProductBought	The product purchased from your catalog or via your retail partner. The purchased product will always match the same brand, but can differ from the specific product ad that was clicked on. If different products were purchased as a result of one click, the report will include multiple rows with the same ad ID and Merchant product ID, and each will contain a unique ProductBought value. You can also include the QuantityBought column to get data on quantity purchased per product.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductBoughtTitle	The title associated with the purchased product.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory1	The first level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory2	The second level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory3	The third level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory4	The fourth level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductCategory5	The fifth level value of the Product_category field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductGroup	The backward slash ("\") delimited list of product conditions, reported as Operand = Attribute. The attribute values are surrounded by "" (double quotes). Here is an example: * / Category="Animals & Pet Supplies" / Category="Pet Supplies" / Category="Bird Supplies". The "*" (single asterisk) refers to a product group that matches everything else besides the other filters for the product group. Note: In Performance max campaigns, this is ListingGroup.
This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn value set.
ProductType1	The first level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType2	The second level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType3	The third level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType4	The fourth level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProductType5	The fifth level value of the Product_type field in your Microsoft Merchant Center catalog. For more information, see How is the catalog feed organized?	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
ProximityTargetLocation	The radius target bid name. 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.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
PublisherUrl	The URL of the website that displayed the ad. If the Network is AOL search, then the publisher URL value is AOL Search Properties Only. If the Network is Bing and Yahoo! search, then the publisher URL value is either Bing and Yahoo! Search Properties Only or msn.com. If the Network is Syndicated search partners, then the publisher URL value is determined by the Syndicated search partners URL.	This attribute is available only with the PublisherUsagePerformanceReportColumn value set.
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.	This attribute is available only with the KeywordPerformanceReportColumn Value Set.
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 Microsoft Advertising 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. The score is calculated only based on Search Traffic. The value in the report will be "--" (double dash) 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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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 related to a city, and not necessarily if they are physically located in the city.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
QueryIntentCountry	The name of a country or region if the user's geographical intent can be determined. The country or region is set if the user's intent is related to a country or region, and not necessarily if they are physically located in the country or region.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
QueryIntentCounty	The name of a county if the user's geographical intent can be determined. The county is set if the user's intent is related to a county, and not necessarily if they are physically located in the county.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
QueryIntentDMA	The name of a metro area (Microsoft Market Area in the United States) if the user's geographical intent can be determined. The metro area is set if the user's intent is related to a metro area, and not necessarily if they are physically located in the metro area.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
QueryIntentLocationId	The location identifier if the user's geographical intent can be determined.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
QueryIntentPostalCode	The name of a postal code if the user's geographical intent can be determined. The postal code is set if the user's intent is a postal code, and not necessarily if they are physically located in the postal code.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
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 related to a state, and not necessarily if they are physically located in the state.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
Radius	The radius of a radius target bid. The geographic radius where the user was physically located when they clicked the ad. The ProximityTargetLocation attribute column contains the address or landmark name of the radius.	This attribute is available only with the UserLocationPerformanceReportColumn value set.
Status	The current entity status.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
SearchQuery	The search term used by your potential audience.	This attribute is available only with the SearchQueryPerformanceReportColumn value set.
SellerName	The merchant or store name that offers the product.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
StartTime	The start time of the call.	This attribute is available only with the CallDetailReportColumn value set.
State	The state where the user was physically located when they clicked the ad.	This attribute is available in multiple reports, for example see UserLocationPerformanceReportColumn value set.
Status	The current entity status.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
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.	This attribute is available only with the AudiencePerformanceReportColumn value set.
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. If you include the TimePeriod column, the column label in the downloaded report depends on the aggregation level that you specify in the report request. For more information, see Time Period Column.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
TitlePart1	The title part 1 attribute of an ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
TitlePart2	The title part 2 attribute of an ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
TitlePart3	The title part 3 attribute of an ad.	This attribute is available in multiple reports, for example see AdPerformanceReportColumn value set.
TopVsOther	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.	This attribute is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
TotalClicksOnAdElements	The number of clicks when this ad element was present in the ad copy, whether this or another ad element was clicked on.	This attribute is available only with the ProductSearchQueryPerformanceReportColumn value set.
TrackingTemplate	Depending on which report you submit, this value represents the current tracking template of the campaign, ad group, ad, keyword, or criterion.	This attribute is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
WebsiteCoverage	A score from 0.0 to 1.0 that indicates the percentage of pages in the requested language that belong to a particular domain out of all the pages that Bing has indexed for the same language your website's domain. In other words coverage is the percentage of webpages that match a category and language divided by the total number of webpages using the same language in the domain. For example, if the category US/CA/SFO matches 500 english webpages and US/CA matches 1,000 english webpages, then the coverage will be 0.50 (50 percent).	This attribute is available only with the DSAAutoTargetPerformanceReportColumn value set.

Performance Statistics Columns

Performance statistics include ad delivery, user engagement, and return on investment over time. With most report types you have the option to include impressions, clicks, click-through-rate, and average cost-per-click.

Column Value	Description	Availability
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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
AbsoluteTopImpressionShareLostToBudgetPercent	The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget. This indicates where increasing your budget might improve your chances at the top ad position, which is more likely to win clicks and conversions. 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
AbsoluteTopImpressionShareLostToRankPercent	The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results. Use this data to help you assess reasons your ads are missing out on the top ad position, which is more likely to win clicks and conversions. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more. 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
AbsoluteTopImpressionSharePercent	The number of times your ad is shown in the top position as a percentage of the total available impressions in the market you were targeting. Reports on impression highlight information about how many impressions you're missing in the top slot and why. You can use this data to inform you about making changes to get more impressions, increase the likelihood of more clicks on those ads, and as a result, increase the likelihood of more sales. 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Prior to April 20, 2019 this performance statistic was only calculated for Microsoft Shopping campaigns.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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 is deprecated as of 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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
AssistedClicks	Clicks on your ads that have received co-bids from your manufacturer partners. 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). This performance statistic is only available for Sponsored Products in Microsoft Shopping Campaigns.	This performance statistic is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
AssistedConversions	Conversions resulting from the clicks on your ads that have received co-bids from your manufacturer partners. This performance statistic is only available for Sponsored Products in Microsoft Shopping Campaigns.	This attribute is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
AssistedImpressions	The number of times an ad that is being co-bid by your manufacturer partners has been displayed on search results pages or other sites on the Microsoft Advertising Network. This performance statistic is only available for Sponsored Products in Microsoft Shopping Campaigns.	This performance statistic is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
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. 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 performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
AudienceImpressionLostToBudgetPercent	The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network. If this number is high, you may want to increase your budget. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
AudienceImpressionLostToRankPercent	The percentage of impression share you lost due to low rank on the Microsoft Audience Network. Ad rank determines your ad position and whether your ad is able to show at all. It's calculated using your bid, quality, and the expected impact of ad formats. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
AudienceImpressionSharePercent	The estimated percentage of impressions, out of the total available impressions you could have received on the Microsoft Audience Network. Use this to compare your share of impressions to the impression share of advertisers competing against you. Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
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).	This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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. This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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.	This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
BenchmarkBid	Shows you how much other advertisers are bidding on average on similar products as your current target. Use this information as a benchmark to compare your bidding strategy for a product group against that of other advertisers advertising similar products. If the benchmark bid is significantly higher than your bid, you might consider raising your bid.	This performance statistic is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
BenchmarkCtr	Shows you how other product ads for similar products are performing on average based on how often people who see the ad end up clicking on it. If the benchmark CTR is significantly higher than the CTR for your product group, you might consider raising your bid for that product group, or improving the product information, particularly product images and titles.	This performance statistic is available in multiple reports, for example see ProductPartitionPerformanceReportColumn Value Set.
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.	This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
ClickSharePercent	The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunites are. For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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 is deprecated as of 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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
CostPerAssist	The cost per assist. The formula for calculating the cost per assist is (Spend / Assists). 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 performance statistic is available only with the ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
DailySpend	The average amount of campaign budget spent per day.	This performance statistic is available only with the BudgetSummaryReportColumn value set.
Duration	The duration of each forwarded call that originated from a call ad extension.	This performance statistic is available only with the CallDetailReportColumn value set.
ExactMatchImpressionSharePercent	The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive. Reports on exact match impression share highlight how your keywords perform only on those searches that exactly match your keywords. Use this data together with impression share to diagnose your non-exact match keywords, and make changes to be more competitive and gain more impressions. 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
ImpressionLostToBudgetPercent	The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign, ad group, product dimension, and product partition performance reports. It is not available with other reports e.g., the share of voice report.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
ImpressionLostToRankAggPercent	The estimated percentage of impressions your ad did not receive due to issues with your ad ranking. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign, ad group, product dimension, and product partition performance reports. It is not available with other reports e.g., the share of voice report.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
Impressions	The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.	This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
ImpressionSharePercent	The estimated percentage of impressions, out of the total available impressions in the market you were targeting. Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends. For Microsoft Shopping Campaigns, this data is only available with the campaign, ad group, product dimension, and product partition performance reports. It is not available with other reports e.g., the share of voice report.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityClicks	Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualityClicks is displayed as Low quality clicks (not charged).	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityGeneralClicks	Clicks that are filtered by general methods, such as deny lists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualityGeneralClicks is displayed as Low quality clicks - general (not charged).	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityClicksPercent	The low-quality clicks as a percentage. The formula for calculating the low quality clicks percentage is (LowQualityClicks / (Clicks + LowQualityClicks )) x 100.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityConversionRate	The low-quality conversion rate as a percentage. The formula for calculating the conversion rate is (LowQualityConversions / LowQualityClicks) x 100. 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 performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityConversions	The number of conversions that originate from low-quality clicks. 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 is deprecated as of March 31st, 2022, so you should use the LowQualityConversionsQualified 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.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityConversionsQualified	The number of conversions that originate from low-quality clicks. 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.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityImpressions	The number of impressions that result from low-quality keyword searches.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualityImpressionsPercent	The low-quality impressions as a percentage. The formula for calculating the percentage is (LowQualityImpressions / (Impressions + LowQualityImpressions )) x 100.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
LowQualitySophisticatedClicks	Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks. For more information, see Microsoft Advertising click measurement: description of methodology. Note: In the Microsoft Advertising reporting UI, LowQualitySophisticatedClicks is displayed as Low quality clicks - sophisticated (not charged).	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
ManualCalls	The number of calls dialed manually from any device to the tracked phone number. This column is applicable solely for manual calls, and does not include clicks-to-call data.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
MatchedProductsAtAdGroup	The number of products per ad group that matched your product group targets. Note: In Performance max campaigns, this is MatchedProductsAtAssetGroup.	This performance statistic is available only with the ProductMatchCountReportColumn.
MatchedProductsAtCampaign	The number of products per campaign that matched your product group targets.	This performance statistic is available only with the ProductMatchCountReportColumn.
MatchedProductsAtProductGroup	The number of products per product group that matched your product group targets. Note: In Performance max campaigns, this is MatchedProductsAtListingGroup.	This performance statistic is available only with the ProductMatchCountReportColumn.
MonthlyBudget	The anticipated maximum monthly budget amount that was calculated on the date of the most recent budget change. The formula used to forecast the maximum budget for each calendar month is Spend-to-date + (daily budget x days remaining). For example, let's say your daily campaign budget was 100.00 at the beginning of July and then was updated to 200.00 right at the start of July 22nd. Let's also assume a month to date spend through July 21st of 500.00. In August when you run a report for the month of July, the monthly budget value for each day from July 1 through July 21 will be 3,100. The monthly budget value in the report for each day from July 22nd through July 31st will be 2,500.00. For more information see the What are my budget options? help page.	This performance statistic is available only with the BudgetSummaryReportColumn value set.
MonthToDateSpend	The amount of money spent to date for the month.	This performance statistic is available only with the BudgetSummaryReportColumn value set.
PhoneCalls	The number of total calls to the tracked phone number that showed with your ad.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
PhoneImpressions	The number of times your tracked number was shown on all devices.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
Ptr	The phone-through rate (Ptr). The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) x 100.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
QuantityBought	The quantity of the product purchased from your catalog or via your retail partner.	This attribute is available only with the ProductDimensionPerformanceReportColumn value set.
RelativeCtr	Your click-through rate divided by the average click-through rate of all ads that appear in the same sections of websites that show your ads. Relative CTR can help you understand campaign and ad group performance, particularly if you have little or no conversion information. The value of this column is empty if the data is not available. If you try to include this column with Hourly or HourOfDay aggregation the service will return code 2053. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions. Data for this column is typically updated 14-18 hours after the UTC day ends.	This performance statistic is available in multiple reports, for example see AdGroupPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
RevenuePerAssist	The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists). 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 performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
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.	This performance statistic is available in multiple reports, for example see ConversionPerformanceReportColumn value set.
Spend	The cost per click (CPC) summed for each click.	This performance statistic is available in multiple reports, for example see KeywordPerformanceReportColumn Value Set.
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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
TopImpressionShareLostToBudgetPercent	The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget. This indicates where increasing your budget might help improve 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
TopImpressionShareLostToRankPercent	A percentage estimate of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results. Use this metric to help you assess why your ads are missing out on the best ad positions. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more. 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
TopImpressionSharePercent	The percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive. A lower number indicates there might be something about your ad's eligibility that affects its position. Eligibility for top impression is based on your ad's approval status, quality score, targeting settings, and bids. 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. If you include this column, then you may not include restricted attributes such as TopVsOther in the same report request. Likewise if you include any of the restricted attribute columns, then you must exclude this column. For more information, see Column Restrictions.	This performance statistic is available in multiple reports, for example see CampaignPerformanceReportColumn value set.
TotalClicks	The number of billable and non-billable times that the ad extension was clicked.	This performance statistic is available in multiple reports, for example see AdExtensionByKeywordReportColumn value set.
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 is deprecated as of 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!