Microsoft Advertising reporting

Bing Ads, finally reported properly

Spend, clicks and conversions at a glance, then tables by campaign, ad group, keyword, search term, device and network, scoped to one client. Create a workspace to open the report, or preview what's inside.

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Preview of the AI Marketing Dashboard Microsoft Ads report showing spend, conversions, CPC and a network breakdown

Microsoft Advertising reporting

The Microsoft Advertising and Bing Ads reporting dashboard

Microsoft Advertising is the second search channel in most accounts, and it rarely gets the reporting attention Google does. This dashboard reports it with headline figures and a daily trend, and with tables by campaign, ad group, keyword, search term, device and network, all read from the advertiser account an admin links to the client.

Connected reporting

From Microsoft account to client report

Link a Microsoft Advertising account to a client in four steps, then read its figures in the same workspace as that client’s other reports.

Connect Microsoft Advertising
Sign in with any Microsoft login that can see your advertiser accounts. The connection belongs to the workspace and serves every client.
Agency plan and up
Link an account to the client
Choose the client, pick one advertiser account from the list and link it. One account serves one client.
Sync the dates you need
Choose a range and select “Sync these dates”. Sync another range whenever a review reaches further back.
Read the figures
Spend, clicks, impressions, CTR, CPC and conversions fill the headline figures and a daily trend, with tables from campaign level down to keywords and search terms, and splits by device and network.

Scope

What fills in, and what stays in Microsoft’s interface

Connected source

Meta Ads

Filled from your account
Headline figures, a trend and seven tables
The daily table and six more, from campaigns and ad groups to devices and networks, fill in for the dates you sync, in the account’s own currency and time zone.
Left in Microsoft Advertising
Ads, audiences and more
Individual ads and their creative, audiences, age and gender, hour-of-day delivery, LinkedIn profile targeting, assets and extensions, and impression share are not synced from Microsoft yet.

Report Microsoft Advertising beside Google

Create a workspace and connect Microsoft Advertising. Then link your first client’s account and sync the dates you need.

Create your agency workspace See the Google Ads report

Connected Microsoft Advertising reporting is included from the Agency plan.

On this page

Reporting across the whole Microsoft search network

Which part of the network produced the clicks, and which part earned the conversions

“Bing traffic” undersells what this channel actually is. Microsoft ads appear on Bing, Yahoo and AOL searches, on syndicated partner sites and on Microsoft's own properties. The Networks table splits results by the network groups Microsoft reports, such as its own sites and syndicated search partners, each with its own row of spend, clicks and conversions for the dates you choose.

That split matters operationally. Syndicated partner traffic can behave very differently from searches on Microsoft's own sites, and a row per network group is how you defend the efficient parts of the channel and question the parts that spend without converting.

Campaign and ad group reporting for Microsoft Advertising

Read in the same order as the Google Ads account it came from

Many Microsoft accounts start life as an import from Google Ads, and an import keeps the campaign and ad group structure. The Campaigns and Ad groups tables follow that structure, so a team that reviews Google by campaign and then by ad group can review Microsoft in the same order, and the places where the two channels behave differently show up in numbers instead of anecdotes.

Above the tables sit the headline figures for the range you choose: spend, impressions, clicks, CTR, average CPC, conversions, cost per conversion and conversion rate, with revenue and ROAS added when the account tracks revenue. Comparing against the period before, or against the previous year, is one choice in the toolbar rather than a spreadsheet formula.

Keyword and search-term reporting on the Microsoft network

What you bought, and what people actually typed

The Keywords table shows each keyword with its spend, clicks and conversions, so the terms that earn their cost stand apart from the ones that only spend. The Search terms table lists the queries people typed before they clicked, which is where wasted spend and new keyword ideas show up first.

Microsoft reports only the search terms that earned a significant number of clicks, so that list is partial by design and will not add up to the account total. Read it for waste and for ideas, and read the campaign and daily tables when you need spend.

Conversion, cost per conversion and ROAS reporting

What the Microsoft spend returned, in the account's own currency

Conversions are counted by Microsoft under whichever conversion goals the account has defined, and the report shows them beside cost per conversion and conversion rate for the same dates. Where the account tracks revenue, revenue and ROAS appear as well; where it does not, there is no ROAS to show and the report does not invent one.

Money is shown in the advertiser account's own currency and days follow its own time zone, so a day means what it means in Microsoft Advertising. Conversions can still be credited to recent days after the fact, which is why a review is best run on complete weeks or months, and why recent days are worth syncing again first, and the report says which day its data runs through.

Device reporting for the Microsoft audience

Where clicks and conversions come from, by device type

The Devices table splits spend, clicks and conversions by the type of device the ad was shown on, so the channel's economics are read device by device instead of as one blended number. It is the quickest way to see whether the account's results come from the devices its bids and ads were built for.

The Microsoft audience is often described as skewing toward desktop, and a general claim like that is only a starting point. The Devices table tests it with each client's own numbers, which is also what turns a bid-adjustment discussion from a talking point into a decision.

A client-ready report that makes the incremental case

One structure for the channel that so often goes unreported

Because Microsoft Ads is usually the afterthought channel, showing up with a real report is itself a differentiator. Every view here lives in one report scoped to a single client and presented under your agency's branding, beside the client's other reports in the same workspace, once an admin has linked that client's advertiser account.

The result is a repeatable monthly story: what the Microsoft network added, what it cost next to the primary search program, and where the next dollar should go. Any table exports to CSV as shown, so the numbers you send are the numbers on screen.

A Microsoft Advertising dashboard a client can read

Headline figures for the first questions a client asks, a daily trend and seven tables that explain them, all for one linked advertiser account.

The figures are spend, impressions and clicks, CTR and average CPC, and conversions with their cost and rate. Revenue and ROAS join them when the account tracks revenue. A menu charts any figure by day, the toolbar sets the date range, and a comparison shows the previous period or the previous year.

Which table answers which client question
Table	The question it answers	What to keep in mind
Daily	How did the account move from one day to the next?	Days follow the account's own time zone and money its own currency
Campaigns	Where did the budget go, and what did it return?	Compare campaigns that share a goal, not a brand campaign with a prospecting one
Ad groups	Which themes inside a campaign carry it?	An ad group belongs to one campaign, so read it inside that campaign
Keywords	Which bought terms earn their cost?	A keyword's figures cover every search term that matched it
Search terms	What did people type before they clicked?	Microsoft lists only terms with a significant number of clicks, so the list is partial
Devices	Where do the results come from?	Read for the whole account, by device type
Networks	Which part of the Microsoft network delivered them?	Read for the whole account, by the network groups Microsoft reports

Every linked client gets the same layout, which makes one month's review comparable with the next. Any table exports to CSV exactly as it is shown, for members who hold the export permission, and a separate daily-detail file has one row per day.

The illustrative layout a Studio workspace opens draws more tabs than a linked account fills, and every figure in it is illustrative. From the Agency plan up, an unlinked client shows the connection card with a brief note beneath it, never illustrative numbers.

Note

Check the account status before you chase an empty report

An account that Microsoft still lists as Pending is not serving ads, so a sync succeeds and returns nothing. Activate the account in Microsoft Advertising first, then sync the dates again.

Bing Ads metrics, explained without the interface

Plain definitions a client can repeat back, with the one detail that most often causes a disagreement.

Spend: What the account was charged for the dates shown, in the account's currency.
Impressions: How many times Microsoft showed an ad on its search results or partner placements.
Clicks: How many times people clicked an ad.
CTR: Total clicks divided by total impressions for the whole range, not the average of daily percentages.
Average CPC: Total spend divided by total clicks: the typical price of one click in the range.
Conversions: Actions Microsoft credits to your ads, based on the conversion goals set up in the account.
Cost per conversion: Spend divided by conversions: what one result cost across the dates shown.
Conversion rate: Conversions divided by clicks: the share of clicks that ended in a conversion.
Revenue and ROAS: Revenue is the value Microsoft attaches to conversions when the account records one. ROAS is that revenue divided by spend. Without revenue tracking there is no ROAS to show.
Account time zone: Microsoft counts each day in the advertiser account's own time zone, so day boundaries can differ from other platforms.

A Bing Ads reporting template you can reuse every month

A template is a promise about what the client sees each month. This one fits what the connection fills today.

A monthly Microsoft Advertising report, section by section
Section	What to put in it	Where it comes from
Headline totals	Spend, clicks, conversions and cost per conversion for the month, with ROAS if revenue is tracked	This dashboard
Daily trend	The one metric the month's story depends on	This dashboard
Against last month	The same figures for the period before, from the comparison menu	This dashboard
What drove it	The campaigns, keywords and devices behind any movement	This dashboard
Beside Google	Cost per click and conversions next to the Google Ads account for the same client	The Google Ads report
Next steps	Two or three changes, each with an owner and a date	Your project tool

The first four take minutes in the dashboard. Put the fifth beside it using Google Ads reporting, and close with tasks in Projects.

Bing Ads to Power BI, exports and the Reporting API

Two different needs hide behind these searches: a model you build yourself and a report a client reads. Choose by who will maintain it.

Ways to get Microsoft Advertising data in front of a client
Option	What you get	What you maintain
This dashboard	A finished client view, from campaigns down to keywords, devices and networks, in your branding	Little: an administrator links the account once and syncs the dates each review needs; tables export to CSV, but there is no feed to a BI tool
Microsoft Advertising's own reports	Any report type the platform offers, downloadable as a file	A saved report definition per account and a routine for sending it
The Reporting API	Machine-readable reports you request, wait for and download	Code, credentials, retries and the data model behind the charts
A BI model such as Power BI	Your own charts across clients and sources	The file or connector feed, the model and a refresh routine for every client

What the Reporting API means here

The connection asks Microsoft's Reporting API for a series of performance reports, the account by day and then campaigns and ad groups, keywords and search terms, devices and networks. It waits while Microsoft builds each file, which usually takes a few minutes, then downloads it and stores the rows for the dates you chose. It does not pass that data onward, so this dashboard has no feed to Power BI.

When a BI tool is the right call

Choose a BI model when you need many clients on one chart, or Microsoft data beside CRM revenue. Keep this dashboard for the monthly client conversation: it is quick to prepare and has no model for you to rebuild.

Reading Microsoft Advertising beside Google Ads for one client

Totals, a few tables and a comparison are enough to answer the question a client really asks: does the second search channel earn its place?

Sync the same dates in both reports, and compare complete weeks or months rather than single days.
Compare cost per click and cost per conversion, not volume. A smaller channel will always show fewer clicks.
Remember that each account counts days in its own time zone, so a day boundary can differ between the two.
Check what each account bids on. An imported campaign should mirror its source, but settings drift, and a different keyword set explains a different cost per click better than the auction does.
Write one sentence the client can repeat: what the channel added, what it cost, and whether budget should move.

Connecting Microsoft Advertising, step by step

Each connected Microsoft login serves every client, and each client reads one advertiser account.

Sign in with a Microsoft account that can see the advertiser accounts
An administrator selects Connect Microsoft Advertising and signs in on Microsoft's own consent screen, using any Microsoft login that can see the advertiser accounts. The connection is shared by the whole workspace, so it serves every client.
Add another Microsoft login if a client uses theirs
Select Connect another Microsoft account and its advertiser accounts join the same picker.
Link one advertiser account to the client
Choose the client, then the account, then link it. An account can serve a single client, and linking one that already belongs to another client is refused.
Sync the dates
Set the range and select Sync these dates. Each sync reaches back up to 1,096 days, about three years, while the screen shows up to 456 days at once. Microsoft builds the reports first, so figures appear a few minutes later.
Confirm the account is Active
A linked account that Microsoft lists as Pending serves no ads and reports nothing until it is activated.

Nothing is requested from Microsoft when a page opens. Dates arrive when an admin syncs them, and where the optional daily refresh is switched on, the newest days are added once a day as well. Either way the report names the last day its data runs through.

Plan

Which plan connects Microsoft Advertising

Connected Microsoft Advertising reporting starts on Agency, which costs $299 a month. Scale and Enterprise include it as well, and Studio opens the illustrative layout only.

What the Microsoft Advertising connection fills, and what it leaves out

The connection reads seven reports from Microsoft. Several views you may know from Microsoft's own interface are not part of it.

Microsoft Advertising data in a linked client's report
Data	In the linked report	Notes
Daily totals	Synced	Every headline figure, day by day, with money in the account's currency and days in its time zone.
Campaigns	Synced	Spend, clicks and conversions for each campaign.
Ad groups	Synced	The same measures for each ad group.
Keywords	Synced	The same measures for each keyword.
Search terms	Synced	Only terms Microsoft reports as earning a significant number of clicks, so the list is partial.
Devices	Synced	Read for the whole account, by device type.
Networks	Synced	Read for the whole account, by the network groups Microsoft reports.

Microsoft Advertising views a linked client's report does not fill
Data	In the linked report	Notes
Individual ads and their creative	Not synced	Read the ads and their copy in Microsoft Advertising.
Audiences	Not synced	Audience lists and their results stay in Microsoft Advertising.
Age and gender	Not synced	Demographic results are not part of the connection.
Hour-of-day delivery	Not synced	Daily totals are the finest time grain.
LinkedIn profile targeting	Not synced	Results by the searcher's LinkedIn industry, job function and company stay in Microsoft Advertising.
Assets and extensions	Not synced	Sitelinks, callouts and other assets are not read.
Impression share	Not synced	Share-of-market measures are not read.

Bing Ads, Bing Webmaster Tools and Bing analytics: which one you mean

Three searches, three different things. Pick the one that matches the question you are answering.

Microsoft's paid and organic tools, and where each sits here
Name	What it is	Where it appears here
Microsoft Advertising (Bing Ads)	The paid search and audience platform	This page: campaigns, keywords, devices and more fill from a linked advertiser account
Bing Webmaster Tools	Microsoft's free tools for organic search	Its own report page, about organic results
Bing traffic in web analytics	Visits from Bing results, as your analytics tool counts them	Not part of this report

Organic Bing performance has its own page, Bing Webmaster Tools reporting, and visit-level analysis belongs to Google Analytics 4 reporting. Keep each in its own section of the client report, apart from paid results.

Frequently asked questions

What is the difference between Microsoft Advertising and Bing Ads?

They are the same product under two names: Microsoft renamed Bing Ads to Microsoft Advertising, and the platform now reaches well beyond Bing itself. The report uses the current name, and its Networks table separates the places an ad can appear, such as Microsoft's own sites and syndicated search partners, with tables for campaigns, ad groups, keywords and search terms beside it.

Can you report on Google Ads campaigns imported into Microsoft Advertising?

Yes, and that is where many Microsoft accounts start. An import keeps the campaign, ad group and keyword structure, and this report has campaign, ad group, keyword and search-term tables of its own, so an imported account can be reviewed in the same order as its Google source, and the places where the two auctions genuinely diverge become visible instead of anecdotal.

What is LinkedIn profile targeting in Microsoft Advertising, and does the report include it?

Microsoft owns LinkedIn, so search campaigns can be targeted by the searcher's industry, job function and company. The connected report does not break results out by it. It reads campaigns, ad groups, keywords, search terms, devices and networks, so the LinkedIn profile settings and their results stay in Microsoft Advertising, which is where to check whether the targeting earns its bid adjustment.

Which tables does the Microsoft Advertising report include?

A linked account fills seven tables: Daily, Campaigns, Ad groups, Keywords, Search terms, Devices and Networks. Above them sit the headline figures for spend, impressions, clicks, CTR, average CPC, conversions, cost per conversion and conversion rate, with revenue and ROAS when the account tracks revenue, plus a comparison against the period before or against the previous year. Views that are not synced, such as individual ads and audiences, stay in Microsoft's own interface.

Is Microsoft Advertising worth reporting on when the spend is small?

Usually yes, because the case for the channel is incremental rather than absolute. The channel's cost per click, cost per conversion and, where the account tracks revenue, ROAS can be set beside the Google Ads figures for the same client, along with a device split. A small budget converting efficiently is an argument for more budget, but only if somebody reports it.

Can I send Bing Ads data to Power BI from this dashboard?

Not as a feed. AI Marketing Dashboard reads Microsoft Advertising to build a client view, and it has no connector to Power BI or any other BI tool. Each table exports to CSV as shown, which a BI model can load. For a model across many clients, use Microsoft Advertising's own downloadable reports or its Reporting API.

Does the Microsoft Advertising report show campaigns and keywords?

Yes, for a linked account. Alongside daily totals it carries tables for campaigns and ad groups, keywords and search terms, devices and networks. Impression share, hour-of-day delivery, audiences, age and gender, individual ads, LinkedIn profile targeting, and assets and extensions are not synced, so use Microsoft's interface for those. The layout on Studio is wider, but its figures are illustrative.

What does the Bing Ads reporting API return to this dashboard?

A series of performance reports. The connection requests each one from Microsoft, waits while Microsoft builds the file, downloads it and stores the rows for the dates you chose: the account by day, then campaigns and ad groups, keywords and search terms, devices and networks. The ratios are worked out from the stored totals.

Can I export Microsoft Advertising tables to CSV or Excel?

Yes. Any table exports to CSV exactly as it is shown, for members who hold the export permission, and a separate daily-detail file has one row per day. A CSV opens in Excel or Google Sheets. There is no direct feed to Power BI or another BI tool.

Why is my Microsoft Advertising report empty?

Three causes are common: the dates were never synced, the account had no spend in them, or the account is still Pending in Microsoft and serves no ads. The screen says which applies. Sync the dates you need, try a wider range, and check the account's status inside Microsoft Advertising.

Which plan includes Microsoft Advertising reporting?

Agency and up, which means $299 a month or more. Studio can open the layout with illustrative figures but cannot link a client's advertiser account. The client allowance is the next thing to check: Agency holds 15 clients and Scale 50, with Enterprise quoted separately.

Can one Microsoft login serve every client?

Yes. The connection belongs to the workspace, so one Microsoft login that can see all the advertiser accounts serves every client, and each client links a single account from it. Clients that use their own login can be added with Connect another Microsoft account, and their accounts then appear in the same picker.

What should a Bing Ads audit check?

Confirm conversion tracking is recording, budgets are not capping delivery, search terms are free of waste, and ads and extensions are approved. This dashboard helps with the first and third: whether spend and conversions move together across the dates you sync, and which search terms spend without converting. Budget caps and ad approval are checked in Microsoft's own interface, because impression share and individual ads are not synced.