Microsoft Ads company reporting
See impressions and clicks per company, job function and industry from Microsoft Ads, and which target accounts saw your ads before visiting.
Microsoft Ads is the only connected channel that reports delivery by company. For your campaigns, Microsoft tells IntentBid how many impressions and clicks went to each company, job function and industry. IntentBid combines that with website visits, so you can see which target accounts saw your ads, which clicked and which came back on their own.
Microsoft reports by company, industry and job function only, never by individual person.
Where to find it
| Where | What you see |
|---|---|
| Microsoft Ads → Overview & next moves | Companies, roles and industries for all your Microsoft campaigns |
| The campaign workspace | Impressions by company and job function for one campaign |
| Microsoft Ads → Account engagement | Every account's impressions next to its clicks, visits and pages |
| Companies → Target accounts | Who on your list saw, clicked and came back |
The Microsoft Ads overview
Open Microsoft Ads in the menu.
- The tiles at the top show Spend, Impressions, Clicks, CTR, CPC, CPM, Companies reached and Cost per company, with B2B benchmark ranges for CTR, CPC and CPM.
- Microsoft Ads campaigns is the campaign table. See Customise the campaign table.
- Companies that saw and clicked ranks companies by Clicks or Impressions, for example 12 clicks · 3,400 impr.
- Roles and industries ranks Job functions and Industries by clicks, with impressions next to them.
- Top companies from Microsoft Ads shows the identified companies that visited your site from a Microsoft ad.
Company figures arrive once a day, because Microsoft reports them daily. Campaign totals sync every hour. Until your first Microsoft campaign runs, the page shows example numbers marked Sample.
One campaign
Click a campaign to open its workspace.
- Impressions by company (Microsoft): the Impressions tab ranks companies, and the Job functions tab ranks roles.
- Settings shows the targeting: the number of companies, job functions and industries, and whether the campaign targets only these companies or uses a bid boost.
- Company drill-down: choose a company and click Show. For Microsoft campaigns you see that company's impressions and clicks next to its visits, its first touch and every page it read.
Account engagement
Open Microsoft Ads → Account engagement. The page opens filtered to Microsoft Ads.
- Read the tiles first. Target accounts reached counts the target accounts that saw an ad or visited. Impressions to accounts is the per-company total from Microsoft Ads.
- Click Target accounts to see only your list.
- The table shows, per account: Engagement, Impressions, Ad clicks, Visits, Pages, Channels, Stage and Last seen.
- Use Search accounts… to find one company.
The Engagement score combines impressions, ad clicks, visits, pages read and recency. A score of 40 or more counts as an engaged account. An account with impressions but no visits yet is one to watch: it has seen your ads, but nobody has come to your site.
Reading the numbers
- Impressions without clicks are normal on audience ads. The ads keep your name in front of the account. Watch for later direct or organic visits from the same company.
- Low impressions for a company usually means Microsoft matched few people there, or the company name wasn't recognised. Check the spelling in your TAL list, or add the company again under More companies when you create the next campaign.
- Job functions with clicks but no visits from target companies suggest the role is right but the companies are too broad. Switch to Only people at these companies.
FAQ
Why do Google and ChatGPT show "—" for impressions per account?
Google Ads, Microsoft Ads and ChatGPT Ads report impressions per campaign, not per company. For those channels, each account shows its ad clicks and visits from the website script instead.
Can I see the people who saw the ad?
No. Microsoft reports companies, job functions and industries, never individuals. IntentBid doesn't identify people either.
Is there a Microsoft report I can compare with?
Yes. Microsoft Advertising has its own targeting reports that break performance down by company, industry and job function. Totals can differ a little because of when each report is refreshed.