Microsoft has introduced Report Builder, a feature in Microsoft Advertising that enhances advertisers' control over performance data analysis and sharing. This tool allows users to create customized reports with specific breakdowns, filters, and metrics suited to their advertising needs, eliminating reliance on predefined templates. It caters to both novice and experienced advertisers, making sophisticated data analysis more accessible.
Key Capabilities
Report Builder enables users to gain insights, compare campaign performance against KPIs, and optimize strategies through tailored reports. These reports can reveal trends, diagnose performance issues, and display results across various dimensions such as campaigns, devices, regions, and products. Advertisers are using Report Builder for:
- Weekly performance reports that detail spend and conversions by campaign and device.
- Investigating performance drops by analyzing key metrics over different time periods and ad types.
- Client-facing reports that showcase campaign performance against KPIs like ROAS, CTR, and conversion rate, organized by region and product line.
Benefits of Report Builder
The tool offers several advantages:
- Control and flexibility in report creation, allowing for specific business priorities through customizable metrics.
- Efficiency gains by focusing on relevant data, enhancing analysis effectiveness.
- An improved interface that simplifies the report-building process.
How to Build a Report
Creating reports is straightforward:
- Navigate to Reporting > Home.
- Select Create report.
- Use the left panel to add or remove breakdowns and metrics:
- Click + to add elements.
- Select Expand > Remove to delete elements.
- Rearrange items by dragging and dropping.
- Save the finished report.
Report Templates
For quick insights, Microsoft provides report templates with predefined metrics and breakdowns, organized by type and searchable. Popular templates include the Website URL report for engagement analysis and the Geographic location report for understanding engagement patterns by location. Reports exclude entities with zero impressions, and data retention policies apply to reporting data.
