Google Sheets Integration
Microsoft Ads to Google Sheets
By SyncWith
Microsoft Ads Google Sheets integration
SyncWith connects Microsoft Ads (formerly Bing Ads) to Google Sheets: sign in with your Microsoft Advertising login, pick the accounts and campaign columns, and it refreshes on a schedule. Two settings keep the numbers right: Conversions Qualified instead of Conversions, and the past week re-pulled on every daily run.
Install the Addon
Easily build custom Microsoft Ads reports in Google Sheets
The Microsoft Ads integration gives you the power to slice and dice your Microsoft Advertising data to get the insights you need for your business.
Every account in one report
Pick the accounts by hand, or every account your Microsoft login can see. One report is one refresh per run, however many accounts it covers.
Refreshes on a schedule
Every 5 minutes, hourly, daily, weekly or monthly. Daily runs at the hour you pick, in your local time zone.
By campaign, network and device
Group by account, campaign, network, device, day or hour, with spend, clicks, impressions, conversions, revenue and impression share.
Chart and analyze data
Add charts, sparklines and pivot tables right in Google Sheets.
Which columns should a Microsoft Ads report use?
For conversions, use Conversions Qualified and All Conversions Qualified. Microsoft deprecated the plain Conversions and All Conversions columns in 2022 and says the values in them "may be inaccurate". Both versions are in our field list, so it's easy to pick the wrong one.
The two differ by which goals they count. Conversions Qualified leaves out any conversion goal you've excluded from bidding, and All Conversions Qualified counts every goal. Use the one your client is judged on.
Cost Per Conversion, Conversion Rate and Revenue Per Conversion have no Qualified version. Work cost per conversion out in the sheet instead, as Spend divided by Conversions Qualified.
Clicks Microsoft sees as unlikely to lead to a sale aren't counted in Clicks. They're in Low Quality Clicks, and you aren't billed for them, so don't add them back in.
Why pull the last 7 days every morning?
A day's numbers can still change after you first pull them. Clicks reach Microsoft's reports within two hours and conversions within three. In some cases Microsoft also adjusts a day for invalid traffic, and that fix can land a week or more later.
A daily report that re-pulls the whole past week picks up those late changes. Set it to Update or add rows as needed, and each run updates the numbers on rows already in the sheet and adds new days at the bottom. Older days stay as they are.
What about Microsoft's own reports and scripts?
Microsoft Advertising's report builder can save and schedule a report.
Microsoft Ads scripts can write to Google Sheets, but first you give the script Google credentials. The quick way gives you a token that expires every hour. The lasting way needs a project in Google's developer console with the Sheets and Drive APIs turned on and an OAuth client. After that, someone on your team has to maintain the code.
With SyncWith there's no code to own. You sign in once, pick your columns, and the sheet refreshes itself.
How do I connect Microsoft Ads to Google Sheets?
- Install SyncWith from the Google Workspace Marketplace (in Sheets: Extensions > Add-ons > Get add-ons), then open it from the Extensions menu.
- Choose Microsoft Ads and sign in with the same Microsoft account you use at ads.microsoft.com.
- Pick the accounts, or every account the login can see.
- Add Date, Account Name and Campaign Name, with Spend, Clicks, Impressions, Conversions Qualified and Revenue.
- Pick the first date you want in the report and run it once. Microsoft keeps daily numbers for 36 months.
- Set the report to Update or add rows as needed, and change the date range to the last 7 days.
- Schedule it daily and pick an hour before your workday starts.
- After your first schedule, SyncWith asks for background access. Allow it so the report can refresh without you. You only do this once.
If Microsoft shows an error with AADSTS650052 when you sign in, you've likely used a different Microsoft account from the one you use for ads. Sign in with that one, or ask your Microsoft 365 admin to approve the SyncWith - Bing Ads app.
Need numbers by hour? Use Date & hour instead of Date, and start that report soon: Microsoft keeps hourly numbers for only 6 months.
Where did my Microsoft Ads budget run?
Microsoft's search ads show on Bing and on partner sites such as Yahoo, AOL, DuckDuckGo and Ecosia. Add Network to the report to split spend by where it ran: Microsoft sites and select traffic, Syndicated search partners, AOL search, Audience and Content. Top Vs Other goes a step further and splits AOL search, Bing and Yahoo, and Syndicated search partners into the top ad spots and the rest.
In a client report, we'd keep Microsoft Ads on its own tab next to your Google Ads report, both on the same daily schedule. Microsoft calls cost Spend, and Google Ads calls it Cost, so map the two once in your summary tab.
Is there a free plan?
Yes. The free Hobby plan gives you 35 refreshes a month with no credit card, and each Hobby report stops after 35 refreshes. A daily report reaches that in about five weeks.
The Business plan is $24.99 a month for 100 refreshes, and paid reports never expire. One daily report for all your clients' Microsoft Ads accounts uses about 30 a month. See all plans.
