Advertisers increasingly rely on their own analytics, data warehouses, and attribution systems to understand what happens after an ad click. To support these advanced reporting and attribution scenarios, Microsoft Advertising is introducing MSClickID reporting in the Microsoft Advertising API.
MSClickID reporting provides access to click-level reporting data, helping advertisers connect individual ad clicks to conversions, validate attribution, and perform deeper performance analysis using their own systems.
What is MSClickID reporting?
MSClickID reporting is a new reporting capability that delivers click-level data through the Microsoft Advertising API. Each row in the report represents a single ad click and includes detailed information about that interaction.
The report includes data such as:
- MSClickID
- Click timestamp
- Search Query
- Keyword
- Match Type
- Device Type
- Location
- CPC
- Conversion-related metrics
- Account, campaign, ad group, and asset group identifiers
This level of granularity allows advertisers to analyze performance beyond aggregated campaign metrics and integrate click data into their own reporting workflows.
Who can benefit from MSClickID reporting?
MSClickID reporting is designed for advertisers and developers who use the Microsoft Advertising API and need access to detailed click-level performance data. Typical use cases include:
- Connecting ad clicks to offline conversions
- Building custom attribution models
- Performing advanced analytics and reporting
- Validating conversion attribution in internal systems
- Reconciling click and conversion data across platforms
- Directly attributing conversions to the specific campaign, ad group, and ad that generated the click
Supported campaign types
MSClickID Reporting supports reporting across Microsoft Advertising campaign types, including:
- Search campaigns
- Shopping campaigns
- Performance Max (PMax)
The report can include activity from both the Search Network and Audience Network where applicable.
How is this different from standard campaign reports?
Traditional Microsoft Advertising reports provide aggregated performance metrics at the campaign, ad group, keyword, or other reporting dimensions. MSClickID reporting provides data at the individual click level, enabling advertisers to trace a specific click through their own attribution and conversion workflows.
This additional level of detail gives advertisers more flexibility when integrating Microsoft Advertising data with first-party systems and offline conversion processes.
Understanding conversion differences
One common source of confusion is that conversion totals in MSClickID reporting may not always match other Microsoft Advertising reporting views. This is expected in some scenarios.
Differences can occur because of:
- Attribution methodology
- Attribution window timing
- Variations in how conversion credit is assigned and reported
When comparing data sources, advertisers should account for these attribution-related differences before attempting to reconcile totals.
Getting started
MSClickID reporting is available through the Microsoft Advertising API and enables programmatic retrieval of click-level reporting data. Advertisers can use the report to export and analyze Microsoft Advertising performance data within their own reporting and attribution environments.