What do the report columns mean?

What do the report columns mean?

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

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

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

Aexpando image
Name Description
Ad description The text contained in the body of the advertisement
Ad distribution Where the ad is distributed; for example, on search results pages (search ads) or in Windows apps (content ads)
Ad element total clicks The number of clicks when this ad element (decoration) was present in the ad copy, whether this or another ad element was clicked on.
Ad extension ID The identification element of either the Call Extension, Location Extension, or Sitelink Extension
Ad extension property value The property value is the display name of the extension. For Sitelink Extensions, it is the display text. For Location Extensions, it is the company name. For Call Extensions, it is the phone number.
Ad extension version The version element of either the Call Extension, Location Extension, or Sitelink Extension
Ad extension total clicks Sum of billable and non-billable clicks on the ad extension
Ad extension type name The ad extension types are: Call Extensions, Location Extensions, and Sitelink Extensions.
Ad relevance The relevance of your ad and landing page to search users' queries. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report. Note: When you download the report to a file, the column is called Landing Page Relevance
Ad status The status of the ad—Active, Paused, or Draft—when the report was run
Ad text The text contained in the body of the advertisement
Ad title The text of the ad title
Ad type The type of ad; for example, text ads (on computers)
Age group The range of ages of the search users to whom the ad was delivered
Assists The number of times an entity (an account, campaign, ad group, or keyword, for example) contributed to a conversion that is associated with a different entity
Attribute changed The attribute that was modified by a user
Avg. CPC Average cost per click, or the total cost of all clicks on an ad, divided by the number of clicks
Avg. participation rate (%) A measurement (from 10 to 100 percent) of how often an ad is displayed during the month in which relevant keywords are clicked
Avg. position The average position of the ad on a webpage.
Bexpando image
Name Description
Bid match type The match type you associated with a particular keyword, and that you have bid on. The same keyword can have different match types, each with a different bid amount.
Bill-to name The name of the bill-to party
Billing type The billing method for the account, such as invoice or credit card
Cexpando image
Name Description
Changed by The name of the person who made a specific change to the campaign, ad group, ad, or keyword
Channel The provider of the marketing activity that displayed the ad
City (physical location) The city where the user was physically located when they clicked the ad
City (searching for) The name of a city if the user’s geographical intent can be determined. The city is set if the user’s intent is a city, and not necessarily if they are physically located in the city. For example, the user’s search query was rental cars in Portland.
Clicks The number of clicks or other user input on any clickable element of your ad, including the ad title, display URL or phone number
Click calls The number of clicks on a clickable Call Extension phone number. This includes clicks on metered (call forwarding) and non-metered phone numbers.
Click share The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured.
Click type The number of clicks received from a specific promotional element of your ad.
Competition (Keyword competition) Keyword competition is an indicator of how many advertisers are bidding on a particular keyword. Highly competitive keywords are more popular among advertisers and, therefore, tend to require larger bids to get the better ad positions. Keywords with medium or low competition might offer advertisers a better ROI. When exporting or downloading campaign data, competition will be reported as a numerical value. Those values can be translated as follows:
  • Value < 0.51: Competition is "Low"
  • 0.51 < Value < 0.81: Competition is "Medium"
  • Value > 0.80: Competition is "High"
Component destination URL The address of the webpage that opens when a rich ad component is clicked. Rich ads in search (RAIS) are available on the search networks for branded or trademarked campaigns. This attribute is only available with the Rich ad component report.
Component name The name of the rich ad component. This is different from the component type column, which identifies the component itself. Rich ads in search (RAIS) are available on the search networks for branded or trademarked campaigns. This attribute is only available with the Rich ad component report.
Component type The component type (basic, deep link, favorite icon, form, image, titled link, or video) of the rich ad that was clicked. Rich ads in search (RAIS) are available on the search networks for branded or trademarked campaigns. This attribute is only available with the Rich ad component report.
Conflict level Identification of the level where the conflict arises (account, campaign, ad group)
Conversion rate (%) The number of conversions, divided by the total number of clicks
Cost per assist Spend divided by the number of times an entity (account, campaign, ad group, or keyword, for example) contributed to a conversion that is associated with a different entity
Country/region In the Geo location (new version) report, the country or region where an ad was physically served, or the country or region that your customer had shown interest in through searches or content they had viewed
CPA Cost per acquisition: Total spend divided by conversions that are attributable to the ad
Country (physical location) In the Geo location (old version) report, the country/region where the user was physically located when they clicked the ad
Country (searching for) In the Geo location (old version) report, the name of a country if the user’s geographical intent can be determined. The country is set if the user’s intent is a country or sub geography of the country, and not necessarily if they are physically located in the country
CTR Click-through rate, or the number of times an ad was clicked, divided by the number of impressions
Currency code The code that identifies the currency in which the account is billed
Current maximum CPC The current maximum cost per click that is charged to the advertiser's account when a search user clicks an ad. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report
Dexpando image
Name Description
Daily spend The average amount of campaign budget spent per day
Day of week A number that tells you which day of the week your data is from. Sunday = 1, Monday = 2, Tuesday = 3, Wednesday = 4, Thursday = 5, Friday = 6, Saturday = 7
Delivered match type The match type Bing Ads actually used to deliver an ad to Bing, AOL, and Yahoo search results pages. This can be different from the bid match type (see above).
Document number The unique billing document identification number
Document type The type of billing document, such as a credit note
Eexpando image
Name Description
Estimated clicks The estimated number of times an ad could be clicked by a particular age group or gender.
Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated click (%) The estimated number of times that an ad will be clicked by a particular age group or gender, divided by the total number of estimated clicks across the ad group (including estimated clicks for unknown age and gender demographics). The value is expressed as a percent from 0 - 100.
Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated CTR percent (%) Estimated click-through rate, or the number of times an ad could be clicked, divided by the number of times it could be served as an impression (expressed as a percentage)
Estimated conversions The estimated number of conversions, which are the clicks that results in a sale or another measure of success, to a particular age group or gender. Conversions are measured by adding a small bit of code to your website pages so that a visitor’s progress through your site can be tracked
Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated conversion rate The estimated number of the conversions that results in a sale or another measure of success to a particular age group or gender, divided by the estimated number of clicks by a particular age group or gender
Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated impression The estimated number of times an ad could be served to a particular age group or gender.
Note: This value is an estimate because the age and gender is not known for the entire audience.
Estimated impression (%) The estimated number of times that an ad will be clicked by a particular age group or gender, divided by the total number of estimated impressions across the ad group (including estimated impressions for unknown age and gender demographics). The value is expressed as a percent from 0 - 100.
Note:This value is an estimate because the age and gender is not known for the entire audience.
Expected click-through rate The competitiveness of your keywords and ad copy in the marketplace for the same search queries. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report. Note: When you download the report to a file, the column is called Keyword Relevance.
Extended cost Cost information that is optionally provided by advertisers, including non-advertising costs, taxes, and shipping
Fexpando image
Name Description
Funnel conversion rate The number of conversions, divided by the number of times potential customers reached step 1 in the funnel, expressed as a percentage
Gexpando image
Name Description
Gender The gender (male or female) of the search users to whom the ad was delivered
Goal The name of the campaign analytics goal for tracking potential land, browse, prospect, and conversion steps
Goal name A label you define for universal event tracking, used to identify the goal in your reports.
Hexpando image
Name Description
Historic expected click-through rate Historic average of expected click-through rate scores going back as far as 18 months from the current date. See also Expected click-through rate below. Note: When you download the report to a file, the column is called Historic Keyword Relevance
Historic ad relevance Historic average of ad relevance scores back as far as 18 months from the current date. See also ad relevance below. Note: When you download the report to a file, the column is called Historic Landing Page Relevance
Historic landing page experience Historic average of landing page experience scores back as far as 18 months from the current date. See also Landing page experience below Note: When you download the report to a file, the column is called Historic Landing Page User Experience
Historic quality score Historic average of quality scores back as far as 18 months from the current date. See also Quality score below
Iexpando image
Name Description
Impression share lost to bid (%) The percentage of impression share lost due to low bid
Impression share lost to budget (%) The percentage of impression share lost due to insufficient budget
Impression share lost to rank (%) The percentage of impression share lost due to low rank
Lexpando image
Name Description
Landing page experience An aggregate assessment of the quality of all landing pages in your site. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report. Note: When you download the report to a file, the column is called Ad Relevance
Location type This report column displays whether an ad was served based on physical location or location of interest.
Low-quality click conversion rate (%) The conversion rate of clicks that originate from low-quality clicks
Low-quality click conversions Conversions that originate from low-quality clicks
Low-quality click rate (%) The number of low-quality clicks, divided by the total number of clicks
Low-quality clicks Clicks that exhibit a low likelihood of commercial intent and for which customers are not billed
Low-quality impression rate (%) The number of low-quality impressions, divided by the total number of impressions
Low-quality impressions Impressions that result from low-quality keyword searches
Mexpando image
Name Description
Monthly budget The average amount of budget spent during a calendar month
Manual call Calls made to a Call Extension number by dialing the number, rather than clicking the number. Although manual calls could be made to both metered (call forwarding) and non-metered numbers, in the context of Bing Ads reports, only data from manual calls made to a metered number is reported. The cost of manual calls is included in the total phone cost reported on the call forwarding detail report.
Metered call Calls made to the forwarding number you created in your Call Extension. Metered calls include both click calls and manual calls. Metered calls are included in the total phone impressions value.
Metro area (physical location) The metropolitan area where the user was physically located when they clicked the ad
Metro area (searching for) The name of a metro area if the user’s geographical intent can be determined. The metro area is set if the user’s intent is a metro area or city within the metro area, and not necessarily if they are physically located in the metro area.
Most specific location This report column displays the most granular location where an ad was served. For example if you selected both the City and Country columns in running your report, the most specific location column will include the same value as the City column.
Moving average Used in the Performance Trend graphs, the average calculated by averaging the performance metrics across the previous four days. All days are the same day of the week. For example, if you are looking at the number of clicks on a Wednesday, the moving average will be calculated by taking the average number of clicks for the four previous Wednesdays. It answer the question: How did my campaign do on this day compared with a typical day? Moving average is only available for a time range up to 62 days.
MTD spend (month-to-date) The amount spent since the first of the current month
Nexpando image
Name Description
Net due The total amount due
Pexpando image
Name Description
Param1 Either the destination URL that is used when a keyword match occurs, to define a custom landing page for a given keyword, or more generally the text that replaces {param1} in an ad when a keyword match occurs
Param2 The text that replaces {param2} in an ad when a keyword match occurs
Param3 The text that replaces {param3} in an ad when a keyword match occurs
Phone impressions The number of times your metered (call forwarding) number was shown on all devices
Placement name The name of the publisher ad placement
Product name The name of the advertising program, such as Bing Ads
Proximity target locations Proximity to business or other locations
PTR Phone through rate: Total phone calls divided by total phone impressions. Applicable only when you have Click to Call Extensions enabled.
Qexpando image
Name Description
Quality impact The impact on impressions an improved quality score would make. Answers the question: "What do I get out of improving my Quality Score?" This metric is calculated only if the keyword quality score is between 1 and 5.
Quality score The competitiveness of your campaigns in the overall search marketplace. When your report includes this attribute, be sure to also include the ad group item ID attribute to ensure the accuracy of your report
Rexpando image
Name Description
Radius (miles) Distance from the target location
Return on ad spend (ROAS) Revenue divided by spend, expressed as a percentage
Revenue Information optionally provided by advertisers, representing revenue realized by the advertiser from the conversion events
Revenue per assist Revenue divided by the number of assists
Revenue per conversion Revenue divided by the number of conversions
Rich ad subtype The type of rich ad: images and links, images, links and form, video and links, video, or pharma.
Sexpando image
Name Description
Sales house The sales house involved in facilitating the deal
Search query The exact words entered by search users
Share of voice (SOV) The share of voice report provides directional data to give you an estimate on where you are losing to competitors in the marketplace. Currently, blank values might appear in the impression share columns of a SOV report for keywords that have statistically insignificant auction data. Note: This report requires enough impression share data to accurately calculate your share of voice. If you suspect the statistics are inaccurate, try running a report over a longer date range or run another performance report for the same date range and compare the statistics.
Sold-to customer name The name of the customer to whom the order was sold
Source The origin of the advertising traffic, which is one of the following:
  • Bing, AOL, and Yahoo Search Properties
  • Extended Network Search Properties
  • The top-level URL of a website that is not in one of the preceding groups
Spend (aka CPC spend) The cost per click, multiplied by the total number of clicks
State (physical location) The state or province where the user was physically located when they clicked the ad.
State (searching for) The name of a state if the user’s geographical intent can be determined. The state is set if the user’s intent is a state or sub geography of the state, and not necessarily if they are physically located in the state.
Texpando image
Name Description
Tactic The method of ad distribution, such as email, search ad, or display ad.
Third-party ad group The name of the ad group that you defined on a paid search provider other than Bing Ads.
Third-party campaign The name of the campaign that you defined on a paid search provider other than Bing Ads.
Third-party keyword The keyword to track that you defined on a paid search provider other than Bing Ads.
Title Parts 1 and 2 The text of an ad’s first and second title in Expanded text ads. Expanded text ads allow you to enter two ad titles separated by a hyphen, each up to 30 characters long. The two titles combined must be less than 77 characters if dynamic text is used.
Top vs. other The position (mainline or sidebar) of your ad on a Bing, AOL, or Yahoo search results page.

 

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

See more videos...