With the Microsoft Advertising connector, you can find out how your audience responds to your ads. Aggregate data from all your advertising and marketing platforms to create cross-channel reports and get a full picture of your advertising performance.
Before you begin
Before you build reports, you need to connect the data source to Supermetrics.
Connection instructions: See our Microsoft Advertising connection guide.
Available metrics and dimensions: Find the full list of fields in our Microsoft Advertising field documentation.
Popular queries
These query configurations help you track key performance indicators and analyze trends. You can use these settings in any Supermetrics destination, such as Data Explorer, Dashboards, Google Sheets, Looker Studio, or data warehouse destinations.
Track impressions, clicks, and cost year to date
See how many times your ads have been shown and clicked, and how much they have cost, broken down by month this year — useful for monitoring monthly trends in ad delivery and spend efficiency.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Year to date |
Metrics | Impressions, Clicks, Cost |
Dimensions | Year & month |
Suggested visualization | Bar chart |
Understanding the data
Impressions: The number of times your ad was displayed on search results pages. Without impressions, there are no clicks or conversions.
Clicks: The number of clicks on your ads. Clicks are what you pay for in your campaign and typically come from customers clicking on a search results page or website on the search network.
Cost: The campaign cost in the currency of your advertising account.
Year & month: Splits results by month so you can compare performance across the year.
Note
Ad spend is given in the currency used by your Microsoft Advertising data source. You can convert the currency to other currencies in Google Sheets and Looker Studio. Learn more about currency conversion.
Analyze conversions and cost by campaign
See how many customers took action after viewing your ads over the last 28 days, broken down by campaign alongside cost — useful for evaluating which campaigns are most efficiently driving conversions.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Last 28 days |
Metrics | Conversions, Cost |
Dimensions | Campaign name |
Suggested visualization | Table |
Understanding the data
Conversions: The number of times a customer completed a desired action after viewing your ad, such as purchasing a product, registering for a webinar, or joining an organization.
Cost: The campaign cost in the currency of your advertising account.
Campaign name: Splits results by campaign so you can compare conversion efficiency across campaigns.
Learn how to query for specific conversions in Microsoft Advertising data.
Compare revenue and cost by month
See how much revenue your advertising campaigns generated compared to what they cost, broken down by month this year — useful for tracking return on ad spend trends and identifying months where performance was strongest.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Year to date |
Metrics | Revenue, Cost |
Dimensions | Month |
Suggested visualization | Combo chart |
Understanding the data
Revenue: The revenue optionally reported by the advertiser as a result of conversions, corresponding to the optional revenue parameter of a Microsoft Advertising campaign analytics tracking script.
Cost: The campaign cost in the currency of your advertising account.
Month: Splits results by month so you can compare revenue and cost trends across the year.
More resources
See the Supermetrics blog about using our marketing mix dashboard in Looker Studio.
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