Microsoft Advertising (Bing) fields

95 metrics166 dimensions

Search fields

ACCOUNT

CustomerId

Field label	Manager account ID
Description	Numeric ID of the manager account
Field type	dimension
Data type	string.text.value

CustomerName

Field label	Manager account name
Description	Display name of manager account
Field type	dimension
Data type	string.text.value

AccountId

Field label	Account ID
Description	The identifier of an account
Field type	dimension
Data type	string.text.value

AccountName

Field label	Account name
Description	The account name
Field type	dimension
Data type	string.text.value

AccountNumber

Field label	Account number
Description	The assigned number of an account
Field type	dimension
Data type	string.text.value

AccountStatus

Field label	Account status
Description	The account status
Field type	dimension
Data type	string.text.value

Account_edit_link

Field label	Account edit link
Description	Link to edit the advertising account
Field type	dimension
Data type	string.text.url

CurrencyCode

Field label	Currency code
Description	The account currency code
Field type	dimension
Data type	string.currency.code

AdId

Field label	Ad ID
Description	The assigned identifier of an ad
Field type	dimension
Data type	string.text.value

AdTitle

Field label	Ad title
Description	The ad title
Field type	dimension
Data type	string.text.value

AdTitlePart1

Field label	Ad title part 1
Description	The title part 1 attribute of an ad
Field type	dimension
Data type	string.text.value

AdTitlePart2

Field label	Ad title part 2
Description	The title part 2 attribute of an ad
Field type	dimension
Data type	string.text.value

AdTitlePart3

Field label	Ad title part 3
Description	The title part 3 attribute of an ad
Field type	dimension
Data type	string.text.value

AdType

Field label	Ad type
Description	The ad type
Field type	dimension
Data type	string.text.value

AdLabels

Field label	Ad labels
Description	The labels applied to an ad. Labels are delimited by a semicolon (;)
Field type	dimension
Data type	string.text.value

AdPath1

Field label	Ad path part 1
Description	The path 1 attribute of an ad
Field type	dimension
Data type	string.text.value

AdPath2

Field label	Ad path part 2
Description	The path 2 attribute of an ad
Field type	dimension
Data type	string.text.value

AdDescription

Field label	Ad description
Description	The first ad description that appears below the path in an ad
Field type	dimension
Data type	string.text.value

AdDescription2

Field label	Ad description 2
Description	The second ad description that appears below the path in an ad. Ad description 2 might not appear in an ad
Field type	dimension
Data type	string.text.value

AdDistribution

Field label	Ad distribution
Description	The network where you want your ads to show
Field type	dimension
Data type	string.text.value

AdStatus

Field label	Ad status
Description	The ad status
Field type	dimension
Data type	string.text.value

TopVsOther

Field label	Ad top position
Description	The report will include a column that indicates whether the ad impression appeared in a top position or elsewhere
Field type	dimension
Data type	string.text.value

utm_content

Field label	Content (utm)
Description	Value of the utm_content parameter extracted from the ad destination URL
Field type	dimension
Data type	string.text.value

utm_campaign

Field label	Campaign (utm)
Description	Value of the utm_campaign parameter extracted from the ad destination URL
Field type	dimension
Data type	string.text.value

utm_medium

Field label	Medium (utm)
Description	Value of the utm_medium parameter extracted from the ad destination URL
Field type	dimension
Data type	string.text.value

utm_source

Field label	Source (utm)
Description	Value of the utm_source parameter extracted from the ad destination URL
Field type	dimension
Data type	string.text.value

utm_term

Field label	Term (utm)
Description	Value of the utm_term parameter extracted from the ad destination URL
Field type	dimension
Data type	string.text.value

AdExtensionId

Field label	Ad extension id
Description	The ad extension identifier
Field type	dimension
Data type	string.text.value

AD EXTENSION

AdExtensionType

Field label	Ad extension type name
Description	The types of ad extensions that the list of identifiers contains
Field type	dimension
Data type	string.text.value

AdExtensionTypeId

Field label	Ad extension type id
Description	The system identifier that corresponds to the "Ad extension type name" field. The supported identifiers are 10, 11, and 12
Field type	dimension
Data type	string.text.value

AdExtensionVersion

Field label	Ad extension version
Description	The version attribute of an ad extension
Field type	dimension
Data type	int.number.value

AdExtensionClickType

Field label	Ad extension click item
Field type	dimension
Data type	string.text.value

AdExtensionPropertyValue

Field label	Ad property value
Description	The human readable ad extension property value. The following are the possible property values corresponding to each ad extension type id: for type id 10, the property value is the display text of a sitelink ad extension, for type id 11, the property value is the company name of a location ad extension, for type id 12 or 14, the property value is the phone number of a call ad extension
Field type	dimension
Data type	string.text.value

AD GROUP

AdGroupId

Field label	Ad group ID
Description	The assigned identifier of an ad group. This will be empty if "Item changed" is not Ad, Ad group, or Keyword
Field type	dimension
Data type	string.text.value

AdGroupName

Field label	Ad group name
Description	The ad group name. This will be empty if "Item changed" is not Ad, Ad group, or Keyword
Field type	dimension
Data type	string.text.value

AdGroupLabels

Field label	Ad group labels
Description	The labels applied to an ad group. Labels are delimited by a semicolon (;)
Field type	dimension
Data type	string.text.value

AdGroupStatus

Field label	Ad group status
Description	The ad group status
Field type	dimension
Data type	string.text.value

AdGroupCriterionId

Field label	Ad group criterion id
Description	A list of unique identifiers that identify the criterions to delete
Field type	dimension
Data type	string.text.value

AdGroupAudienceTargetingSetting

Field label	Ad group audience target
Field type	dimension
Data type	string.text.value

Language

Field label	Language
Description	The language of the country an ad is served in
Field type	dimension
Data type	string.language.value

Network

Field label	Ad group network
Description	The current network setting of an ad group. The possible values include AOL search, Bing and Yahoo! search, Content, and Syndicated search partners
Field type	dimension
Data type	string.text.value

AUDIENCE

AudienceId

Field label	Audience id
Description	The assigned identifier of the audience, for example the remarketing list ID
Field type	dimension
Data type	string.text.value

AudienceName

Field label	Audience name
Description	The audience name
Field type	dimension
Data type	string.text.value

AssociationStatus

Field label	Audience association status
Description	The status of the association between the ad group and remarketing list, which indicates whether ads are eligible to display. The possible values are Active, Paused, and Deleted
Field type	dimension
Data type	string.text.value

BidAdjustment

Field label	Audience bid adjustment (%)
Description	This attribute reflects the current value of your ad group's audience bid adjustment, even if a different bid adjustment value was used when the ad was shown. This value is the requested percentage to increase or decrease the bid amount for the remarketing list
Field type	metric
Data type	string.text.percentage

BASIC

Impressions

Field label	Impressions
Description	The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions
Field type	metric
Data type	int.number.value

Clicks

Field label	Clicks
Description	Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers)
Field type	metric
Data type	int.number.value

AdExtensionTotalClicks

Field label	Total ad extension clicks
Description	The number of billable and non-billable times that an ad extension was clicked
Field type	metric
Data type	int.number.value

Spend

Field label	Cost
Description	Campaign cost in the currency of the advertising account
Field type	metric
Data type	float.currency.value

Spend_usd

Field label	Cost (USD)
Description	Campaign cost converted to US dollars
Field type	metric
Data type	float.currency.value
Services	Currency conversion

Spend_gbp

Field label	Cost (GBP)
Description	Campaign cost converted to British pounds
Field type	metric
Data type	float.currency.value
Services	Currency conversion

Spend_eur

Field label	Cost (EUR)
Description	Campaign cost converted to euros
Field type	metric
Data type	float.currency.value
Services	Currency conversion

Ctr

Field label	CTR
Description	The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions)
Field type	metric
Data type	float.number.ratio

ExpectedCtr

Field label	Expected CTR (%)
Description	How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this field is typically updated 14-18 hours after the UTC day ends
Field type	metric
Data type	float.number.percentage
Aggregation	Non-aggregatable metric

HistoricExpectedCtr

Field label	Historic expected CTR average (%)
Description	Historical average of expected click-through rate scores going back as far as 18 months from the current date. This score may vary from the score in the ExpectedCtr column, which is the current score and same value for each day in the time period
Field type	metric
Data type	float.number.percentage
Aggregation	Non-aggregatable metric

Cpc

Field label	CPC
Description	Cost per click, cost divided by the number of clicks
Field type	metric
Data type	float.currency.value

Cpm

Field label	CPM
Description	Cost per thousand impressions, average cost to have your ad served 1000 times
Field type	metric
Data type	float.currency.value

AdRelevance

Field label	Ad relevance
Description	How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score
Field type	metric
Data type	int.number.value

HistoricAdRelevance

Field label	Historic ad relevance average
Description	Historical average of ad relevance scores back as far as 18 months from the current date. This score may vary from the score in the AdRelevance column, which is the current score and same value for each day in the time period
Field type	metric
Data type	int.number.value
Aggregation	Non-aggregatable metric

QualityScore

Field label	Quality score
Description	The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Microsoft Advertising using the ExpectedCtr, AdRelevance, and LandingPageExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10. Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. Traffic for syndicated networks do not affect quality score
Field type	metric
Data type	int.number.value

HistoricQualityScore

Field label	Historic quality score average
Description	The historical quality score for each row is the value that was calculated for quality score on that date. Use The historical quality score to find out how the quality score may have changed over time
Field type	metric
Data type	int.number.value
Aggregation	Non-aggregatable metric

QualityImpact

Field label	Quality impact
Description	The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming: 0 - Not available. Could be because the keyword is not underperforming; 1 - Low impact. Improving the quality score could increase impressions by less than 100 additional impressions per day; 2 - Medium impact. Improving the quality score could increase impressions by 100 to 500 additional impressions per day; 3 - High impact. Improving the quality score could increase impressions by more than 500 additional impressions per day
Field type	metric
Data type	int.number.value

Budget

Field label	Budget
Field type	metric
Data type	int.currency.value

ImpressionSharePercent

Field label	Impression share (%)
Description	The estimated percentage of impressions you received, out of the total available impressions in the market you were targeting
Field type	metric
Data type	float.number.percentage

ExactMatchImpressionSharePercent

Field label	Exact match impression share (%)
Description	The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive
Field type	metric
Data type	float.number.percentage
Aggregation	Non-aggregatable metric

ImpressionsLostToBudget

Field label	Impressions lost to budget
Description	The estimated number of impressions your ad did not receive due to issues with your daily or monthly budget
Field type	metric
Data type	int.number.value

ImpressionLostToBudgetPercent

Field label	Impressions lost to budget (%)
Description	The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget
Field type	metric
Data type	float.number.percentage

ImpressionsLostToRankAgg

Field label	Impressions lost to rank (aggregated)
Description	The estimated number of impressions your ad did not receive due to issues with your ad ranking
Field type	metric
Data type	int.number.value

ImpressionLostToRankAggPercent

Field label	Impressions lost to rank (% aggregated)
Description	The estimated percentage of impressions your ad did not receive due to issues with your ad ranking
Field type	metric
Data type	float.number.percentage

ClickSharePercent

Field label	Click share %
Description	The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunities are. For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours
Field type	metric
Data type	string.text.percentage
Aggregation	Non-aggregatable metric

AvailableImpressions

Field label	Available impressions
Field type	metric
Data type	int.number.value

BUDGET

DailySpend

Field label	Average budget spent per day
Description	The average amount of campaign budget spent per day
Field type	metric
Data type	float.currency.value

MonthlyBudget

Field label	Average budget spent per month
Description	The average amount of campaign budget spent during a calendar month
Field type	metric
Data type	int.currency.value

MonthToDateSpend

Field label	Amount of budget spent for the month
Description	The amount of money spent to date for the month
Field type	metric
Data type	int.currency.value

CALL TRACKING

CallStartTime

Field label	Start time of the call
Description	The start time of a call
Field type	dimension
Data type	string.time.hms

CallEndTime

Field label	End time of the call
Description	The end time of a call
Field type	dimension
Data type	string.time.hms

CallAreaCode

Field label	Call area code
Description	The area code where a user was physically located when they clicked the ad
Field type	dimension
Data type	string.text.value

PhoneImpressions

Field label	Phone impressions
Description	The number of times your tracked number was shown on all devices
Field type	metric
Data type	int.number.value

PhoneCalls

Field label	Phone calls
Description	The number of total calls to the tracked phone number that showed with your ad. The formula for calculating the phone calls is ManualCalls + ClickCalls
Field type	metric
Data type	int.number.value

Ptr

Field label	Phone through rate
Description	The phone-through rate (Ptr). The formula for calculating the Ptr is PhoneCalls / PhoneImpressions
Field type	metric
Data type	float.number.ratio

CallDuration

Field label	Duration of forwarded call from a call ad extension
Description	The duration of each forwarded call that originated from a call ad extension
Field type	metric
Data type	string.time.hm

CAMPAIGN

CampaignId

Field label	Campaign ID
Description	The assigned identifier of a campaign
Field type	dimension
Data type	string.text.value

CampaignName

Field label	Campaign name
Description	The campaign name
Field type	dimension
Data type	string.text.value

CampaignType

Field label	Campaign type
Field type	dimension
Data type	string.text.value

CampaignLabels

Field label	Campaign labels
Description	The labels applied to a campaign
Field type	dimension
Data type	string.text.value

CampaignStatus

Field label	Status
Description	The campaign status
Field type	dimension
Data type	string.text.value

BudgetName

Field label	Budget name
Description	The name of a budget. This will be empty for unshared budgets
Field type	dimension
Data type	string.text.value

BudgetStatus

Field label	Budget status
Description	The budget status. The possible values are Active and Deleted. This will be empty for unshared budgets
Field type	dimension
Data type	string.text.value

BudgetAssociationStatus

Field label	Budget association status
Description	Indicates whether or not the campaign is currently spending from the budget mentioned in the BudgetName column. The possible values are Current and Ended
Field type	dimension
Data type	string.text.value

TrackingTemplate

Field label	Tracking template
Description	The current tracking template for a campaign
Field type	dimension
Data type	string.text.value

CustomParameters

Field label	Custom parameters
Description	The current set of custom parameters for a campaign. Each custom parameter is a key and value pair. The list of custom parameters is semicolon-delimited and each key is enclosed by braces and a leading underscore, for example {_key1}=value1;{_key2}=value2
Field type	dimension
Data type	string.text.value

CAMPAIGN CHANGES

ChangedBy

Field label	Changed by
Description	The username of the user that made the change to settings within an account. If the system made the change, the value will be Administrator
Field type	dimension
Data type	string.text.value

ItemChanged

Field label	Item changed
Description	The value that identifies the entity that changed. If the change is an update to an element of the entity or is related to a target associated with a campaign or ad group, the "Attribute changed" field contains the element of the entity that changed or the type of target that was changed
Field type	dimension
Data type	string.text.value

AttributeChanged

Field label	Attribute changed
Description	Identifies the attribute or property of the entity from the "Item changed" field that changed
Field type	dimension
Data type	string.text.value

HowChanged

Field label	How changed
Description	The value that indicates whether the element was added, updated, or deleted. For adds, the "New value" field contains the added entity. For deletes, the "Old value" field contains the deleted entity. For updates, the "New value" field contains the new value and the "Old value" field contains the old value. If an entity which has a delivery status property was added, for example a campaign, the value of "How change" is Added. To report a deleted entity, the "Item changed" field is Status, the "How changed" field is Changed, and the "New value" field is Deleted. Associating a target with a campaign or ad group will be reported as an add change. The "Attribute changed" field will identify the target types contained in the target object. Updates to a target object will be reported as a delete change and an add change. Removing a campaign's or ad group's association with a target object will be reported as a delete change
Field type	dimension
Data type	string.text.value

OldValue

Field label	Old value
Description	The value before the change
Field type	dimension
Data type	string.text.value

NewValue

Field label	New value
Description	The value after the change
Field type	dimension
Data type	string.text.value

CONVERSIONS

Conversions

Field label	Conversions
Description	The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success
Field type	metric
Data type	int.number.value

AllConversions

Field label	All conversions
Description	The number of conversions, including data for all conversion goals regardless of their ExcludeFromBidding setting
Field type	metric
Data type	int.number.value

ConversionRate

Field label	Conversion rate
Description	The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%). The formula for calculating the conversion rate is (Conversions / Clicks) x 100
Field type	metric
Data type	float.number.ratio

AllConversionRate

Field label	All conversion rate
Description	The number of conversions, divided by the total number of clicks, including data for all conversion goals regardless of their ExcludeFromBidding setting
Field type	metric
Data type	float.number.ratio

CPI

Field label	Conversions per impression rate
Field type	metric
Data type	float.number.ratio

CostPerConversion

Field label	Cost per conversion
Description	The estimated cost per conversion. The formula for calculating the cost per conversion is (Cost / Conversions)
Field type	metric
Data type	float.currency.value

AllCostPerConversion

Field label	Cost per all conversions
Description	The cost per conversion, including data for all conversion goals regardless of their ExcludeFromBidding setting. The formula for calculating the cost per conversion is (Spend / Conversions)
Field type	metric
Data type	float.currency.value

Assists

Field label	Assists from other ads
Description	The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad. An ad is considered to have assisted the conversion if it was clicked before the most recently clicked ad that was credited with the conversion
Field type	metric
Data type	int.number.value

CostPerAssist

Field label	Cost per assist
Description	The cost per assist. The formula for calculating the cost per assist is (Cost / Assists)
Field type	metric
Data type	float.currency.value

Revenue

Field label	Revenue
Description	The revenue optionally reported by the advertiser as a result of conversions. Corresponds to the optional revenue parameter of a Microsoft Advertising campaign analytics tracking script
Field type	metric
Data type	float.currency.value

AllRevenue

Field label	All revenue
Description	The revenue optionally reported by the advertiser as a result of conversions, including data for all conversion goals regardless of their ExcludeFromBidding setting
Field type	metric
Data type	float.currency.value

RevenuePerConversion

Field label	Revenue per conversion
Description	The formula for calculating the revenue per conversion is Revenue / Conversions
Field type	metric
Data type	float.currency.value

AllRevenuePerConversion

Field label	Revenue per all conversions
Description	The revenue per conversion, including data for all conversion goals regardless of their ExcludeFromBidding setting. The formula for calculating the revenue per conversion is (Revenue / Conversions)
Field type	metric
Data type	float.currency.value

RevenueMinusSpend

Field label	Revenue minus cost
Field type	metric
Data type	float.currency.value

ROAS

Field label	Return on ad spend (ROAS)
Description	The formula for calculating the ROAS is Revenue / Spend
Field type	metric
Data type	float.number.value

RevenuePerAssist

Field label	Revenue per assist
Description	The formula for calculating the revenue per assist is Revenue / Assists
Field type	metric
Data type	float.currency.value

DATASOURCE

dataSourceName

Field label	Data source
Description	The name of the source for this data, as listed on supermetrics.com/docs
Field type	dimension
Data type	string.text.value
Destinations	API, Data warehouse

system_metadata.data_source_logins

Field label	Data source logins
Description	The data source login accounts that were used to authenticate against the data source
Field type	dimension
Data type	string.text.json

system_metadata.data_source_login_owners

Field label	Data source login owners
Description	The Supermetrics users that created the data source login connections
Field type	dimension
Data type	string.text.json

DEPRECATED

ManualCalls

Field label	Manual calls
Description	The number of calls dialed manually from any device to the tracked phone number.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2019-06-25

AverageCpp

Field label	Average cost per phone call (%)
Description	The average cost per phone call (CPP). This is applicable solely for manual calls, and does not include clicks-to-call data.
Field type	metric
Data type	string.text.percentage
🚫 Deprecated	Deprecated on 2019-06-25
Aggregation	Non-aggregatable metric

ImpressionsLostToExpectedCtr

Field label	Impressions lost to expected CTR
Description	The number of impression share lost due to low expected click-through rate. If this is high, figure out what you can do to increase your CTR.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionLostToExpectedCtrPercent

Field label	Impressions lost to expected CTR (%)
Description	The percentage of impression share lost due to low expected click-through rate. If this is high, figure out what you can do to increase your CTR.
Field type	metric
Data type	float.number.percentage
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionsLostToAdRelevance

Field label	Impressions lost to ad relevance
Description	The impressions lost due to low ad relevance.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionLostToAdRelevancePercent

Field label	Impressions lost to ad relevance (%)
Description	The percentage of impression share lost due to low ad relevance.
Field type	metric
Data type	float.number.percentage
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionsLostToBid

Field label	Impressions lost to bid
Description	The number of times your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionLostToBidPercent

Field label	Impressions lost to bid (%)
Description	The percentage of time your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction.
Field type	metric
Data type	float.number.percentage
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionLostToRankPercent

Field label	Impressions lost to rank (%)
Description	The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.
Field type	metric
Data type	float.number.percentage
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionsLostToRank

Field label	Impressions lost to rank
Description	The estimated number of impressions your ad did not receive due to issues with your ad ranking.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2019-06-25

ImpressionShares

Field label	Impression shares
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2022-01-27

AveragePosition

Field label	Average position
Description	The average position of the ad on a webpage.
Field type	metric
Data type	float.number.value
🚫 Deprecated	Deprecated on 2020-04-01

ClickCalls

Field label	Click calls
Description	The number of phone calls initiated by clicks.
Field type	metric
Data type	int.number.value
🚫 Deprecated	Deprecated on 2019-06-25

DESTINATION

DestinationUrl

Field label	Destination URL
Description	The destination URL attribute of an ad, keyword, or ad group criterion. If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs
Field type	dimension
Data type	string.text.url

DisplayUrl

Field label	Display URL
Description	The ad display URL
Field type	dimension
Data type	string.text.url

FinalURL

Field label	Final URL
Description	The Final URL of an ad, keyword, or criterion. Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution
Field type	dimension
Data type	string.text.url

FinalUrlSuffix

Field label	Final URL suffix
Description	The final URL suffix may include tracking parameters that will be appended to the end of the landing page URL
Field type	dimension
Data type	string.text.value

FinalMobileURL

Field label	Final mobile URL
Description	The Final Mobile URL of an ad, keyword, or criterion. Only the first URL in the list is reported. If the URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL before substitution
Field type	dimension
Data type	string.text.url

FinalAppURL

Field label	Final app URL
Field type	dimension
Data type	string.text.url

LandingPageExperience

Field label	Landing page experience
Description	An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this field is typically updated 14-18 hours after the UTC day ends
Field type	dimension
Data type	string.text.value

HistoricLandingPageExperience

Field label	Historic landing page experience average
Description	Historical average of landing page experience scores back as far as 18 months from the current date. This score may vary from the score in the LandingPageExperience column, which is the current score and same value for each day in the time period
Field type	dimension
Data type	string.text.value

GOAL

AdGoal

Field label	Ad Goal
Description	The name of an event tracking or campaign analytics goal. Compatible with Ad fields
Field type	dimension
Data type	string.text.value

AdGoalId

Field label	Ad Goal ID
Description	The assigned identifier of a goal. Compatible with Ad fields
Field type	dimension
Data type	string.text.value

Goal

Field label	Goal
Description	The name of an event tracking or campaign analytics goal
Field type	dimension
Data type	string.text.value

GoalId

Field label	Goal ID
Description	The assigned identifier of a goal
Field type	dimension
Data type	string.text.value

KEYWORD

BidParam1

Field label	Biddable ad group criterion 1
Field type	dimension
Data type	string.text.value

BidParam2

Field label	Biddable ad group criterion 2
Field type	dimension
Data type	string.text.value

BidParam3

Field label	Biddable ad group criterion 3
Field type	dimension
Data type	string.text.value

KeywordId

Field label	Keyword ID
Description	The keyword identifier
Field type	dimension
Data type	string.text.value

Keyword

Field label	Keyword
Description	The keyword text
Field type	dimension
Data type	string.text.value

KeywordLabels

Field label	Keyword labels
Description	The labels applied to a keyword. Labels are delimited by a semicolon (;)
Field type	dimension
Data type	string.text.value

NegativeKeywordId

Field label	Negative keyword id
Description	The assigned identifier of a negative keyword
Field type	dimension
Data type	string.text.value

NegativeKeyword

Field label	Negative keyword
Field type	dimension
Data type	string.text.value

NegativeKeywordMatchType

Field label	Negative keyword match type
Description	The type of match to compare the negative keyword and the user's search term. The possible values for a negative keyword are Exact and Phrase
Field type	dimension
Data type	string.text.value

ConflictLevel

Field label	Keyword conflict level
Description	The entity level where the keyword and negative keyword conflict occurs. The possible values are AdGroup and Campaign
Field type	dimension
Data type	string.text.value

NegativeKeywordListId

Field label	Negative keyword list id
Description	The assigned identifier of a negative keyword list
Field type	dimension
Data type	string.text.value

NegativeKeywordList

Field label	Negative keyword list
Description	The name of a negative keyword list
Field type	dimension
Data type	string.text.value

KeywordStatus

Field label	Keyword status
Description	The current keyword status
Field type	dimension
Data type	string.text.value

BidStrategyType

Field label	Bid strategy type
Description	The bid strategy type. Possible values include EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, and TargetCpa. If the InheritFromParent strategy type is used, the report will include the inherited bid strategy type e.g. one of the supported values listed above
Field type	dimension
Data type	string.text.value

BidMatchType

Field label	Bidded match type
Description	The keyword bid match type. This can be different from the DeliveredMatchType column, for example if you bid on a broad match and the search term was an exact match
Field type	dimension
Data type	string.text.value

DeliveredMatchType

Field label	Delivered match type
Description	The match type used to deliver an ad. This can be different from the BidMatchType column, for example if you bid on a broad match and the search term was an exact match
Field type	dimension
Data type	string.text.value

CurrentMaxCpc

Field label	Current max CPC
Description	The maximum cost per click bid that was in effect at the time the report was generated. It is not a moving historical bid throughout the report time period
Field type	dimension
Data type	float.currency.value

SearchQuery

Field label	Matched search query
Description	The search term used by your potential audience
Field type	dimension
Data type	string.text.value

KeywordParam1

Field label	Keyword param 1
Field type	dimension
Data type	string.text.value

KeywordParam2

Field label	Keyword param 2
Field type	dimension
Data type	string.text.value

KeywordParam3

Field label	Keyword param 3
Field type	dimension
Data type	string.text.value

LOCATION

LocationType

Field label	Location type
Description	The location type used to deliver ads. For example to distinguish between people in versus searching for or viewing pages about the corresponding location of interest. The possible location type values are: Physical location - Indicates that the user was physically located in the corresponding City, Country, Metro Area, or State locations. Location of interest - Indicates that the physical location of the user was not used to serve the ad, and the user was searching for or viewing pages about the corresponding City, Country, Metro Area, or State locations. Unknown - Legacy value returned if the physical location was not used or confirmed prior to the release of this report field in May 2014. If the user is searching for the location that they are in, then the location type is Physical location. For example if the search user is in Seattle and searching for Seattle, the location type is Physical location
Field type	dimension
Data type	string.text.value

Radius

Field label	Radius
Description	The radius of a radius target bid. The geographic radius where the user was physically located when they clicked the ad. The "Radius name for landmark" field contains the address or landmark name of the radius
Field type	dimension
Data type	int.number.value

ProximityTargetLocation

Field label	Radius name for landmark
Description	The radius target bid name. The name of the geographic radius where the user was physically located when they clicked the ad. The "Radius" field contains the distance of the radius
Field type	dimension
Data type	string.text.value

MostSpecificLocation

Field label	Most specific location
Description	The most specific location used to deliver ads. For example if the city and country are both identified, this field will include the same value as the "City" field. If postal code information is available, then it will be included in the report instead of city or country
Field type	dimension
Data type	string.text.value

LOW QUALITY TRAFFIC

LowQualityImpressions

Field label	Low quality impressions
Description	The number of impressions that result from low-quality keyword searches
Field type	metric
Data type	int.number.value

LowQualityClicks

Field label	Low quality clicks
Description	Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks
Field type	metric
Data type	int.number.value

LowQualityGeneralClicks

Field label	Low quality general clicks
Description	Clicks that are filtered by general methods, such as blacklists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks
Field type	metric
Data type	int.number.value

LowQualitySophisticatedClicks

Field label	Low quality sophisticated clicks
Description	Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks
Field type	metric
Data type	int.number.value

LowQualityConversions

Field label	Low quality conversions
Description	The number of conversions that originate from low-quality clicks
Field type	metric
Data type	int.number.value

LowQualityImpressionsPerc

Field label	Low quality impressions rate
Description	The low-quality impressions as a percentage. The formula for calculating the percentage is LowQualityImpressions / Impressions
Field type	metric
Data type	float.number.ratio

LowQualityClicksPerc

Field label	Low quality clicks rate
Description	The low-quality clicks as a percentage. The formula for calculating the low quality clicks percentage is LowQualityClicks / Clicks
Field type	metric
Data type	float.number.ratio

LowQualityConversionRate

Field label	Low quality conversion rate
Description	The low-quality conversion rate as a percentage. The formula for calculating the conversion rate is LowQualityConversions / LowQualityClicks
Field type	metric
Data type	float.number.ratio

PROMINENCE

TopImpressions

Field label	Top impressions
Description	The number of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions
Field type	metric
Data type	int.number.value

AbsoluteTopImpressions

Field label	Absolute top impressions
Description	The number of times your ad was in the first position of all returned ads, out of your total impressions
Field type	metric
Data type	int.number.value

TopImpressionRatePercent

Field label	Top impression rate
Description	The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions
Field type	metric
Data type	float.number.percentage

AbsoluteTopImpressionRatePercent

Field label	Absolute top impression rate
Description	The percentage of times your ad was in the first position of all returned ads, out of your total impressions
Field type	metric
Data type	float.number.percentage

AbsoluteTopImpressionShareLostToBudgetPercent

Field label	Absolute top impression share lost to budget
Description	The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget
Field type	metric
Data type	float.number.percentage

TopImpressionShareLostToBudgetPercent

Field label	Top impression share lost to budget
Description	The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget
Field type	metric
Data type	float.number.percentage

TopImpressionShareLostToRankPercent

Field label	Top impression share lost to rank
Description	The estimated percentage of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results
Field type	metric
Data type	float.number.percentage

AbsoluteTopImpressionShareLostToRankPercent

Field label	Absolute top impression share lost to rank
Description	The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results
Field type	metric
Data type	float.number.percentage

TopImpressionSharePercent

Field label	Top impression share
Description	The estimated percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive
Field type	metric
Data type	float.number.percentage

AbsoluteTopImpressionSharePercent

Field label	Absolute top impression share
Description	The estimated percentage of times your ad was in the first position of all ads shown, out of the estimated number of mainline impressions you were eligible to receive
Field type	metric
Data type	float.number.percentage

PUBLISHER

PublisherUrl

Field label	Publisher URL
Description	The URL of a website that displayed the ad. If the Network is AOL search, then the publisher URL value is AOL Search Properties Only. If the Network is Bing and Yahoo! search, then the publisher URL value is either Bing and Yahoo! Search Properties Only or msn.com. If the Network is Syndicated search partners, then the publisher URL value is determined by the Syndicated search partners URL
Field type	dimension
Data type	string.text.url

QUERY

system_metadata.query_date_range_start

Field label	Start date
Description	The start date of the requested query
Field type	dimension
Data type	string.time.date

system_metadata.query_date_range_end

Field label	End date
Description	The end date of the requested query
Field type	dimension
Data type	string.time.date

system_metadata.query_timezone

Field label	Timezone
Description	The timezone that is supplied to the query
Field type	dimension
Data type	string.time.timezone

system_metadata.query_filters

Field label	Filters
Description	All filters used in the query
Field type	dimension
Data type	string.text.json

system_metadata.query_date_start

Field label	Start
Description	When the query was started
Field type	dimension
Data type	string.time.datetime

system_metadata.query_date_end

Field label	End
Description	When the query completed
Field type	dimension
Data type	string.time.datetime

system_metadata.query_duration

Field label	Duration
Description	The duration in seconds of the query
Field type	dimension
Data type	int.duration.seconds

system_metadata.query_accounts

Field label	Accounts
Description	A list of accounts of which the data was pulled from
Field type	dimension
Data type	string.text.json

QUERY INTENT

QueryIntentCountry

Field label	Query intent country
Description	The name of a country if the user's geographical intent can be determined. The country is set if the user's intent is related to a country, and not necessarily if they are physically located in the country
Field type	dimension
Data type	string.geo.country

QueryIntentState

Field label	Query intent state
Description	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
Field type	dimension
Data type	string.geo.region

QueryIntentCity

Field label	Query intent city
Description	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
Field type	dimension
Data type	string.geo.city

QueryIntentMetroArea

Field label	Query intent metro area
Description	The name of a metro area (Nielsen DMA® in the United States) 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
Field type	dimension
Data type	string.geo.metro

SHOPPING CAMPAIGNS

Brand

Field label	Brand
Field type	dimension
Data type	string.text.value

ProductGroup

Field label	Product group
Description	A forward slash (/) delimited list of product conditions, reported as Operand = Attribute. For example "Product Type = Home / Product Type = Electronics / Product Type = DVD Player". Also note that in a report the single asterisk (*) refers to a product group that matches everything else besides the other filters for the product group
Field type	dimension
Data type	string.text.value

PartitionType

Field label	Product partition type
Description	The product partition type
Field type	dimension
Data type	string.text.value

ProductGroupCriterionId

Field label	Product group criterion id
Field type	dimension
Data type	string.text.value

Title

Field label	Title
Field type	dimension
Data type	string.text.value

SellerName

Field label	Seller name
Description	The merchant or store name that offers the product
Field type	dimension
Data type	string.text.value

OfferLanguage

Field label	Offer language
Description	The language for the product offer, e.g. English
Field type	dimension
Data type	string.language.value

CountryOfSale

Field label	Country of sale
Description	The country of sale for the product catalog
Field type	dimension
Data type	string.geo.country

MerchantProductId

Field label	Product ID
Description	The unique identifier provided by a merchant for each product offer
Field type	dimension
Data type	string.text.value

Condition

Field label	Condition
Field type	dimension
Data type	string.text.value

ProductCategory1

Field label	Product category 1
Description	The first level value of the Product_category field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductCategory2

Field label	Product category 2
Description	The second level value of the Product_category field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductCategory3

Field label	Product category 3
Description	The third level value of the Product_category field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductCategory4

Field label	Product category 4
Description	The fourth level value of the Product_category field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductCategory5

Field label	Product category 5
Description	The fifth level value of the Product_category field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductType1

Field label	Product type 1
Description	The first level value of the Product_type field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductType2

Field label	Product type 2
Description	The second level value of the Product_type field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductType3

Field label	Product type 3
Description	The third level value of the Product_type field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductType4

Field label	Product type 4
Description	The fourth level value of the Product_type field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

ProductType5

Field label	Product type 5
Description	The fifth level value of the Product_type field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

CustomLabel0

Field label	Custom label 0
Description	The value of the Custom_label_0 field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

CustomLabel1

Field label	Custom label 1
Description	The value of the Custom_label_1 field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

CustomLabel2

Field label	Custom label 2
Description	The value of the Custom_label_2 field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

CustomLabel3

Field label	Custom label 3
Description	The value of the Custom_label_3 field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

CustomLabel4

Field label	Custom label 4
Description	The value of the Custom_label_4 field in your Bing Merchant Center catalog
Field type	dimension
Data type	string.text.value

Price

Field label	Price
Field type	metric
Data type	float.currency.value

BenchmarkCtr

Field label	Benchmark CTR
Description	Shows you how other product ads for similar products are performing on average based on how often people who see the ad end up clicking on it. If the benchmark CTR is significantly higher than the CTR for your product group, you might consider raising your bid for that product group, or improving the product information, particularly product images and titles
Field type	metric
Data type	float.number.percentage
Aggregation	Non-aggregatable metric

BenchmarkBid

Field label	Benchmark bid
Description	Shows you how much other advertisers are bidding on average on similar products as your current target. Use this information as a benchmark to compare your bidding strategy for a product group against that of other advertisers advertising similar products. If the benchmark bid is significantly higher than your bid, you might consider raising your bid
Field type	metric
Data type	float.currency.value
Aggregation	Non-aggregatable metric

TIME

today

Field label	Today
Description	Today's date, e.g. 2017-01-31
Field type	dimension
Data type	string.time.date
Destinations	API, Data warehouse

Year

Field label	Year
Description	Year, e.g. 2017
Field type	dimension
Data type	string.time.year

YearOfWeekIso

Field label	Year of week (Mon-Sun)
Description	Year of week for ISO weeks, e.g. 2017
Field type	dimension
Data type	string.time.year

YearOfWeek

Field label	Year of week (Sun-Sat)
Description	Year of week for US weeks, e.g. 2017
Field type	dimension
Data type	string.time.year

Yearmonth

Field label	Year & month
Description	Year and month, e.g. 2017\|06
Field type	dimension
Data type	string.time.yearmonth

Month

Field label	Month
Description	Month, e.g. 6
Field type	dimension
Data type	string.time.month

YearWeekIso

Field label	Year & week (Mon-Sun)
Description	Year and week for ISO weeks, e.g. 2017\|08
Field type	dimension
Data type	string.time.yearweekiso

Yearweek

Field label	Year & week (Sun-Sat)
Description	Year and week for US weeks, e.g. 2017\|08
Field type	dimension
Data type	string.time.yearweek

WeekIso

Field label	Week (Mon-Sun)
Description	ISO week number, e.g. 51
Field type	dimension
Data type	string.time.weekiso

Week

Field label	Week (Sun-Sat)
Description	US week number, e.g. 51
Field type	dimension
Data type	string.time.week

DayOfWeek

Field label	Day of week
Description	Day of week name for US weeks, e.g. 0 Sunday
Field type	dimension
Data type	string.time.dayofweek

DayOfWeekNameIso

Field label	Day of week (Mon-Sun)
Description	Day of week name for ISO weeks, e.g. 1 Sunday
Field type	dimension
Data type	string.time.dayofweekiso

DayOfWeekName

Field label	Day of week (Sun-Sat)
Description	Day of week name for US weeks, e.g. 0 Sunday
Field type	dimension
Data type	string.time.dayofweek

Date

Field label	Date
Description	Date, e.g. 2017-01-31
Field type	dimension
Data type	string.time.date

Hour

Field label	Hour
Description	Hour of the day, e.g. 22
Field type	dimension
Data type	string.time.hour

VIDEO VIEW

video_views

Field label	Video views
Description	The number of times the video was played and watched for at least two continuous seconds with more than 50% of the screen in view
Field type	metric
Data type	int.number.value

view_through_rate

Field label	View through rate
Description	The number of Video views divided by the number of Impressions
Field type	metric
Data type	float.number.ratio

avg_cpv

Field label	Avg CPV
Description	Average cost per view. Calculated by: Cost / Video Views
Field type	metric
Data type	float.currency.value

video_views_p25

Field label	Video views at 25%
Description	The number of times a user completed watching at least 25% of the video
Field type	metric
Data type	int.number.value

video_views_p50

Field label	Video views at 50%
Description	The number of times a user completed watching at least 50% of the video
Field type	metric
Data type	int.number.value

video_views_p75

Field label	Video views at 75%
Description	The number of times a user completed watching at least 75% of the video
Field type	metric
Data type	int.number.value

video_views_p100

Field label	Completed video views
Description	The number of times a user watched the entire video to completion
Field type	metric
Data type	int.number.value

video_completion_rate

Field label	Video completion rate
Description	The number of Completed video views divided by Impressions, multiplied by 100
Field type	metric
Data type	float.number.percentage

total_watch_time_sec

Field label	Total watch time
Description	The total duration (in seconds) that your video was viewed
Field type	metric
Data type	float.number.value

avg_watch_time_per_view

Field label	Avg watch time per video view
Description	Total watch time, in seconds, divided by Video views
Field type	metric
Data type	float.number.value

avg_watch_time_per_impression

Field label	Avg watch time per impression
Description	Total watch time, in seconds, divided by Impressions
Field type	metric
Data type	float.number.value

VISITOR

AgeGroup

Field label	Age group
Description	The age group of the audience who viewed the ad. The possible values are 13-17, 18-24, 25-34, 35-49, 50-64, and 65+
Field type	dimension
Data type	string.person.age

Gender

Field label	Gender
Description	The gender of the audience who might have viewed the ad, if known. Possible values are Male and Female
Field type	dimension
Data type	string.person.gender

City

Field label	Visitor city
Description	The city where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location
Field type	dimension
Data type	string.geo.city

AreaCode

Field label	Visitor area code
Field type	dimension
Data type	string.text.value

MetroArea

Field label	Visitor metro area
Description	The metro area (Nielsen DMA® in the United States) where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location
Field type	dimension
Data type	string.geo.metro

State

Field label	Visitor state/region
Description	The state where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location
Field type	dimension
Data type	string.geo.region

Country

Field label	Visitor country
Description	The country where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location
Field type	dimension
Data type	string.geo.country

CountryCode

Field label	Visitor country code
Description	The two-letter code of country where the user was physically located when they clicked the ad. The "Location type" field identifies whether the user was located in, searching for, or viewing pages about the location
Field type	dimension
Data type	string.geo.country.twolettercode

DeviceType

Field label	Device type
Description	The device name attribute of a device OS target bid. The type of device which showed ads. The possible values include Computer, Smartphone, Tablet, and Unknown
Field type	dimension
Data type	string.text.value

DeviceOS

Field label	Device operating system
Description	The operating system of the device reported in the DeviceType column. The possible values include Android, Blackberry, iOS, Other, Unknown, and Windows
Field type	dimension
Data type	string.text.value