Microsoft Ads

Source + Destination — Vendo imports ad performance data from Microsoft Ads (Bing Ads) and exports offline conversions back for optimization.

What Vendo Syncs

Ad Performance Data

Vendo imports performance data at multiple levels from the Microsoft Ads API:

Report Type	Description
Keyword Performance	Keywords, bids, match types, quality scores
Ad Performance	Ad copy, URLs, device targeting
Ad Group Performance	Ad group settings, budgets
Asset Group Performance	Performance Max asset groups

Key Metrics

Metric	Description
Impressions	Total ad impressions
Clicks	Ad clicks
Spend	Ad spend with currency conversion
Conversions	Qualified and all conversions
CPC	Average cost per click
CTR	Click-through rate
Quality Score	Keyword quality scores

Dimensions

Dimension	Description
Account ID & Name	Microsoft Ads account
Campaign ID & Name	Campaign-level grouping
Ad Group ID & Name	Ad group-level grouping
Keyword Text & Match Type	Keyword-level data
Device	Desktop, Mobile, Tablet
Network	Search or Display
Destination URL	Landing page URL

UTM Parameters

Vendo extracts UTM parameters from tracking templates and custom parameters. The tracking template hierarchy is: Ad → Ad Group → Campaign (most specific wins).

utm_source
utm_medium
utm_campaign
utm_term
utm_content

Conversion Export

Vendo can export offline conversions back to Microsoft Ads using the msclkid (Microsoft Click ID). See Export Conversions for configuration.

Platform Details

Setting	Value
Ad Platform	Microsoft Ads
Channel Type	Varies by campaign type
API	Microsoft Ads API
Click ID Parameter	`msclkid` (Microsoft Click ID)

Currency Conversion

Ad spend is automatically converted from your Microsoft Ads account currency to your reporting currency using daily exchange rates.

Data Freshness & Backfill

Ad performance data syncs daily with historical backfill during onboarding.

Setup

Authorize your Microsoft Ads account via OAuth2
Select the ad account(s) to sync
Configure reporting currency and timezone
For conversion tracking, create a conversion goal in Microsoft Ads

Verify Setup

Confirm the Microsoft Ads integration status is active in Vendo
Check that ad metrics appear in your destination or BigQuery export
For conversion exports, verify recent conversions in Microsoft Ads