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Once you’ve created your campaigns, written your ads and fine-tuned your keyword lists, the next step is using the search advertising reporting capabilities in Bing Ads to measure campaign performance.

With Bing Ads reports, you can track statistics about your campaigns using selected metrics that matter to you. Running performance reports gained from tracking statistics will help you make informed choices about advertising spend, ad and keyword performance. 

After reading this Study guide, you will understand how to:

  • Compare Bing Ads report types.
  • Choose from a wide range of customized reports.
  • Create a report schedule.
  • Customize reports to optimize ad performance.
  • View targeting performance within the Settings tab.
  • Use Bing Ads Shopping to identify missed opportunities.
  • Utilize the new Competition tab.

The Reports page

The Bing Ads Reports page provides approximately thirty reports to help you improve your campaign performance – all of which have their own unique benefits.

The Reports page

The following are some important reports that can improve the relevance and freshness of your campaigns. They will help the visibility, click-through rate, and conversion rates for your ads.

  • The Keyword, Campaign, Ad and Ad group reports tell you which campaigns are performing well and how your keywords are contributing to campaign performance.
  • The Search term report shows you which keywords cause your ads to display.
  • The Share of voice report gives you an estimate on where you are losing to competitors in the marketplace.

To get create a report, go to the Reports page. In the left pane, click Standard reports, and then click either Performance, Change history, Targeting, Campaign analytics, or Billing and budget.

The Reports page

Select the report you want. Select the Show (unit of time), Date range, download Format and What to report on either all accounts or specific ones. Click Run to run the report, or Download to download the report as CSV, TSV, or XLSX (Microsoft Excel) file.

Below is a chart that shows the difference between different Ad extension reports, a newer feature that allows you to track how your business is attracting customers across PCs, tablets and mobile devices. Learn more about how to create and read an Ad extension report.

Ad extension by keyword

What it shows: The impressions, clicks, spend, and average cost-per-click of your extensions for each keyword. This data can be sorted by keyword, keyword ID, ad extension type, and ad extension version.

Why run it: To compare how well different versions of your ad extensions are performing for each keyword.

Ad extension by ad

What it shows: The aggregated extension impressions, clicks, spend, and average cost-per-click by ad. This data can be sorted by ad ID, ad title, ad extension type, and ad extension version.

Why run it: To compare how well different versions of your ad extensions are performing with each ad.

Ad extension details

What it shows: The impressions, clicks, spend, and average cost-per-click of individual extension items. This data can be sorted by the individual ad extension property value, ad extension ID, and ad extension type.

Why run it: To discover the effectiveness of individual ad extension items, for example, each link of a sitelink extension.

Call forwarding detail

What it shows: Duration for each forwarded call that originated from a call ad extension.

Why run it: To discover which accounts, campaigns, or ad groups are driving the most completed phone calls.

 

Once you set location targeting setting for your campaign, you can use the Geographic report to find out how your ads are doing in different locations, which can help you decide where to focus more of your advertising efforts.

Geo location report

Two columns in this report give you the details about the geographic location:

  • Location type: Shows the location used to serve your ad. The location can be where the customers were physically located (location type is physical location) or the location that customers showed interest in (location type is location of interest.)
  • Most specific location: Shows the most specific location that was used for targeting, giving you a more detailed view of where your ads are being displayed. Based on system and data limitations, Bing Ads can't always receive the most granular location. For example, you might see United States in this column.

The reports and graphs available in Bing Ads give you a rich variety of information by combining different attributes and performance statistics. Each Bing Ads report contains a subset of these attributes and statistics. You can access the reference guide for insight into the most common report fields – listed in alphabetical order. Read more about the different report types.

Inline reporting: targeting grids

If you’re using one or more of our targeting options (location, device, time of day, day of week), you can now see the related performance inline on the Settings tab for both ad groups and campaigns.

By including the targeting performance within the Settings tab, you can view how your targeting options are working in the same place where you can make adjustments.

Like the campaign and account grids, the targeting grids uses a common set of viewing options, including performance metrics, segment views and download options.

Geo location report

Create a customized report

You can customize a standard report and save it to make it easy to run it again in the future.

On the Reports page, in the left pane, click Standard reports, and then click either Performance, Change history, Targeting, Campaign analytics, or Billing and budget.

Select the report you want. Select the Show (unit of time), Date range, download Format and What to report on either all accounts or specific ones.

Under Choose your columns, add or remove the columns to set up your report to show what you want. (Optionally, you can select a Filter to apply to your report.) Click My report settings and then select the Save as custom report check box.

Click Run. In the left pane, click Custom reports and you will see the report you just created. You can click this report anytime to run the report again.

Set up or cancel a scheduled report

To set up a scheduled report, go to Reports page. In the left pane, click Standard reports, and then click either Performance, Change history, Targeting, Campaign analytics, or Billing and budget.

Select the report you want. Select the Show (unit of time), Date range, download Format and What to report on either all accounts or specific ones.

Click My report settings and then select the Schedule this report check box. Select the frequency, day of the week, time of day, start date, and end date for the scheduled report.

Enter the email address where you want the report sent to, and indicate if you want the report sent as an email attachment. Click Run.

To cancel a scheduled report, In the left pane, click Custom reports. Select the report you want to delete and then click Delete.

Run a search term report

Bing Ads uses your product feed from Bing Merchant Center to match with relevant search queries.

Use this report to find ways to optimize your product titles. Product titles are one of the most important factors influencing the performance of your campaign. Simple, informed changes to the titles can have a significant impact to your overall performance

Geo location report

Example: If you’re selling personalized photo frames and you notice seasonal surges in search queries (for example, in May, you could see a surge in queries like “Mother’s Day gifts” or “Mother’s Day photo frames”), it would be beneficial for you to experiment with adding the occasion in front of the product title and change it seasonally to match what customers are searching for.

Period comparison reporting

Period comparison reporting helps you understand your ad’s performance. Columns and sub-columns display side-by-side comparisons of how ads performed between two time periods, as well as changes in impressions and clicks. You can also filter, sort and download reports.

To turn on period comparison reporting, click the date range on the Accounts Summary or Campaigns page.

On the Compare toggle, click OFF.
Compare toggle off 

Select Previous period, Same period last year, or Custom, and then Apply.
Compare toggle on 

In the table, click the plus next to each performance metric to review the comparison.

Period comparison reporting

You will see the following sub columns:

  • Current Period (mm/dd/yy – mm/dd/yy)
  • Comparison Period (mm/dd/yy – mm/dd/yy)
  • Change (Current Time Period – Comparison Period)
  • Change % (Current – Comparison)/Comparison * 100%)

In the table, click the minus next to each performance metric to close the comparison. Note: You can sort, filter, and download all the sub columns and comparison data. Select a time period for comparison out of the three options and select Apply.

  • Previous period: If the current time range selected is this month (e.g. 3/1-3/31), then the previous period would be last month (e.g. 2/1-2/29).
  • Same period last year: If the current time range selected is this month (e.g. 3/1/16 – 3/31/16), then same period last year would be this month last year (e.g. 3/1/15 – 3/31/15).
  • Custom: Any length of time within 3 years before today can be selected as a comparison period.

After you click Apply, every performance metric column can be expanded by clicking the ‘+’ icon. You can also see this sub-column data for any segments you’ve applied to your grid. You can see these new columns in your downloaded file as well.
 
You can also filter on the sub-columns – for example, you might choose to filter out campaigns that saw a 10% decrease in impressions and adjust your keywords accordingly in those campaigns. 

To turn off period comparison reporting, click the date range on the Accounts Summary or Campaigns page. On the Compare toggle, click ON.

Note: Performance comparison reporting is only available in US markets.

Segment your performance data

Segmentation allows you to split your Campaign page performance data into rows based on Time, Network, Device and Top vs. Other. For example, you can segment your impression, click, and CTR data by device to see what devices your audience is seeing your ad on. This gives you greater insights into how your campaigns are doing and you no longer have to go to the Reports page to get this level of detail.

To add segments to the table, select either the Campaigns, Ad groups, Ads, Keywords, or Ad extensions tab on the Campaigns page. Click Segment and then select the one you want to apply.

Once you have your data the way you want it, you can download it into a .csv or Excel report to conveniently share the information with your clients, or use for further analysis.

Some segmentation types only have data for a specific period of time. Read a summary of what is available and what date ranges you should avoid if using that segment.

To remove segments from your Bing Ads reports, ,go to the Campaigns page, and select either the Campaigns, Ad groups, Ads, Keywords, or Ad extensions tab. Click Segment and then None.

Download your Campaign page performance data

On the different tabs on the Campaigns page, you can use columns and filters, segments, and the date range to organize your performance data in the table. Once you have your data the way you want it, you can download it into a .csv (regular or zip) or Excel report to conveniently share the information with your clients, or use for further analysis.

On the Campaigns page, click the tab for the table that you want to download as a report. For example, Ads or Keywords. Click Download and then select the Format of the report. Click Download.

Bing Shopping Campaigns: Untargeted offers report

Untargeted offers reporting presents products that are not targeted to a shopping campaign and not receiving traffic and can be targeted to existing or new Bing Shopping Campaigns to increase the campaign ROI.

Period comparison reporting

Download your untargeted offers report from the Store summary tab, under Diagnostics > Store Issues > “Click here to download report.”

Things to remember:

  • This report will be generated every 24 hours.
  • This report is limited to 3 million offers and will be split into three reports, with 1 million offers in each. All these reports will be zipped into a single file.
  • If the store is targeting multiple countries, the reports will be split into separate zip files by country.
  • There is a 12-hour lag between Bing Shopping Campaigns and Bing Merchant Center store offers matching. Changes to Bing Shopping Campaigns or the product feed will not be immediately reflected in this report.

Merchant Promotions

You can view performance of ads displaying Merchant Promotions in a special report that now includes Click type and Ad element total clicks.

Period comparison reporting

Ad element total clicks are the total number of clicks that happened when the ad element was present on the ad, not necessarily the total number of clicks on the ad element

All clicks happen on the shopping ad, hence Ad element total clicks on the shopping ad will always equal to the total number of clicks on the partition or product offer. This is also true for impressions.

Note: Do not total the Impressions column or the Ad elements total clicks column once you have added the Click type column. This will over-inflate the click and impression totals.

Competition tab

The Competition tab is your one-stop shop to gather valuable information about your competition in Bing Ads. 

Auction Insights

Auction Insights give you a broad view into your competitors’ performance metrics and how they compare to your own. Reviewing them can give you a better understanding of your competitive landscape. Auction Insights are divided into two sections.
 
  • Over time: View key competitive metrics and how they perform across devices and over the course of days, weeks, months, quarters, and years.
  • Summary: See aggregated metrics for a specific date range. You can segment these metrics by hour of the day, day of the week, and device type.

Recommendations

Using machine learning, Bing Ads finds where you can make adjustments to your campaigns to stay ahead of the competition. Each recommendation tile is designed to help you tackle all of your competitive needs.
  • The recommendation: AI-powered suggestions for a specific campaign, ad group, keyword, location, or device type.
  • What's happening: How campaigns, ad groups, keywords, locations, and device types stack up against your competition right now.
  • What you can do: Specific actions to take based on the findings.
  • Specific actions to take based on the findings: The estimated benefits you might see after applying recommendations.
To view and apply a recommendation, go to the Campaigns page and click the Competition tab. Click Recommendations. Click View recommendations at the bottom of the recommendation tile.
Click apply. To apply all recommendations of a specific type, click Apply all at the bottom of the recommendation tile.
Available recommendations include:
  1. Add similar keywords
  2. Bid more competitively on keywords
  3. Expand your reach
  4. Fix campaigns that are limited by budget
  5. Optimize your device targets
  6. Optimize your location targets
  7. Target new locations

Watch this video to learn more about the Competition tab.

Summary

Because you can choose between specific reports, customize your own, and scheduled them on-demand, Bing Ads reports is a powerful tool for campaign optimization.
Bing Ads reporting tools can help you:

  • Evaluate your search advertising campaign performance.
  • Identify optimization opportunities.
  • Track and compare performance and budget data all in one place.
  • Identify missed opportunities in your product offerings.
  • Search term reporting help optimize product titles.
  • Access valuable information about your competition.

Thanks for reading this Study guide on ad reporting. Continue studying or move on to take the Bing Ads Accredited Professional exam to become accredited.
Get more information about how to customize data and run reports.

Please note all features in this Study guide may not be available in your market.