Microsoft Ads: Most-used fields

The table below gives information about most-used fields that you can import from Microsoft Ads. Other fields might also be available in Adverity.

The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.

API name	Adverity UI name	Description	Use in Adverity
AbsoluteTopImpressionShareLostToBudgetPercent	AbsoluteTopImpressionShareLostToBudgetPercent	The estimated percentage of times an ad missed showing in the very top ad position (above search results) due to an insufficient budget. Increasing the budget might improve chances for this premium position.	metric
AbsoluteTopImpressionShareLostToRankPercent	AbsoluteTopImpressionShareLostToRankPercent	The estimated percentage of times an ad missed showing in the very top ad position (above search results) due to a poor ad rank. This helps assess reasons for missing out on top ad positions.	metric
AbsoluteTopImpressionSharePercent	AbsoluteTopImpressionSharePercent	How often your ad was in the first position of all results, as a percentage of your total impressions.	metric
Account Id	Account Id	The unique system-generated identifier of the account.	metric
Account Name	Account Name	The name of the account.	dimension
AccountId	AccountId	The unique system-generated identifier of the account.	metric
AccountName	AccountName	The name of the account.	dimension
AccountNumber	AccountNumber	The unique identification number of the advertiser account.	dimension
AccountStatus	AccountStatus	The status of the advertiser account (e.g., Active, Closed).	dimension
Ad Group	Ad Group	The name of the ad group.	dimension
Ad Group Type	Ad Group Type	The type of ad group (e.g., Search, Dynamic Search Ad, Shopping).	dimension
Ad Rotation	Ad Rotation	The ad rotation setting, which determines how ads are shown within an ad group (e.g., Optimize for performance, Rotate ads indefinitely).	dimension
Ad Schedule	Ad Schedule	The schedule for when ads are eligible to run (e.g., specific days and times).	dimension
Ad Schedule Use Searcher Time Zone	Ad Schedule Use Searcher Time Zone	Indicates whether the ad schedule uses the searcher’s time zone or the account’s time zone.	dimension
Ad Strength	Ad Strength	Measures the relevance of an ad and its landing page to potential customers.	dimension
AdDescription	AdDescription	The primary descriptive text for the ad.	dimension
AdDescription2	AdDescription2	The secondary descriptive text for the ad, if available.	dimension
AdDistribution	AdDistribution	The distribution network where the ad is shown (e.g., search network, audience network).	dimension
AdExtensionId	AdExtensionId	The system-generated identifier of the ad extension.	metric
AdExtensionType	AdExtensionType	The type of ad extension (e.g., Sitelink, Callout, Call).	dimension
AdGroupId	AdGroupId	The unique system-generated identifier of the ad group.	metric
AdGroupLabels	AdGroupLabels	Labels applied to ad groups for organization and reporting.	dimension
AdGroupName	AdGroupName	The name of the ad group.	dimension
AdGroupStatus	AdGroupStatus	The status of the ad group (e.g., Active, Paused, Deleted).	dimension
AdGroupType	AdGroupType	The type of the ad group. For Search campaigns, possible values include ‘SearchDynamic’ and ‘SearchStandard’.	dimension
AdGroups.Id	AdGroups.Id	The Microsoft Advertising assigned identifier for an ad group.	metric
AdGroups.Name	AdGroups.Name	The name of the ad group.	dimension
AdGroups.StartDate	AdGroups.StartDate		dimension
AdId	AdId	The system-generated identifier of the ad.	metric
AdLabels	AdLabels	Labels applied to ads for organization and reporting.	dimension
AdRelevance	AdRelevance	A component of Quality Score, measuring how relevant an ad is to the keyword.	metric
AdStatus	AdStatus	The status of the ad (e.g., Active, Paused, Deleted).	dimension
AdTitle	AdTitle	The title of the ad.	dimension
AdType	AdType	The type of ad (e.g., Text Ad, Product Ad, Responsive Search Ad).	dimension
Age Ranges	Age Ranges	The demographic age ranges targeted by the ad.	dimension
AllConversionRate	AllConversionRate	The percentage of clicks that resulted in any conversion, including cross-device and from all conversion goals.	metric
AllConversions	AllConversions	The total number of conversions, including cross-device conversions and conversions from all goals.	metric
AllCostPerConversion	AllCostPerConversion	The cost per conversion including all conversions (cross-device and from all conversion goals).	dimension
AllReturnOnAdSpend	AllReturnOnAdSpend	The total revenue generated for every unit of currency spent on advertising, including all conversions. (first search)	metric
AllRevenue	AllRevenue	The total revenue generated from all conversions, including cross-device and from all conversion goals.	metric
AllRevenuePerConversion	AllRevenuePerConversion	The revenue generated per conversion, including all conversions (cross-device and from all conversion goals).	dimension
App Id	App Id	The unique identifier (client ID) for an application registered with Microsoft Advertising.	dimension
App Platform	App Platform	The platform of the application (e.g., iOS, Android).	dimension
App Status	App Status	The operational status of an ad or campaign that promotes an app, such as Active, Paused, or Deleted.	dimension
Asset Group	Asset Group	A named collection of assets used in an advertising campaign.	dimension
Asset Group Strength	Asset Group Strength	A metric that evaluates the completeness and quality of the assets within an asset group, indicating how well the asset group is configured for optimal ad performance in Performance Max campaigns.	dimension
AssetId	AssetId	The unique Microsoft Advertising identifier for an asset within an account.	metric
AssetType	AssetType	The classification of an asset, indicating its content or purpose.	dimension
Assists	Assists	The number of assists attributed to an ad, where an ad contributed to a conversion but wasn’t the last click.	metric
Attribution Model Type	Attribution Model Type	The model used to assign credit for conversions (e.g., last click, data-driven).	dimension
Audience	Audience	Groups of people who have something in common, like specific interests or online activity, targeted by the ad.	dimension
Audience Group Id	Audience Group Id	The system-generated identifier for an audience group.	dimension
Audience Group Name	Audience Group Name	The name of the audience group, which must be unique within the account.	dimension
Audience Id	Audience Id	The unique identifier for an audience.	dimension
AudienceId	AudienceId	The unique identifier for an audience.	metric
AudienceImpressionLostToBudgetPercent	AudienceImpressionLostToBudgetPercent	The percentage of impression share lost due to insufficient budget on the Microsoft Audience Network. A high percentage indicates that increasing the budget might improve ad visibility.	metric
AudienceName	AudienceName	The name of the audience targeted.	dimension
AudienceType	AudienceType	The type of audience (e.g., remarketing list, in-market audience).	dimension
Audiences	Audiences	Represents a segment of users that can be targeted with ads. This can include remarketing lists or custom audiences based on customer data.	dimension
Auto Apply Recommendations	Auto Apply Recommendations	Determines whether Microsoft Advertising should automatically apply recommendations to improve ad performance, such as adding responsive search ads or multimedia ads.	dimension
Auto Generated Image Assets Opt Out	Auto Generated Image Assets Opt Out	Specifies if image assets should be dynamically generated by Microsoft Advertising for Performance Max campaigns. Setting it to true opts out of dynamic image asset generation.	dimension
Auto Generated Text Assets Opt Out	Auto Generated Text Assets Opt Out	Specifies if text assets should be dynamically generated by Microsoft Advertising. Setting it to true opts out of dynamic text asset generation.	dimension
Automated Call To Action Opt Out	Automated Call To Action Opt Out	Determines whether to opt out of the automatic selection of call to action ad assets for multimedia ads within a campaign.	dimension
AverageCpc	AverageCpc	The average cost per click (CPC) on your ads.	metric
AveragePosition	AveragePosition	The average position of your ad on the search results page.	metric
Avg CPC	Avg CPC	The average cost per click (CPC) for an ad, keyword, or other entity, available in performance reports.	dimension
Avg CPM	Avg CPM	The average amount you are charged every 1,000 times your ad is displayed.	dimension
Avg position	Avg position	The average position of your ad on the search results page, available in performance reports.	dimension
Base Campaign Id	Base Campaign Id	The unique system identifier of the base campaign from which an experiment campaign was created.	dimension
BaseCampaignId	BaseCampaignId	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.	metric
Bid	Bid	The value of the bid, representing the amount you are willing to pay for a click or other billable event.	dimension
Bid Adjustment	Bid Adjustment	The percentage amount by which to adjust your bid for audience ads above or below the base ad group or keyword bid. This can prevent audience ads from showing if set to -100 percent.	metric
Bid Option	Bid Option	The selected strategy or setting that determines how bids are managed for advertising campaigns.	dimension
Bid Strategy CommissionRate	Bid Strategy CommissionRate	The commission rate used in a commission-based bid strategy.	dimension
Bid Strategy Id	Bid Strategy Id	The unique system-generated identifier of a portfolio bid strategy that this campaign shares with other campaigns in the account.	metric
Bid Strategy ManualCpi	Bid Strategy ManualCpi	The maximum cost per install (CPI) bid for apps, used in a manual CPI bid strategy.	dimension
Bid Strategy MaxCpc	Bid Strategy MaxCpc	The maximum cost per click (CPC) bid for campaigns using a bid strategy that optimizes for clicks within a budget.	metric
Bid Strategy Name	Bid Strategy Name	The name of the bid strategy, which defines how bids are managed for a campaign.	dimension
Bid Strategy PercentMaxCpc	Bid Strategy PercentMaxCpc	The percentage of the maximum cost per click (CPC) bid used in a percentage CPC bid strategy.	dimension
Bid Strategy TargetAdPosition	Bid Strategy TargetAdPosition	The target ad position for campaigns using a bid strategy aimed at achieving a specific ad placement, such as top of page or first page.	dimension
Bid Strategy TargetCostPerSale	Bid Strategy TargetCostPerSale	The target cost per sale (CPS) for campaigns using a bid strategy optimized for a specific cost for each sale.	dimension
Bid Strategy TargetCpa	Bid Strategy TargetCpa	The target cost per acquisition (CPA) for campaigns using a bid strategy to achieve a specific average cost for conversions.	dimension
Bid Strategy TargetImpressionShare	Bid Strategy TargetImpressionShare	The target impression share percentage for campaigns using a bid strategy to optimize for visibility on the search results page.	metric
Bid Strategy TargetRoas	Bid Strategy TargetRoas	The target return on ad spend (ROAS) for campaigns using a bid strategy to achieve a specific return on advertising investment.	metric
Bid Strategy Type	Bid Strategy Type	The type of bid strategy used for the campaign, determining how bids are managed. Examples include Enhanced CPC, Maximize Clicks, Target CPA, and Target ROAS.	dimension
BidMatchType	BidMatchType	The match type of the keyword that was bid on (e.g., Exact, Phrase, Broad).	dimension
BidStrategyType	BidStrategyType	The type of bidding strategy used for a campaign or ad group (e.g., Manual CPC, Enhanced CPC, Maximize Conversions).	dimension
BiddingScheme.InheritedBidStrategyType	BiddingScheme.InheritedBidStrategyType	The bid strategy type inherited from a parent entity if the ‘InheritFromParent’ strategy is used. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa.	dimension
BiddingScheme.Type	BiddingScheme.Type	The specific type of bidding strategy employed for a campaign, ad group, or keyword (e.g., Manual CPC, Target ROAS, Maximize Conversions).	dimension
Budget	Budget	The daily budget amount for a campaign.	metric
Budget Id	Budget Id	The unique system identifier of the shared budget.	metric
Budget Name	Budget Name	The name of the shared budget.	dimension
Budget Type	Budget Type	The type of budget, such as DailyBudget or MonthlyBudget.	dimension
BudgetStatus	BudgetStatus	This column tells you whether the shared budget is Sufficient or Budget paused.	dimension
Business Name	Business Name	The name of the business associated with the ad or account.	dimension
BusinessName	BusinessName	The name of the business associated with the ad or account.	dimension
CPA	CPA	The cost per acquisition (CPA), a performance metric indicating the average cost for each conversion.	metric
CTR	CTR	The click-through rate (CTR), calculated as clicks divided by impressions, available in performance reports.	metric
Call To Action	Call To Action	The call to action text used in an ad, such as ‘Shop now’ or ‘Learn more’.	dimension
Call To Action Text	Call To Action Text	The text for the call to action button or link in an ad.	dimension
Call Tracking Enabled	Call Tracking Enabled	A setting that determines if call tracking is enabled for call ad extensions, allowing for the tracking of phone calls generated from ads.	dimension
Callout Text	Callout Text	Supplemental text that highlights specific features or benefits of products or services in an ad extension.	dimension
Campaign	Campaign	The name of the advertising campaign.	dimension
Campaign Goal	Campaign Goal	The primary objective of the campaign, such as increasing website visits, conversions, or brand awareness.	dimension
Campaign Id	Campaign Id	The unique identifier for a campaign. (first search, CampaignManagementService search)	dimension
Campaign Type	Campaign Type	The type of campaign (e.g., Search, Audience, Shopping).	dimension
CampaignId	CampaignId	The unique Microsoft Advertising identifier of the campaign.	metric
CampaignName	CampaignName	The name of the campaign.	dimension
CampaignStatus	CampaignStatus	The status of the campaign (e.g., Active, Paused, Deleted).	dimension
CampaignType	CampaignType	The type of campaign (e.g., Search, Audience, Shopping).	dimension
City	City	The city where the impression, click, or conversion occurred.	dimension
ClickSharePercent	ClickSharePercent	The percentage of estimated available clicks that an ad received.	metric
Clicks	Clicks	The number of times an ad was clicked.	metric
Client Id	Client Id	A custom identifier that you can use to associate entities with your own local identifiers.	dimension
Color	Color	The color, often represented by a hex code, used in branding or ad creatives.	dimension
Commission Rate	Commission Rate	The commission rate applied for a commission-based bid strategy.	metric
Conversion Name	Conversion Name	The name of the conversion goal, such as ‘Lead Form Submission’ or ‘Purchase’.	dimension
Conversion Time	Conversion Time	The date and time that the conversion occurred.	dimension
Conversion Value	Conversion Value	The monetary value associated with a conversion.	dimension
ConversionRate	ConversionRate	The percentage of clicks that resulted in a conversion.	metric
Conversions	Conversions	The number of conversions attributed to an ad, based on your conversion tracking settings.	metric
CostPerAssist	CostPerAssist	Spend divided by the number of times an entity contributed to a conversion that is associated with a different entity.	dimension
CostPerConversion	CostPerConversion	The cost incurred for each conversion.	dimension
Country	Country	The country where the impression, click, or conversion occurred.	dimension
Country Code	Country Code	The country or region code where an ad was physically served, or the country or region that your customer had shown interest in.	dimension
County	County	The county where your customer was physically located when they viewed your ad.	dimension
Cpc Bid	Cpc Bid	The cost per click (CPC) bid amount for a keyword or ad group.	dimension
Cpm Bid	Cpm Bid	The cost per thousand impressions (CPM) bid amount.	dimension
Cpv Bid	Cpv Bid	The cost per view (CPV) bid amount for video ads.	dimension
Ctr	Ctr	The click-through rate, calculated as (Clicks / Impressions) * 100.	metric
Currency Code	Currency Code	The three-character ISO 4217 currency code for the account, for example, USD or GBP.	dimension
CurrencyCode	CurrencyCode	The currency in which the account operates (e.g., USD, EUR).	dimension
CurrentMaxCpc	CurrentMaxCpc	The current maximum cost per click that is charged to the advertiser’s account when a search user clicks an ad.	metric
Custom Parameter	Custom Parameter	A URL parameter that you can define and attach to your tracking template or final URL to track specific information.	dimension
CustomLabel0	CustomLabel0	The value of the Custom_label_0 field from your Microsoft Merchant Center catalog, used for product grouping and filtering.	dimension
CustomLabel1	CustomLabel1	The value of the Custom_label_1 field from your Microsoft Merchant Center catalog, used for product grouping and filtering.	dimension
CustomLabel2	CustomLabel2	The value of the Custom_label_2 field from your Microsoft Merchant Center catalog, used for product grouping and filtering.	dimension
CustomLabel3	CustomLabel3	The value of the Custom_label_3 field from your Microsoft Merchant Center catalog, used for product grouping and filtering.	dimension
CustomLabel4	CustomLabel4	The value of the Custom_label_4 field from your Microsoft Merchant Center catalog, used for product grouping and filtering.	dimension
CustomParameters	CustomParameters	Custom key-value pairs that can be used in tracking templates.	dimension
CustomerId	CustomerId	The unique Microsoft Advertising identifier of the customer (manager account).	metric
CustomerName	CustomerName	The name of the customer (manager account).	dimension
DailyBudget	DailyBudget	The daily budget allocated for a campaign.	metric
DeliveredMatchType	DeliveredMatchType	The actual match type of the keyword that triggered the ad (e.g., Exact, Phrase, Broad).	dimension
Description	Description	A general descriptive text for an ad or other entity.	dimension
Descriptions	Descriptions	The descriptive text for an ad.	dimension
Destination Url	Destination Url	The URL of the page that the user is taken to when they click the ad.	dimension
DestinationUrl	DestinationUrl	The URL that users are directed to after clicking an ad.	dimension
Device Preference	Device Preference	The device type on which the ad will be preferred, such as ‘Mobile’ or ‘Desktop’.	dimension
Device Type	Device Type	The type of device used to view the ad, such as ‘Computer’, ‘Tablet’, or ‘Smartphone’.	dimension
DeviceOS	DeviceOS	The operating system of the device reported in the DeviceType column. Possible values include Android, Blackberry, iOS, Other, Unknown, and Windows.	dimension
DeviceType	DeviceType	The type of device used by the customer when the impression occurred (e.g., Computers, Smartphones, Tablets).	dimension
Display Url	Display Url	The URL displayed in the advertisement.	dimension
DisplayUrl	DisplayUrl	The URL displayed in the ad.	dimension
Domain Name	Domain Name	The domain name of the website being advertised.	dimension
Dynamic Ad Target Condition 1	Dynamic Ad Target Condition 1	The first condition used to define a dynamic ad target, which helps determine which pages on your website are targeted.	dimension
Dynamic Ad Target Condition 2	Dynamic Ad Target Condition 2	The second condition used to define a dynamic ad target.	dimension
Dynamic Ad Target Condition 3	Dynamic Ad Target Condition 3	The third condition used to define a dynamic ad target.	dimension
Dynamic Ad Target Condition Operator 1	Dynamic Ad Target Condition Operator 1	The operator (e.g., ‘Equals’, ‘Contains’) for the first condition of a dynamic ad target.	dimension
Dynamic Ad Target Condition Operator 2	Dynamic Ad Target Condition Operator 2	The operator for the second condition of a dynamic ad target.	dimension
Dynamic Ad Target Condition Operator 3	Dynamic Ad Target Condition Operator 3	The operator for the third condition of a dynamic ad target.	dimension
Dynamic Ad Target Value 1	Dynamic Ad Target Value 1	The value for the first condition of a dynamic ad target.	dimension
Dynamic Ad Target Value 2	Dynamic Ad Target Value 2	The value for the second condition of a dynamic ad target.	dimension
Dynamic Ad Target Value 3	Dynamic Ad Target Value 3	The value for the third condition of a dynamic ad target.	dimension
Dynamic Description Enabled	Dynamic Description Enabled	Indicates whether dynamic descriptions are enabled for an ad. This allows the system to automatically generate descriptive text.	dimension
Editorial Reason Code	Editorial Reason Code	The reason code provided by the editorial review for an entity’s status.	dimension
Editorial Status	Editorial Status	The editorial status of an entity, indicating whether it is Approved, Disapproved, or Under Review.	dimension
End Date	End Date	The date when the campaign or other scheduled entity will stop running.	dimension
EndDate	EndDate	The end date of the entity’s validity or reporting period.	dimension
Entity Type	Entity Type	The type of entity, such as ‘Campaign’, ‘Ad Group’, or ‘Keyword’.	dimension
Error	Error	A general description of an error that occurred during an operation.	dimension
Error Detail	Error Detail	Additional details about an error, providing more specific information about the issue.	dimension
Error Number	Error Number	A numeric code that identifies the type of error that occurred.	dimension
ExactMatchImpressionSharePercent	ExactMatchImpressionSharePercent	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.	metric
ExpectedCtr	ExpectedCtr	A component of Quality Score, measuring the expected click-through rate of an ad.	metric
Experiment Campaign Id	Experiment 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.	dimension
Experiment Id	Experiment Id	The unique identifier for an advertising experiment.	dimension
Final Mobile Url 1	Final Mobile Url 1	The first URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 2	Final Mobile Url 2	The second URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 3	Final Mobile Url 3	The third URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 4	Final Mobile Url 4	The fourth URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 5	Final Mobile Url 5	The fifth URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 6	Final Mobile Url 6	The sixth URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 7	Final Mobile Url 7	The seventh URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Mobile Url 8	Final Mobile Url 8	The eighth URL that the user is taken to after clicking the ad, specifically for mobile devices.	dimension
Final Url	Final Url	The URL of the landing page that the user is taken to after clicking the ad.	dimension
Final Url 1	Final Url 1	The first URL that the user is taken to after clicking the ad.	dimension
Final Url 2	Final Url 2	The second URL that the user is taken to after clicking the ad.	dimension
Final Url 3	Final Url 3	The third URL that the user is taken to after clicking the ad.	dimension
Final Url 4	Final Url 4	The fourth URL that the user is taken to after clicking the ad.	dimension
Final Url 5	Final Url 5	The fifth URL that the user is taken to after clicking the ad.	dimension
Final Url 6	Final Url 6	The sixth URL that the user is taken to after clicking the ad.	dimension
Final Url 7	Final Url 7	The seventh URL that the user is taken to after clicking the ad.	dimension
Final Url 8	Final Url 8	The eighth URL that the user is taken to after clicking the ad.	dimension
Final Url Suffix	Final Url Suffix	Additional parameters that are appended to the end of your final URL.	dimension
FinalAppUrl	FinalAppUrl	Your App URL is the page where people go after clicking on your ad on an app.	dimension
FinalMobileUrl	FinalMobileUrl	Your Mobile URL is the page where people go after clicking on your ad on a mobile device.	dimension
FinalUrl	FinalUrl	The landing page URL where customers are taken after clicking the ad.	dimension
FinalUrlSuffix	FinalUrlSuffix	Additional tracking parameters appended to the final URL.	dimension
FirstPageBid	FirstPageBid	Based on 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.	metric
Frequency Cap Settings	Frequency Cap Settings	Settings that limit the number of times an ad is shown to a unique user over a specific period.	dimension
FridayHours	FridayHours	The hours of operation for Friday for a business location.	dimension
From Hour	From Hour	The starting hour for a scheduled ad delivery or report aggregation.	dimension
From Minute	From Minute	The starting minute for a scheduled ad delivery or report aggregation.	dimension
Gender Types	Gender Types	The gender types targeted by an ad group or campaign, such as ‘Male’, ‘Female’, or ‘Unknown’.	dimension
Goal	Goal	The name of the campaign analytics goal for tracking potential land, browse, prospect, and conversion steps.	dimension
Goal Id	Goal Id	The unique system identifier of a conversion goal.	dimension
GoalType	GoalType	The type or category of a conversion goal (e.g., purchase, lead, sign-up).	dimension
Header 1	Header 1	The first headline or title of an ad.	dimension
Header 2	Header 2	The second headline or title of an ad.	dimension
Header 3	Header 3	The third headline or title of an ad.	dimension
Header 4	Header 4	The fourth headline or title of an ad.	dimension
Header 5	Header 5	The fifth headline or title of an ad.	dimension
Header 6	Header 6	The sixth headline or title of an ad.	dimension
Header 7	Header 7	The seventh headline or title of an ad.	dimension
Header 8	Header 8	The eighth headline or title of an ad.	dimension
Headline	Headline	The main headline text of the ad.	dimension
Headlines	Headlines	A list of headlines or titles for an ad.	dimension
HistoricalAdRelevance	HistoricalAdRelevance	The historical measure of how relevant an ad is to the keyword and user’s search query.	metric
HistoricalExpectedCtr	HistoricalExpectedCtr	A historical prediction of the click-through rate for an ad or keyword, used for campaign optimization.	metric
HistoricalLandingPageExperience	HistoricalLandingPageExperience	The historical measure of how relevant and useful an ad’s landing page is to people who click your ad.	metric
HistoricalQualityScore	HistoricalQualityScore	The historical overall quality score of a keyword, determining ad rank and cost per click.	metric
Hotel Ad Group Type	Hotel Ad Group Type	The type of ad group for Hotel Ads campaigns, such as ‘HotelGroup’ or ‘HotelUnit’.	dimension
Id	Id	A unique system-generated identifier for an entity (e.g., ad group, ad, keyword).	dimension
Impression Tracking Urls	Impression Tracking Urls	A list of URLs used to track impressions for an ad.	dimension
ImpressionLostToBudgetPercent	ImpressionLostToBudgetPercent	The estimated percentage of impressions lost due to an insufficient budget.	metric
ImpressionLostToRankAggPercent	ImpressionLostToRankAggPercent	The estimated percentage of potential ad impressions that were not achieved due to a low ad rank, which is influenced by factors like bid, quality, and ad formats.	metric
ImpressionSharePercent	ImpressionSharePercent	How often your ad is shown, as a percentage of the total available impressions in the market you were targeting.	metric
Impressions	Impressions	The number of times an ad was displayed.	metric
Inherited Bid Strategy Type	Inherited Bid Strategy Type	The type of bidding strategy inherited from a parent entity (e.g., campaign or ad group). This determines how bids are managed to achieve performance goals, such as maximizing clicks or conversions.	dimension
Is Deal Campaign	Is Deal Campaign	Indicates whether a campaign is a deal campaign.	dimension
Job Function	Job Function	The job function attribute used for audience targeting, often based on professional profiles (e.g., LinkedIn data). (CampaignManagementService search)	dimension
Keyword	Keyword	The keyword text that triggered the ad.	dimension
Keyword Relevance	Keyword Relevance	A component of Quality Score that measures how closely your keyword relates to your ad.	dimension
KeywordId	KeywordId	The unique system-generated identifier of the keyword.	metric
KeywordLabels	KeywordLabels	These are the labels you applied to keywords.	dimension
KeywordStatus	KeywordStatus	The status of the keyword (e.g., Active, Paused, Deleted).	dimension
Label	Label	A descriptive tag that can be applied to campaigns, ad groups, ads, or keywords for organization and reporting.	dimension
Landing Page Relevance	Landing Page Relevance	A component of Quality Score that measures how relevant your landing page content is to your ad and keyword.	dimension
Landing Page User Experience	Landing Page User Experience	A component of Quality Score that evaluates how user-friendly and valuable your landing page is.	dimension
LandingPageExperience	LandingPageExperience	A component of Quality Score, measuring the relevance and usefulness of an ad’s landing page.	metric
Language	Language	The language targeted by the campaign or ad group.	dimension
LastModifiedTime	LastModifiedTime	The date and time when the entity was last modified.	dimension
LastModifiedTime_Date	LastModifiedTime_Date		dimension
Latitude	Latitude	The latitude coordinate of a geographical location target.	dimension
LocationId	LocationId	The number Microsoft Advertising uses to identify your customer’s physical location when they were shown your ad.	metric
LocationType	LocationType	This report column displays whether an ad was served based on physical location or location of interest.	dimension
Long Headline	Long Headline	A longer version of the ad’s headline, providing more space for descriptive text.	dimension
Long Headlines	Long Headlines	A list of longer headlines for a responsive ad.	dimension
LongHeadline	LongHeadline	A longer headline text variant for responsive search ads.	dimension
Longitude	Longitude	The longitude coordinate of a geographical location target.	dimension
Match Type	Match Type	The match type of the keyword that triggered the ad (e.g., Exact, Phrase, Broad).	dimension
MatchType	MatchType	The match type associated with a keyword or used to deliver an ad. Possible values include Broad, Exact, Phrase, and Unknown.	dimension
Maximum Bid	Maximum Bid	The maximum bid amount set for a keyword, ad group, or other entity.	dimension
Mcpa Bid	Mcpa Bid	The maximum cost per acquisition (MCPA) bid, often used with automated bidding strategies.	dimension
MetroArea	MetroArea	The metropolitan area where the user was physically located when they clicked the ad. This is part of the Microsoft Market Area for US targeting.	dimension
Microsoft Click Id	Microsoft Click Id	A unique identifier automatically generated by Microsoft Advertising for each click on an ad, used for tracking.	dimension
Mobile Final Url	Mobile Final Url	The URL of the landing page for mobile devices that the user is taken to after clicking the ad.	dimension
Modified Time	Modified Time	The date and time that the entity was last modified.	dimension
MondayHours	MondayHours	The hours of operation for Monday for a business location.	dimension
Name	Name	The name of the entity (e.g., campaign name, ad group name).	dimension
Network	Network	The advertising network where the ad was shown (e.g., owned and operated, syndicated search).	dimension
Network Distribution	Network Distribution	The distribution channels where the ads can appear, such as the Microsoft Search Network, Audience Network, or partner sites.	dimension
Page Feed Ids	Page Feed Ids	The unique identifiers for page feeds used in dynamic search ads or Performance Max campaigns.	dimension
Param1	Param1	Either the destination URL used when a keyword match occurs, or the text that replaces {param1} in an ad.	dimension
Param2	Param2	The text that replaces {param2} in an ad when a keyword match occurs.	dimension
Param3	Param3	The text that replaces {param3} in an ad when a keyword match occurs.	dimension
Parent Account Id	Parent Account Id	The unique system identifier of the parent account.	metric
Parent Criterion Id	Parent Criterion Id	The unique system identifier of the parent criterion.	dimension
Parent Id	Parent Id	The unique system identifier of the parent entity (e.g., campaign ID for an ad group, ad group ID for an ad).	metric
Path 1	Path 1	The first optional path that is appended to the display URL to make the ad more descriptive.	dimension
Path 2	Path 2	The second optional path that is appended to the display URL to make the ad more descriptive.	dimension
Path1	Path1	A shorter or “friendlier” version of your URL address that appears in your ads, as the first subdirectory.	dimension
Path2	Path2	A shorter or “friendlier” version of your URL address that appears in your ads, as the second subdirectory.	dimension
Percent Cpc Bid	Percent Cpc Bid	The percentage of the maximum cost per click (CPC) bid used in a percentage CPC bid strategy.	dimension
Phone Number	Phone Number	The phone number used in a call extension or location extension.	dimension
Placement	Placement	The location on a webpage or app where an ad is displayed.	dimension
Postal Code	Postal Code	The postal code or ZIP code of a geographical target.	dimension
PostalCode	PostalCode	The postal code or zip code where an ad was physically served, or that your customer had shown interest in.	dimension
Price 1	Price 1	The price of the first item in a price extension.	dimension
Price 2	Price 2	The price of the second item in a price extension.	dimension
Price 3	Price 3	The price of the third item in a price extension.	dimension
Price 4	Price 4	The price of the fourth item in a price extension.	dimension
Price 5	Price 5	The price of the fifth item in a price extension.	dimension
Price 6	Price 6	The price of the sixth item in a price extension.	dimension
Price 7	Price 7	The price of the seventh item in a price extension.	dimension
Price 8	Price 8	The price of the eighth item in a price extension.	dimension
Price Description 1	Price Description 1	The description for the first item in a price extension.	dimension
Price Description 2	Price Description 2	The description for the second item in a price extension.	dimension
Price Description 3	Price Description 3	The description for the third item in a price extension.	dimension
Price Description 4	Price Description 4	The description for the fourth item in a price extension.	dimension
Price Description 5	Price Description 5	The description for the fifth item in a price extension.	dimension
Price Description 6	Price Description 6	The description for the sixth item in a price extension.	dimension
Price Description 7	Price Description 7	The description for the seventh item in a price extension.	dimension
Price Description 8	Price Description 8	The description for the eighth item in a price extension.	dimension
Price Extension Type	Price Extension Type	The type of price extension, such as ‘Brands’, ‘Events’, or ‘Locations’.	dimension
Price Qualifier 1	Price Qualifier 1	A qualifier for the price of the first item in a price extension, such as ‘From’ or ‘Up to’.	dimension
Price Qualifier 2	Price Qualifier 2	A qualifier for the price of the second item in a price extension.	dimension
Price Qualifier 3	Price Qualifier 3	A qualifier for the price of the third item in a price extension.	dimension
Price Qualifier 4	Price Qualifier 4	A qualifier for the price of the fourth item in a price extension.	dimension
Price Qualifier 5	Price Qualifier 5	A qualifier for the price of the fifth item in a price extension.	dimension
Price Qualifier 6	Price Qualifier 6	A qualifier for the price of the sixth item in a price extension.	dimension
Price Qualifier 7	Price Qualifier 7	A qualifier for the price of the seventh item in a price extension.	dimension
Price Qualifier 8	Price Qualifier 8	A qualifier for the price of the eighth item in a price extension.	dimension
Price Unit 1	Price Unit 1	The unit of the price for the first item in a price extension, such as ‘per day’ or ‘per month’.	dimension
Price Unit 2	Price Unit 2	The unit of the price for the second item in a price extension.	dimension
Price Unit 3	Price Unit 3	The unit of the price for the third item in a price extension.	dimension
Price Unit 4	Price Unit 4	The unit of the price for the fourth item in a price extension.	dimension
Price Unit 5	Price Unit 5	The unit of the price for the fifth item in a price extension.	dimension
Price Unit 6	Price Unit 6	The unit of the price for the sixth item in a price extension.	dimension
Price Unit 7	Price Unit 7	The unit of the price for the seventh item in a price extension.	dimension
Price Unit 8	Price Unit 8	The unit of the price for the eighth item in a price extension.	dimension
Priority	Priority	The priority of a shopping campaign, determining which campaign serves ads when multiple campaigns target the same product.	metric
Product Condition 1	Product Condition 1	The first condition used to filter products in a shopping campaign or product ad group.	dimension
Product Condition 2	Product Condition 2	The second condition used to filter products in a shopping campaign or product ad group.	dimension
Product Condition 3	Product Condition 3	The third condition used to filter products in a shopping campaign or product ad group.	dimension
Product Condition 4	Product Condition 4	The fourth condition used to filter products in a shopping campaign or product ad group.	dimension
Product Condition 5	Product Condition 5	The fifth condition used to filter products in a shopping campaign or product ad group.	dimension
Product Condition 6	Product Condition 6	The sixth condition used to filter products in a shopping campaign or product ad group.	dimension
Product Condition 7	Product Condition 7	The seventh condition used to filter products in a shopping campaign or product ad group.	dimension
Product Value 1	Product Value 1	The value for the first product condition, such as a brand name or product category.	dimension
Product Value 2	Product Value 2	The value for the second product condition.	dimension
Product Value 3	Product Value 3	The value for the third product condition.	dimension
Product Value 4	Product Value 4	The value for the fourth product condition.	dimension
Product Value 5	Product Value 5	The value for the fifth product condition.	dimension
Product Value 6	Product Value 6	The value for the sixth product condition.	dimension
Product Value 7	Product Value 7	The value for the seventh product condition.	dimension
ProximityTargetLocation	ProximityTargetLocation	Proximity to business or other locations used for targeting.	dimension
Quality Score	Quality Score	A diagnostic tool that provides a holistic view of the quality of your ads, keywords, and landing pages.	dimension
QualityImpact	QualityImpact	A numeric score (0-3) indicating the potential increase in keyword impressions if the Quality Score improves. Higher scores suggest a greater impact on impressions.	metric
QualityScore	QualityScore	An estimate of the quality of your ads, keywords, and landing pages.	metric
Radius	Radius	Distance from the target location (in miles).	metric
Report End Date	Report End Date	The end date of the reporting period.	dimension
Report Start Date	Report Start Date	The start date of the reporting period.	dimension
ReturnOnAdSpend	ReturnOnAdSpend	The Return on Ad Spend (ROAS), calculated as (Revenue / Spend).	metric
Revenue	Revenue	The total revenue generated from conversions.	metric
Revenue Value	Revenue Value	The monetary value associated with a conversion event, which can be tracked for optimization and reporting purposes.	dimension
RevenuePerAssist	RevenuePerAssist	Revenue divided by the number of assists.	dimension
RevenuePerConversion	RevenuePerConversion	The revenue generated for each conversion.	dimension
SaturdayHours	SaturdayHours	The hours of operation for Saturday for a business location.	dimension
Schedule	Schedule	The scheduling information for an ad extension, ad, or campaign, including start and end dates, and days/hours of the week.	dimension
SearchQuery	SearchQuery	The actual search term or query entered by a user that triggered an ad. (first search)	dimension
Settings.AutoGeneratedAssetsEnabled_1	Settings.AutoGeneratedAssetsEnabled_1	Indicates if auto-generated assets are enabled for the first setting. This allows Microsoft Advertising to automatically generate additional assets for ads.	dimension
Settings.AutoGeneratedAssetsEnabled_2	Settings.AutoGeneratedAssetsEnabled_2	Indicates if auto-generated assets are enabled for the second setting.	dimension
Settings.AutoGeneratedImageOptOut_1	Settings.AutoGeneratedImageOptOut_1	Indicates whether the automatic generation of image assets for Performance Max campaigns is opted out. If true, image assets will not be dynamically generated.	dimension
Settings.AutoGeneratedTextOptOut_1	Settings.AutoGeneratedTextOptOut_1	Indicates whether the automatic generation of text assets for Performance Max campaigns is opted out. If true, text assets will not be dynamically generated.	dimension
Settings.CostPerSaleOptOut_1	Settings.CostPerSaleOptOut_1	Indicates whether bidding is opted out of cost per sale for Performance Max campaigns.	dimension
Settings.Details.TargetSettingDetail_1	Settings.Details.TargetSettingDetail_1	Details for the first target setting, defining the audience or location to be targeted.	dimension
Settings.Details.TargetSettingDetail_2	Settings.Details.TargetSettingDetail_2	Details for the second target setting.	dimension
Settings.Details.TargetSettingDetail_3	Settings.Details.TargetSettingDetail_3	Details for the third target setting.	dimension
Settings.DisclaimerAdsEnabled_1	Settings.DisclaimerAdsEnabled_1	Specifies whether disclaimer ads are enabled for the associated entity, such as a campaign.	dimension
Settings.FinalUrlExpansionOptOut_1	Settings.FinalUrlExpansionOptOut_1	Indicates whether final URL expansion is opted out for Performance Max campaigns. If true, only specified final URLs will be targeted.	dimension
Settings.PageFeedIds_1	Settings.PageFeedIds_1	Identifiers for page feeds used in campaigns, often for dynamic ad generation or product listings. (first search)	dimension
Settings.Type_1	Settings.Type_1	Represents a specific configuration setting type, such as ad rotation, that influences how ads are displayed or optimized within a campaign or ad group.	dimension
Settings.Type_2	Settings.Type_2	Represents a specific configuration setting type that influences how ads are displayed or optimized within a campaign or ad group.	dimension
Settings.Type_3	Settings.Type_3	Represents a specific configuration setting type that influences how ads are displayed or optimized within a campaign or ad group.	dimension
Sitelink Extension Description1	Sitelink Extension Description1	The first descriptive line for a sitelink ad extension, providing additional information about the linked page.	dimension
Sitelink Extension Description2	Sitelink Extension Description2	The second descriptive line for a sitelink ad extension, offering more context or details.	dimension
Sitelink Extension Destination Url	Sitelink Extension Destination Url	The final URL that users are directed to when they click on the sitelink extension.	dimension
Sitelink Extension Link Text	Sitelink Extension Link Text	The clickable text that appears for the sitelink extension in the ad.	dimension
Sitelink Extension Order	Sitelink Extension Order	The display order or priority of the sitelink extension relative to other sitelinks.	dimension
Source	Source	The source of traffic or data, such as a search engine or specific network.	dimension
Spend	Spend	The total cost of clicks on an ad.	metric
Start Date	Start Date	The date when a campaign, ad group, or other entity is scheduled to begin running. (CampaignManagementService search)	dimension
StartDate	StartDate	The start date of the entity’s validity or reporting period.	dimension
State	State	The state or province where the impression, click, or conversion occurred.	dimension
State Or Province Code	State Or Province Code	The state or province code where the user was physically located when they clicked the ad, or that your customer had shown interest in.	dimension
Status	Status	The current status of the entity (e.g., Active, Paused, Deleted).	dimension
Store Id	Store Id	The name of the store you created in Microsoft Merchant Center that contains your offers for this campaign.	metric
StoreCode	StoreCode	A code used to identify a specific store, often in the context of product inventory updates or local ads.	dimension
Structured Snippet Header	Structured Snippet Header	The header for a structured snippet ad extension, categorizing the list of values (e.g., ‘Amenities,’ ‘Destinations’).	dimension
Structured Snippet Values	Structured Snippet Values	The specific values listed under a structured snippet header (e.g., ‘WiFi,’ ‘Pool,’ ‘Gym’ under ‘Amenities’).	dimension
Sub Type	Sub Type	A more specific classification within a broader ad or campaign type.	dimension
SundayHours	SundayHours	The scheduled operating hours for Sunday, defining when ads or ad extensions are eligible to be displayed.	dimension
Target Ad Group Id	Target Ad Group Id	The unique identifier for a specific ad group that is being targeted by certain settings or criteria.	dimension
Target Campaign Id	Target Campaign Id	The unique identifier for a specific campaign that is being targeted by certain settings or criteria. (first search)	dimension
Target Setting	Target Setting	Defines the targeting criteria for a campaign, such as location, demographics, or device. (first search)	dimension
Text	Text	The text content of an ad or other entity.	dimension
ThursdayHours	ThursdayHours	The scheduled operating hours for Thursday, defining when ads or ad extensions are eligible to be displayed.	dimension
Time Zone	Time Zone	The time zone setting, which can affect ad scheduling and report data timestamps. (first search)	dimension
TimePeriod	TimePeriod	The aggregation period for report data, such as daily, weekly, or monthly.	dimension
Title	Title	The main headline or title for an ad or other advertising element. (first search)	dimension
Title Part 1	Title Part 1	The first section of an ad’s headline or title, used to capture attention. (first search)	dimension
Title Part 2	Title Part 2	The second section of an ad’s headline or title, providing additional information or context. (first search)	dimension
Title Part 3	Title Part 3	The third optional section of an ad’s headline or title, further extending the message. (first search)	dimension
TitlePart1	TitlePart1	In Expanded Text ads, Ad title 1 is the first line of the most prominent part of your ad that links to your website.	dimension
TitlePart2	TitlePart2	This is the second line of the most prominent part of your ad that links to your website.	dimension
TitlePart3	TitlePart3	This is the third line of the most prominent part of your ad that links to your website.	dimension
To Hour	To Hour	The ending hour for a scheduled ad delivery or report aggregation.	dimension
To Minute	To Minute	The ending minute for a scheduled ad delivery or report aggregation.	dimension
TopImpressionRatePercent	TopImpressionRatePercent	The percentage of times an ad appeared in the mainline (top placement above search results) out of its total impressions. This indicates how changes in ad position can impact performance.	metric
TopImpressionShareLostToBudgetPercent	TopImpressionShareLostToBudgetPercent	The estimated percentage of mainline impressions (ads appearing above search results) lost due to an insufficient budget. This indicates where increasing your budget could help improve ad position.	metric
TopImpressionShareLostToRankPercent	TopImpressionShareLostToRankPercent	The estimated percentage of mainline impressions (ads appearing above search results) lost due to poor ad rank. This metric helps assess why ads are missing out on optimal ad positions.	metric
TopImpressionSharePercent	TopImpressionSharePercent	The percentage of estimated available impressions in the top positions that an ad received. (first search)	dimension
TopVsOther	TopVsOther	The position (mainline vs. bottom or sidebar) of your ad on a Bing, AOL, or Yahoo search results page.	dimension
Tracking Template	Tracking Template	A URL template used to specify additional tracking parameters for ads.	dimension
TrackingTemplate	TrackingTemplate	The URL template used for tracking clicks and other metrics.	dimension
TrackingUrlTemplate	TrackingUrlTemplate	A URL template used to specify additional tracking parameters for ads.	dimension
TuesdayHours	TuesdayHours	The scheduled operating hours for Tuesday, defining when ads or ad extensions are eligible to be displayed.	dimension
Type	Type	The general type of the record or entity (e.g., Ad Group, Campaign).	dimension
UET Tag Id	UET Tag Id	The unique identifier for a Universal Event Tracking (UET) tag, used to track conversions and website behavior.	dimension
Url	Url	The URL of the webpage associated with the ad or other entity.	dimension
UrlCustomParameters	UrlCustomParameters	Custom parameters appended to URLs for detailed tracking and reporting.	dimension
Use Searcher Time Zone	Use Searcher Time Zone	Indicates whether ad scheduling should use the time zone of the searcher rather than the account’s time zone. (first search)	dimension
Version	Version	The version number of a record or entity. (BulkService search)	dimension
ViewThroughConversions	ViewThroughConversions	The number of view-through conversions, where a user saw an ad but did not click, then converted later.	metric
WednesdayHours	WednesdayHours	The scheduled operating hours for Wednesday, defining when ads or ad extensions are eligible to be displayed.	dimension
accountid	accountid	The Microsoft Advertising assigned identifier for an account.	metric
accountname	accountname	The name of the account.	dimension
accountnumber	accountnumber	The Microsoft Advertising assigned number for an account.	dimension
campaignid	campaignid	The Microsoft Advertising assigned identifier for a campaign.	metric
clicks	clicks	The number of times an ad was clicked. This includes clicks on ads on search results pages or websites in the search network.	metric
currencycode	currencycode	The currency type used for the account.	dimension
date	date	The date for which the report records are generated, in the time zone of the campaign.	dimension
impressions	impressions	The number of times an ad has been displayed on search results pages or other sites in the Microsoft Advertising Network.	metric
spend	spend	The total cost incurred from clicks on an ad.	metric