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Bing Ads (Microsoft Advertising)

Written by Ilya Sudakov

Updated on Oct 28, 2026

Description

‍Bing is a pay-per-click (PPC) advertising platform used to display ads based on the keywords used in a user’s search query.

Setup guide

Follow our setup guide to connect Bing to Improvado.

Choose authorization option:

Connect with Microsoft

Authorize your Microsoft account via OAuth. Before authorization, please, make sure that you are signed in to the account you want to extract data from.

Grant Improvado your permission to:

                                               
PermissionDescription
Sign you inImprovado will be able to sign you in, and assign a unique and anonymous ID to your account.
Maintain access to data you have given Improvado access toAllows Improvado to see and update the data you gave it access to, even when you are not currently using the app. This does not give Improvado any additional permissions.
Programmatic access to view and update your Microsoft Advertising info (Microsoft Advertising API Service)Allows you to sign in to the app with MFA and let the app access and update your Bing Ads info.

Connect with Google

Authorize your Microsoft account via Google OAuth. Before authorization, please, make sure that you are signed in to the account you want to extract data from.

Grant Improvado your permission to:

  • View your basic profile information
  • View your email address

After Google authorization, Improvado verifies access to your Microsoft Advertising account automatically.

Note
If you're unsure which method to use, check how you normally sign in at ads.microsoft.com. If you use a Google account, select "Connect with Google". Otherwise, use the default "Connect with Microsoft".

After the connection process is completed successfully, the Bing connection will appear in your Connected sources list.

When the connection status is Active, and the account status column shows a number of accounts, you can move on to data extraction.

To extract data from the connected sources, check the instruction on how to set up data extraction.

Schema information

The schema information shows all report types you can use to extract data from Bing.

Limits

MSClickId Performance, the report with one row per ad click and its Microsoft Click ID:

  • Search placements only. Microsoft leaves clicks on the Microsoft Audience Network out of this report, including the audience placements of Performance Max campaigns, so its click totals can be lower than in other Bing Ads reports.
  • Ad Group ID removes Performance Max clicks. When Ad Group ID is selected, Microsoft returns no Performance Max clicks. Those clicks carry Asset Group ID instead, so leave Ad Group ID out to keep them.
  • 180 days of history. Microsoft keeps click-level data for up to 180 days, and hourly data for 90 days, so older clicks cannot be loaded.

Release notes

You can find information about the latest API changes in the official Release notes.

Troubleshooting

Having trouble with your setup? Find solutions to common issues →

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Questions? The Improvado team is always happy to help. Send us an email, contact your Customer Success Manager, or raise a request in the Improvado Service Desk.