Microsoft Advertising

Accounts

Microsoft Ads offers two types of accounts:

• Advertiser (Ad) account. This is the account which holds the data related to your Ads.

• Manager account, also called Customer account. This account is used to manage the advertiser account(s) and other manager accounts. For example, any external agency you hire to manage your Microsoft Ads account would use this account.

Note: A Manager account can be linked to other Manager and Ad accounts in an infinite hierarchical setup.

Use Hevo’s Microsoft Ads connector to integrate all your Microsoft Ads accounts and replicate the account data into your Destination database or data warehouse for analysis.

Key steps of setting up Microsoft Ads as a Source in your Hevo Pipeline include authorizing Hevo to access the data and selecting the accounts and the objects and reports within these for replication. Read the sections below for details of these tasks.

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Authenticating Hevo on Microsoft Advertising using OAuth

Microsoft Ads uses the OAuth 2.0 protocol for authenticating the Bing Ads API, which is used to extract your Microsot Ads account data.

Your Microsoft Ads account encapsulates permissions for all the objects and reports. You do not need to configure any additional permissions. Read User Roles and Permissions.

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Core Objects

Microsoft Ads provides a variety of objects to hold your Ad campaign data, some of which may have a hierarchical structure. For example, Account → Campaigns → Ad Groups → Ads → Keywords associated with the Ad, and so on.

Select the objects you want to replicate. During ingestion of the data, the records in these objects are timestamped to avoid full ingestion every time.

• Accounts

• Ad Groups

• Ads

• Audiences

• Budgets

• Campaigns

• Keywords

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Reports

Reports provide the metrics around users, their interaction related details, and the performance of your Ads . During replication, Hevo creates one report per object per account. You can replicate the following critical and popular Microsoft Ads reports. To integrate any other report apart from these, contact Hevo Support at support@hevodata.com.

Report Name	Description
Performance Reports	Delivery performance reports show the overall effectiveness and cost of Ads and keywords for a specified time period.
Account Performance Report	Provides data about long-term account performance and trends.
Ad Group Performance Report	Provides data to compare delivery performance statistics by Ad group, campaign, or account attributes rather than at the keyword level.
Ad Performance Report	Provides data that helps to determine which Ads lead to clicks and conversions, and which are not performing.
Audience Performance Report	Provides comparison data for delivery performance statistics by audience, Ad group, campaign, or account attributes.
Campaign Performance Report	Provides high-level performance statistics and quality attributes for each campaign or account.
Destination Url Performance Report	Provides the list of landing pages that met audience expectations and potentially resulted in high click-through or conversion rates.
Keyword Performance Report	Provides details of keywords that are performing well and those that are not.
Search Query Performance Report	Provides information about what your audience is searching for when your Ads are shown.
Product Ad Reports	Product Ad Reports offer a closer look at how your Microsoft Shopping Campaigns are performing based on product partition and product offer data.
Product Dimension Performance Report	Provides aggregated performance data by product category, custom label, title, and type for a specified time period.
Product Partition Performance Report	Provides aggregated performance data by product group and product partition type for a specified time period.
Product Search Query Performance Report	Provides insight into what your audience is searching for when your Ads are shown as well as ensure that your product titles are relevant to search queries.
Targeting Reports	Targeting Reports help you determine whether your Ads are reaching their intended audiences.
Age Gender Audience Report	Provides data to help you discover how your campaigns and Ad groups are resonating with different age groups and genders.
Geographic Performance Report	Provides details of where your traffic is coming from: the physical location of the people searching for your Ad or the locations people are searching for.
User Location Performance Report	Provides details of where your traffic is coming from, broken out by the physical location and the location people are searching for.

For the complete list of reports offered by Microsoft Advertising and their detailed descriptions, read Report Types.

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Source Considerations

Report Attributes and Performance Statistics

Report data includes both attributes and performance metrics data. By default, Hevo selects all report attributes and metrics for replication. However, in case of any conflict between these, Hevo replicates only the non-conflicting attributes and all the possible metrics data. For example, if a report includes impression share performance statistics metric columns, only the non-conflicting attributes along with all possible metrics are replicated. Read Column Restrictions for more information.

Reporting Data Retention Period

Microsoft Ads holds report data for a max of 36 months, and reports are aggregated on daily basis. Therefore, the Historical Load job fetches data for the past 36 months. Read Reporting Data Retention Period.

Data Completeness

Microsoft Ads report data is processed throughout the day and this data undergoing processing is considered as incomplete. It is usually considered complete at the end of the day, when Microsoft Ads has finished processing it.

The report Refresher jobs fetch past two days’ data every 24 hours to ensure that all of the data loaded is complete.

Rate Limits

Microsoft Advertising limits the number of API calls that Hevo can in a given time frame, or the rate at which Hevo can ingest the data. So depending on the API endpoint, Hevo may defer a job by a certain time as soon as the API limit is reached.

• Core Objects jobs - deferred for 15 minutes.

• Report jobs - deferred for 60 seconds.

Read Rate Limits.

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Data Replication

Default Pipeline Frequency	Minimum Pipeline Frequency	Maximum Pipeline Frequency	Custom Frequency Range (Hrs)
1 Hr	30 Mins	48 Hrs	1-48

Note: The custom frequency must be set in hours, as an integer value. For example, 1, 2, 3 but not 1.5 or 1.75.

Hevo Pipelines use Microsoft’s Bing Ads API to extract the data from your Microsoft Ads account. Different APIs within this API are used to fetch data from your Microsoft Ads account:

• Core objects: fetched using the Bulk API.

• Reports: fetched using the Reporting API.

• Account: fetched using the Customer Management API.

Core Objects

For the core objects, the following jobs are run:

• Historical: No historical jobs are run for objects as these mostly include informational data.

• Incremental: Has the same frequency as the Pipeline. All core objects are fetched through Incremental jobs. The Account object’s data is fetched as a Full Load in each run of the job. The Bulk API ingests the core objects based on the timestamp. The ingestion position can be changed to up to 90 days from the current day.

Note: You can restart the job for core objects if you want to include the quality score data, as these fields are retrieved on every restart of the bulk job. The fields are keyword_relevance, landing_page_relevance, landing_page_user_experience and quality_score.

Reports

For each report, three jobs are run:

• Historical: Runs once. Fetches data for 36 months in reverse chronological order, to fetch the most recent data first. Once the job finishes, its status changes to Historical Load Finished. The historical job’s position cannot be modified. This job can simply be restarted. Since it retrieves data in reverse order, the date offset displayed keeps moving backward as the job runs. Read Types of Data Synchronization.

• Refresher: Runs daily. Fetches data for the last 2 days. This duration cannot be modified. The job checks for data in reverse order but it does not show any date offset. The job’s position cannot be changed. Upon completion, the job is deferred for 24 hours.

• Incremental: Has the same frequency as the Pipeline. This job fetches data from the current day onwards. The position can be changed up to 36 months from the current day. This job cannot be restarted as it would always start fetching the data again for the current day.

Accounts

• Full Load: Fetches the entire account information data in each run of the Pipeline.

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Schema and Primary Keys

Hevo uses the following schema to upload the records in the destination database:

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Data Model

The Report Models for all the reports replicated by Hevo are available here.