Microsoft Advertising (formerly known as Bing Ads) is a powerful platform for search advertising, keyword targeting, and more. This guide will walk you through how to connect Microsoft Advertising to Power My Analytics, create reports, and leverage key metrics to optimize your advertising campaigns.

Prerequisites

Before connecting Microsoft Advertising to Power My Analytics, ensure you have:

• A Microsoft Advertising account with either Super Admin or Advertiser Campaign Manager role
• Multifactor authentication enabled on your Microsoft Advertising account

Grant Access to an Account in Microsoft Advertising

To grant access to an account in Microsoft Advertising:

1. Log in to Microsoft Advertising.
   
2. Go to Tools > Account access.
   
3. Under User management, click Invite user.
   
4. Make sure the Account role is set to Advertiser Campaign Manager or Super Admin.
   

Adding Microsoft Advertising as a Data Source

1. Log in to your Power My Analytics hub.
2. Navigate to Sources in the main menu.
3. Click + Add new source.
4. Select Microsoft Advertising from the gallery.
5. Sign in to your Microsoft account to authenticate.

Creating a Looker Studio Report

Follow these steps to create a Looker Studio report using your Microsoft Advertising data:

1. After adding Microsoft Advertising as a data source, go to Reports > Looker Studio in your PMA hub
2. Select Microsoft Advertising under Create Looker Studio Report (this will open the official Looker Studio application in a new window)
3. Google Looker Studio Configuration:
   • Step 1:
     • Name your data source (e.g., "Microsoft Advertising - Your Organization")
     • Choose your Power My Analytics hub from the dropdown
     • Optional: Leave "Use report template for new reports" checked to use the PMA demo template
     • Click Next
   • Step 2:
     • User Account: Select your Microsoft Advertising account (or "Sample Account" for sample data)
     • Click Next
   • Step 3:
     • Choose "Accounts" and "Currency" for your reports
     • Optional: Allow "Accounts" modification in reports
     • Click Connect in the top right to complete the configuration
   • Step 4:
     • Click Create Report in the top right

For a quick start, use our pre-built Microsoft Advertising demo template.

Key Reports and Fields

Microsoft Advertising data in Power My Analytics offers a wide range of metrics and dimensions. Here are some popular metrics you can use in your reports:

• Account Metrics: Clicks, Impressions, CTR, Avg. CPC, Spend, Conv.
• Campaign Metrics: Clicks, Impr., CTR, Avg. CPC, Spend, Conv.
• Ad Group Metrics: Clicks, Impr., CTR, Avg. CPC, Spend, Average cost per 1,000 impressions (CPM)
• Ad Metrics: Clicks, Impr., CTR, Avg. CPC, Spend, Conv.
• Landing Page Metrics: Impressions, Clicks, CTR, Avg. CPC, Spend, Conv.
• Keyword Metrics: Clicks, Impr., CTR, Avg. CPC, Spend
• Dynamic Ad Target Metrics: Impressions, Clicks, CTR, Avg. CPC, Spend
• Auction Metrics: Overlap rate, Position above rate, Top of page rate, Outranking share
• Demographic Metrics: Spend, Clicks, Impressions by Company Name, Industry Name, Job Function Name; Impressions by Age, Impressions by Gender
• Locations: Spend, Clicks, Impressions by Country
  

Account Name and Account Fields

The Microsoft Advertising connector includes account-related dimension fields that are available across all report tables:

Field	Description	Example Value
Account Name (Recommended)	The human-readable name of the Microsoft Advertising account, exactly as it appears in the Microsoft Advertising interface. This is the preferred field for identifying accounts in reports.	Acme Marketing
Account	The account name with an internal identifier appended in parentheses. This field is useful if you manage multiple Microsoft Advertising accounts that share the same account name and need to distinguish between them.	Acme Marketing (F1073GPS)
Account ID	The assigned identifier of the Microsoft Advertising account. Use this field if you need the raw account ID for technical purposes or to differentiate accounts with identical names.	F1073GPS

For most reporting purposes, Account Name is the recommended field to use. It displays the clean, human-readable account name without any appended identifiers. The Account field appends an internal ID in parentheses after the account name, which is generally not needed unless you manage multiple accounts with identical names.

For a complete list of available Microsoft Advertising fields, refer to the Schema Explorer.

Limitations and Important Considerations

• Backfilling: Power My Analytics can retrieve up to 2 years of historical data. When first connecting your Microsoft Ads account, 13 months of data will be automatically imported.
• Shopping campaigns: Because Goal cannot be reported for Shopping campaigns, Shopping campaigns will not appear in a report that is using Goal. These campaigns will appear if Goal is removed from the report. This is a limitation of the Microsoft Advertising API.
• Performance Max campaigns: Performance Max campaigns will not appear in a report that also includes the Bid Strategy Type field. To report these campaigns, remove Bid Strategy Type from the report.

Unavailable Data

• Custom fields

Troubleshooting Microsoft Ads

See Troubleshooting Microsoft Ads for information on issues that may affect the Microsoft Advertising connector.

If you need further assistance, please contact our support team at support@powermyanalytics.com.