Microsoft Ads fields

Every Microsoft Ads field, documented

All 159 metrics and dimensions you can pull into Data Studio and into Claude, ChatGPT or Gemini with the Data Bloo connector, grouped, searchable, and free to use.

Available inData Studio Claude ChatGPT Gemini

66Metrics

93Dimensions

17Categories

159 fields

All fields159Metrics66Dimensions93

Reach, clicks & cost

13 fields

FieldDescriptionType

ImpressionsimpressionsThe number of times your ads were shown to users on the Microsoft Advertising network.Metric

Available Impressionsavailable_impressionsThe estimated number of impressions your ads were eligible to receive.Metric

ClicksclicksThe number of times users clicked your ads.Metric

CTRctrClick-through rate, clicks divided by impressions, as a percentage.Metric

SpendspendThe total amount you spent on ads during the reporting period.Metric

Average CPCaverage_cpcThe average amount you paid per click.Metric

Average CPMaverage_cpmThe average amount you paid per 1,000 impressions.Metric

Month to Date Spendmonth_to_date_spendTotal spend accumulated since the start of the current month.Metric

Average Budget Spent Per Dayaverage_budget_spent_per_dayThe average share of your daily budget that was spent.Metric

Average Budget Spent Per Monthaverage_budget_spent_per_monthThe average share of your monthly budget that was spent.Metric

PricepriceThe listed price of the product for shopping campaigns.Metric

Current Max CPCcurrent_max_cpcThe current maximum cost-per-click bid in effect.Metric

Bid Adjustmentbid_adjustmentThe percentage adjustment applied to your base bid for this criterion.Metric

Conversions & revenue

15 fields

FieldDescriptionType

ConversionsconversionsThe number of conversions counted by your primary conversion goals.Metric

Conversion Rateconversion_rateConversions divided by clicks, as a percentage.Metric

Cost per Conversioncost_per_conversionThe average cost of each conversion.Metric

All Conversionsall_conversionsConversions counted across every conversion goal, including secondary goals.Metric

All Conversion Rateall_conversion_rateAll conversions divided by clicks, as a percentage.Metric

All Revenueall_revenueRevenue attributed to all conversion goals.Metric

RevenuerevenueRevenue attributed to your primary conversion goals.Metric

Total Revenuetotal_revenueThe total revenue recorded for the reporting period.Metric

Revenue per Conversionrevenue_per_conversionAverage revenue generated by each conversion.Metric

Return on Ad Spendreturn_on_ad_spendRevenue divided by spend, your ROAS.Metric

View-Through Conversionsview_through_conversionsConversions from users who saw but did not click your ad.Metric

View-Through Rateview_through_rateView-through conversions as a percentage of impressions.Metric

AssistsassistsTimes this keyword or ad contributed to a conversion credited elsewhere.Metric

Cost per Assistcost_per_assistThe average cost of each assisted conversion.Metric

Revenue per Assistrevenue_per_assistAverage revenue attributed to each assist.Metric

Impression share & competition

13 fields

FieldDescriptionType

Impression Shareimpression_share_percentThe share of available impressions your ads received.Metric

Impression Share Lost to Budgetimpression_lost_to_budget_percentShare of impressions lost because your budget was too low.Metric

Impression Share Lost to Rankimpression_lost_to_rank_agg_percentShare of impressions lost because of low ad rank.Metric

Impressions Lost to Budgetimpressions_lost_to_budgetEstimated impression count lost due to budget limits.Metric

Impressions Lost to Rankimpressions_lost_to_rankEstimated impression count lost due to ad rank.Metric

Exact Match Impression Shareexact_match_impression_share_percentImpression share for searches that exactly matched your keywords.Metric

Click Shareclick_share_percentYour share of all available clicks in the auction.Metric

Absolute Top Impression Shareabsolute_top_impression_share_percentShare of impressions shown in the very first ad position.Metric

Abs. Top Share Lost to Budgetabsolute_top_impression_share_lost_to_budget_percentAbsolute top impression share lost because of budget limits.Metric

Abs. Top Share Lost to Rankabsolute_top_impression_share_lost_to_rank_percentAbsolute top impression share lost because of ad rank.Metric

Top Impression Sharetop_impression_share_percentShare of impressions shown above the organic results.Metric

Top Share Lost to Budgettop_impression_share_lost_to_budget_percentTop impression share lost because of budget limits.Metric

Top Share Lost to Ranktop_impression_share_lost_to_rank_percentTop impression share lost because of ad rank.Metric

Ad position

4 fields

FieldDescriptionType

Absolute Top Impressionsabsolute_top_impressionsImpressions served in the very first ad position.Metric

Absolute Top Impression Rateabsolute_top_impression_rate_percentAbsolute top impressions as a percentage of all impressions.Metric

Top Impressionstop_impressionsImpressions served above the organic search results.Metric

Top Impression Ratetop_impression_rate_percentTop impressions as a percentage of all impressions.Metric

Quality

3 fields

FieldDescriptionType

Quality Scorequality_scoreMicrosoft’s 1-10 rating of your keyword, ad and landing page quality.Metric

Quality Impactquality_impactThe estimated impact of quality score on your ad performance.Metric

Ad Relevancead_relevanceHow closely your ad matches the intent behind the search query.Metric

Video

10 fields

FieldDescriptionType

Video Viewsvideo_viewsThe number of times your video ad was viewed.Metric

Average CPVaverage_cpvThe average amount you paid per video view.Metric

Completed Video Viewscompleted_video_viewsTimes your video was watched to completion.Metric

Video Completion Ratevideo_completion_rateCompleted views as a percentage of video views.Metric

Video Views at 25%video_views_at_25_percentTimes your video was watched to 25% of its length.Metric

Video Views at 50%video_views_at_50_percentTimes your video was watched to 50% of its length.Metric

Video Views at 75%video_views_at_75_percentTimes your video was watched to 75% of its length.Metric

Total Watch Timetotal_watch_time_in_msTotal time spent watching your video ads, in milliseconds.Metric

Avg. Watch Time per Impressionaverage_watch_time_per_impressionAverage watch time across all impressions.Metric

Avg. Watch Time per Viewaverage_watch_time_per_video_viewAverage watch time across video views only.Metric

Low-quality traffic

6 fields

FieldDescriptionType

Low Quality Clickslow_quality_clicksClicks filtered out as invalid or low quality.Metric

Low Quality Clicks %low_quality_clicks_percentLow quality clicks as a percentage of total clicks.Metric

Low Quality Impressionslow_quality_impressionsImpressions filtered out as invalid or low quality.Metric

Low Quality Impressions %low_quality_impressions_percentLow quality impressions as a percentage of total impressions.Metric

Low Quality Conversionslow_quality_conversionsConversions attributed to low quality traffic.Metric

Low Quality Conversion Ratelow_quality_conversion_rateLow quality conversions as a percentage of low quality clicks.Metric

Extensions & targeting

2 fields

FieldDescriptionType

Ad Extension Clicksad_extension_clicksClicks on ad extensions such as sitelinks or call buttons.Metric

RadiusradiusThe radius of the location target, for radius targeting.Metric

Account & campaign structure

21 fields

FieldDescriptionType

Account IDaccount_idThe unique identifier of your Microsoft Advertising account.Dimension

Account Nameaccount_nameThe name of your Microsoft Advertising account.Dimension

Account Statusaccount_statusWhether the account is active, paused or suspended.Dimension

Campaign IDcampaign_idThe unique identifier of the campaign.Dimension

Campaign Namecampaign_nameThe name of the campaign.Dimension

Campaign Statuscampaign_statusWhether the campaign is active, paused or removed.Dimension

Campaign Typecampaign_typeThe campaign format, such as Search, Shopping or Audience.Dimension

Ad Group IDad_group_idThe unique identifier of the ad group.Dimension

Ad Group Namead_group_nameThe name of the ad group.Dimension

Ad Group Statusad_group_statusWhether the ad group is active, paused or removed.Dimension

Ad Group Labelsad_group_labelsLabels applied to the ad group.Dimension

Ad IDad_idThe unique identifier of the ad.Dimension

Ad Statusad_statusWhether the ad is active, paused or disapproved.Dimension

Ad Labelsad_labelsLabels applied to the ad.Dimension

Ad Typead_typeThe ad format, such as text, responsive search or product ad.Dimension

Ad Distributionad_distributionWhere the ad ran: search, audience or both.Dimension

Association Statusassociation_statusThe status of the criterion association, such as a target or audience link.Dimension

Budget Namebudget_nameThe name of the shared or campaign budget.Dimension

Budget Statusbudget_statusWhether the budget is active or paused.Dimension

Bid Strategy Typebid_strategy_typeThe bidding strategy in use, such as Manual CPC or Maximize Conversions.Dimension

Currency Codecurrency_codeThe reporting currency of the account.Dimension

Ad creative & URLs

12 fields

FieldDescriptionType

Ad Titlead_titleThe full headline of the ad.Dimension

TitletitleThe product or ad title.Dimension

Title Part 1title_part1The first headline field of the ad.Dimension

Title Part 2title_part2The second headline field of the ad.Dimension

Title Part 3title_part3The third headline field of the ad.Dimension

Ad Descriptionad_descriptionThe first description line of the ad.Dimension

Ad Description 2ad_description2The second description line of the ad.Dimension

Display URLdisplay_urlThe URL shown in the ad.Dimension

Destination URLdestination_urlThe legacy destination URL of the ad.Dimension

Final URLfinal_urlThe landing page URL users reach after clicking.Dimension

Final Mobile URLfinal_mobile_urlThe landing page URL served to mobile users.Dimension

Final URL Suffixfinal_url_suffixTracking parameters appended to the final URL.Dimension

Keywords & search terms

12 fields

FieldDescriptionType

KeywordkeywordThe keyword that triggered your ad.Dimension

Keyword IDkeyword_idThe unique identifier of the keyword.Dimension

Keyword Statuskeyword_statusWhether the keyword is active, paused or removed.Dimension

Keyword Labelskeyword_labelsLabels applied to the keyword.Dimension

Search Querysearch_queryThe actual search term a user entered.Dimension

Delivered Match Typedelivered_match_typeThe match type that actually served the ad.Dimension

Bid Match Typebid_match_typeThe match type you bid on for the keyword.Dimension

Negative Keywordnegative_keywordThe negative keyword that blocked an ad from serving.Dimension

Negative Keyword IDnegative_keyword_idThe unique identifier of the negative keyword.Dimension

Negative Keyword Match Typenegative_keyword_match_typeThe match type of the negative keyword.Dimension

Negative Keyword Listnegative_keyword_listThe shared negative keyword list the term belongs to.Dimension

Negative Keyword List IDnegative_keyword_list_idThe unique identifier of the negative keyword list.Dimension

Audience & demographics

5 fields

FieldDescriptionType

Audience IDaudience_idThe unique identifier of the targeted audience.Dimension

Audience Nameaudience_nameThe name of the targeted audience or remarketing list.Dimension

Age Groupage_groupThe age bracket of the user who saw the ad.Dimension

GendergenderThe gender of the user who saw the ad.Dimension

LanguagelanguageThe language setting of the user or campaign.Dimension

Geography

8 fields

FieldDescriptionType

CountrycountryThe country the ad was served in.Dimension

CitycityThe city the ad was served in.Dimension

StatestateThe state or province the ad was served in.Dimension

Location Typelocation_typeWhether targeting was by physical location or location of interest.Dimension

Query Intent Countryquery_intent_countryThe country implied by the user’s search intent.Dimension

Query Intent Cityquery_intent_cityThe city implied by the user’s search intent.Dimension

Query Intent Statequery_intent_stateThe state implied by the user’s search intent.Dimension

Country of Salecountry_of_saleThe country the product is sold in, for shopping campaigns.Dimension

Device & network

4 fields

FieldDescriptionType

Device Typedevice_typeThe device the ad was viewed on: computer, tablet or smartphone.Dimension

Device OSdevice_osThe operating system of the device, such as Windows, iOS or Android.Dimension

NetworknetworkWhere the ad served: Bing and Yahoo search, syndicated partners or audience network.Dimension

Top vs Othertop_vs_otherWhether the ad appeared at the top of the page or elsewhere.Dimension

Shopping & product feed

20 fields

FieldDescriptionType

Merchant Product IDmerchant_product_idThe product identifier from your Merchant Center feed.Dimension

BrandbrandThe product brand from your feed.Dimension

ConditionconditionThe product condition: new, used or refurbished.Dimension

Seller Nameseller_nameThe store or seller name associated with the product.Dimension

Offer Languageoffer_languageThe language of the product offer.Dimension

Product Category 1product_category1The first level of the product category hierarchy.Dimension

Product Category 2product_category2The second level of the product category hierarchy.Dimension

Product Category 3product_category3The third level of the product category hierarchy.Dimension

Product Category 4product_category4The fourth level of the product category hierarchy.Dimension

Product Category 5product_category5The fifth level of the product category hierarchy.Dimension

Product Type 1product_type1The first level of your own product type hierarchy.Dimension

Product Type 2product_type2The second level of your own product type hierarchy.Dimension

Product Type 3product_type3The third level of your own product type hierarchy.Dimension

Product Type 4product_type4The fourth level of your own product type hierarchy.Dimension

Product Type 5product_type5The fifth level of your own product type hierarchy.Dimension

Custom Label 0custom_label0Your first custom feed label, for grouping products.Dimension

Custom Label 1custom_label1Your second custom feed label.Dimension

Custom Label 2custom_label2Your third custom feed label.Dimension

Custom Label 3custom_label3Your fourth custom feed label.Dimension

Custom Label 4custom_label4Your fifth custom feed label.Dimension

Goals & experience

7 fields

FieldDescriptionType

GoalgoalThe name of the conversion goal.Dimension

Goal IDgoal_idThe unique identifier of the conversion goal.Dimension

Ad Goalad_goalThe objective set for the ad.Dimension

Ad Goal IDad_goal_idThe unique identifier of the ad objective.Dimension

Landing Page Experiencelanding_page_experienceMicrosoft’s rating of how relevant and useful your landing page is.Dimension

Ad Extension Typead_extension_typeThe type of ad extension, such as sitelink, call or image.Dimension

Ad Extension Type IDad_extension_type_idThe unique identifier of the ad extension type.Dimension

Time

4 fields

FieldDescriptionType

Time Periodtime_periodThe date or date range the data covers.Dimension

MonthmonthThe calendar month the data was recorded.Dimension

WeekweekThe week the data was recorded.Dimension

YearyearThe calendar year the data was recorded.Dimension

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