Monitor and optimize your bid strategies

The Microsoft Advertising bid strategy report can help you evaluate how well your automated bid strategies are performing. Whether you're managing a single campaign or a portfolio, the report provides actionable insights to help you adjust targets and improve results. Advertisers often use additional features in the bid strategy report to refine their strategy.

The conversion delay metric shows when your conversion data is fully attributed, helping you decide when to check your performance again. Conversion delay is the time between when someone clicks your ad and when they complete a conversion, like making a purchase, installing an app, or signing up. The bid landscape insights panel lets you explore how different target settings could impact campaign performance. Here are a few examples of how advertisers can use the bid strategy report:

• Reviewing impressions, clicks, conversions, CPA, and ROAS to monitor performance.
• Identifying gaps by comparing actual results to average target values.
• Spotting opportunities to improve efficiency and outcomes.
• Tracking performance changes after switching to a new bid strategy.
• Exploring bid landscape insights to estimate how different settings might affect results.

How to access the report

You can open the bid strategy report in three ways:

• Campaign level: From the campaign grid, select the Bid strategy type column to view campaign performance.
• Portfolio level: From the portfolio bid strategies grid, select the Bid strategy name column to view performance across all campaigns using that strategy.
• Account level: From the Bids and budgets tool, select the Account strategies tab to view aggregated performance across all bid strategies in your account.

Understanding scorecard metrics

Each bid strategy type includes scorecard metrics that compare your targets to actual performance.

Note

Average target values represent the weighted average of the targets the auto-bidding strategy used to manage spend during the selected time range. They do not reflect the average of the target values manually entered by advertisers.

Bid strategy	Metrics
Max. conversions with optional target CPA	Avg. target CPA, CPA, spend, clicks, and conversions
Max. conversion value with optional target ROAS	Avg. target ROAS, ROAS, spend, conversions, and revenue
Target impression share	Avg. target impression share, impression share, top impression share, abs. top impression share, spend, and clicks
Max. clicks	Spend, impressions, clicks, and avg. CPC
Enhanced CPC	Spend, impressions, clicks, avg. CPC, and conversions

Bid strategy statuses

The following statuses can help you understand whether your strategy is performing optimally or facing limitations.

Status	Description
Active	Strategy is running and optimized for your goals.
Inactive	No active campaigns, or strategy is paused.
Limited by budget	Campaign performance is constrained by budget.
Limited by target	Target CPA or ROAS is too aggressive to achieve.
Limited by inventory	Ad inventory is insufficient for your settings.
Limited by max CPC	Max. CPC is too low to compete effectively.
Limited: low data volume	Not enough conversions or revenue to optimize bidding.