Microsoft Advertising’s Custom Columns: More Control, yet Still Lacking

New Custom Columns Feature

Microsoft Advertising has rolled out a custom columns feature within its user interface, allowing advertisers to tailor performance metrics to their reporting needs. This update aims to enhance advanced reporting functionality, but it misses essential metrics, notably the ability to segment by conversion actions. Jawad Zaheer Khan highlighted this gap, and Navah Hopkins from Microsoft confirmed the feature’s introduction amidst ongoing UI improvements.

Metrics and Reporting Options

The custom columns draw from predefined reporting sets, such as AdPerformanceReportColumn, which includes basic metrics like Impressions, Clicks, and Conversion Rate. Advertisers must select at least one attribute column alongside a performance statistic, with a mandatory TimePeriod for non-summary aggregations. This setup might streamline reporting, but it still feels rudimentary compared to competitors.

Notable Limitations

Despite the added flexibility, significant limitations persist. The absence of the ‘segment by conversion action’ metric restricts granular tracking of specific conversions, such as form submissions. Advertisers must depend on broader segmentation options or turn to dedicated reports for more detailed analysis. Additionally, the feature imposes restrictions, preventing the mixing of certain impression share columns with specific attributes. These constraints indicate that while Microsoft is making strides, the tool remains basic at best.

Accessing and Utilizing Custom Columns

To access the custom columns, advertisers navigate to the Columns menu in the performance tables for various elements like campaigns and ad groups. From there, they can add metrics like conversions or CPA. The ability to segment by Time, Device, or Network is included, and users can schedule or customize reports through the Reporting section.

Competitive Landscape

This feature aligns with Microsoft’s strategy to enhance its offerings to compete with platforms like Google Ads. While Google’s system provides more robust custom column options, including conversion-specific formulas, Microsoft aims to simplify advanced reporting for less technical users. However, advertisers who require deeper analytics may still find themselves relying on third-party integrations.

Future Outlook

Over the next 6 to 12 months, expect Microsoft to iterate on this feature, potentially adding missing metrics based on user feedback. However, without significant enhancements, the custom columns may not provide sufficient value to lure advertisers away from more established platforms. The financial implications remain clear: advertisers may find themselves paying for a feature that still lacks essential capabilities.