What do the report columns mean?

This topic lists definitions for several of the most common report fields.

Important

Some listed attributes and performance statistics may be associated with report types that are still beta features, and so may not yet be available to all Microsoft Advertising advertisers.

The reports and graphs available in Microsoft Advertising give you a rich variety of information by combining different attributes and performance statistics. Each Microsoft Advertising report contains a subset of these attributes and statistics. Here's a list of some of the most common (or confusing) report fields.

Name	Description
Absolute top impression rate	How often your ad was in the first position of all results, as a percentage of your total impressions.
Absolute top impression share	The estimated percentage of times your ad was in the first position of all results, out of the total impressions available in the market you were targeting.
Absolute top impression share lost to budget	The estimated percentage of how often your ad missed showing in the first position at the top of search results due to insufficient budget.
Absolute top impression share lost to rank	The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more.
Account	The name of your account.
Account ID	The unique number that Microsoft Advertising uses to identify this account.
Account number	The account identifier associated with this report. Account numbers have eight characters, starting with a letter.
Account status	The status of the account—active, paused, inactive—when the report was run.
Ad description	The text contained in the body of the advertisement
Ad description 2	The second section of body text that appears below the title and site URL in your ad. If your ad doesn't include this text, the Ad description 2 column returns empty.
Ad distribution	Where the ad appears; for example, on search results pages (search ads) or in Windows apps (content ads).
Ad element total clicks	The number of clicks when this ad element (decoration) was present in the ad copy, whether the click was on this or another ad element.
Ad extension ID	The identification element for all ad extensions. Learn more about the different types of ad extensions.
Ad extension property value	The display name of the extension. For sitelink extensions, it is the display text. For location extensions, it is the company name. For call extensions, it is the phone number. Learn more about the different types of ad extensions.
Ad extension version	The version element of each ad extension. Learn more about the different types of ad extensions.
Ad extension total clicks	Sum of billable and non-billable clicks on the ad extension.
Ad extension type name	The title of each ad extension. Learn more about the different types of ad extensions.
Ad group	The name of your ad group.
Ad group status	The status of the ad group—Active or Paused—when the report was run. Please note, that when an ad group is deleted, the status of its respective ads and keywords may still show as paused or active. To confirm whether or not an ad group is deleted, refer to the Ad group status column.
Ad group ID	The unique number that Microsoft Advertising uses to identify the ad group.
Ad ID	This is the unique ID associated with your ad.
Ad relevance	The relevance of your ad and landing page to search users' queries. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report. Note: When you download the report to a file, the column is called Landing Page Relevance.
Ad status	The status of the ad—Active, Paused or Draft—when the report was run.
Ad text	The text contained in the body of the advertisement.
Ad title	The text of the ad title.
Ad type	The type of ad; for example, text ads or product ads.
Age group	The range of ages of the search users to whom the ad was delivered.
All conversions cost per acquisition data driven attribution (DDA)	This is the total spend divided by conversions that are reported by DDA.
All conversions cost per acquisition last click attribution (LCA)	This is the total spend divided by conversions that are reported by LCA.
All conversions data driven attribution (DDA)	These are the total values for conversions with DDA. Selecting Include in conversions for this conversion goal will not impact the values for conversions with DDA.
All conversions last click attribution (LCA)	These are the total values for conversions with LCA. Selecting Include in conversions for this conversion goal won't affect the values for conversions in LCA.
All conversions rate last click attribution (DDA)	These are the total values for conversion rates based on DDA. Selecting Include in "Conversions" for this conversion goal will not alter the values for conversions.
All conversions rate last click attribution (LCA)	These are the total values for conversion rates based on LCA. Selecting Include in "Conversions" for this conversion goal won't alter the values for conversions.
All conversions revenue last click attribution (DDA)	These are the total values for data driven attribution based conversion revenue. Selecting Include in Conversions for this conversion goal won't alter the values for conversions.
All conversions revenue last click attribution (LCA)	These are the total values for LCA based on conversion revenue. Selecting Include in conversions for this conversion goal will not impact the values for conversions.
App URL	Your App URL is the page where people go after clicking on your ad on an app.
Assisted clicks	Clicks on your ads that have received co-bids from your manufacturer partners. Clicks are what you pay for.
Assisted conversions	Conversions that resulted from the clicks on your ads that have received co-bids from your manufacturer partners.
Assisted impressions	The number of times an ad that is being co-bid by your manufacturer partners has been displayed on search results pages on the Microsoft Search Network or on sites on the Microsoft Audience Network.
Assists	The number of times an entity (an account, campaign, ad group, or keyword, for example) contributed to a conversion associated with a different entity.
Attribute changed	The attribute that was modified by a user.
Attribute type
Audience network impression share	The estimated percentage of impressions, out of the total available impressions you could have received on the Microsoft Audience Network.
Audience network impression share lost to budget	The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.
Audience network impression share lost to rank	The percentage of impression share you lost due to low rank on the Microsoft Audience Network.
Audience type	Audiences are groups of people who have something in common, like specific interests or online activity.
Average CPV	Total spend divided by video views (calculated).
Avg. CPC	Average cost per click-the total cost of all clicks on an ad, divided by the number of clicks.
Avg. CPM	The average amount you are charged every 1,000 times your ad is displayed.
Avg. CPP	The average cost per phone call.
Avg. CPS	The total cost of sales divided by the number of sales during this period. This is the average amount you’re charged each time your ad is converted into a sale.
Avg. participation rate	A measurement (from 10 to 100 percent) of how often an ad is displayed during the month in which relevant keywords are clicked.
Avg. position	The average position of the ad on a webpage.
Average watch time per impression	Total watch time divided by impressions (calculated) .
Average watch time per video view	Total watch time divided by video views (calculated).

Name	Description
Base campaign ID	For experimental campaigns, this is the ID of the campaign the experiment was based on. For all other campaigns, this is identical to campaign ID.
Benchmark bid	Shows you how much other advertisers are bidding, on average, on similar products as your current target.
Benchmark bid CTR	Shows you how other product ads for similar products are performing, on average, based on how often people who see the ad end up clicking on it.
Bid adjustment	The percentage you want to increase/decrease the bid amount for the remarketing list.
Bid match type	The match type you associated with a particular keyword, and that you have bid on. The same keyword can have different match types, each with a different bid amount.
Bill-to country/region	The country/region of the organization paying the bills for your ads.
Bill-to customer	The name of the bill-to party.
Bill-to name	The name of the party billed for the ad.
Billing type	The billing method for the account, such as invoice or credit card.
Budget association status	The status of the campaign's budget.
Budget name	The name you assign to the shared budget.
Budget status	This column tells you whether the shared budget is Sufficient or Budget paused.

Name	Description
Campaign	The name of the campaign.
Campaign ID	A unique number that Microsoft Advertising uses to identify the ad campaign.
Campaign labels	These are the labels you applied to campaigns.
Campaign status	The status of the campaign—Active or Paused—when the report was run. Please note that when a campaign is deleted, the status of its respective ad groups, ads, and keywords may still show as paused or active. If you are unsure as to whether or not a campaign is deleted, please refer to the Campaigns status column to officially confirm.
Campaign type	In the Keywords tab Search term grid, the type of campaign using a searched keyword. The column distinguishes whether the keyword is from a Microsoft shopping campaign or a Search campaign.
Category (level #)	The different category levels in your feed - Level 1 through 5.
Category list	The list of categories that Bing matched to your website. Up to three category levels can be returned per category list item.
Changed by	The name of the person who made a specific change to the campaign, ad group, ad, or keyword.
City (physical location)	The city where the user was physically located when they clicked the ad.
City (searching for)	The city of the user’s geographical search intent, when it can be determined and set as a city, and not necessarily the user's physical location. For example, if a user located in Denver searched rental cars in Portland, the City (searching for) value would be Portland.
Clicks	The number of clicks or other user input on any clickable element of your ad, including the ad title, display URL or phone number.
Click calls	The number of clicks on a clickable call extension phone number. This includes clicks on metered (call forwarding) and non-metered phone numbers.
Click share	The estimated clicks your ad received, as a percentage of the total number of clicks available in auctions your ad showed in or was competitive in. It is the portion of the prospective customers' mindshare and buying intent you captured.
Click type	The number of clicks received from a specific promotional element of your ad.
Click type ID	The unique ID assigned to each click type.
Completed video views	Number of times a user completed the full video (measured directly).
Competition (Keyword competition)	Keyword competition is an indicator of how many advertisers are bidding on a particular keyword. When exporting or downloading campaign data, competition will be reported as a numerical value. Those values can be translated as follows: Value < 0.51: Competition is "Low" 0.51 < Value < 0.81: Competition is "Medium" Value > 0.80: Competition is "High" Highly competitive keywords are more popular among advertisers and, therefore, tend to require larger bids to get the better ad positions. Keywords with medium or low competition might offer advertisers a better ROI.
Video views at 25%	Number of times a user completed at least 25% of the video (measured directly).
Component destination URL	The address of the webpage that opens when a rich ad component is clicked. Rich ads in search (RAIS) are available on the search networks for branded or trademarked campaigns. This attribute is only available with the Rich ad component report.
Component name	The name of the rich ad component. This is different from the component type column, which identifies the component itself. Rich ads in search (RAIS) are available on the search networks for branded or trademarked campaigns. This attribute is only available with the Rich ad component report.
Component type	The component type (basic, deep link, favorite icon, form, image, titled link, or video) of the rich ad that was clicked. Rich ads in search (RAIS) are available on the search networks for branded or trademarked campaigns. This attribute is only available with the Rich ad component report.
Conflict level	Identification of the level where the conflict arises (account, campaign, ad group).
Conversions	A conversion is a click that results in a sale or another measure of success. Conversions are measured by adding a small bit of code to your website pages so that a visitor’s progress through your site can be tracked.
Conversion goal category	This is the category you chose to file this conversion.
Conversion rate	The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign received 300 clicks and 4 conversions, the conversion rate is 1.33%.
Cost per assist	Spend divided by the number of times an entity (account, campaign, ad group, or keyword, for example) contributed to a conversion that is associated with a different entity.
Cost per acquisition (CPA)	Total spend divided by conversions that are attributable to the ad.
Country/region	In the Geographic report, the country or region where an ad was physically served, or the country or region that your customer had shown interest in through searches or content they had viewed.
Country/region (physical location).	In the Geo location (old version) report, the country/region where the user was physically located when they clicked the ad.
Country/Region of sale.	This is the country or region where the products in this campaign are sold.
Country (searching for)	In the Geo location (old version) report, the name of a country if the user’s geographical intent can be determined. The country is set if the user’s intent is a country or sub geography of the country, and not necessarily if the user is physically located in the country.
County (phsyical location)	The county where your customer was physically located when they viewed your ad.
Custom label (#)	The different custom labels in your feed - 0 through 4.
Click-through rate (CTR)	Click-through rate, or the number of times an ad was clicked, divided by the number of impressions.
Currency	This is the currency in which the account is billed.
Current maximum CPC	The current maximum cost per click that is charged to the advertiser's account when a search user clicks an ad. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report.
Custom parameters	This is a tag you can add to your final URLs and tracking templates, to provide specific information about the intent of clicks.

Name	Description
Daily spend	The average amount of campaign budget spent per day.
Data driven attribution (DDA) return on ad spend (ROAS)	This is the revenue reported by data driven attribution (DDA) divided by spend, expressed as a percentage. For example, if your revenue reported by DDA is $30,000 and your advertising spend is $20,000, Return on ad spend (DDA) = 150% (30,000/20,000 x 100).
Date	The date that your data was logged.
Day of week	A number that tells you which day of the week your data is from. Sunday = 1, Monday = 2, Tuesday = 3, Wednesday = 4, Thursday = 5, Friday = 6, Saturday = 7
Delivered match type	The match type Microsoft Advertising actually used to deliver an ad to Bing, AOL, and Yahoo search results pages. This can be different from the bid match type (see above).
Device OS	The operating system of the device reported in the DeviceType column. The possible values include Android, Blackberry, iOS, Other, Unknown, and Windows. If the operating system of the device cannot be determined or is not one of the operating systems that you can target, the value in this column will be Unknown. You can see where your ads are the most effective, according to smartphone operating system, and set smartphone bid adjustments for optimizing performance.
Device type	Microsoft Advertising offers the capability to view data by device type (smartphone, tablet, or PC).
Document number	The unique billing document identification number.
Document type	The type of billing document, such as a credit note.
Dynamic ad target	The pages or categories of pages on your website to which dynamic search ads are directing customers.
Dynamic ad target ID	The unique ID assigned to each dynamic ad target.
Dynamic ad target status	The status of the dynamic ad target.

Name	Description
End time	The end time of the phone call that originated from a call extension.
Entity ID	The ID for the change made.
Entity type	The type of change made.
Estimated best position bid	Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Microsoft Advertising calculates will place your ad in the best position available in search results.
Estimated first page bid	Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Microsoft Advertising calculates for your ad to be placed on the first page sidebar in the search results.
Estimated mainline bid	Based on your campaign performance and marketplace dynamics, this estimate is the bid amount that Microsoft Advertising calculates will place your ad at the top of search results, also known as "mainline."
Estimated clicks	The estimated number of times an ad could be clicked by a particular age group or gender Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated click	The estimated number of times that an ad will 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). The value is expressed as a percent from 0 - 100. Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated CTR	Estimated click-through rate, or the number of times an ad could be clicked, divided by the number of times it could be served as an impression (expressed as a percentage).
Estimated conversions	The estimated number of conversions, which are the clicks that results in a sale or another measure of success, to a particular age group or gender. Conversions are measured by adding a small bit of code to your website pages so that a visitor’s progress through your site can be tracked Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated conversion rate	The estimated number of the conversions that results in a sale or another measure of success to a particular age group or gender, divided by the estimated number of clicks by a particular age group or gender Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated impression	The estimated number of times an ad could be served to a particular age group or gender Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated impression	The estimated number of times that an ad will be clicked by a particular age group or gender, divided by the estimated total number of impressions across the ad group (including estimated impressions for unknown age and gender demographics). The value is expressed as a percent from 0 - 100. Note: This value is an estimate because the age and gender is not known for the entire audience.
Exact match impression share	The estimated percentage of impressions from searches that exactly matched your keyword, out of the total available exact match impressions it was eligible to receive.
Expected click-through rate	The competitiveness of your keywords and ad copy in the marketplace for the same search queries. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report. Note: When you download the report to a file, the column is called Keyword Relevance.
Extended cost	Cost information that is optionally provided by advertisers, including non-advertising costs, taxes, and shipping.

Name	Description
Feed URL	The feed URL appears as either “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.
Final URL	The URL of the specific landing page people are taken to by clicking your ad.
Final URL suffix	The place in your final URL where you can add parameters that will be attached to the end of your landing page URL, from the keyword level up to the account level.
Funnel conversion rate	The number of conversions, divided by the number of times potential customers reached step 1 in the funnel, expressed as a percentage.

Name	Description
Gender	The gender (male or female) of the search users to whom the ad was delivered.
Global Trade Item Number (GTIN)	A unique numerical value for commercial products that usually appears printed under the barcode on retail products.
Goal	The name of the campaign analytics goal for tracking potential land, browse, prospect, and conversion steps.
Goal ID	The unique number that Microsoft Advertising uses to identify this conversion goal.
Goal name	A label you define for universal event tracking, used to identify the goal in your reports.

Name	Description
Headline	The Dynamic Search Ad headline that was dynamically generated by Microsoft Advertising.
Historic expected click-through rate	Historic average of expected click-through rate scores going back as far as 18 months from the current date. See also Expected click-through rate below. Note: When you download the report to a file, the column is called Historic Keyword Relevance.
Historic ad relevance	Historic average of ad relevance scores back as far as 18 months from the current date. See also ad relevance above. Note: When you download the report to a file, the column is called Historic Landing Page Relevance.
Historic landing page experience	Historic average of landing page experience scores back as far as 18 months from the current date. See also Landing page experience below. Note: When you download the report to a file, the column is called Historic Landing Page User Experience.
Historic quality score	Historic average of quality scores back as far as 18 months from the current date. See also Quality score below.
Hour of day	A number that tells you which hour of the day your data is from for the entire date range. The numbers start with 0, which is 12:00 AM, and goes up to 23, which is 11:00 PM, in the account time zone.
How changed	The description of a change to your campaign.

Name	Description
Impression share	How often your ad is shown, as a percentage of the total available impressions in the market you were targeting.
Impression share lost to budget	The percentage of impression share lost due to insufficient budget.
Impression share lost to rank	The percentage of impression share lost due to low rank.
Impressions	The number of times an ad has been displayed on search results pages on the Microsoft Search Network or on sites on the Microsoft Audience Network.

Name	Description
Keyword	The words or phrases contained in an ad group. Your ads are triggered when customers use search terms matching or close to your keywords.
Keyword ID	The unique number that Microsoft Advertising uses to identify this keyword.
Keyword labels	These are the labels you applied to keywords.
Keyword status	The status of the keyword—Active or Paused—when the report was run.

Name	Description
Labels	Labels let you organize campaigns, ad groups, ads, and keywords into groups based on whatever is important to you. You decide what your labels mean and how to apply them.
Landing page experience	An aggregate assessment of the quality of all landing pages in your site. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report. Note: When you download the report to a file, the column is called Ad Relevance.
Landing page title	The URL of the page your dynamic search ads sends customers to.
Language	The language of the publisher where the ad was shown.
Last click attribution (LCA) return on spend (ROAS)	This is the revenue reported by LCA divided by spend, expressed as a percentage. For example, if your revenue reported by LCA is $30,000 and your advertising spend is $20,000, return on ad spend ROAS (LCA)= 150% (30,000/20,000 x 100).
Local store code	This is an alphanumeric identifier to uniquely identify each local store by the merchant.
Location ID (physical location)	The number Microsoft Advertising uses to identify your customer's physical location when they were shown your ad.
Location type	This report column displays whether an ad was served based on physical location or location of interest.
Long headline	This is one of two possible headlines that could appear in your audience ads.
Low-quality click conversion rate	The conversion rate of clicks that originate from low-quality clicks.
Low-quality clicks	Clicks that exhibit a low likelihood of commercial intent.
Low-quality clicks (general)	Clicks that are filtered by general methods, such as blocked or safe programs and activity-based detection, and that suggest a low likelihood of commercial intent.
Low-quality clicks (sophisticated)	Invalid clicks that use sophisticated means to appear valid.
Low-quality click conversions	Conversions that originate from low-quality clicks.
Low-quality click rate	The number of low-quality clicks, divided by the total number of clicks.
Low-quality clicks	Clicks that exhibit a low likelihood of commercial intent and for which customers are not billed.
Low-quality impression rate	The number of low-quality impressions, divided by the total number of impressions.
Low-quality impressions	Impressions that result from low-quality keyword searches.

Name	Description
Manager account ID	A unique number used in Microsoft Advertising to identify this manager account.
Manager account name	The manager account name associated with this report.
Manual calls	Calls made to a call extension number by dialing the number, rather than clicking the number. Although manual calls could be made to both metered (call forwarding) and non-metered numbers, in the context of Microsoft Advertising reports, only data from manual calls made to a metered number is reported. The cost of manual calls is included in the total phone cost reported on the call forwarding detail report.
Manufacturer Part Number (MPN)	A unique number that identifies the product to its manufacturer.
Merchant product ID	A unique identifier for each item in your Microsoft Merchant Center feed.
Metered call	Calls made to the forwarding number you created in your call extension. Metered calls include both click calls and manual calls. Metered calls are included in the total phone impressions value.
Metro area (physical location)	The metropolitan area where the user was physically located when they clicked the ad. This is part of the Nielsen DMA® for US targeting.
Metro area (searching for)	The name of a metro area if the user’s geographical intent can be determined. The metro area is set if the user’s intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area. This is part of the Nielsen DMA® for US targeting.
Mobile URL	Your Mobile URL is the page where people go after clicking on your ad on a mobile device.
Month	The date range for the month that your data is from.
Monthly budget	The average amount of budget spent during a calendar month.
Most specific location	This report column displays the most granular location where an ad was served. For example, if you selected both the City and Country columns in running your report, the most specific location column will include the same value as the City column.
Moving average	Used in the Performance Trend graphs, the average calculated by averaging the performance metrics across the previous four days. All days are the same day of the week. For example, if you are looking at the number of clicks on a Wednesday, the moving average will be calculated by taking the average number of clicks for the four previous Wednesdays. It answers the question: How did my campaign do on this day compared with a typical day? Moving average is only available for a time range up to 62 days.
Month-to-date spend	The amount spent since the first of the current month.

Name	Description
Negative keyword	A word or phrase that helps prevent your ad from showing to customers unlikely to click your ad. For example, if you sell greeting cards, possible negative keywords could include "baseball", "playing", or "business".
Negative keyword ID	The unique number that Microsoft Advertising uses to identify this negative keyword.
Negative keyword list	The negative keywords in this list are words and phrases that you don’t want to trigger your ad. For example, if you sell fine chocolates, you might want to add the popular dog breed “chocolate Labrador” as a negative keyword.
Negative keyword list ID	The unique number that Microsoft Advertising uses to identify this negative keyword list.
>Negative keyword match type	The match type for the negative keyword.
Net due	The total amount due.
Network	The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites.
New value	After a change is made to your campaign, this shows the current value of the changed attribute.

Name	Description
Old value	This shows the previous value of a changed attribute.

Name	Description
Param1	Either the destination URL that is used when a keyword match occurs, to define a custom landing page for a given keyword, or more generally the text that replaces {param1} in an ad when a keyword match occurs
Param2	The text that replaces {param2} in an ad when a keyword match occurs.
Param3	The text that replaces {param3} in an ad when a keyword match occurs.
Path 1	A shorter or "friendlier" version of your URL address that appears in your ads. Path 1 is one of the two subdirectories.
Path 2	A shorter or "friendlier" version of your URL address that appears in your ads. Path 2 is the second of the two subdirectories.
Percent change in all conversions	This is the difference in percentage between all conversions from last click attribution (LCA) and data driven attribution (DDA).
Percent change in all conversions rate	These are the percentage differences between all conversion rates from last click attribution (LCA) and data driven attribution (DDA).
Percent change in all conversions revenue	These are percentage differences between all conversion revenue from last click attribution (LCA) and data driven attribution (DDA).
Percent change in cost per acquisition	These are the percentage differences between cost per acquisition (CPA) from last click attribution (LCA) and data driven attribution (DDA).
Percent change in return on ad spend	These are the percentage differences between return on ad spend from last click attribution (LCA) and data driven attribution (DDA).
Percent change in view-through conversions	These are percentage differences between last click attribution (LCA) and data driven attribution (DDA) view-through conversions.
Percent change in view-through conversions cost per acquisition (CPA)	These are the percentage differences between view-through conversion clicks per attribution (CPA) from last click attribution (LCA) and data driven attribution (DDA).
Percent change in view-through conversion rate	These are the percentage differences between All conversion rate from last click attribution (LCA) and data driven attribution (DDA).
Percent change in view-through conversions return on ad spend (ROAS)	These are the percentage differences between view-through conversion ROAS from last click attribution (LCA) and data driven attribution (DDA).
Percent change in view-through conversions revenue	These are percentage differences between last click attribution (LCA) and data driven attribution (DDA) in view-through conversions revenue.
Phone calls	The number of calls made to the call forwarding number shown in your call extension.
Phone impressions	The number of times your metered (call forwarding) number was shown on all devices.
Phone-through rate (PTR)	The total number of phone calls divided by total phone impressions.
Placement name	The name of the publisher ad placement.
Postal code (physical location)	The postal code or zip code where an ad was physically served, or that your customer had shown interest in through searches or content they had viewed.
Postal code (searching for)	The postal code or zip code area your customer had shown interest in through searches or content they had viewed.
>Price	The different price for products in your feed.
Product group ID	The ID Microsoft Advertising uses to identify the product target.
Product name	The name of the advertising program, such as Microsoft Advertising.
Product offer language	The language used for the offer.
Product partition type	It defines the possible types of product partition, either unit or subdivision.
Product type	The different types of products in your feed, levels 1 through 5.
Proximity target locations	Proximity to business or other locations.
PTR	Phone through rate: Total phone calls divided by total phone impressions. Applicable only when you have click to call extensions enabled.

Name	Description
Quality impact	The impact on impressions an improved quality score would make. Answers the question: "What do I get out of improving my Quality Score?" This metric is calculated only if the keyword quality score is between 1 and 5.
Quality score	The competitiveness of your campaigns in the overall search marketplace. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report
Quarter	The date range for the quarter that your data is from.

Name	Description
Radius (miles)	Distance from the target location.
Relative CTR (click-through rate)	Your click-through rate divided by the average click-through rate of all ads that appear in the same sections of websites that show your ads.
Return on ad spend (ROAS)	Revenue divided by spend, expressed as a percentage.
Revenue	Information optionally provided by advertisers, representing revenue realized by the advertiser from the conversion events.
Revenue per assist	Revenue divided by the number of assists.
Revenue per conversion	Revenue divided by the number of conversions.
Rich ad subtype	The type of rich ad: images and links, images, links and form, video and links, video, or pharma.

Name	Description
Sales house	The sales house involved in facilitating the deal.
Search query	The exact words entered by search users.
Second level category	Microsoft Advertising analyzes your website and categorizes its content. The second level category is the narrowest level—for example, if the top level category is "shoes", the first level category might be "women's" and second level categories might be "casual" or "business".
Seller name	The name of the merchant/store that provides the item. It is used to identify the unique merchant and if this field is blank, it will be defaulted to the store name.
Share of voice (SOV)	The share of voice provides directional data to give you an estimate on where you might be losing to competitors in the marketplace. Values are typically shown as percentages of possible or available actions, such as impressions or clicks. Note: This report requires enough impression share data to accurately calculate the percentage values. If you suspect the statistics are inaccurate, try running a report over a longer date range or run another performance report for the same date range and compare the statistics.
Sold-to customer name	The name of the customer to whom the order was sold.
Sold-to customer number	The customer number to whom the order was sold
Source	The origin of the advertising traffic, which is one of the following: Bing, AOL, and Yahoo Search Properties Extended Network Search Properties The top-level URL of a website that is not in one of the preceding groups
Spend (aka CPC spend)	The cost per click, multiplied by the total number of clicks.
State/province (physical location)	The state or province where the user was physically located when they clicked the ad.
State/province (searching for)	The name of a state if the user’s geographical intent can be determined. The state is set if the user’s intent is a state or sub geography of the state, and not necessarily if they are physically located in the state.
Start time	The start time of the phone call that originated from a call extension.
Store ID	The name of the store you created in Microsoft Merchant Center that contains your offers for this campaign.

Name	Description
Tactic	The method of ad distribution, such as email, search ad, or display ad.
Targeting setting	You have two targeting settings Target and bid: Show ads only to people included in the remarketing list, with the option to change the bid amount. Bid only: Show ads to people searching for your ad, with the option to change the bid amount for people included in the remarketing list.
Third-party ad group	The name of the ad group that you defined on a paid search provider other than Microsoft Advertising.
Third-party campaign	The name of the campaign that you defined on a paid search provider other than Microsoft Advertising.
Third-party keyword	The keyword to track that you defined on a paid search provider other than Microsoft Advertising.
Title Part 1	In Expanded Text ads, Ad title 1 is the first line of the most prominent part of your ad that links to your website. It can be up to 30 characters long and is separated from ad title 2 by a vertical bar (\|).
Title Part 2	This is the second line of the most prominent part of your ad that links to your website. It can be up to 30 characters long and is separated from title 1 and title 3 by a vertical bar (\|).
Title Part 3	This is the third line of the most prominent part of your ad that links to your website. It can be up to 30 characters long and is separated from title 2 by a vertical bar (\|).
Top of page (mainline) impression share	The number of times an ad is shown at the top of the page on the Microsoft Search Network, divided by the total number of top of page impressions you were eligible to receive.
Included in conversions	This flag indicates whether the goal is included in conversions.
Top of page (mainline) rate	The number of times an ad is shown at the top of the page on the Microsoft Search Network, divided by the total number of impressions it actually received.
Tool	The Microsoft Advertising tool used to make changes to account, campaign or ad attributes.
Top impression rate	How often your ad showed in the mainline, the top ad placements above the search results, as a percentage of your total impressions.
Top impression share	The percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive. Eligibility for top impression is based on your ads' approval status, quality score, targeting settings, and bids.
Top impression share lost to budget	The estimated percentage of mainline impressions, above the search results, that were lost due to insufficient budget.
Top impression share lost to rank	A percentage estimate of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results.
Top level category	Microsoft Advertising analyzes your website and categorizes its content. The top level category is the highest, broadest level—for example, "shoes".
Top vs. other	The position (mainline vs. bottom or sidebar) of your ad on a Bing, AOL, or Yahoo search results page
Total clicks on ad elements	The number of clicks when this ad element (decoration) was present in the ad copy, regardless of what was actually clicked on.
Total cwatch time	Total amount of time users have spent watching the video (measured directly).
Total spend	The cost per click multiplied by the total number of clicks, plus the offline phone cost. Note: This column is deprecated, so the "Total spend" column returns the same data as the "Spend" column.
Tracking template	This is a template where you define URL tracking for your ads, from the keyword level up to the account level.

Name	Description
Unit of time	This sets the time interval for the report. For example, Hour or Week.

Name	Description
Video actions	Number of times the action button within the video player is clicked.
Video completion rate	Completed video views divided by video views (calculated).
Video views (ads)	The number of times a potential customer watched the video in its entirety.
Video views (extensions)	Number of times the video was played for a user (measured directly).
Video views at 25%	Number of times a user completed at least 25% of the video (measured directly).
Video views at 50%	Number of times a user completed at least 50% of the video (measured directly).
Video views at 75%	Number of times a user completed at least 75% of the video (measured directly).
View-through conversions	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.
View-through conversions CPA (DDA)	This is the total amount you have spent divided by the number of view-through conversions reported by data driven (DDA).
View-through conversions CPA (LCA)	This is the total amount you have spent divided by the number of view-through conversions reported by LCA.
View-through conversions data driven attribution (DDA)	These are conversions for DDA that potential customers make after they've seen your ad, even though they did not click the ad.
View-through conversions last click attribution (LCA)	These are conversions for LCA that potential customers make after they've seen your ad, even though they did not click the ad.
View-through conversions rate data driven attribution (DDA)	This is the number of view-through conversions for DDA divided by the number of impressions.
View-through conversions rate last click attribution (LCA)	This is the number of view-through conversions for LCA divided by the number of impressions.
View-through conversions return on ad spend data driven attribution (DDA)	This is your view-through conversion revenue reported by DDA divided by your total ad spend.
View-through conversions return on ad spend last click attribution (LCA)	This is your conversion revenue for DDA based view-through conversions.
View-through conversions revenue data driven attribution (DDA)	This is your conversion revenue for DDA based view-through conversions.
View-through conversions revenue last click attribution (LCA)	This is the conversion revenue for view-through conversions-based LCA.
View-through rate	Video views divided by impressions (calculated).

Name	Description
Website coverage	The percentage of your website represented by pages that belong to each category.
Week (Sun - Sat)	The date range for your data, as a week from Sunday through Saturday.
Week (Mon - Sun)	The date range for your data, as a week from Monday through Sunday.

Name	Description
Year	The date range for the year that your data is from.

Notes

For more information about click quality, see Monitoring clicks: Telling the good from the bad.
After you run a report, you can customize its layout by rearranging the attributes and performance statistics or by filtering out unwanted data.