Overview: Metric Builder for Microsoft Advertising (former Bing Ads)


How to access Custom Metrics and Metric Builder for Microsoft Advertising

Navigate to  Metrics > Custom Metrics to access the Metric Builder for Microsoft Advertising. Click the green + New Custom Metric button and select your connected Microsoft Advertising Account from the Data Source drop-down list.

Metric Builder is available on the Professional and higher plans. Request a trial of Metric Builder by following these steps.

How to use the Metric Builder for Microsoft Advertising

A) Data Source: This is the Data Source that the Custom Metric is syncing data from. 
B) Metric: Select a Metric from your connected Microsoft Advertising Data Source, such as "Clicks," "Conversions" or "Spend."
C) Dimension (Optional):  The Dimensions parameter re-categorizes the returned Metric value based on common criteria. Examples of Dimensions are "Ad Group Name," "Campaign Name," and "Ad Type." If no Dimension is selected, the Custom Metric will store 1 aggregated Metric value for each Date Range. 

Pro Tip Add the word "by" in between the Metric and Dimension in order to determine an appropriate Custom Metric Name. From the Metric and Dimension examples outlined above, we could create the Custom Metrics "Clicks by Ad Group," "Conversions by Campaign," or "Spend by Ad Type."

D) Invert Metric (Optional): This checkbox should be selected if a lower Metric value indicates positive growth / performance (i.e., Unsubscribers, Cost per Conversion, etc.) Inverting the Custom Metric in Databox will make it so an increase in the Metric value will show a red percentage change color on a Databolock, while a decrease in the Metric value will show a green percentage change color on a Datablock. 
E) Filter by (Optional):  Filters restrict the data that gets included in the Custom Metric. All data that is returned is tested against the Filter(s). Multiple Filters can be combined using AND boolean logic. 
If the data synced from the Metric and Dimension fields meet the Filter specifications, the data is retained and included in the Custom Metric value. If the data synced from the Metric and Dimension fields don't meet the Filter specifications, the data is excluded from the Custom Metric value.
F) Data Preview: After clicking Preview data, a Data Preview of the Custom Metric will be displayed. Daily Metric values are displayed in this section, along with the total Metric values for the Date Range in bold at the bottom. You can view the Data Preview for different Date Ranges by clicking on the drop-down list at the top of the Data Preview. 

Pro Tip : If you don't know which Filters to put in place for your use case, use the Dimension + Data Preview to troubleshoot and get more insight into the data that is returned from your Microsoft Advertising Account for each field. Learn more here.

G) Custom Metric Name: Enter a name for your Custom Metric. This Custom Metric name will be available in the Designer after saving. 
H) Save: Save your Custom Metric.   

How to create a Custom Microsoft Advertising Metric [Example]

In this example, we'll create a Custom Metric to report on Impressions split up based on the Ad. We only want to include Ads from our "Red" Campaign. 

  1. Navigate to Metrics > Custom Metrics
  2. Click the green + New Custom Metric button
  3. Select the appropriate Microsoft Advertising Data Source
  4. We'll select Impressions from the Metric drop-down list
  5. Since we want to split up the Impressions based on Ad, select Ad Title as the Dimension
  6. Then, we want to restrict the Custom Metric to only retain data for the Campaign called "Red." Therefore, we'll add a Filter to the Custom Metric

    First, click on the   Advanced Options hyperlink to open the Filters section of the Metric Builder. Click on the  Filter dropdown and select by Dimension. The Dimension we want to select is  Campaign Name. Next, click on the  Operator dropdown, and select Equals. Lastly, in the Value textbox enter the exact Campaign name
  7. In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric "Impressions by Ad (Campaign: Red)"
  8. Click Preview data to generate a Data Preview of the Custom Metric
  9. Once we confirm that these are the results we're looking for, we'll click Save to save the Custom Metric

How to add a Custom Microsoft Advertising Metric to a Databoard

Learn how to add a Custom Metric to a Databoard here

Additional Information