AdDynamicTextPerformanceReportColumn Value Set - Reporting

Defines the attributes and performance statistics columns that you can include in the AdDynamicTextPerformanceReportRequest Data Object.

The attribute columns that you include in a report can affect how the statistics are aggregated. In other words the number of rows increase by a factor of the unique attributes. For more information, see Columns that Group the Data.

For a list of columns that you must include, please see the Required Columns section below.

To see how far back hourly, daily, weekly, monthly, yearly and summary aggregated data can be retrieved for a report, see Report Data Retention Time Periods.

Syntax

<xs:simpleType name="AdDynamicTextPerformanceReportColumn" xmlns:xs="http://www.w3.org/2001/XMLSchema">
  <xs:restriction base="xs:string">
    <xs:enumeration value="AccountName" />
    <xs:enumeration value="AccountId" />
    <xs:enumeration value="AccountNumber" />
    <xs:enumeration value="TimePeriod" />
    <xs:enumeration value="AdGroupName" />
    <xs:enumeration value="AdGroupId" />
    <xs:enumeration value="Keyword" />
    <xs:enumeration value="AdId" />
    <xs:enumeration value="AdTitle" />
    <xs:enumeration value="AdType" />
    <xs:enumeration value="DestinationUrl" />
    <xs:enumeration value="Param1" />
    <xs:enumeration value="Param2" />
    <xs:enumeration value="Param3" />
    <xs:enumeration value="CurrencyCode" />
    <xs:enumeration value="AdDistribution" />
    <xs:enumeration value="Impressions" />
    <xs:enumeration value="Clicks" />
    <xs:enumeration value="Ctr" />
    <xs:enumeration value="AverageCpc" />
    <xs:enumeration value="Spend" />
    <xs:enumeration value="AveragePosition" />
    <xs:enumeration value="Conversions" />
    <xs:enumeration value="ConversionRate" />
    <xs:enumeration value="CostPerConversion" />
    <xs:enumeration value="DeviceType" />
    <xs:enumeration value="Language" />
    <xs:enumeration value="AccountStatus" />
    <xs:enumeration value="AdGroupStatus" />
    <xs:enumeration value="AdStatus" />
    <xs:enumeration value="KeywordStatus" />
    <xs:enumeration value="TitlePart1" />
    <xs:enumeration value="TitlePart2" />
    <xs:enumeration value="TitlePart3" />
    <xs:enumeration value="Path1" />
    <xs:enumeration value="Path2" />
    <xs:enumeration value="FinalUrl" />
    <xs:enumeration value="FinalMobileUrl" />
    <xs:enumeration value="FinalAppUrl" />
    <xs:enumeration value="AdDescription" />
    <xs:enumeration value="AdDescription2" />
    <xs:enumeration value="AdLabels" />
    <xs:enumeration value="AllConversions" />
    <xs:enumeration value="AllConversionRate" />
    <xs:enumeration value="AllCostPerConversion" />
    <xs:enumeration value="ViewThroughConversions" />
    <xs:enumeration value="Goal" />
    <xs:enumeration value="GoalType" />
    <xs:enumeration value="AbsoluteTopImpressionRatePercent" />
    <xs:enumeration value="TopImpressionRatePercent" />
    <xs:enumeration value="AverageCpm" />
    <xs:enumeration value="ConversionsQualified" />
    <xs:enumeration value="AllConversionsQualified" />
    <xs:enumeration value="ViewThroughConversionsQualified" />
    <xs:enumeration value="ViewThroughRevenue" />
  </xs:restriction>
</xs:simpleType>

Values

The AdDynamicTextPerformanceReportColumn value set has the following values: AbsoluteTopImpressionRatePercent, AccountId, AccountName, AccountNumber, AccountStatus, AdDescription, AdDescription2, AdDistribution, AdGroupId, AdGroupName, AdGroupStatus, AdId, AdLabels, AdStatus, AdTitle, AdType, AllConversionRate, AllConversions, AllConversionsQualified, AllCostPerConversion, AverageCpc, AverageCpm, AveragePosition, Clicks, ConversionRate, Conversions, ConversionsQualified, CostPerConversion, Ctr, CurrencyCode, DestinationUrl, DeviceType, FinalAppUrl, FinalMobileUrl, FinalUrl, Goal, GoalType, Impressions, Keyword, KeywordStatus, Language, Param1, Param2, Param3, Path1, Path2, Spend, TimePeriod, TitlePart1, TitlePart2, TitlePart3, TopImpressionRatePercent, ViewThroughConversions, ViewThroughConversionsQualified, ViewThroughRevenue.

Value Description
AbsoluteTopImpressionRatePercent How often your ad was in the first position of all results, as a percentage of your total impressions.

A higher number indicates your ad is frequently showing in the best ad position.

The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
AccountId The Microsoft Advertising assigned identifier of an account.
AccountName The account name.
AccountNumber The Microsoft Advertising assigned number of an account.
AccountStatus The account status.
AdDescription The first ad description that appears below the path in your ad.
AdDescription2 The second ad description that appears below the path in your ad. Ad description 2 might not appear in your ad.
AdDistribution The network where you want your ads to show. This can be the entire Microsoft Advertising Network, Microsoft sites and select traffic, or only partner traffic (this network type is deprecated as of July 2024).
AdGroupId The Microsoft Advertising assigned identifier of an ad group.
AdGroupName The ad group name.
AdGroupStatus The ad group status.
AdId The Microsoft Advertising assigned identifier of an ad.
AdLabels The labels applied to the ad.

Labels are delimited by a semicolon (;) in the report download.
AdStatus The ad status.
AdTitle The ad title.
AdType The ad type.
AllConversionRate The conversion rate as a percentage.

The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).

The formula for calculating the conversion rate is (Conversions / Clicks) x 100.

Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AllConversions The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

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.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

This column is deprecated as of 2022, so you should use the AllConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
AllConversionsQualified The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

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.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

You should expect the data type as double whether or not there are partial externally attributed offline conversions.

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
AllCostPerConversion The cost per conversion.

The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.

Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
AverageCpc The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16. The formula for calculating the average CPC is (Spend /Clicks).
AverageCpm The total advertising cost divided by the number of impressions (in thousands).<br/
In Latin, mille means a thousand. Also, sometimes called average cost per thousand (CPT).

This is a standard advertising industry performance metric that we calculate based on your spend and number of impressions.

The goal of CPM-based ad budgeting is to build awareness of your brand to large audiences. CPM tells you how much it costs to get an ad to the type of users you're targeting.
AveragePosition The average position of the ad on a webpage.

This column is deprecated as of March 31st, 2021. Going forward, performance reports will return average position of "0" (zero). Historical average position data for time periods prior to the deprecation date will still be available according to the published data retention period per report type.
Clicks Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers). For more information, see Microsoft Advertising click measurement: description of methodology.
ConversionRate The conversion rate as a percentage.

The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).

The formula for calculating the conversion rate is (Conversions / Clicks) x 100.

Data will be excluded from the ConversionRate report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversionRate column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
Conversions The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

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.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

This column is deprecated as of 2022, so you should use the ConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
ConversionsQualified The number of conversions.

A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

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.

Data will be excluded from the Conversions report column for any conversion goal with the ExcludeFromBidding property set to true. The AllConversions column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.

You should expect the data type as double whether or not there are partial externally attributed offline conversions.

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
CostPerConversion The cost per conversion.

The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.

Data will be excluded from the CostPerConversion report column for any conversion goal with the ExcludeFromBidding property set to true. The AllCostPerConversion column will include data for all conversion goals regardless of their ExcludeFromBidding setting.

Available for accounts that are setup to use analytics with Microsoft Advertising Universal Event Tracking. For more information, see the Track sales and other conversions help topic.
Ctr The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%). The formula for calculating CTR is (Clicks / Impressions) x 100.
CurrencyCode The account currency type. For possible values, see Currencies.
DestinationUrl The destination URL attribute of the ad, keyword, or ad group criterion. If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs.
DeviceType The device name attribute of a device OS target bid. The type of device which showed ads. The possible values include Computer, Smartphone, Tablet, and Unknown.
FinalAppUrl Reserved for future use.
FinalMobileUrl The Final Mobile URL of the ad, keyword, or criterion.

Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution.
FinalUrl The Final URL of the ad, keyword, or criterion.

Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution.
Goal The name of the goal you set for the conversions you want, meaning actions customers take after clicking your ad.
GoalType The type of conversion goal.
Possible values include AppInstall, Duration, Event, InStoreTransaction, OfflineConversion, PagesViewedPerVisit, and Url.
Impressions The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.
Keyword The keyword text.
KeywordStatus The keyword status.
Language The language of the publisher where the ad was shown.

For possible values, see the Language column of Ad Languages. The language display name will be provided in the report e.g. English.
Param1 The first dynamic substitution parameter (Param1) of a keyword or biddable ad group criterion.
Param2 The second dynamic substitution parameter (Param2) of a keyword or biddable ad group criterion.
Param3 The third dynamic substitution parameter (Param3) of a keyword or biddable ad group criterion.
Path1 The path 1 attribute of an ad.
Path2 The path 2 attribute of an ad.
Spend The cost per click (CPC) summed for each click.
TimePeriod The time period of each report row. You may not include this column if the Aggregation element of the request object is set to Summary. For more information, see Time Period Column.
TitlePart1 The title part 1 attribute of an ad.
TitlePart2 The title part 2 attribute of an ad.
TitlePart3 The title part 3 attribute of an ad.
TopImpressionRatePercent The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions.

This indicates how changes in ad position can impact performance.

The value of this column is empty if the data is not available. Neither Hourly or HourOfDay aggregation are supported. If you include this column with Hourly or HourOfDay aggregation the service will not return an error and you should ignore any performance data returned for this column.
ViewThroughConversions 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 don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted.

View-through conversions are only counted for ads in the Microsoft Audience network.

This column is deprecated as of 2022, so you should use the ViewThroughConversionsQualified column instead. Going forward, performance reports will return "0" (zero) in this column. Historical data for time periods prior to the deprecation date will still be available according to the published data retention period.
ViewThroughConversionsQualified 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 don't have a click associated but do have an impression associated within the advertiser defined conversion window. If the user also clicked on an ad that was delivered via the Microsoft Audience or Search network, there won't be any view-through conversion counted. Only the click-based conversion would be counted.

View-through conversions are only counted for ads in the Microsoft Audience network.

You should expect the data type as double whether or not there are partial externally attributed offline conversions.

Not everyone has this feature yet. If you don't, don't worry - it's coming soon!
ViewThroughRevenue The revenue optionally reported by the advertiser as a result of view-through conversions.

Remarks

Required Columns

The report must include the following columns at a minimum. As a general rule, each report must include at least one attribute column and at least one non-impression share performance statistics column. For more information, see Report Attributes and Performance Statistics.

Note

The TimePeriod column is expected for all aggregation types except Summary. It is important to note that if you do not include TimePeriod, the aggregation you chose will be ignored and Summary aggregation will be used regardless.

Column
AdTitle
DestinationUrl
Param1
Param2
Param3
TimePeriod

Requirements

Service: ReportingService.svc v13
Namespace: https://bingads.microsoft.com/Reporting/v13

Used By

AdDynamicTextPerformanceReportRequest