Microsoft Ads reporting - the metrics worth watching weekly
Reporting on Microsoft Ads is not identical to Google Ads reporting. Some metrics are presented differently, some are unique to Microsoft, and the data volumes are lower which changes how you interpret performance.
Because Microsoft Ads volumes are lower than Google, you need more patience with the data before drawing conclusions. A week of Microsoft Ads data for most UK advertisers is the equivalent of a day or two on Google. That means weekly checks are the minimum for action, and monthly reviews are where you should make structural decisions.
Impression share and competition
Impression share in Microsoft Ads is worth monitoring because the competitive dynamics are different to Google. In some categories you can achieve very high impression share on Microsoft with modest bids. In others, the competition is surprisingly intense despite lower overall volumes. Check your impression share lost to rank and budget - the same diagnostic logic applies as Google.
The Auction Insights equivalent in Microsoft is also worth reviewing. Knowing which competitors are actively bidding on your terms in Microsoft Ads tells you something about how seriously they take the platform - and gives you a picture of the competitive landscape beyond Google.
The demographic reports
Microsoft Ads has useful demographic breakdowns - age, gender, and LinkedIn profile data where applicable. Check whether your conversion rate varies significantly by demographic segment. In B2B campaigns, you often find that certain job seniority levels or age ranges over-index for conversions. That insight should influence your bid adjustments and your audience targeting decisions.
The device report
Bing's device split skews more heavily toward desktop than Google, because of its dominance on corporate Windows machines. Check your device report and confirm this is true for your account. If desktop is dominant and converting well, that might influence how you allocate budget between Microsoft and Google for mobile-heavy audiences.
Conversion data quality
Microsoft's UET tag and conversion tracking is generally reliable but the attribution window and counting methods can differ from Google's setup. Make sure your Microsoft Ads conversion window matches your Google Ads window, and that you are counting conversions consistently across both platforms. If you are comparing CPA between the two, you need to be confident the measurement methodology is equivalent.
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