Bing Ads

Bing Ads

This document provides step-by-step instructions for integrating Bing Ads data into Panoply. The following items will be covered:

Bing Ads Data Integration

To integrate Bing Ads data into Panoply using default selections, complete the following steps. For more advanced options, complete the following and refer to the subsequent sections for detailed information.

  1. Click Data Sources in the navigation menu.
  2. Click the Add Data Source button.
  3. In the Data Sources - Choose Source Type window, select Bing Ads. Bing Ads is listed under APIs.
  4. In the Data Sources – Bing Ads screen, click Login.
  5. In the Data Sources – Bing Ads, screen, select the reports for which to import data.
  6. (Optional) To Customize the ingestion from your data source, review the advanced options.
  7. Select the Date Range.
  8. Click Collect.

The Data Sources – Bing Ads window will go gray while the data integration is pending. A small green progress bar will appear below Bing Ads once the integration has begun. Note that the Bing Ads API may take as long as 60 minutes to retrieve the requested report(s). Also note that data may not exist for some requested reports.

A prompt will appear asking if you would like to set up the integration of another data source. Multiple data integrations can be set up without impacting the ingestion of the already scheduled or pending data integrations.

From the Data Sources main menu you can monitor the data ingestion status of the scheduled and pending data integrations. After the data ingestion is complete, you can clean or transform your data in the tables menu.

Advanced Options

Clicking Show next to Advanced will expand the Data Sources - Bing Ads window to include Destination, Primary Key, Exclude, Parse String and Truncate table

Destination - Default is bingads_{__tablename}, where __tablename is the table name from the schema for this data source. See Data Schema for more detail about each table. Primary Key - Default is id. The primary key here determines which field(s) to use as the deduplication key when ingesting data.

Data Schema

Bing Ads offers a number of reports through different channels, and Panoply pulls each of them in for the date range specified at the time of collection. The Bing Ads data elements ingested by Panoply are listed below.

Account Performance - A collection of data relevant to long-term account performance tracking. Data is extracted from Bing Ads’ AccountPerformanceReportRequest data object. For more information, see AccountPerformanceReportRequest

Ad Extension by Ad - A collection of data that can be used to compare performance of Bing ad extensions by ad. Data is extracted from the AdExtensionByAdReportRequest data object. For more information, see AdExtensionByAdReportRequest.

Ad Extension Detail - A collection of data for tracking performance of individual components of ad extensions. Data is extracted from the AdExtensionDetailReportRequest data object. For more information see AdExtensionDetailReportRequest

Ad Performance - A collection of data that can be used to determine click/conversion rates on individual ads. Data is extracted from the AdPerformanceReportRequest data object. For more information see AdPerformanceReportRequest

Age Gender Demographic - A collection of data containing impressions, clicks anspend anda average cost-per-click for ads by gender/age group. Data is extracted from the AgeGenderDemographicReportRequest data object. For more information, see AgeGenderDemographicReportRequest

Campaign Performance - A collection of high level performance statistics and attributes for each campaign/account. This data is collected from the CampaignPerformanceReportRequest data object. For more information, see CampaignPerformanceReportRequest

DSA Category Performance - A collection of data that enables performance tracking on category performance. New categories can also be discovered. Data is extracted from the DSACategoryPerformanceReportRequest data object. For more information, see DSACategoryPerformanceReportRequest

Geographic Performance - A collection of data that shows geographic origin of traffic, searchers and interests of targets. Data is collected from the GeographicPerformanceReportRequest data object. For more information, see GeographicPerformanceReportRequest

Product Match Count - A collection of data that allows for tracking across shopping campaigns inventory. Data is retrieved from the ProductMatchCountReportRequest data object. For more information, see ProductMatchCountReportRequest

Product Search Query Performance - A collection of data designed to let the user track search queries associated with bing ads display events. Data is retrieved from the ProductSearchQueryPerformanceReportRequest data object. For more information, see ProductSearchQueryPerformanceReportRequest.

Publisher Usage Performance - A collection of data that allows for tracking performance of ads on specific URLs. Data is collected from the PublisherUsagePerformanceReportRequest data object. For more information, see PublisherUsagePerformanceReportRequest

Share of Voice - Data showing view impression share of successful bids by keyword. Data is extracted from the ShareOfVoiceReportRequest data object. For more information, see ShareOfVoiceReportRequest

Ad Dynamic Text Performance - Performance data for dynamic text strings. Data is collected from the AdDynamicTextPerformanceReportRequest data object. For more information, see AdDynamicTextPerformanceReportRequest

Ad Extension by Keyword - Data showing performance for ad extensions by keyword. Retrieved from the AdExtensionByKeywordReportRequest data object. For more information, see AdExtensionByKeywordReportRequest

Ad Group Performance - Data that an be used to compare delivery performance statistics by ad group/campaign/account. Extracted from the AdGroupPerformanceReportRequest data object. For more information, see AdGroupPerformanceReportRequest

Age Gender Audience - A collection of impression/click/spend/cost-per-click data by ad group by gender/age. Data is extracted from the AgeGenderAudienceReportRequest data object. For more information, see AgeGenderAudienceReportRequest

Call Detail - Data showing which accounts/campaigns/ad groups are driving the most completed phone calls. Collected from the CallDetailReportRequest data object. For more information, see CallDetailReportRequest

DSA Auto Target Performance - Data showing the performance of dynamic ad targets. Collected from the DSAAutoTargetPerformanceReportRequest data object. For more information, see DSAAutoTargetPerformanceReportRequest

DSA Search Query Performance - Data showing performance of ads by keyword. Extracted from the DSASearchQueryPerformanceReportRequest data object. For more information, see DSASearchQueryPerformanceReportRequest

Negative Keyword Conflict - Data showing which keywords / negative keywords are in conflict. Can be viewed at the campaign or ad group level. Data is retrieved from the NegativeKeywordConflictReportRequest data object. For more information, see NegativeKeywordConflictReportRequest

Product Partition Unit Performance - Data showing performance of product partition units. Extracted from the ProductPartitionPerformanceReportRequest data object. For more information, see ProductPartitionPerformanceReportRequest

Professional Demographics Audience - Performance data for campaigns/ad groups organized by company/industry/profession/job function. Data is retrieved from the ProfessionalDemographicsAudienceReportRequest data object. For more information, see ProfessionalDemographicsAudienceReportRequest

Search Query Performance - A collection of data showing which search strings are associated with your ads. Data is retrieved from the SearchQueryPerformanceReportRequest data object. For more information, see SearchQueryPerformanceReportRequest

User Location Performance - Data showing sources of traffic by location. Data is collected from the UserLocationPerformanceReportColumn data object. For more information, see UserLocationPerformanceReportColumn

Internal fields - In addition to the data schema details noted below, Panoply creates __updatetime and __senttime internal fields on all tables.

Account Performance

As noted above, account performance data is collected from the AccountPerformanceReportRequest data object. For more information, see AccountPerformanceReportRequest. In Panoply, the default table for this data is bingads_account_performance and contains the following fields:

Column Data Type Description
devicetype Text Type of device which showed ads
id Text Unique id of data element
conversions Number Count of conversions
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
lowqualitysophisticatedclicks Number Tracks sophisticated, but fake, clicks
accountname Text The account name
bidmatchtype Text Keyword bid match type
phonecalls Number Number of total calls to tracked number associated with ad
impressions Number Number of times ad has been displayed on search results pages
lowqualityconversions Number Number of conversions from low quality clicks
clickcalls Number Number of phone calls initiated by clicks
accountnumber Text Bing Ads account number
lowqualityimpressionspercent Number Low quality impressions as percentage ((LowQualityImpressions / Impressions) x 100)
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
currencycode Text Account currency type
lowqualitygeneralclicks Number Low quality clicks that are filtered out
accountstatus Text Account status
lowqualityclicks Number Clicks with low likelihood of commercial intent
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
gregoriandate Date Date of entry
phoneimpressions Number Number of times tracked phone number was displayed
network Text Bing Ads network/partner chosen for display
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
deviceos Text OS device is operating on
manualcalls Number Number of manually dialed calls to tracked phone number
lowqualityimpressions Number Number of impressions from low-quality keyword search
spend Number CPC summed for each click
averagecpc Number Average cost per click
accountid Number Account ID number
averageposition Number Average position of ad on website
ctr Text Click-through rate
lowqualityclickspercent Text Low-quality clicks as percentage
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
lowqualityconversionrate Text Low quality conversions as percentage
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Ad Extension by Ad

As noted above, ad extension by ad data is collected from the AdExtensionByAdReportRequest data object. For more information, see AdExtensionByAdReportRequest. In Panoply, the default table for this information is bingads_ad_extension_by_ad. The table contains the following data:

Column Data Type Description
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
id Text Unique id
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions reported by advertiser (optional)
deliveredmatchtype Text Match type used to deliver an ad
titlepart2 Text Title Part 2 of ad
campaignstatus Text The campaign status
accountname Text The account name
bidmatchtype Text Keyword bid match type
titlepart1 Text Title Part 1 of ad
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
clicktype Text Specific component of ad clicked (title/image/phone number/directions/sitelink/review)
adstatus Text Ad status
adextensiontype Text Type of ad extension
clicks Number Number of clicks recorded
accountstatus Text Account status
adextensionid Number Bing Ads identifier of ad extension
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
adextensionconversion Number Number of conversions from ad extension
deviceos Text OS device is operating on
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
adid Numner ID number of ad
spend Number CPC summed for each click
totalclicks Number Number of times ad extension was clicked (billable + non-billable)
averagecpc Number Average cost per click
accountid Number Account ID number
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Ad Extension Detail

As noted above, Ad Extension Detail data is collected from the AdExtensionDetailReportRequest data object. For more information see AdExtensionDetailReportRequest. The default Panoply table for this data is bingads_ad_extension_detail and contains the following data:

Column Data Type Description
adextensiontypeid Number Numerical code for type of ad extension. See Bing Ads docs for further detail
id Text Unique id
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
campaignstatus Text The campaign status
accountname Text The account name
bidmatchtype Text Keyword bid match type
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
network Text Bing Ads network/partner chosen for display
adstatus Text Ad status
adextensiontype Text Type of ad extension
clicks Number Number of clicks recorded
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
adextensionpropertyvalue Text Human readable ad extension property value
accountstatus Text Account status
adextensionid Number Bing Ads identifier of ad extension
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
adextensionversion Number Version attribute of ad extension
deviceos Text OS device is operating on
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
adid Number ID number of ad
averagecpc Number Average cost per click
devicetype Text Type of device which showed ads
spend Number CPC summed for each click
accountid Number Account ID number
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks

Ad Performance

As noted above, Ad Performance data is collected from the AdPerformanceReportRequest data object. For more information see AdPerformanceReportRequest. The default table for this data is bingads_ad_performance and contains the following information:

Column Data Type Description
adid Number ID number of ad
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
titlepart2 Text Title Part 2 of ad
campaignstatus Text The campaign status
accountname Text The account name
bidmatchtype Text Keyword bid match type
titlepart1 Text Title Part 1 of ad
campaignname Text The name of the campaign
adtype Text Type of ad
averageposition Number Average position of ad on website
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
adstatus Text Ad status
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
currencycode Text Account currency type
finalurl Text The Final URL of the ad, keyword, or criterion
addescription Text First ad description that appears below path in ad
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
accountstatus Text Account status
impressions Number Number of times ad has been displayed on search results pages
displayurl Text Ad display URL
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
path1 Text Path 1 attribute of ad
deviceos Text OS device is operating on
language Text Language of country ad is served in
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
spend Number CPC summed for each click
devicetype Text Type of device which showed ads
averagecpc Number Average cost per click
accountid Number Account ID number
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
path2 Text Path 2 attribute of ad
adlabels Text Labels applied to ad
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Age Gender Demographics

As noted above, data is extracted from the AgeGenderDemographicReportRequest data object. For more information, see AgeGenderDemographicReportRequest. In Panoply, the default table is bingads_age_gender_demographic and contains the following data:

Column Data Type Description
id Text Unique id of data element
adgroupid Number Bing Ads assigned ID for ad group
campaignstatus Text The campaign status
accountname Text The account name
estimatedconversions Number Estimated number of conversions
campaignname Text The name of the campaign
accountnumber Text Bing Ads account number
estimatedclicks Number The estimated number of times that an ad could be clicked by a particular age group or gender
addistribution Text Network where ads have been shown
estimatedimpressionpercent Number The estimated number of times an ad could be served to a particular age group or gender, divided by total number of estimated impressions
accountstatus Text Account status
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
agegroup Text Age group of audience. Possible values: 13-17, 18-24, 25-34, 35-49, 50-64, and 65+
estimatedctr Text Estimated click through rate
estimatedimpressions Number Estimated number of impressions
language Text Language of country ad is served in
campaignid Number ID number of campaign assigned by Bing Ads
gender Text Gender of ad audience
estimatedconversionrate Text Estimated number of the conversions that results in a sale or other measure to a particular age group or gender, divided by the estimated number of clicks by a particular age group or gender
accountid Number Account ID number
estimatedclickpercent Text The estimated number of times that an ad could be clicked by a particular age group or gender, divided by the total number of estimated clicks across the ad group (including estimated clicks for unknown age and gender demographics)

Campaign Performance

As noted above, Campaign Performance data is collected from the CampaignPerformanceReportRequest data object. For more information, see CampaignPerformanceReportRequest. The default Panoply table for this data is bingads_campaign_performance and contains the following values:

Column Data Type Description
lowqualityconversions Number Number of conversions from low quality clicks
id Text Unique id of data element
conversions Number Count of conversions
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
historicalqualityscore Number The historical quality score for each row is the value that was calculated for quality score on that date
accountname Text The account name
bidmatchtype Text Keyword bid match type
phonecalls Number Number of total calls to tracked number associated with ad
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
historicadrelevance Number Historical average of ad relevance scores back as far as 18 months from the current date
qualityscore Number Ad quality score
landingpageexperience Number An aggregate quality assessment of all landing pages on your site
accountnumber Text Bing Ads account number
lowqualityimpressionspercent Number Low quality impressions as percentage ((LowQualityImpressions / Impressions) x 100)
budgetassociationstatus Text Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column
clicks Number Number of clicks recorded
status Text Campaign status
addistribution Text Network where ads have been shown
currencycode Text Account currency type
lowqualitygeneralclicks Number Low quality clicks that are filtered out
historiclandingpageexperience Number Past landing page experiences aggregated for this date
accountstatus Text Account status
lowqualityclicks Number Clicks with low likelihood of commercial intent
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
devicetype Text Type of device which showed ads
clickcalls Number Number of phone calls initiated by clicks
gregoriandate Date Date of entry
phoneimpressions Number Number of times tracked phone number was displayed
network Text Bing Ads network/partner chosen for display
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
adrelevance Number Current relevance score of ad
deviceos Text OS device is operating on
campaignid Number ID number of campaign assigned by Bing Ads
manualcalls Number Number of manually dialed calls to tracked phone number
historicexpectedctr Number Expected CTR based on historic data
lowqualityimpressions Number Number of impressions from low-quality keyword search
spend Number CPC summed for each click
lowqualitysophisticatedclicks Number Tracks sophisticated, but fake, clicks
averagecpc Number Average cost per click
expectedctr Number How well your keyword competes against other keywords targeting the same traffic
accountid Number Account ID number
averageposition Number Average position of ad on website
ctr Text Click-through rate
lowqualityclickspercent Text Low-quality clicks as percentage
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
lowqualityconversionrate Text Low quality conversions as percentage
trackingtemplate Text The current tracking template for the campaign
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

DSA Category Performance

As noted above, data in this table comes from the DSACategoryPerformanceReportRequest data object. For more information, see DSACategoryPerformanceReportRequest. The default Panoply table is bingads_dsa_category_performance and contains the following data:

Column Data Type Description
AccountId Number The Bing Ads assigned identifier of an account.
accountname Text The name of the account
accountnumber Text Bing Ads account number
accountstatus Text Account status
addistribution Text Network where ads have been shown
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adgroupstatus Text Status of ad group
adid Numner ID number of ad
adstatus Text Ad status
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
averagecpc Number Average cost per click
averageposition Number Average position of ad on website
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
campaignstatus Text The campaign status
Category0 Text Top level category matched to website by Bing
Category1 Text Mid level category matched to website by Bing
Category2 Text Low level category matched to website by Bing
clicks Number Number of clicks recorded
conversionrate Text # conversions / total # clicks
conversions Number Count of conversions
CostPerAssist Number The cost per assist. The formula for calculating the cost per assist is (Spend / Assists)
CostPerConversion Number The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions)
ctr Text Click-through rate
deviceos Text OS device is operating on
devicetype Text Type of device which showed ads
impressions Number Number of times ad has been displayed on search results pages
language Text Language of country ad is served in
network Text Bing Ads network/partner chosen for display
returnonadspend Text Return on ad spend (revenue/spend)
revenue Number Amount of revenue from conversions reported by advertiser (optional)
RevenuePerAssist Number The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists)
revenueperconversion Number Revenue per conversion
spend Number CPC summed for each click
TimePeriod Text Time period of each report row. May not be included depending on settings
topvsother Text Indicator of whether ad was displayed in top position or elsewhere

Geographic Performance

As noted above, the data in this table is collected from the GeographicPerformanceReportRequest data object. For more information, see GeographicPerformanceReportRequest. The default table in Panoply is bingads_geographic_performance and contains the following data:

Column Data Type Description
locationtype Text The location type used to deliver ads
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
campaignstatus Text The campaign status
accountname Text The account name
bidmatchtype Text Keyword bid match type
radius Number The geographic radius where the user was physically located when they clicked the ad
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
countryorregion Text The country where the user was physically located when they clicked the ad
city Text City where user was located when clicking ad
averageposition Number Average position of ad on website
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
state Text State where user was located when clicking ad
locationid Number Bing Ads identifier for location of user when clicking
metroarea Text Metro area (Nielsen DMA if US) where user was located when clicking
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
currencycode Text Account currency type
accountstatus Text Account status
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
devicetype Text Type of device which showed ads
mostspecificlocation Text The most specific location used to deliver ads
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
county Text County where user was located
deviceos Text OS device is operating on
language Text Language of country ad is served in
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
spend Number CPC summed for each click
averagecpc Number Average cost per click
accountid Number Account ID number
postalcode Text Postal code in which user was located at time of click
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Product Match Count

As noted above, this data is retrieved from the ProductMatchCountReportRequest data object. For more information, see ProductMatchCountReportRequest. The standard Panoply table for this data is bingads_product_match_count and contains the following data:

Column Data Type Description
accountid Number Account ID number
accountname Text The name of the account
accountnumber Text Bing Ads account number
AdGroupCriterionId Number Bing Ads assigned ID of ad group criterion
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
campaignid Number ID number of campaign assigned by Bing Ads
CustomerId Number Customer ID number
CustomerName Text Customer name
MatchedProductsAtAdGroup Text The number of products per ad group that matched your product group targets
MatchedProductsAtCampaign Text The number of products per campaign that matched your product group targets.
MatchedProductsAtProductGroup Text The number of products per product group that matched your product group targets
PartitionType Text The product partition type
ProductGroup Text Slash-delimited list of product conditions

Product Search Query Performance

As noted above, this data is retrieved from the ProductSearchQueryPerformanceReportRequest data object. For more information, see ProductSearchQueryPerformanceReportRequest. In Panoply, the default table is labeled bingads_product_search_query_performance and contains the following data:

Column Data Type Description
accountid Number Account ID number
accountname Text The name of the account
accountnumber Text Bing Ads account number
AdGroupCriterionId Number Bing Ads assigned ID of ad group criterion
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adid Number ID number of ad
AssistedClicks Number Clicks on your ads that have received co-bids from your manufacturer partners
AssistedImpressions Number 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 Bing Network
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
averagecpc Number Average cost per click
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
clicks Number Number of clicks recorded
clicktype Text Specific component of ad clicked (title/image/phone number/directions/sitelink/review)
ClickTypeId Number Click type ID
conversionrate Text # conversions / total # clicks
conversions Number Count of conversions
CostPerAssist Number The cost per assist. The formula for calculating the cost per assist is (Spend / Assists)
costperconversion Number Cost per conversion
ctr Text Click-through rate
CustomerId Number Customer ID number
CustomerName Text Customer name
DestinationUrl Text The destination URL attribute of the ad, keyword, or ad group criterion
deviceos Text OS device is operating on
devicetype Text Type of device which showed ads
impressions Number Number of times ad has been displayed on search results pages
language Text Language of country ad is served in
MerchantProductId Number Unique identifier provided by a merchant for each product
network Text Bing Ads network/partner chosen for display
PartitionType Text The product partition type
ProductGroup Text Slash-delimited list of product conditions
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
RevenuePerAssist Number The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists)
revenueperconversion Number Revenue per conversion
searchquery Text The search term used by your potential audience
spend Number CPC summed for each click
TimePeriod Text Time period of each report row. May not be included depending on settings
Title Text Product item name. E.g. title of a book, DVD, or game
TotalClicksOnAdElements Number Total number of clicks when ad element was present in ad copy

Publisher Usage Performance

As noted above, this data is collected from the PublisherUsagePerformanceReportRequest data object. For more information, see PublisherUsagePerformanceReportRequest. The default table for this data in Panoply is bingads_publisher_usage_performance and contains the following data:

Column Data Type Description
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
campaignstatus Text The campaign status
accountname Text The account name
bidmatchtype Text Keyword bid match type
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
averageposition Number Average position of ad on website
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
currencycode Text Account currency type
accountstatus Text Account status
devicetype Text Type of device which showed ads
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
publisherurl Text URL of the publishing site
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
deviceos Text OS device is operating on
language Text Language of country ad is served in
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
spend Number CPC summed for each click
averagecpc Number Average cost per click
accountid Number Account ID number
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Share of Voice

As noted above, this data is collected from the ShareOfVoiceReportRequest data object. For more information, see ShareOfVoiceReportRequest. The default table in Panoply is bingads_share_of_voice and contains the following data:

Column Data Type Description
accountstatus Text Account status
id Text Unique id of data element
conversions Number Count of conversions
keywordlabels Text The labels applied to the keyword
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
deliveredmatchtype Text Match type used to deliver an ad
campaignstatus Text The campaign status
accountname Text The name of the account
bidmatchtype Text Keyword bid match type
currentmaxcpc Number Max cpc bid in effect at time of report generation
campaignname Text The name of the campaign
impressionlosttoexpectedctrpercent Text The percentage of impression share lost due to low expected click-through rate
impressions Number Number of times ad has been displayed on search results pages
impressionlosttoadrelevancepercent Text The percentage of impression share lost due to low ad relevance. Empty if no data available.
qualityscore Number Ad quality score
landingpageexperience Number An aggregate quality assessment of all landing pages on your site
averageposition Number Average position of ad on website
impressionlosttobidpercent Text Percentage of time your ads would have been displayed to users, but were not due to low bid and/or quality score
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
impressionlosttobudgetpercent Text Estimated percentage of impressions lost due to daily or monthly budget issues
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
impressionsharepercent Text Estimated percentage of impressions (of total share of targeted market)
language Text Language of country ad is served in
devicetype Text Type of device which showed ads
clicksharepct Text Percentage of clicks that went to your ads out of all of prospective customer’s clicks
adgroupstatus Text Status of ad group
impressionlosttorankpercent Text Estimated percentage of impressions ad did not receive due to issues with ad ranking
gregoriandate Date Date of entry
bidstrategytype Text Bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa
adrelevance Number Current relevance score of ad
keyword Text The text of the keyword
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
impressionlosttorelevancepercent Number Deprecated. Used Internally at Bing
exactmatchimpressionsharepercent Text Estimated percentage of impressions that campaign received for searches that exactly matched keyword, out of total eligible exact matches
spend Number CPC summed for each click
keywordid Number Bing Ads ID of keyword
keywordstatus Text Status of keyword
averagecpc Number Average cost per click
expectedctr Number How well your keyword competes against other keywords targeting the same traffic
accountid Number Account ID number
conversionrate Text # conversions / total # clicks
costperconversion Number Cost per conversion

Ad Dynamic Text Performance

As noted above, data is collected from the AdDynamicTextPerformanceReportRequest data object. For more information, see AdDynamicTextPerformanceReportRequest. The default table in Panoply is bingads_ad_dynamic_text_performance and contains the following data:

Column Data Type Description
language Text Language of country ad is served in
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
titlepart2 Text Title Part 2 of ad
adlabels Text Labels applied to ad
accountname Text The name of the account
titlepart1 Text Title Part 1 of ad
impressions Number Number of times ad has been displayed on search results pages
adtype Text Type of ad
averageposition Number Average position of ad on website
accountnumber Text Bing Ads account number
adstatus Text Ad status
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
currencycode Text Account currency type
accountstatus Text Account status
adid Number ID number of ad
addescription Text First ad description that appears below path in ad
devicetype Text Type of device which showed ads
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
path1 Text Path 1 attribute of ad
keyword Text The text of the keyword
ctr Text Click-through rate
spend Number CPC summed for each click
keywordstatus Text Status of keyword
averagecpc Number Average cost per click
accountid Number Account ID number
path2 Text Path 2 attribute of ad
conversionrate Text # conversions / total # clicks
costperconversion Number Cost per conversion

Ad Extension by Keyword

As noted above, this data is retrieved from the AdExtensionByKeywordReportRequest data object. For more information, see AdExtensionByKeywordReportRequest. The default table in Panoply is bingads_ad_extension_by_keyword and contains the following data:

Column Data Type Description
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions reported by advertiser (optional)
deliveredmatchtype Text Match type used to deliver an ad
campaignstatus Text The campaign status
accountname Text The name of the account
bidmatchtype Text Keyword bid match type
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
clicktype Text Specific component of ad clicked (title/image/phone number/directions/sitelink/review)
adextensiontype Text Type of ad extension
clicks Number Number of clicks recorded
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
accountstatus Text Account status
adextensionid Number Bing Ads identifier of ad extension
devicetype Text Type of device which showed ads
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
adextensionversion Number Version attribute of ad extension
deviceos Text OS device is operating on
keyword Text The text of the keyword
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
spend Number CPC summed for each click
totalclicks Number Number of times ad extension was clicked (billable + non-billable)
keywordid Number Bing Ads ID of keyword
keywordstatus Text Status of keyword
averagecpc Number Average cost per click
accountid Number Account ID number
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Ad Group Performance

As noted above, this data is collected from the AdGroupPerformanceReportRequest data object. For more information, see AdGroupPerformanceReportRequest. The default table in Panoply is labeled bingads_ad_group_performance and contains the following data:

Column Data Type Description
historiclandingpageexperience Number Numerical encoding of landing page experience on this date in the past
bidmatchtype Text Keyword bid match type
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
historicexpectedctr Number Expected CTR based on historic data
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions reported by advertiser (optional)
deliveredmatchtype Text Match type used to deliver an ad
historicalqualityscore Number The historical quality score for each row is the value that was calculated for quality score on that date
campaignstatus Text The campaign status
accountname Text The name of the account
phonecalls Number Number of total calls to tracked number associated with ad
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
historicaladrelevance Number Historical average of ad relevance scores as far as 18 months from the current date
qualityscore Number Ad quality score
clickcalls Number Number of phone calls initiated by clicks
averageposition Number Average position of ad on website
accountnumber Text Bing Ads account number
landingpageexperience Number An aggregate quality assessment of all landing pages on your site
clicks Number Number of clicks recorded
status Text Campaign status
addistribution Text Network where ads have been shown
impressionsharepercent Text Estimated percentage of impressions (of total share of targeted market)
currencycode Text Account currency type
id Text Unique id
accountstatus Text Account status
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
devicetype Text Type of device which showed ads
spend Number CPC summed for each click
gregoriandate Date Date of entry
phoneimpressions Number Number of times tracked phone number was displayed
network Text Bing Ads network/partner chosen for display
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
adrelevance Number Current relevance score of ad
deviceos Text OS device is operating on
language Text Language of country ad is served in
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
manualcalls Number Number of manually dialed calls to tracked phone number
exactmatchimpressionsharepercent Text Estimated percentage of impressions that campaign received for searches that exactly matched keyword, out of total eligible exact matches
averagecpc Number Average cost per click
expectedctr Number How well your keyword competes against other keywords targeting the same traffic
accountid Number Account ID number
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Age Gender Audience

As noted above, this data is collected from the AgeGenderAudienceReportRequest data object. For more information, see AgeGenderAudienceReportRequest. Panoply’s default table is bingads_age_gender_audience and contains the following data:

Column Data Type Description
addistribution Text Network where ads have been shown
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions reported by advertiser (optional)
campaignstatus Text The campaign status
accountname Text The name of the account
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
extendedcost Number Cost information that is optionally provided by advertisers, including non-advertising costs, taxes, and shipping
accountnumber Text Bing Ads account number
clicks Number Number of clicks recorded
accountstatus Text Account status
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
agegroup Text Age group of audience. Possible values: 13-17, 18-24, 25-34, 35-49, 50-64, and 65+
language Text Language of country ad is served in
campaignid Number ID number of campaign assigned by Bing Ads
gender Text Gender of ad audience
spend Number CPC summed for each click
accountid Number Account ID number

Call Detail

As noted above,this data is collected from the CallDetailReportRequest data object. For more information, see CallDetailReportRequest. The default table in Panoply is labeled `

Column Data Type Description
AccountId Number The Bing Ads assigned identifier of an account.
accountname Text The name of the account
accountnumber Text Bing Ads account number
accountstatus Text Account status
addistribution Text Network where ads have been shown
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adgroupstatus Text Status of ad group
areacode Number The area code where the user was physically located when they clicked the ad
CallStatus Text Call status. Deprecated.
CallTypeName Text The name of the call type. Deprecated.
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
campaignstatus Text The campaign status
city Text City where user was located when clicking ad
Duration Number Duration of forwarded call
endtime Time End time of call
starttime Time Starttime of call
state Text State where user was located when clicking ad

DSA Auto Target Performance

As noted above, this data is collected from the DSAAutoTargetPerformanceReportRequest data object. For more information, see DSAAutoTargetPerformanceReportRequest. The default table name in Panoply is bingads_dsa_auto_target_performance and contains the following data:

Column Data Type Description
AccountId Number The Bing Ads assigned identifier of an account.
accountname Text The name of the account
accountnumber Text Bing Ads account number
accountstatus Text Account status
addistribution Text Network where ads have been shown
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adgroupstatus Text Status of ad group
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
averagecpc Number Average cost per click
averageposition Number Average position of ad on website
bidstrategytype Text Bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
campaignstatus Text The campaign status
clicks Number Number of clicks recorded
conversionrate Text # conversions / total # clicks
conversions Number Count of conversions
CostPerAssist Number The cost per assist. The formula for calculating the cost per assist is (Spend / Assists)
costperconversion Number Cost per conversion
ctr Text Click-through rate
customparameters Text Custom parameters of the ad
deviceos Text OS device is operating on
devicetype Text Type of device which showed ads
DynamicAdTarget Text The dynamic ad target or webpage condition that Bing matched to your website
DynamicAdTargetId Number The Bing Ads assigned identifier of the dynamic ad target
DynamicAdTargetStatus Text Status of dynamic ad target
impressions Number Number of times ad has been displayed on search results pages
language Text Language of country ad is served in
network Text Bing Ads network/partner chosen for display
returnonadspend Text Return on ad spend (revenue/spend)
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
RevenuePerAssist Number The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists)
revenueperconversion Number Revenue per conversion
spend Number CPC summed for each click
TimePeriod Text Time period of each report row. May not be included depending on settings
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
trackingtemplate Text The current tracking template for the campaign
WebsiteCoverage Number Score (range 0.0 to 1.0) indicating percentage of pages in requested language that belong to a particular domain (out of all pages Bing has indexed for the same language)

DSA Search Query Performance

As noted above, this data is extracted from the DSASearchQueryPerformanceReportRequest data object. For more information, see DSASearchQueryPerformanceReportRequest. The default table is labeled by Panoply as bingads_dsa_search_query_performance

Column Data Type Description
AccountId Number The Bing Ads assigned identifier of an account.
accountname Text The name of the account
accountnumber Text Bing Ads account number
accountstatus Text Account status
addistribution Text Network where ads have been shown
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adgroupstatus Text Status of ad group
adid Number ID number of ad
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
averagecpc Number Average cost per click
averageposition Number Average position of ad on website
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
campaignstatus Text The campaign status
CategoryList Text The list of categories that Bing matched to your website
clicks Number Number of clicks recorded
conversionrate Text # conversions / total # clicks
conversions Number Count of conversions
CostPerAssist Number The cost per assist. The formula for calculating the cost per assist is (Spend / Assists)
costperconversion Number Cost per conversion
ctr Text Click-through rate
CustomerId Number Customer ID number
CustomerName Text Customer name
deviceos Text OS device is operating on
devicetype Text Type of device which showed ads
DynamicAdTarget Text The dynamic ad target or webpage condition that Bing matched to your website
DynamicAdTargetId Number The Bing Ads assigned identifier of the dynamic ad target
FeedUrl Boolean 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
finalurl Text The Final URL of the ad, keyword, or criterion
Headline Text The Dynamic Search Ad headline that was dynamically generated by Bing Ads
impressions Number Number of times ad has been displayed on search results pages
LandingPageTitle Text The title of your webpage where the search user landed
language Text Language of country ad is served in
network Text Bing Ads network/partner chosen for display
returnonadspend Text Return on ad spend (revenue/spend)
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
RevenuePerAssist Number The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists)
revenueperconversion Number Revenue per conversion
searchquery Text The search term used by your potential audience
spend Number CPC summed for each click
TimePeriod Text Time period of each report row. May not be included depending on settings
topvsother Text Indicator of whether ad was displayed in top position or elsewhere

Negative Keyword Conflict

As noted above, this data is retrieved from the NegativeKeywordConflictReportRequest data object. For more information, see NegativeKeywordConflictReportRequest. Panoply’s default table for this information is labeled bingads_negative_keyword_conflict and contains the following data:

Column Data Type Description
id Text Unique id of data element
adgroupid Number Bing Ads assigned ID for ad group
negativekeywordlistid Number Bing ID of negative keyword list
adgroupname Text Name of ad group
campaignstatus Text The campaign status
accountstatus Text Account status
accountname Text The name of the account
bidmatchtype Text Keyword bid match type
negativekeywordid Number Bing Ads ID of negative keyword
campaignname Text The name of the campaign
adgroupstatus Text Status of ad group
keyword Text The text of the keyword
accountnumber Text Bing Ads account number
campaignid Number ID number of campaign assigned by Bing Ads
keywordid Number Bing Ads ID of keyword
negativekeywordlistname Text Negative keyword list name
negativekeyword Text The text of the negative keyword
keywordstatus Text Status of keyword
conflictlevel Text Entity level where keyword and negative keyword conflict occurs
negativekeywordmatchtypedesc Text Type of match to compare negative keyword and the user’s search term. Possible values for a negative keyword are Exact and Phrase.
accountid Number Account ID number

Product Partition Unit Performance

As noted above, this data is extracted from the ProductPartitionPerformanceReportRequest data object. For more information, see ProductPartitionPerformanceReportRequest. Default table name in Panoply is bingads_product_partition_unit_performance

Column Data Type Description
accountid Number Account ID number
accountname Text The name of the account
accountnumber Text Bing Ads account number
accountstatus Text Account status
AdGroupCriterionId Number Bing Ads assigned ID of ad group criterion
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adgroupstatus Text Status of ad group
adid Numner ID number of ad
adstatus Text Ad status
AssistedClicks Number Clicks on your ads that have received co-bids from your manufacturer partners
AssistedImpressions Number 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 Bing Network
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
averagecpc Number Average cost per click
bidmatchtype Text Keyword bid match type
bidstrategytype Text Bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
campaignstatus Text The campaign status
clicks Number Number of clicks recorded
conversionrate Text # conversions / total # clicks
conversions Number Count of conversions
CostPerAssist Number The cost per assist. The formula for calculating the cost per assist is (Spend / Assists)
CostPerConversion Number The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions)
ctr Text Click-through rate
currencycode Text Account currency type
currentmaxcpc Number Max cpc bid in effect at time of report generation
customparameters Text Custom parameters of the ad
deliveredmatchtype Text Match type used to deliver an ad
DestinationUrl Text The destination URL attribute of the ad, keyword, or ad group criterion
devicetype Text Type of device which showed ads
impressions Number Number of times ad has been displayed on search results pages
language Text Language of country ad is served in
LocalStoreCode Text An alphanumeric identifier defined by the merchant to uniquely identify each local store
network Text Bing Ads network/partner chosen for display
ProductGroup Text Slash-delimited list of product conditions
returnonadspend Text Return on ad spend (revenue/spend)
revenue Number Amount of revenue from conversions reported by advertiser (optional)
RevenuePerAssist Number The revenue per assist. The formula for calculating the revenue per assist is (Revenue / Assists)
revenueperconversion Number Revenue per conversion
spend Number CPC summed for each click
TimePeriod Text Time period of each report row. May not be included depending on settings
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
trackingtemplate Text The current tracking template for the campaign

Professional Demographics Audience

As noted above, this data is collected from the ProfessionalDemographicsAudienceReportRequest data object. For more information, see ProfessionalDemographicsAudienceReportRequest. In Panoply, the default table name is bingads_professional_demographics_audience and contains the following data:

Column Data Type Description
AccountId Number The Bing Ads assigned identifier of an account.
accountname Text The name of the account
accountnumber Text Bing Ads account number
accountstatus Text Account status
addistribution Text Network where ads have been shown
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
adgroupstatus Text Status of ad group
adid Number ID number of ad
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
campaignid Number ID number of campaign assigned by Bing Ads
campaignname Text The name of the campaign
campaignstatus Text The campaign status
clicks Number Number of clicks recorded
CompanyName Text Name of company of ad viewer (sourced from LinkedIn)
conversions Number Count of conversions
impressions Number Number of times ad has been displayed on search results pages
IndustryName Text The name of the industry (according to LinkedIn) of the person who viewed the ad
JobFunctionName Text The name of the job function (according to LinkedIn) of the person who viewed the ad
language Text Language of country ad is served in
revenue Number Amount of revenue from conversions reported by advertiser (optional)
spend Number CPC summed for each click
TimePeriod Text Time period of each report row. May not be included depending on settings

Search Query Performance

As noted above, this data is retrieved from the SearchQueryPerformanceReportRequest data object. For more information, see SearchQueryPerformanceReportRequest. The default table in Panoply is labeled bingads_search_query_performance and contains the following data:

Column Data Type Description
adid Number ID number of ad
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
searchquery Text The search term used by your potential audience
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions (optionally) reported by advertiser
deliveredmatchtype Text Match type used to deliver an ad
accountname Text The name of the account
bidmatchtype Text Keyword bid match type
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
averageposition Number Average position of ad on website
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
adstatus Text Ad status
adtype Text Type of ad
clicks Number Number of clicks recorded
status Text Campaign status
accountstatus Text Account status
language Text Language of country ad is served in
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
adgroupstatus Text Status of ad group
gregoriandate Date Date of entry
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
campaigntype Text Type of campaign
deviceos Text OS device is operating on
keyword Text The text of the keyword
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
spend Number CPC summed for each click
keywordid Number Bing Ads ID of keyword
devicetype Text Type of device which showed ads
keywordstatus Text Status of keyword
averagecpc Number Average cost per click
accountid Number Account ID number
conversionrate Text # conversions / total # clicks
returnonadspend Text Return on ad spend (revenue/spend)
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

User Location Performance

As noted above, this data is collected from the UserLocationPerformanceReportColumn data object. For more information, see UserLocationPerformanceReportColumn. The default table name in Panoply is bingads_user_location_performance and contains the following data:

Column Data Type Description
currencycode Text Account currency type
id Text Unique id of data element
conversions Number Count of conversions
adgroupid Number Bing Ads assigned ID for ad group
adgroupname Text Name of ad group
revenue Number Amount of revenue from conversions reported by advertiser (optional)
deliveredmatchtype Text Match type used to deliver an ad
accountname Text The name of the account
bidmatchtype Text Keyword bid match type
radius Number The geographic radius where the user was physically located when they clicked the ad
campaignname Text The name of the campaign
impressions Number Number of times ad has been displayed on search results pages
countryorregion Text The country where the user was physically located when they clicked the ad
city Text City where user was located when clicking ad
averageposition Number Average position of ad on website
network Text Bing Ads network/partner chosen for display
accountnumber Text Bing Ads account number
state Text State where user was located when clicking ad
locationid Number Bing Ads identifier for location of user when clicking
queryintentlocationid Number The location identifier if the user’s geographical intent can be determined
metroarea Text Metro area (Nielsen DMA if US) where user was located when clicking
clicks Number Number of clicks recorded
addistribution Text Network where ads have been shown
assists Number Number of clicks on this ad that preceded conversion on other ads in same account
devicetype Text Type of device which showed ads
county Text County where user was located
gregoriandate Date Date of entry
topvsother Text Indicator of whether ad was displayed in top position or elsewhere
deviceos Text OS device is operating on
language Text Language of country ad is served in
ctr Text Click-through rate
campaignid Number ID number of campaign assigned by Bing Ads
queryintentcountry Text The name of a country if the user’s geographical intent can be determined
spend Number CPC summed for each click
averagecpc Number Average cost per click
accountid Number Account ID number
postalcode Text Postal code in which user was located at time of click
returnonadspend Text Return on ad spend (revenue/spend)
conversionrate Text # conversions / total # clicks
queryintentstate Text The name of a state if the user’s geographical intent can be determined
queryintentcounty Text The name of a county if the user’s geographical intent can be determined
queryintentdma Text The name of a metro area (Nielsen DMA® in the United States) if the user’s geographical intent can be determined
queryintentcity Text The name of a city if the user’s geographical intent can be determined
revenueperconversion Number Revenue per conversion
costperconversion Number Cost per conversion

Bing Ads API Release Notes

Recent changes to Bing Ads’ API will be tracked here in tabular format before they are added to the above tables. Check here first for information on recent changes to data fields and table structures. Results as of April 3, 2019 are shown in the table below.

Part 1

Report Name Deprecations Renaming
Account Performance Removed the following fields - ImpressionSharePercent - ImpressionLostToBudgetPercent - ImpressionLostToRankPercent - ImpressionLostToBidPercent - ImpressionLostToAdRelevancePercent - ImpressionLostToExpectedCtrPercent - ExactMatchImpressionSharePercent Rename header field - GregorianDate to TimePeriod
Ad Dynamic Text Performance n/a Rename header field - GregorianDate to TimePeriod
Ad Extension By Ad n/a Rename header field - GregorianDate to TimePeriod
Ad Extension By Keyword n/a Rename header field - GregorianDate to TimePeriod
Ad Extension Detail n/a Rename header field - GregorianDate to TimePeriod
Ad Group Performance Removed the following fields - BusinessCategoryId - BusinessCategoryName - BusinessListingId - BusinessListingName - ExactMatchImpressionSharePercent - ImpressionLostToAdRelevancePercent - ImpressionLostToBidPercent - ImpressionLostToBudgetPercent - ImpressionLostToExpectedCtrPercent - ImpressionLostToRankPercent - ImpressionSharePercent Remove id header - BusinessListingId - BusinessListingName Rename the fields with Historic word to Historical - HistoricAdRelevance, - HistoricExpectedCtr - HistoricLandingPageExperience - HistoricQualityScore Rename header field - GregorianDate to TimePeriod
Ad Performance Removed the following fields - BusinessListingId - BusinessListingName - BusinessCategoryId - BusinessCategoryName Rename - FinalURL to FinalUrl - FinalMobileURL to FinalMobileUrl - FinalAppURL to FinalAppUrl Rename header field - GregorianDate to TimePeriod
Age Gender Audience n/a Rename header field - GregorianDate to TimePeriod
Age Gender Demographic n/a Rename header field - GregorianDate to TimePeriod
Call Detail n/a n/a
Campaign Performance Remove the following fields - ImpressionSharePercent - ImpressionLostToBudgetPercent - ImpressionLostToRankPercent - ImpressionLostToBidPercent - ImpressionLostToAdRelevancePercent - ImpressionLostToExpectedCtrPercent Rename Status to CampaignStatus Rename the fields with Historic word to Historical - HistoricAdRelevance, - HistoricExpectedCtr - HistoricLandingPageExperience - HistoricQualityScore Rename header field - GregorianDate to TimePeriod
DSA Auto Target Performance   Rename header field - GregorianDate to TimePeriod
DSA Category Performance   Rename header field - GregorianDate to TimePeriod
DSA Search Query Performance   Rename header field - GregorianDate to TimePeriod
Geographic Performance   Rename header field - GregorianDate to TimePeriod
Negative Keyword Conflict n/a n/a
Product Match Count n/a n/a
Product Partition Unit Performance   Rename header field - GregorianDate to TimePeriod
Product Search Query Performance   Rename header field - GregorianDate to TimePeriod
Professional Demographics Audience   Rename header field - GregorianDate to TimePeriod
Publisher Usage Performance   Rename header field - GregorianDate to TimePeriod
Search Query Performance   Rename header field - GregorianDate to TimePeriod
Share of Voice   Rename header field - GregorianDate to TimePeriod
User Location Performance   Rename header field - GregorianDate to TimePeriod - CountryOrRegion to Country

Part 2

Report Name Legacy Primary Key ID pattern New Primary Key ID pattern Reference
Account Performance AccountId AdDistribution AccountNumber GregorianDate CurrencyCode AdDistribution DeviceType DeviceOS Network TopVsOther BidMatchType DeliveredMatchType AccountId AccountNumber AdDistribution BidMatchType CurrencyCode DeliveredMatchType DeviceOS DeviceType Network TimePeriod TopVsOther https://docs.microsoft.com/en-us/bingads/guides/reports?view=bingads-12#columnrestrictions
Ad Dynamic Text Performance GregorianDate Keyword AdId AdGroupName Keyword AdId AdType DestinationUrl Param1 Param2 Param3 CurrencyCode AdDistribution AveragePosition DeviceType Language TitlePart1 TitlePart2 Path1 Path2 AdLabels AccountId AdDistribution AdGroupId AdGroupName AdId AdLabels AdType CurrencyCode DestinationUrl DeviceType Keyword Language Param1 Param2 Param3 Path1 Path2 TimePeriod TitlePart1 TitlePart2  
Ad Extension By Ad GregorianDate AdId CampaignId AdGroupId AdId AdExtensionType DeviceType DeviceOS ClickType AdExtensionId AdExtensionVersion AccountId BidMatchType DeliveredMatchType Network TopVsOther AccountId AdExtensionId AdExtensionType AdExtensionVersion AdGroupId AdId BidMatchType CampaignId ClickType DeliveredMatchType DeviceOS DeviceType Network TimePeriod TopVsOther  
Ad Extension By Keyword CampaignName KeywordId GregorianDate CampaignId AdGroupId KeywordId AdExtensionType DeviceType DeviceOS ClickType AdExtensionId AdExtensionVersion AccountId BidMatchType DeliveredMatchType Network TopVsOther AccountId AdExtensionId AdExtensionType AdExtensionVersion AdGroupId BidMatchType CampaignId CampaignName ClickType DeliveredMatchType DeviceOS DeviceType KeywordId Network TimePeriod TopVsOther  
Ad Extension Detail GregorianDate AdId AdExtensionPropertyValue AccountId GregorianDate CampaignId AdGroupId AdId AdExtensionTypeId AdExtensionId DeviceType DeviceOS BidMatchType DeliveredMatchType Network TopVsOther AccountId AdExtensionId AdExtensionPropertyValue AdExtensionTypeId AdExtensionVersion AdGroupId AdId BidMatchType CampaignId DeliveredMatchType DeviceOS DeviceType Network TimePeriod TopVsOther  
Ad Group Performance CampaignName GregorianDate AdGroupName AdDistribution AdGroupLabels AdDistribution CurrencyCode DeliveredMatchType DeviceOS DeviceType Network DeviceOS Language CampaignId TopVsOther BusinessListingId BusinessListingName AccountId AdDistribution AdGroupId AdGroupLabels AdGroupName BidMatchType CampaignId CampaignName CurrencyCode CustomParameters DeliveredMatchType DeviceOS DeviceType Language Network TimePeriod TopVsOther https://docs.microsoft.com/en-us/bingads/guides/reports?view=bingads-12#columnrestrictions https://docs.microsoft.com/en-us/bingads/guides/migration-guide?view=bingads-12#reporting-historical-columns https://docs.microsoft.com/en-us/bingads/guides/migration-guide?view=bingads-12#reporting-internalcolumns
Ad Performance CampaignName GregorianDate AdGroupName AdId TitlePart1 TitlePart2 AveragePosition Network TopVsOther DeviceOS DeviceType DeliveredMatchType AccountId AdDistribution AdGroupId AdGroupName AdId BidMatchType CampaignId CampaignName DeliveredMatchType DeviceOS DeviceType Language Network TimePeriod TitlePart1 TitlePart2 TopVsOther https://docs.microsoft.com/en-us/bingads/guides/migration-guide?view=bingads-12#reporting-internalcolumns https://docs.microsoft.com/en-us/bingads/guides/migration-guide?view=bingads-12#reporting-downloadedcolumns
Age Gender Audience CampaignName AgeGroup Gender AccountId GregorianDate CampaignId AdGroupId AdDistribution Language AccountId AdDistribution AdGroupId AgeGroup CampaignId CampaignName Gender Language TimePeriod  
Age Gender Demographic CampaignName AgeGroup Gender GregorianDate AccountId AdDistribution AdGroupId AgeGroup CampaignId CampaignName Gender Language TimePeriod  
Call Detail CampaignName AdGroupId CallTypeName StartTime EndTime CallTypeName AreaCode City State AccountId CampaignId AdGroupId AccountId AdGroupId AreaCode CallTypeName CampaignId CampaignName City EndTime StartTime State No changes
Campaign Performance CampaignName GregorianDate DeviceOS TopVsOther Network DeviceType DeliveredMatchType AccountId AdDistribution BidMatchType CampaignId CampaignName DeliveredMatchType DeviceOS DeviceType Network TimePeriod TopVsOther https://docs.microsoft.com/en-us/bingads/guides/reports?view=bingads-12#columnrestrictions https://docs.microsoft.com/en-us/bingads/guides/migration-guide?view=bingads-12#reporting-historical-columns https://docs.microsoft.com/en-us/bingads/guides/migration-guide?view=bingads-12#reporting-internalcolumns
DSA Auto Target Performance GregorianDate AccountNumber CampaignId AdGroupId AdDistribution Language Network TopVsOther DeviceType DeviceOS BidStrategyType TrackingTemplate CustomParameters DynamicAdTargetId AccountId AccountNumber AdDistribution AdGroupId BidStrategyType CampaignId CustomParameters DeviceOS DeviceType DynamicAdTarget DynamicAdTargetId Language Network TimePeriod TopVsOther TrackingTemplate  
DSA Category Performance GregorianDate CampaignName AdId AccountNumber CampaignId AdGroupId Category0 Category1 Category2 AdDistribution Language Network TopVsOther DeviceType DeviceOS AccountId AccountNumber AdDistribution AdGroupId AdId CampaignId CampaignName Category0 Category1 Category2 DeviceOS DeviceType Language Network TimePeriod TopVsOther  
DSA Search Query Performance GregorianDate SearchQuery AdId AccountNumber CampaignId AdGroupId AdId SearchQuery Headline CategoryList LandingPageTitle FinalUrl DynamicAdTargetId AdDistribution Language Network TopVsOther DeviceType DeviceOS AccountId AccountNumber AdDistribution AdGroupId AdId CampaignId CategoryList DeviceOS DeviceType DynamicAdTargetId FinalUrl Headline LandingPageTitle Language Network SearchQuery TimePeriod TopVsOther  
Geographic Performance CampaignName MostSpecificLocation LocationType AveragePosition Network DeliveredMatchType DeviceOS DeviceType ProximityTargetLocation GregorianDate TopVsOther LocationId City AccountId AdDistribution AdGroupId BidMatchType CampaignId CampaignName City Country County DeliveredMatchType DeviceOS DeviceType Language LocationId LocationType MetroArea MostSpecificLocation Network PostalCode ProximityTargetLocation Radius State TimePeriod TopVsOther  
Negative Keyword Conflict CampaignName AdGroupName AdGroupId BidMatchType Keyword NegativeKeyword AccountId AdGroupId AdGroupName BidMatchType CampaignId CampaignName Keyword KeywordId NegativeKeyword NegativeKeywordId NegativeKeywordListId NegativeKeywordMatchType No changes
Product Match Count CampaignName AdGroupId ProductGroup PartitionType AdGroupCriterionId MatchedProductsAtCampaign MatchedProductsAtAdGroup MatchedProductsAtProductGroup AccountId AdGroupCriterionId AdGroupId CampaignId CampaignName CustomerId MatchedProductsAtAdGroup MatchedProductsAtCampaign MatchedProductsAtProductGroup PartitionType ProductGroup No changes
Product Partition Unit Performance CampaignName GregorianDate AdGroupId ProductGroup ProductUnit AdId CurrencyCode DeliveredMatchType BidMatchType DeviceType Language Network TopVsOther LocalStoreCode AccountId AdGroupCriterionId AdGroupId AdId BidMatchType BidStrategyType CampaignId CampaignName CurrencyCode DeliveredMatchType DeviceType Language LocalStoreCode Network ProductGroup ProductUnit TimePeriod TopVsOther  
Product Search Query Performance GregorianDate AdId AdGroupId CampaignId DestinationUrl DeviceType DeviceOS Language SearchQuery Network MerchantProductId Title ProductGroup AdGroupCriterionId ClickTypeId AccountId AdGroupCriterionId AdGroupId AdId CampaignId ClickType ClickTypeId DestinationUrl DeviceOS DeviceType Language MerchantProductId Network ProductGroup SearchQuery TimePeriod Title  
Professional Demographics Audience CampaignName GregorianDate JobFunctionName AccountId AdGroupId CompanyName IndustryName JobFunctionName AdDistribution Language AccountId AdDistribution AdGroupId CampaignId CampaignName CompanyName IndustryName JobFunctionName Language TimePeriod  
Publisher Usage Performance CampaignName GregorianDate AdGroupName CurrencyCode AdDistribution PublisherUrl Language BidMatchType DeliveredMatchType Network TopVsOther DeviceType DeviceOS AccountId AdDistribution AdGroupId AdGroupName BidMatchType CampaignId CampaignName CurrencyCode DeliveredMatchType DeviceOS DeviceType Language Network PublisherUrl TimePeriod TopVsOther  
Search Query Performance CampaignName GregorianDate AdGroupName AdType SearchQuery DestinationUrl BidMatchType DeliveredMatchType SearchQuery Keyword AdGroupCriterionId Language KeywordId Network TopVsOther DeviceType DeviceOS CampaignType AccountId AdGroupCriterionId AdGroupId AdGroupName AdId AdType BidMatchType CampaignId CampaignName CampaignType DeliveredMatchType DestinationUrl DeviceOS DeviceType Keyword KeywordId Language Network SearchQuery TimePeriod TopVsOther  
Share of Voice CampaignName GregorianDate DeliveredMatchType KeywordId BidMatchType Language AdGroupId CampaignId AdDistribution DeviceType Network BidStrategyType AccountId AccountNumber AdDistribution AdGroupId AdGroupName BidMatchType BidStrategyType CampaignId CampaignName DeliveredMatchType DeviceType Keyword KeywordId Language Network TimePeriod  
User Location Performance CampaignName AdGroupName DeliveredMatchType BidMatchType Network LocationId GregorianDate DeviceOS DeviceType TopVsOther CountryOrRegion State City AdDistribution QueryIntentLocationId QueryIntentCountry QueryIntentCounty QueryIntentCity CurrencyCode AccountId AdDistribution AdGroupId AdGroupName BidMatchType CampaignId CampaignName City Country County CurrencyCode DeliveredMatchType DeviceOS DeviceType Language LocationId MetroArea Network PostalCode QueryIntentCity QueryIntentCountry QueryIntentCounty QueryIntentDMA QueryIntentLocationId QueryIntentPostalCode QueryIntentState Radius State TimePeriod TopVsOther