Time

Date - group by daily, weekly, monthly and yearly

Network

The combined search advertising marketplace made up of Bing, AOL, Yahoo, and partner sites. Use this data to make the best decision on network selection for your ad groups. The possible values include AOL search, Audience, Bing and Yahoo! search, Content, and Syndicated search partners.

Campaigns

Campaigns within the Microsoft Ad account

All campaigns with clicks

Campaigns with atleast one click recorded in the given time period

All campaigns with impressions

Campaigns with atleast one impression recorded in the given time period

Ad groups

Adgroup within Microsoft Ad account

Ads

Ads within Microsoft Ad account

Keywords

The keyword text

Search Queries

Search Query text

Device Type

Device type on which the ad was shown

All Calls

The phone numbers from which the calls have been made

Call Location (area)

The area from which the calls have been made

Call Location (city)

The city from which the calls have been made

Call Location (state)

The state from which the calls have been made

Clicks

Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers).

AverageCpc

The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16.
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The formula for calculating the average CPC is (Spend /Clicks).

Ctr

The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%).
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The formula for calculating CTR is (Clicks / Impressions) x 100.

Impressions

The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

Conversions

The number of conversions.
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A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

All Conversions

The number of conversions.
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A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.

Cost

Amount spent on advertising

Conversion Rate

The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%).
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The formula for calculating the conversion rate is (Conversions / Clicks) x 100.

Average Position

The average position of the ad on a webpage. (deprecated)

Average Cpa

Average cost per acquisition

Average Cpm

The total advertising cost divided by the number of impressions (in thousands)

Revenue

The revenue optionally reported by the advertiser as a result of conversions.

Revenue Per Conversion

The revenue per conversion.
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The formula for calculating the revenue per conversion is (Revenue / Conversions).

Return On Ad Spend

The return on ad spend (ROAS).
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The formula for calculating the ROAS is (Revenue / Spend).

Impr. Share

The estimated percentage of impressions, out of the total available impressions in the market you were targeting.
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Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%.

Is Lost to Budget

The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.

Is Lost to Rank

The percentage of impression share you lost due to low rank on the Microsoft Audience Network.
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Ad rank determines your ad position and whether your ad is able to show at all. It's calculated using your bid, quality, and the expected impact of ad formats.

Is Lost to AdRelevance

deprecated

Is Lost to Expected Ctr

deprecated

All Calls

The number of calls dialed from any device to the tracked phone number.

Received Calls

Calls that have been answered

Unreceived Calls

Calls that have not been answered

Total Duration

The total duration of calls that originated from a call ad extension.

Avg Duration

The average duration of calls that originated from a call ad extension.

Phone Through Rate

The phone-through rate (Ptr).
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The formula for calculating the Ptr is (PhoneCalls / PhoneImpressions) x 100.

Phone Calls

The number of total calls to the tracked phone number that showed with your ad.

Phone Impressions

The number of times your tracked number was shown on all devices.