Microsoft Advertising feature snapshot

A high-level look at Stitch's Microsoft Advertising (v1) integration, including release status, useful links, and the features supported in Stitch.

STITCH
Release status

Sunset on October 31, 2018

 Supported by

Stitch
Stitch plan

Standard

 API availability

Not available
Singer GitHub repository

singer-io/tap-bing-ads
REPLICATION SETTINGS
Anchor Scheduling

Supported

 Advanced Scheduling

Unsupported
Table-level reset

Unsupported

 Configurable Replication Methods

Unsupported
DATA SELECTION
Table selection

Supported

 Column selection

Supported
Select all

Supported
TRANSPARENCY
Extraction Logs

Supported

 Loading Reports

Supported

Microsoft Advertising replication

There are two types of tables in Stitch’s Microsoft Advertising integration: Core Object and Report.

  • Core Object tables contain foundational data that’s useful for analysis. These are the accounts, ad_groups, ads, and campaigns tables. With the exception of the accounts table, these tables are replicated using Full Table Replication.

  • Report tables are the various Microsoft Advertising reports. The replication process for these tables is a bit unlike that of other tables:

    • Extraction: Data is extracted using a Conversion Window. A Conversion Window is a period of time after a customer clicks an ad that a conversion (ex: a purchase) is recorded in Microsoft Advertising.

    Stitch currently uses a Conversion Window of 30 days.

    This means that data from the past 30 days will be replicated during every replication job.

    • Loading: Data is loaded into your data warehouse using Append-Only Replication.

For Report tables, this means that:

  1. Due to the Conversion Window, a high Replication Frequency may not be necessary. Because Stitch will replicate data from the past 30 days during every replication job, recent data will be re-replicated and count towards your row quota.

    To reduce your row usage and replicating redundant data, consider setting the integration to replicate less frequently. For example: every 12 or 24 hours.

  2. Querying for the latest data in Report tables will require a different strategy than you might usually use. Stitch will add a column named _sdc_report_datetime to Report tables to help you identify the most recent records in a table. See the Query for the Latest Data section for more info and a sample query.

Each part of the replication process for Report tables is explained below.

Report Tables: Data Extraction & Conversion Windows

Every time Stitch runs a replication job for Microsoft Advertising, the last 30 days’ worth of data will be replicated for any Report tables currently being tracked.

Stitch replicates data in this way to account for updates made during the Conversion Window.

For historical and full re-replications of Microsoft Advertising data, Stitch will query for and extract data newer than or equal to the date defined in the Start Date field in the Integration Settings page.

The Start Date, in conjunction with the Conversion Window, defines the minimum date Stitch should query for when extracting historical data. This is calculated as:

Start Date - Conversion Window = Minimum Extraction Date

Example

During the initial set up, the Start Date field is set to July 3, 2017, or 2017-07-03 00:00:00.

To account for the Conversion Window, Stitch would calculate the Minimum Extraction Date value as: 2017-07-03 00:00:00 - 30 days = 2017-06-03 00:00:00

If you were to write a SQL query using this date for the ad_performance_report table, it might look like this:

  SELECT *
    FROM bing_ads.ad_performance_report
   WHERE TimePeriod >= '2017-06-03 00:00:00'   /* Min. Extraction Date */
ORDER BY TimePeriod

For ongoing replication jobs, Stitch will query for and extract data using the last saved maximum value in the table’s Replication Key column and the Conversion Window for the table.

Note: This applies to every replication job that takes place after the historical replication job.

Example

The last maximum saved Replication Key value for the ad_performance_report table is 2017-10-01 00:00:00.

To account for the Conversion Window of 30 days, we’d subtract this from the last maximum saved Replication Key value:

2017-10-01 00:00:00 - 30 days = 2017-09-01 00:00:00

In this case, Stitch would query for and extract data that is newer than or equal to 2017-09-01 00:00:00 and older than or equal to 2017-10-01 00:00:00.

If this were a SQL query, it might look like this:

  SELECT *
    FROM ad_performance_report
   WHERE TimePeriod >= '2017-09-01 00:00:00'
                              /* max Replication Key value - Conversion Window */
     AND TimePeriod <= '2017-10-01 00:00:00'
                              /* max Replication Key value from previous job */
ORDER BY TimePeriod

Report Tables: Data Loading & Append-Only Replication

When Stitch loads the extracted data for Report tables into your destination, it will do so using Append-Only Replication. This is a type of Incremental Replication where existing rows aren’t updated, but appended to the end of the table.

Additionally, the number of rows loaded into the table during each replication job is dependent on the combination of unique values in the dimension columns you track. See the Column Selection and Statistic Aggregation section for more info and examples.

Example

Let’s say these columns are tracking in the ad_performance_report table:

  • campaignId (dimension) - This is the ID associated with a campaign. In this example, there are two campaigns: 929007494 and 929599581
  • deviceType (dimension) - The device type. There are two values for this example: Computer and Tablet
  • impressions (metric) - The total number of impressions.

Every time Stitch replicates and loads data, a row for each unique combination of the dimension columns will be appended to the end of the table:

_sdc_report_datetime TimePeriod AccountId campaignId deviceType impressions
2017-10-01 17:48:26.791 2017-09-10 00:00:00 71086605 929007494 Computer 61
2017-10-01 17:48:26.791 2017-09-10 00:00:00 71086605 929007494 Tablet 15
2017-10-01 17:48:26.791 2017-09-10 00:00:00 71086605 929599581 Computer 37
2017-10-01 17:48:26.791 2017-09-10 00:00:00 71086605 929599581 Tablet 9

Report Tables: Query for the Latest Data

If you want only the most recently replicated data for any Microsoft Advertising Report table, you can use the sample query below to account for the Append-Only Replication Stitch uses.

This query uses two columns - which are automatically included for every Report table - to return the latest data:

  • TimePeriod - The day that the record pertains to.
  • _sdc_report_datetime - The starting time of the Stitch job that extracted the record.
SELECT *
  FROM (
        SELECT *,
        RANK() OVER (PARTITION BY TimePeriod, 
                     ORDER BY _sdc_report_datetime DESC)
        FROM ad_performance_report
        ORDER BY TimePeriod ASC
       ) AS latest
 WHERE latest.rank = 1

In this query:

  1. A subquery first uses a window function to create a ‘window’ of data for each TimePeriod,
  2. The values of the _sdc_report_datetime column are ranked within each window partition, and
  3. Then, in the outer query, only the rows with _sdc_report_datetime values ranked as 1 - which is equal to the maximum timestamp - are returned.

Microsoft Advertising table reference

Report Tables: Column Selection and Statistic Aggregation

The dimension columns selected for replication in Report tables can impact how performance statistics are aggregated. Additionally, this can also affect the number of rows replicated and loaded into your destination.

For example: if gregorianDate, accountId, campaignId, deviceType, and impressions were selected, the impressions column would contain the total number of impressions for the device type for that date:

gregorianDate accountId campaignId deviceType impressions
2018-01-05 00:00:00 71086605 240531207 Computer 4
2018-01-05 00:00:00 71086605 240531207 Smartphone 3
2018-01-05 00:00:00 71086605 240531207 Tablet 3
2018-01-05 00:00:00 71086605 240531207 Unknown 1

If the network column were also selected, a row for every unique combination of deviceType and network would be created and impressions would be aggregated accordingly:

gregorianDate accountId campaignId deviceType network impressions
2018-01-05 00:00:00 71086605 240531207 Computer AOL Search 3
2018-01-05 00:00:00 71086605 240531207 Smartphone AOL Search 1
2018-01-05 00:00:00 71086605 240531207 Tablet AOL Search 0
2018-01-05 00:00:00 71086605 240531207 Unknown AOL Search 0
2018-01-05 00:00:00 71086605 240531207 Computer Bing and Yahoo! search 1
2018-01-05 00:00:00 71086605 240531207 Smartphone Bing and Yahoo! search 2
2018-01-05 00:00:00 71086605 240531207 Tablet Bing and Yahoo! search 3
2018-01-05 00:00:00 71086605 240531207 Unknown Bing and Yahoo! search 1

accounts

Replication Method :

Key-based Incremental

 Replication Key :

lastModifiedTime
Primary Key :

id : lastModifiedTime

 Official docs :

Official Docs

The accounts table contains high-level information about each of the ad accounts you selected during setup. Each row in this table corresponds to a single account.

This is a Core Object table.

accounts table schema

id
INTEGER

The account ID.

Reference:

lastModifiedTime
DATE-TIME

The time (in UTC) the account was last updated.

Note: The date and time value reflects the date and time at the Bing server, not the client.

accountFinancialStatus
STRING

The financial status of the account.

accountLifeCycleStatus
STRING

The status of the account.

accountType
STRING

The type of the account.

billToCustomerId
INTEGER

The ID of the customer that is billed for the charges that the account generates. This is either the reseller that manages the account on behalf of the owner or the ID of the customer that owns the account.

countryCode
STRING

The code of the country/region in which the account operates. See Microsoft’s documentation for a list of country code values.

currencyType
STRING

The type of currency used to settle the account.

forwardCompatibilityMap
ARRAY

Details about the forward compatibility settings for the account.

Click to expand forwardCompatibilityMap

keyValuePairOfStringString
ARRAY

Key and value pairs for the account’s forward compatibility settings.

Click to expand keyValuePairOfStringString

key
STRING

The name of the setting.

value
STRING

The value of the setting.
accounts (table), keyValuePairOfStringString (attribute)
accounts (table), forwardCompatibilityMap (attribute)

language
STRING

The language used to render the invoice for the account, if invoice is used as the payment method.

lastModifiedByUserId
INTEGER

The ID of the user who last updated the account’s information.

name
STRING

The name of the account.

number
STRING

The account number generated by Bing Ads used to identify the account in the Bing Ads web app. This value is alphanumeric.

parentCustomerId
INTEGER

The ID of the customer that owns the account.

pauseReason
INTEGER

Indicates the reason the account is paused. Possible values include:

  • 1 - A user paused the account
  • 2 - The billing service paused the account
  • 4 - The user and billing service paused the account

paymentMethodId
INTEGER

The ID of the payment instrument used to settle the account.

paymentMethodtype
STRING

The type of payment instrument used to settle the account.

primaryUserId
INTEGER

The ID of the account manager who is primarily responsible for managing the account. By default, this value is set to the reseller’s user ID.

timestamp
TIMESTAMP

The timestamp value used internally by Bing Ads to reconcile updates between account update and delete operations.

timezone
STRING

The default timezone value to use for campaigns in this account.

If left unspecified when the account is created, this value will default to PacificTimeUSCanadaTijuana.

adgroup_performance_report

Official docs :

Official Docs

The adgroup_performance_report table contains performance data for ad groups, aggregated by day.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

ads

Replication Method :

Full Table

 Primary Key :

id
API endpoint :

getAdsByAdGroupId

The ads table contains info about the following ad types:

  • AppInstall
  • DynamicSearch
  • ExpandedText
  • Product
  • Text
  • Image

This is a Core Object table.

ads table schema

id
INTEGER

The ad ID.

Reference:

adFormatPreference
STRING

Indicates whether or not the ad copy is shown to users as a search or native ad. Search ads tend to be written as a call to action, whereas intent ads are written in a more informational style.

Possible values are:

  • Native - Ad will be eligible only for the native ad format
  • All - Ad will be eligible for both search and native ad formats

devicePreference
INTEGER

Determines the device preference for showing the ad.

editorialStatus
STRING

The editorial review status of the ad, which indicates whether the ad is pending review, approved, or disapproved.

finalAppUrls
STRING

The last or final URL where a user who clicks on an in-app ad is taken.

Click to expand finalAppUrls

string
ARRAY

The app landing page URL.

Click to expand string

value
STRING

The app landing page URL.
ads (table), string (attribute)
ads (table), finalAppUrls (attribute)

finalMobileUrls
ARRAY

The last or final URL where a user who clicks on a mobile ad is taken.

Click to expand finalMobileUrls

string
ARRAY

The mobile landing page URL. This is only supported for text ads.

Click to expand string

value
STRING

The mobile landing page URL. This is only supported for text ads.
ads (table), string (attribute)
ads (table), finalMobileUrls (attribute)

finalUrls
STRING

The last or final URL where a user is taken, whether or not the click to final URL path included any redirects.

Click to expand finalUrls

string
ARRAY

The last or final URL where a user is taken, whether or not the click to final URL path included any redirects.

Click to expand string

value
STRING

The last or final URL where a user is taken, whether or not the click to final URL path included any redirects.
ads (table), string (attribute)
ads (table), finalUrls (attribute)

forwardCompatibilityMap
ARRAY

Details about the forward compatibility settings for the ad.

Click to expand forwardCompatibilityMap

keyValuePairOfStringString
ARRAY

Key and value pairs for the ad’s forward compatibility settings.

Click to expand keyValuePairOfStringString

key
STRING

The name of the setting.

value
STRING

The value of the setting.
ads (table), keyValuePairOfStringString (attribute)
ads (table), forwardCompatibilityMap (attribute)

status
STRING

The status of the ad. Possible values are Active and Paused.

trackingUrlTemplate
STRING

The tracking template to use as a default for all landing page URLs.

type
STRING

The type of the ad.

urlCustomParameters
STRING

The custom collection of key and value parameters for URL tracking.

ad_groups

Replication Method :

Full Table

 Primary Key :

id
API endpoint :

getAdGroupsbyCampaignId

The ad_groups table contains info about the ad groups associated with the campaigns in your Bing Ads account.

This is a Core Object table.

ad_groups table schema

id
INTEGER

The ad group ID.

Reference:

adDistribution
STRING

Determines whether the ads within the ad group will be displayed on the content distribution channel, search distribution channel, or both.

adRotation
STRING

Determines how often ads in the ad group show in relation to each other. If there are multiple ads within an ad group, the ads will rotate because only one ad from your account can show at a time.

Possible values are:

  • OptimizeForClicks - In this rotation, Bing Ads will predominantly show ads that have the highest click-through rate, or CTR.
  • RotateAdsEvenly - In this rotation, Bing ads will rotate between ads on an equal basis.

biddingScheme
STRING

The bid strategy type for how bids are managed.

contentMatchBid
NUMBER

The bid to use when the keywords that the service extracts from the content page and the ad group’s keywords match by using an exact match comparison.

endDate
DATE-TIME

The date that the ads in the ad group will expire.

forwardCompatibilityMap
ARRAY

Details about the forward compatibility settings for the ad group.

Click to expand forwardCompatibilityMap

keyValuePairOfStringString
ARRAY

Key and value pairs for the ad group’s forward compatibility settings.

Click to expand keyValuePairOfStringString

key
STRING

The name of the setting.

value
STRING

The value of the setting.
ad_groups (table), keyValuePairOfStringString (attribute)
ad_groups (table), forwardCompatibilityMap (attribute)

language
STRING

The language of the ads and keywords in the ad group.

name
STRING

The name of the ad group.

nativeBidAdjustment
INTEGER

The percent amount by which to adjust the bid for intent ads above or below the base ad group or keyword bid.

network
STRING

The search networks where the ads will display. Possible values are:

  • OwnedAndOperatedAndSyndicatedSearch
  • OwnedAndOperatedOnly
  • SyndicatedSearchOnly

pricingModel
STRING

The pricing model for the ad group. The only supported pricing model in Bing Ads is based on cost per click, or CPC.

This field has been deprecated by Bing Ads.

remarketingTargetingSetting
STRING

The targeting setting that is applicable for all audiences, or custom audiences and remarketing lists associated with the ad group.

Possible values are:

  • TargetAndBid- Ads are shown only to people included in the audience
  • BidOnly - Ads can be shown to everyone, but the bid adjustment will apply to people included in the audience

searchBid
NUMBER

The default bid to use when the user’s query and the ad group’s keywords match by using either a broad, exact or phrase match comparison.

settings
ARRAY

Details about the settings applied to the ad group.

Click to expand settings

type
STRING

The type of setting. For example: ShoppingSetting
ad_groups (table), settings (attribute)

startDate
DATE-TIME

The date that the ads in the ad group can begin serving.

status
STRING

The status of the ad group. Possible values are:

  • Active
  • Expired
  • Paused

trackingUrlTemplate
STRING

The tracking template to use as a default for all URLs in your ad group.

urlCustomParameters
ARRAY

The custom collection of key and value parameters for URL tracking.

ad_performance_report

Official docs :

Official Docs

The ad_performance_report table contains performance info about ads, including clicks and conversions. This data can be used to identify and improve under-performing ads.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

ad_performance_report table schema

accountId
INTEGER

The Bing Ads-assigned ID of the account.

_sdc_report_datetime
DATE-TIME

The start time of the Stitch replication job that replicated this record.

gregorianDate
DATE

The day the record pertains to.

adGroupId
INTEGER

The ID of the ad group the ad is a part of.

Reference:

adId
INTEGER

The ad ID.

Reference:

campaignId
INTEGER

The ID of the campaign the ad is a part of.

Reference:

Custom Fields

Columns selected by you. For descriptions of available columns, refer to Microsoft’s documentation.

age_gender_performance_report

Official docs :

Official Docs

The age_gender_performance_report table contains info about the age and gender demographics of people interacting with your campaigns and ad groups.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

campaigns

Replication Method :

Full Table

 Primary Key :

id
API endpoint :

getCampaignsByAccountId

The campaigns table contains info about the campaigns in your Bing Ads account.

This is a Core Object table.

campaigns table schema

id
INTEGER

The campaign ID.

Reference:

biddingScheme
OBJECT

Details about the bid strategy type used to manage the campaign.

Click to expand biddingScheme

type
STRING

The type of bidding scheme set for the campaign.
campaigns (table), biddingScheme (attribute)

budgetId
INTEGER

The ID of the budget that the campaign shares with other campaigns in the account. Refer to Microsoft’s documentation for more info on budgets.

budgetType
STRING

The budget type that determines how the budget is spent.

campaignType
STRING

The type of campaign.

dailyBudget
NUMBER

The amount to spend daily on the campaign.

description
STRING

The description of the campaign.

forwardCompatibilityMap
ARRAY

Details about the forward compatibility settings for the campaign.

Click to expand forwardCompatibilityMap

keyValuePairOfStringString
ARRAY

Key and value pairs for the campaign’s forward compatibility settings.

Click to expand keyValuePairOfStringString

key
STRING

The name of the setting.

value
STRING

The value of the setting.
campaigns (table), keyValuePairOfStringString (attribute)
campaigns (table), forwardCompatibilityMap (attribute)

languages
STRING

The languages of the ads and keywords in the campaign.

name
STRING

The name of the campaign.

nativeBidAdjustment
INTEGER

The percent amount by which to adjust the bid for intent ads above or below the base ad group or keyword bid.

settings
ARRAY

The settings for the campaign.

Click to expand settings

type
STRING

The type of setting. For example: ShoppingSetting
campaigns (table), settings (attribute)

status
STRING

The status of the campaign. Possible values are Active and Paused.

timeZone
STRING

The timezone where the campaign operates.

trackingUrlTemplate
STRING

The tracking template to use as a default for all URLs in the campaign.

urlCustomParameters
STRING

The custom collection of key and value parameters for URL tracking.

campaign_performance_report

Official docs :

Official Docs

The campaign_performance_report table contains performance data for campaigns, aggregated by day..

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

campaign_performance_report table schema

accountId
INTEGER

The Bing Ads-assigned ID of the account.

_sdc_report_datetime
DATE-TIME

The start time of the Stitch replication job that replicated this record.

gregorianDate
DATE

The day the record pertains to.

campaignId
INTEGER

The ID of the campaign.

Custom Fields

Columns selected by you. For descriptions of available columns, refer to Microsoft’s documentation.

geographic_performance_report

Official docs :

Official Docs

The geographic_performance_report table contains info about the physical locations of people searching for an ad or the locations people are searching for. This data can be used to validate or improve location targeting strategies.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

goals_and_funnels_report

Official docs :

Official Docs

The goals_and_funnels_report table contains information about your audience’s progression through your conversion funnel. Use this report to determine the point at which users leave the funnel, thereby allowing you to improve and increase conversion.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

keyword_performance_report

Official docs :

Official Docs

The keyword_performance_report table contains performance data about keywords.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

search_query_performance_report

Official docs :

Official Docs

The search_query_performance_report table contains performance data for search terms that resulted in a significant number of clicks in the last 30 days. As this data may change over time, use the keyword_performance_report table to analyze the overall performance of keywords.

Note: This data in this table is not applicable to Bing Shopping campaigns.

This is a Report table. See the Replication section for information on how data is replicated and loaded for this table.

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