Understanding the Ad Extension reports

Understanding the Ad Extension reports

Want insight into which ad extensions are getting the most impressions and clicks? The different ad extension reports (on the reports page) and the call forwarding detail report (on both the reports page and dimensions tab) are where to look.

There are four types of ad extension reports:

  • Ad extension by keyword: Shows performance metrics for all ad extension types and click types. The click type is each component in the ad that you can click (for example, the ad title and driving direction). The report is organized by keyword and allows you to see how many ad extension impressions you’re receiving and which click type is getting the most clicks and impressions. When you include the click type column, this report shows you how your ad is performing relative to different ad extensions. If you want to review ad extension performance without the ad title, remove the click type column or run the ad extension details report. Note: Since this report show relative performance, the impressions, click, conversions, spend columns are not additive.
  • Ad extension by ad: Shows the same information as the Ad extension by keyword report but is organized by ad.
  • Ad extension details: Shows detailed information about the ad extension including ad extension name and ID. The report allows you to analyze if the ad extension is getting enough impressions and clicks.
  • Call forwarding details: Shows the time and duration of each phone call that originated from a call extension that uses the Bing Ads forwarding number. The report allows you to understand how the accounts, campaigns, or ad groups are performing with call extensions.

How to create an Ad extension report

  1. On the Reports page, in the left pane, click Standard reports, click Performance, and then either Ad extension by keyword, Ad extension by ad, or Ad extension by details.
  2. Select the Show (unit of time), Date range, download Format and What to report on either all accounts or specific ones.
  3. For the Ad extension by keyword and Ad extension by ad report, under Choose Columns, make sure that the Ad Extension type name and Click Type are selected. You need these columns in the report to sort your data.
  4. Click Run to run the report, or Download to download the report as CSV, TSV, or XLSX (Microsoft Excel) file.
  5. In the report, use the first few columns to sort the data so you can review what you want.

How to create the Call forwarding details report

There are two places where you can get the call forwarding details report information - reports page or dimensions tab on the campaigns page.

  1. For the Reports page, in the left pane, click Standard reports, click Performance, and then Call forwarding details and the following the same instructions as the ad extension report.
  2. For the Dimensions tab, on the Campaigns pages, click the Dimensions tab, and then next to Show, click Call forwarding details.

How to read the Ad extension report

Here's an example of some of the data provided in these reports (grouped by extension type), along with a short explanation of what the data means:

Report data
Tells you that...
Keyword Ad extension type Click type Impressions Clicks

Contoso Sitelink Extension Ad title (headline) 20 8
Your Sitelink Extension was displayed with the ad title 20 times. The ad title was clicked 8 times.
Contoso Sitelink Extension Sitelink 20 2
The Sitelink Extension was clicked 2 times. Note: Ad title and sitelink are always shown together in an ad. Therefore, the two click types have the same number of impressions, in this case 20.
Contoso Sitelink Extension Driving direction 8 1
Of the 20 times that your Sitelink Extension displayed with Ad title, 8 of those times the driving direction was also displayed. The driving direction was clicked 1 time.
Contoso Location Extension Ad title (headline) 15 5
Your Location Extension was displayed with the ad title 15 times. The ad title was clicked 5 times
Contoso Location Extension Driving direction 15 3
The driving direction was clicked 3 times. Note: Ad title and Location Extension are always shown together in an ad. Therefore, the two click types have the same number of impressions, in this case 15.
Contoso Location Extension Sitelink 8 2
Of the 15 times that your Location Extension displayed with Ad title, 8 of those times the sitelink was also displayed. The sitelink was clicked 2 times.

Why don't I see clicks and impressions for call extensions in reports?

There are several different ways that you can set up your call extensions and this will impact the data in your report.

You set up call extensions on the Ad extensions tab on the Campaigns page. Once you select Call extensions, there are three different options:

  • Bing forwarding number and Show a toll-free number: Potential customers can click the phone number in your ad (Click calls) or call the number directly (Manual calls).
  • Bing forwarding number and Show a local number: Potential customers can click the phone number in your ad (Click calls) or call the number directly (Manual calls).
  • On smartphones using my own phone number: Potential customers can only click the phone number in your ad (Click calls) when viewed on a smartphone.

Here is what you see in each type of report:

Option selected Report Data shown What it costs Where available
Bing forwarding number and Show a toll-free number Ad Extension by Ad/Keyword report Ad Extension type name = Metered Extension Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All Devices
Bing forwarding number and Show a toll-free number Call forwarding details report Call details information Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All Devices
Bing forwarding number and Show a local number Ad Extension by Ad/Keyword report Ad Extension type name = Metered Extension Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All Devices
Bing forwarding number and Show a local number Call forwarding details report Call details information Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All Devices
On smartphones using my own phone number Ad Extension by Ad/Keyword report Ad Extension type name = Call Extension Click calls only: Charge CPC bid Global
Smartphones only
On smartphones using my own phone number Call forwarding details report Call details are not available for this selection N/A N/A

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