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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.

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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.
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 impressions you got out of the total eligible impressions share you could have received on the Microsoft Audience Network. Note: Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
Audience network impression share lost to budget The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network. Note: Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
Audience network impression share lost to rank The percentage of impression share you lost due to low rank on the Microsoft Audience Network. Note: Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
Audience type Audiences are groups of people who have something in common, like specific interests or online activity.
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. 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.
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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.
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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.
Catagory (level #) The different category levels in your catalog - Level 1 through 5.
Catagory 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.
Channel The provider of the marketing activity that displayed the ad.
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.
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.
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 catalog - 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.
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Name Description
Daily spend The average amount of campaign budget spent per day.
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.
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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.
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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.
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Name Description
Gender The gender (male or female) of the search users to whom the ad was delivered.
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.
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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.
How changed The description of a change to your campaign.
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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.
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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.
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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 your ads are being served in.
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.
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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.
Merchant product ID A unique identifier for each item in your Microsoft Merchant Center catalog.
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.
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.
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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.
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Name Description
Old value This shows the previous value of a changed attribute.
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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.
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 catalog.
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 catalog, 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.
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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
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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. Note: Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
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.
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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.
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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.
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.
Tracking template This is a template where you define URL tracking for your ads, from the keyword level up to the account level.
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Name Description
Unit of time This sets the time interval for the report. For example, Hour or Week.
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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.
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Website coverage The percentage of your website represented by pages that belong to each category.

 

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.

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