Connector

Microsoft Ads Connector to Microsoft Excel

Own your Microsoft Ads data in Microsoft Excel with OWOX Data Marts. Collect granular, analytics-ready Microsoft Ads data, control schema and refresh logic, and reuse it across Microsoft Excel and AI Insights.

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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.

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