Microsoft Advertising
Connect Microsoft Advertising (Bing) to bring in Search and Shopping campaign performance alongside Google Ads.
The Microsoft Advertising connection imports campaigns, ad groups, ads, keywords and search terms from Bing and the Microsoft Audience Network, with daily performance and segments. It mirrors the Google Ads connection, so cross-platform search reports line up.
| How it connects | Sign in and approve |
| Reads | Campaigns, ad groups, ads, Keywords, negatives, search terms, Daily performance, Conversion goals |
| Can change | Pause or enable a campaign, ad group, ad or keyword; Change a budget or bid; Add negative keywords |
| Refresh | On your plan's schedule, plus Resync anytime |
Before you start#
- A Microsoft Advertising login with Standard or Super Admin access to the accounts you want to connect.
Permissions#
Microsoft Advertising asks you to approve these permissions. Each one is listed with why Meerkats needs it.
| Permission | Why Meerkats needs it |
|---|---|
https://ads.microsoft.com/msads.manage | Read and manage Microsoft Advertising accounts; what Meerkats changes is limited by your approvals |
Connect#
1. Connect Microsoft Advertising#
- Open Integrations
In the sidebar, select Integrations, find Microsoft Advertising and select Connect.
- Sign in with Microsoft
Approve access, then pick the customer and accounts to sync.
- Resync
Go to Data Hub › Bronze Layer, pick Microsoft and select Resync.
What syncs#
| Microsoft Advertising | In Meerkats |
|---|---|
| Campaigns, ad groups, ads | Type, status, budget, bidding, networks, targeting, ad copy and final URLs |
| Keywords, negatives, search terms | Text, match type, bid, quality score; negatives; the queries that triggered ads |
| Daily performance | By day with segments: device, network, age, gender, location, hour |
| Conversion goals | Goal type, counting, windows |
Raw data lands in Data Hub › Bronze Layer. Modelled tables, with metrics defined once, are in Data Hub › Gold Layer. Every number in a report or an agent’s answer comes from a query on these tables, never from the model’s own arithmetic.
Metrics you get#
The metrics people ask for most, named as Microsoft Advertising names them. The full list, with each definition, is in the metric catalog.
SpendImpressionsClicksCTRAvg. CPCConversionsRevenueReturn on ad spendImpression shareQuality score
How often it syncs#
Meerkats syncs on your plan's schedule: daily on Free, hourly on the $49 plan, every 30 minutes on $149 and every 15 minutes on $399. You can run a sync at any time with Resync in Data Hub › Bronze Layer.
- Reports follow the account's time zone and currency. Microsoft restates recent days as conversions arrive.
What Meerkats can change#
In every connected tool, Meerkats can create, read, update and delete records, within the permissions you grant and the permissions the tool allows. These are the changes it proposes for Microsoft Advertising, and the limit that applies to each.
| Change | Limit |
|---|---|
| Pause or enable a campaign, ad group, ad or keyword | Medium risk: always proposed for approval |
| Change a budget or bid | Budget down up to 20%, up to 50% per week; bid up to 15% |
| Add negative keywords | Low risk: can run on its own once you allow it |
How every change is governed
Every change starts as a proposal in your Inbox. Nothing changes in the connected tool until a person approves it, unless you set that rule to act on its own.
Before it runs an approved change, Meerkats re-reads the live value. If the value moved since the proposal, it asks again instead of acting on stale data.
Meerkats stores the value it replaced, so every change can be undone from Agents run history.
Anything Meerkats creates starts paused. Switching it on is a second, separate approval.
Troubleshooting#
Microsoft asks for consent again
Microsoft tokens expire after 90 days without use or after a password change. Select Connect on Microsoft Advertising to sign in again.