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Ask Microsoft Ads Questions in ChatGPT

Ask Microsoft Ads questions in ChatGPT using OWOX Data Marts. Collect Microsoft Ads data into a governed data mart, then get answers in ChatGPT via OWOX's MCP server — every number traces back to analyst-written SQL.

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Endpoints

Microsoft Ads endpoints

3 Microsoft Ads endpoints you can import. Each lands in its own table in your warehouse.

Ad Performance Report
Daily ad performance — impressions, clicks, spend, and conversions segmented by device, network, and match type.
92 fieldsTime seriesmicrosoft_ads_ad_performance_report
Microsoft Ads Campaigns
Your campaign and ad group structure — type, status, bid strategy, budget, and keyword settings.
52 fieldsmicrosoft_ads_campaigns
User Location Performance Report
Daily performance by user physical location — impressions, clicks, spend, and conversions broken down by country, state, and city.
81 fieldsTime seriesmicrosoft_ads_user_location_performance_report

Data schema

Microsoft Ads data schema

Ad Performance Report 92 fields · microsoft_ads_ad_performance_report

Microsoft Ads Ad Performance Report fields
Field	Type	Description
`AccountName`	STRING	The account name.
`AccountNumber`	STRING	The Microsoft Advertising assigned number of an account.
`AccountId`	STRING	The Microsoft Advertising assigned identifier of an account.
`TimePeriod`	DATE	The time period of each report row.
`CampaignName`	STRING	The campaign name.
`CampaignId`	STRING	The Microsoft Advertising assigned identifier of a campaign.
`AdGroupName`	STRING	The ad group name.
`AdId`	STRING	The Microsoft Advertising assigned identifier of an ad.
`AdGroupId`	STRING	The Microsoft Advertising assigned identifier of an ad group.
`AdTitle`	STRING	The ad title.
`AdDescription`	STRING	The first ad description that appears below the path in your ad.
`AdDescription2`	STRING	The second ad description that appears below the path in your ad.
`AdType`	STRING	The ad type.
`CurrencyCode`	STRING	The account currency type.
`AdDistribution`	STRING	The network where you want your ads to show.
`Impressions`	INTEGER	The number of times an ad has been displayed on search results pages.
`Clicks`	INTEGER	Clicks are what you pay for.
`Ctr`	NUMBER	The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown.
`AverageCpc`	NUMBER	The average cost per click (CPC).
`Spend`	NUMBER	The cost per click (CPC) summed for each click.
`AveragePosition`	NUMBER	The average position of the ad on a webpage.
`Conversions`	INTEGER	The number of conversions.
`ConversionRate`	NUMBER	The conversion rate as a percentage.
`CostPerConversion`	NUMBER	The cost per conversion.
`DestinationUrl`	STRING	The destination URL attribute of the ad.
`DeviceType`	STRING	The type of device which showed ads.
`Language`	STRING	The language of the publisher where the ad was shown.
`DisplayUrl`	STRING	The ad display URL.
`AdStatus`	STRING	The ad status.
`Network`	STRING	The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, and only partner traffic.
`TopVsOther`	STRING	Indicates whether the ad impression appeared in a top position or elsewhere.
`BidMatchType`	STRING	The keyword bid match type.
`DeliveredMatchType`	STRING	The match type used to deliver an ad.
`DeviceOS`	STRING	The operating system of the device reported in the DeviceType column.
`Assists`	STRING	The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.
`Revenue`	STRING	The revenue optionally reported by the advertiser as a result of conversions.
`ReturnOnAdSpend`	NUMBER	The return on ad spend (ROAS).
`CostPerAssist`	NUMBER	The cost per assist.
`RevenuePerConversion`	STRING	The revenue per conversion.
`RevenuePerAssist`	STRING	The revenue per assist.
`TrackingTemplate`	STRING	The current tracking template of the ad.
`CustomParameters`	STRING	The current custom parameters set of the ad.
`FinalUrl`	STRING	The Final URL of the ad.
`FinalMobileUrl`	STRING	The Final Mobile URL of the ad.
`FinalAppUrl`	STRING	Reserved for future use.
`AccountStatus`	STRING	The account status.
`CampaignStatus`	STRING	The campaign status.
`AdGroupStatus`	STRING	The ad group status.
`TitlePart1`	STRING	The title part 1 attribute of an ad.
`TitlePart2`	STRING	The title part 2 attribute of an ad.
`TitlePart3`	STRING	The title part 3 attribute of an ad.
`Headline`	STRING	The shorter of two possible responsive ad headlines.
`LongHeadline`	STRING	The longer of two possible responsive ad headlines.
`BusinessName`	STRING	Depending on your responsive ad's placement, your business's name may appear in your ad.
`Path1`	STRING	The path 1 attribute of an ad.
`Path2`	STRING	The path 2 attribute of an ad.
`AdLabels`	STRING	The labels applied to the ad.
`CustomerId`	INTEGER	The Microsoft Advertising assigned identifier of a customer.
`CustomerName`	STRING	The customer name.
`CampaignType`	STRING	The campaign type.
`BaseCampaignId`	INTEGER	The Microsoft Advertising assigned identifier of an experiment campaign.
`AllConversions`	INTEGER	The number of conversions.
`AllRevenue`	STRING	The revenue optionally reported by the advertiser as a result of conversions.
`AllConversionRate`	NUMBER	The conversion rate as a percentage.
`AllCostPerConversion`	NUMBER	The cost per conversion.
`AllReturnOnAdSpend`	NUMBER	The return on ad spend (ROAS).
`AllRevenuePerConversion`	STRING	The revenue per conversion.
`FinalUrlSuffix`	STRING	A place in your final URL where you can add parameters that will be attached to the end of your landing page URL.
`ViewThroughConversions`	INTEGER	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.
`Goal`	STRING	The name of the goal you set for the conversions you want.
`GoalType`	STRING	The type of conversion goal.
`AbsoluteTopImpressionRatePercent`	NUMBER	How often your ad was in the first position of all results, as a percentage of your total impressions.
`TopImpressionRatePercent`	NUMBER	The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results.
`AverageCpm`	NUMBER	The total advertising cost divided by the number of impressions (in thousands).
`ConversionsQualified`	INTEGER	The number of conversions.
`AllConversionsQualified`	INTEGER	The number of conversions.
`ViewThroughConversionsQualified`	INTEGER	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.
`ViewThroughRevenue`	STRING	The revenue optionally reported by the advertiser as a result of view-through conversions.
`VideoViews`	INTEGER	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.
`ViewThroughRate`	NUMBER	The number of video views divided by the number of impressions.
`AverageCPV`	NUMBER	Average total spend divided by video views.
`VideoViewsAt25Percent`	INTEGER	The number of times a person completed at least 25% of a video.
`VideoViewsAt50Percent`	INTEGER	The number of times a person completed at least 50% of a video.
`VideoViewsAt75Percent`	INTEGER	The number of times a person completed at least 75% of a video.
`CompletedVideoViews`	INTEGER	Number of times a person watched the entire video to completion.
`VideoCompletionRate`	INTEGER	The number of completed video views divided by the total number of impressions, multiplied by 100.
`TotalWatchTimeInMS`	DATE	Total amount of time a person spent watching the video in milliseconds.
`AverageWatchTimePerVideoView`	INTEGER	Total watch time divided by the number of video views.
`AverageWatchTimePerImpression`	NUMBER	Total watch time, in milliseconds, divided by the number of impressions.
`AdStrength`	STRING	The ad strength score of responsive search ads.
`AdStrengthActionItems`	STRING	The suggestion based on ad strength of your responsive search ads.
`GoalId`	INTEGER	The Microsoft Advertising assigned identifier of a conversion goal.

Microsoft Ads Campaigns 52 fields · microsoft_ads_campaigns

Microsoft Ads Microsoft Ads Campaigns fields
Field	Type	Description
`Type`	STRING	Row type: Account, Campaign, Ad Group, Keyword, etc.
`Status`	STRING	Status of the entity (Active, Paused, Deleted, etc.)
`Id`	STRING	Unique ID for the entity (Campaign, Ad Group, etc.)
`ParentId`	STRING	Parent entity ID (e.g., Account for Campaign, Campaign for Ad Group)
`CampaignId`	STRING	Campaign unique ID
`Campaign`	STRING	Campaign name
`CampaignType`	STRING	Type of campaign (Search, Shopping, Audience, etc.)
`CampaignSubType`	STRING	Sub-type of the campaign
`StartDate`	STRING	Start date for the campaign or ad group (YYYY-MM-DD)
`EndDate`	STRING	End date for the campaign or ad group (YYYY-MM-DD)
`Budget`	NUMBER	Campaign budget
`BudgetType`	STRING	Type of budget (Daily, Monthly, etc.)
`BidStrategyName`	STRING	Name of the bid strategy
`BidStrategyType`	STRING	Type of bid strategy (Manual CPC, Target CPA, etc.)
`Language`	STRING	Language targeting
`AdGroup`	STRING	Ad group name
`AdGroupType`	STRING	Type of ad group (e.g., Standard, Hotel)
`AssetGroup`	STRING	Asset group name (if using Asset Groups/PMax)
`AssetGroupId`	STRING	Asset group unique ID
`Keyword`	STRING	Keyword text
`MatchType`	STRING	Keyword match type (Broad, Phrase, Exact)
`Bid`	NUMBER	Bid amount for the keyword/ad group/campaign
`DeviceType`	STRING	Device type (Computer, Mobile, Tablet)
`OSNames`	STRING	Device operating systems targeted
`CountryCode`	STRING	Country code (e.g., US, GB)
`StateOrProvinceCode`	STRING	State or province code
`City`	STRING	City name
`Clicks`	NUMBER	Number of clicks received
`Impressions`	NUMBER	Number of times the ad was shown
`Spend`	NUMBER	Total cost or spend
`CurrencyCode`	STRING	Currency used for reporting
`AvgCPC`	NUMBER	Average cost per click
`AvgCPM`	NUMBER	Average cost per thousand impressions
`CTR`	NUMBER	Click-through rate
`Avgposition`	NUMBER	Average ad position
`QualityScore`	NUMBER	Quality score (if available)
`Conversions`	NUMBER	Number of conversions
`CPA`	NUMBER	Cost per acquisition/conversion
`TrackingTemplate`	STRING	URL tracking template for this entity
`FinalUrlSuffix`	STRING	Suffix appended to the final URL for tracking
`FinalUrl`	STRING	The actual landing page URL
`MobileFinalUrl`	STRING	Mobile-specific landing page URL
`DisplayUrl`	STRING	Display URL shown in the ad
`Domain`	STRING	Domain of the landing page
`Promotion`	STRING	Promotion details (if any)
`DevicePreference`	STRING	Device preference setting (All, Mobile only, etc.)
`EditorialStatus`	STRING	Editorial status for compliance (e.g., Approved, Disapproved)
`EditorialReasonCode`	STRING	Code describing editorial review reason
`FeedId`	STRING	Feed ID if used with product ads
`SitelinkExtensionLinkText`	STRING	Sitelink extension visible text
`BusinessName`	STRING	Name of the business
`PhoneNumber`	STRING	Phone number associated with the ad

User Location Performance Report 81 fields · microsoft_ads_user_location_performance_report

Microsoft Ads User Location Performance Report fields
Field	Type	Description
`AccountName`	STRING	The account name.
`AccountNumber`	STRING	The Microsoft Advertising assigned number of an account.
`AccountId`	STRING	The Microsoft Advertising assigned identifier of an account.
`TimePeriod`	DATE	The time period of each report row.
`CampaignName`	STRING	The campaign name.
`CampaignId`	STRING	The Microsoft Advertising assigned identifier of a campaign.
`AdGroupName`	STRING	The ad group name.
`AdGroupId`	STRING	The Microsoft Advertising assigned identifier of an ad group.
`Country`	STRING	The country where the user was located when they clicked the ad.
`State`	STRING	The state where the user was located when they clicked the ad.
`MetroArea`	STRING	The metro area where the user was located when they clicked the ad.
`CurrencyCode`	STRING	The account currency type.
`AdDistribution`	STRING	The network where you want your ads to show.
`Impressions`	INTEGER	The number of times an ad has been displayed on search results pages.
`Clicks`	INTEGER	Clicks are what you pay for.
`Ctr`	NUMBER	The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown.
`AverageCpc`	NUMBER	The average cost per click (CPC).
`Spend`	NUMBER	The cost per click (CPC) summed for each click.
`AveragePosition`	NUMBER	The average position of the ad on a webpage.
`ProximityTargetLocation`	STRING	The location being targeted.
`Radius`	STRING	The radius of the location target.
`Language`	STRING	The language of the publisher where the ad was shown.
`City`	STRING	The city where the user was located when they clicked the ad.
`QueryIntentCountry`	STRING	The country that the user was searching for.
`QueryIntentState`	STRING	The state that the user was searching for.
`QueryIntentCity`	STRING	The city that the user was searching for.
`QueryIntentDMA`	STRING	The DMA that the user was searching for.
`BidMatchType`	STRING	The keyword bid match type.
`DeliveredMatchType`	STRING	The match type used to deliver an ad.
`Network`	STRING	The entire Microsoft Advertising Network made up of Microsoft sites and select traffic, and only partner traffic.
`TopVsOther`	STRING	Indicates whether the ad impression appeared in a top position or elsewhere.
`DeviceType`	STRING	The type of device which showed ads.
`DeviceOS`	STRING	The operating system of the device reported in the DeviceType column.
`Assists`	STRING	The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.
`Conversions`	INTEGER	The number of conversions.
`ConversionRate`	NUMBER	The conversion rate as a percentage.
`Revenue`	STRING	The revenue optionally reported by the advertiser as a result of conversions.
`ReturnOnAdSpend`	NUMBER	The return on ad spend (ROAS).
`CostPerConversion`	NUMBER	The cost per conversion.
`CostPerAssist`	NUMBER	The cost per assist.
`RevenuePerConversion`	STRING	The revenue per conversion.
`RevenuePerAssist`	STRING	The revenue per assist.
`County`	STRING	The county where the user was located when they clicked the ad.
`PostalCode`	STRING	The postal code where the user was located when they clicked the ad.
`QueryIntentCounty`	STRING	The county that the user was searching for.
`QueryIntentPostalCode`	STRING	The postal code that the user was searching for.
`LocationId`	STRING	The Microsoft Advertising identifier of the location where the user was physically located when they clicked the ad.
`QueryIntentLocationId`	INTEGER	The Microsoft Advertising identifier of the location that the user was searching for.
`AllConversions`	INTEGER	The number of conversions.
`AllRevenue`	STRING	The revenue optionally reported by the advertiser as a result of conversions.
`AllConversionRate`	NUMBER	The conversion rate as a percentage.
`AllCostPerConversion`	NUMBER	The cost per conversion.
`AllReturnOnAdSpend`	NUMBER	The return on ad spend (ROAS).
`AllRevenuePerConversion`	STRING	The revenue per conversion.
`ViewThroughConversions`	INTEGER	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.
`Goal`	STRING	The name of the goal you set for the conversions you want.
`GoalType`	STRING	The type of conversion goal.
`AbsoluteTopImpressionRatePercent`	NUMBER	How often your ad was in the first position of all results, as a percentage of your total impressions.
`TopImpressionRatePercent`	NUMBER	The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results.
`AverageCpm`	NUMBER	The total advertising cost divided by the number of impressions (in thousands).
`ConversionsQualified`	INTEGER	The number of conversions.
`AllConversionsQualified`	INTEGER	The number of conversions.
`ViewThroughConversionsQualified`	INTEGER	View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.
`Neighborhood`	STRING	The neighborhood where the user was located when they clicked the ad.
`QueryIntentNeighborhood`	STRING	The neighborhood that the user was searching for.
`ViewThroughRevenue`	STRING	The revenue optionally reported by the advertiser as a result of view-through conversions.
`CampaignType`	STRING	The campaign type.
`AssetGroupId`	STRING	The Microsoft Advertising assigned identifier of an asset group.
`AssetGroupName`	STRING	The asset group name.
`Downloads`	INTEGER	The number of downloads.
`PostClickDownloadRate`	NUMBER	The download rate after click.
`CostPerDownload`	NUMBER	The cost per download.
`AppInstalls`	INTEGER	The number of app installs.
`PostClickInstallRate`	NUMBER	The install rate after click.
`CPI`	NUMBER	Cost per install.
`Purchases`	INTEGER	The number of purchases.
`PostInstallPurchaseRate`	NUMBER	The purchase rate after install.
`CPP`	NUMBER	Cost per purchase.
`Subscriptions`	INTEGER	The number of subscriptions.
`PostInstallSubscriptionRate`	NUMBER	The subscription rate after install.
`CPS`	NUMBER	Cost per subscription.

In ChatGPT

Ask Microsoft Ads questions in ChatGPT

You

Which Microsoft Ads campaigns returned the most revenue for their spend last month?

ChatGPT

From the Ad Performance Report (microsoft_ads_ad_performance_report) I summed Spend and Revenue per CampaignName for last month and sorted by ReturnOnAdSpend, keeping each CurrencyCode separate.

This comes from your governed Microsoft Ads Data Mart through the OWOX MCP server, so it is as fresh as that Data Mart's last scheduled refresh.

You

Which of them convert worst?

ChatGPT

Adding ConversionRate and CostPerConversion for the same campaigns shows which pay the most for each conversion. A high CostPerConversion with a low ConversionRate is the first place to look.

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