Support page for the
Microsoft Ads Connector
With the Microsoft Connector you can report on campaign performance data and ad spend details. To use this connector you can use the Data Hub. You can use any Google account, but you can also create an own account. To connect Microsoft Ads. you need to create a data source. Login to your Microsoft Ads Account or just with your email. Both Logins will make an account in the Data Hub app.
The connector has a template. It is an one page template where you can see campaign performance data & ads spend details.
With this Connector you can analyze your own ads account and compare it to your other ads account, for example Facebook Ads or Google Ads. See the difference and learn from it! Perfect for your Ads dashboard.
How to connect the
Microsoft data?
Step 1.
When you’ve selected the connector in Looker Studio, you need to authorize the use of the Looker Studio Connector.
Step 2.
The next step is to authorize the Microsoft Ads Connector.
Step 3.
Select the account you want to analyse. Click connect.
Step 4.
When you’ve made the connection with Looker Studio you will see all the possible fields of data with a description of what they mean.
Step 5.
When you click on ‘make report’ you will connect the data to the template.
Frequently asked questions
Find here the most asked questions about the Microsoft Ads Connector. Can’t find your question here? Ask us in the Microsoft Ads repository.
What is the difference with the metric 'all revenue' & 'revenue'?
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.
Metrics and Dimensions of the Microsoft Ads Connector
You can use the following metrics and dimensions to Looker Studio:
| Name | Type | Description |
|---|---|---|
| Account name | TEXT | The account name. |
| Account number | TEXT | The Microsoft Advertising assigned number of an account. |
| Account id | TEXT | The Microsoft Advertising assigned identifier of an account. |
| Account status | TEXT | The account status. |
| Currency | TEXT | The account currency type. |
| Ad distribution | TEXT | The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, or only partner traffic. |
| Device type | TEXT | The device name attribute of a device OS target bid. |
| Network | TEXT | The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, and only partner traffic. |
| Device OS | TEXT | The operating system of the device reported in the DeviceType column. |
| Top vs other | TEXT | Indicates whether the ad impression appeared in a top position or elsewhere. |
| Bid match type | TEXT | The keyword bid match type. |
| Delivered match type | TEXT | The match type used to deliver an ad. |
| Customer id | TEXT | The Microsoft Advertising assigned identifier of a customer. |
| Customer name | TEXT | The customer name. |
| Goal | TEXT | The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad. |
| Goal type | TEXT | The type of conversion goal. |
| Ad group name | TEXT | The ad group name. |
| Ad group id | TEXT | The Microsoft Advertising assigned identifier of an ad group. |
| Ad group status | TEXT | The ad group status. |
| Ad title | TEXT | The ad title. |
| Ad id | TEXT | The Microsoft Advertising assigned identifier of an ad. |
| Ad description | TEXT | The first ad description that appears below the path in your ad. |
| Ad description | TEXT | The second ad description that appears below the path in your ad. Ad description 2 might not appear in your ad. |
| Destination url | TEXT | The destination URL attribute of the ad, keyword, or ad group criterion. |
| Ad type | TEXT | The ad type. |
| Display url | URL | The ad display URL. |
| Ad status | TEXT | The ad status. |
| Title part 1 | TEXT | The title part 1 attribute of an ad. |
| Title part 2 | TEXT | The title part 2 attribute of an ad. |
| Title part 3 | TEXT | The title part 3 attribute of an ad. |
| Headline | TEXT | The shorter of two possible responsive ad headlines for Audience campaigns. |
| Long headline | TEXT | The longer of two possible responsive ad headlines for Audience campaigns. |
| Business name | TEXT | Depending on your responsive ad's placement, your business's name may appear in your ad. |
| Path 1 | TEXT | The path 1 attribute of an ad. |
| Path 2 | TEXT | The path 2 attribute of an ad. |
| Ad labels | TEXT | The labels applied to the ad. |
| Campaign name | TEXT | The campaign name. |
| Campaign id | TEXT | The Microsoft Advertising assigned identifier of a campaign. |
| Campaign status | TEXT | The campaign status. |
| Campaign type | TEXT | The campaign type. |
| Base campaign id | TEXT | The Microsoft Advertising assigned identifier of an experiment campaign. |
| Impressions | NUMBER | The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions. |
| Clicks | NUMBER | 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. |
| Ctr | PERCENT | 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). |
| Cpc | CURRENCY_EUR | The total cost of all clicks on an ad divided by the number of clicks. |
| Spend | CURRENCY_EUR | The cost per click (CPC) summed for each click. |
| Conversions | NUMBER | A conversion is the completion of an action by a customer after viewing your ad. 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. |
| Average position | NUMBER | The average position. |
| Conversion rate | PERCENT | The number of conversions, divided by the total number of clicks. |
| Cost per conversion | CURRENCY_EUR | The formula for calculating the cost per conversion is (Spend / Conversions). |
| Assists | NUMBER | The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad. |
| Revenue | CURRENCY_EUR | The revenue optionally reported by the advertiser as a result of conversions. |
| ROAS | CURRENCY_EUR | The formula for calculating the ROAS is (Revenue / Spend). |
| Cost per assist | CURRENCY_EUR | The formula for calculating the cost per assist is (Spend / Assists). |
| Revenue per conversion | CURRENCY_EUR | The formula for calculating the revenue per conversion is (Revenue / Conversions). |
| Revenue per assist | CURRENCY_EUR | The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists). |
| All conversions | NUMBER | 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. 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. Not everyone has this feature yet. If you don't, don't worry - it's coming soon! |
| All revenue | CURRENCY_EUR | The revenue optionally reported by the advertiser as a result of conversions. |
| All conversion rate | PERCENT | The number of conversions, divided by the total number of clicks. |
| All cost per conversion | CURRENCY_EUR | The formula for calculating the cost per conversion is (Spend / Conversions). |
| All ROAS | CURRENCY_EUR | The formula for calculating the ROAS is (Revenue / Spend). |
| All revenue per conversion | CURRENCY_EUR | The formula for calculating the revenue per conversion is (Revenue / Conversions). |
| view through conversions | NUMBER | View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad. |
| Absolute top impression rate percent | PERCENT | How often your ad was in the first position of all results, as a percentage of your total impressions. |
| top impression rate percent | PERCENT | 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. |
| Cpm | CURRENCY_EUR | The total advertising cost divided by the number of impressions (in thousands). |
| Conversions qualified | NUMBER | A conversion is the completion of an action by a customer after viewing your ad. Not everyone has this feature yet. If you don't, don't worry - it's coming soon! |
| All conversions qualified | NUMBER | 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. 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. Not everyone has this feature yet. If you don't, don't worry - it's coming soon! |
| View through conversions qualified | NUMBER | View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad. Not everyone has this feature yet. If you don't, don't worry - it's coming soon! |
| View through revenue | CURRENCY_EUR | The revenue optionally reported by the advertiser as a result of view-through conversions. |
| Video views | NUMBER | The number of times the video was played and watched for at least two continuous seconds with more than 50% of the screen in view. |
| View through rate | PERCENT | The number of video views divided by the number of impressions. |
| Cpv | CURRENCY_EUR | 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. |
| Video views at 25 percent | NUMBER | The number of times a person completed at least 25% of a video. |
| Video views at 50 percent | NUMBER | The number of times a person completed at least 50% of a video. |
| Video views at 75 percent | NUMBER | The number of times a person completed at least 75% of a video. |
| Completed video views | NUMBER | Number of times a person watched the entire video to completion. |
| Video completion rate | PERCENT | The number of completed video views divided by the number of total video views. |
| Total watch time in ms | NUMBER | Total amount of time a person spent watching the video in milliseconds. |
| Average watch time per video view in ms | NUMBER | Total watch time divided by the number of video views. |
| Average watch time per impression in ms | NUMBER | Total watch time, in milliseconds, divided by the number of impressions. |
| Date | YEAR_MONTH_DAY | The date. |
| Keyword | TEXT | The keyword text. |
| Keyword id | TEXT | The Microsoft Advertising assigned identifier of a keyword. |
| Keyword status | TEXT | The keyword status. |
| Keyword labels | TEXT | The labels applied to the keyword. |
| Search query | TEXT | The search term used by your potential audience. |
| Country | COUNTRY | The country where the user was physically located when they clicked the ad. |
| State | REGION | The state where the user was physically located when they clicked the ad. |
| Metro area | TEXT | The metro area (Nielsen DMA® in the United States) where the user was physically located when they clicked the ad. |
| Radius | NUMBER | 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. |
| Proximity target location | TEXT | 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. |
| Language | TEXT | The language of the publisher where the ad was shown. |
| City | CITY | The city where the user was physically located when they clicked the ad. |
| County | TEXT | The county where the user was physically located when they clicked the ad. |
| Postal code | TEXT | The postal code where the user was physically located when they clicked the ad. |
| Location id | TEXT | The Microsoft Advertising identifier of the location where the user was physically located when they clicked the ad. |
| Neighborhood | TEXT | The neighborhood where an ad was physically served, or the neighborhood that your customer had shown interest in through searches or content they had viewed. |
| Query intent country | COUNTRY | The name of a country if the user's geographical intent can be determined. The country is set if the user's intent is related to a country, and not necessarily if they are physically located in the county. |
| Query intent state | REGION | The name of a state if the user's geographical intent can be determined. The state is set if the user's intent is a state or sub geography of the state, and not necessarily if they are physically located in the state. |
| Query intent DMA | TEXT | The name of a metro area (Nielsen DMA® in the United States) if the user's geographical intent can be determined. The metro area is set if the user's intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area. |
| Query intent county | TEXT | 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. |
| Query intent postal code | TEXT | 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. |
| Query intent location id | TEXT | The location identifier if the user's geographical intent can be determined. |
| Query intent neighborhood | TEXT | The name of a neighborhood if the user?s geographical intent can be determined. The neighborhood is set if the user?s intent is related to a neighborhood, and not necessarily if they are physically located in the neighborhood. For example, the user?s search query was rental cars in Encino. |
| Query intent city | CITY | The name of a city if the user's geographical intent can be determined. The city is set if the user's intent is a city, and not necessarily if they are physically located in the city. |