Analyzing Call Detail data from Microsoft Ads in Excel helps marketers track phone call leads generated through call extensions, providing insights into which campaigns, keywords, and ads drive valuable phone conversations.
Instead of manually downloading reports that quickly become outdated, you can create a live connection for always-current call performance data.
TLDR
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Step 1:
Install Coefficient from the Office Add-ins store in Excel
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Step 2:
Connect your Microsoft Ads account to Coefficient
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Step 3:
Import Call Detail data with call metrics
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Step 4:
Set up auto-refresh to keep your call data current
Step 1: Install Coefficient and Connect Your Microsoft Ads Account
Start by installing the Coefficient add-in in your Excel workbook and connecting to your Microsoft Ads account.
- Open Excel and navigate to the Insert tab
- Click Get Add-ins and search for “Coefficient”
- Install the Coefficient add-in from the Office Add-ins store
- Once installed, open the Coefficient sidebar and click “Import”
- Select “Microsoft Ads” from the list of available connectors
- Follow the authentication prompts to connect your Microsoft Ads account
Step 2: Import Call Detail Data
After connecting your Microsoft Ads account, you can import your Call Detail data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “Call Detail” from the list of available objects
- Choose which metrics you want to include (call duration, start time, end time, etc.)
- Apply any filters to focus on specific campaigns or date ranges
- Click “Import” to bring the data into your Excel spreadsheet
Step 3: Set Up Auto-Refresh for Your Data
Keep your Microsoft Ads call data fresh by setting up automatic refreshes:
- Select any cell in your imported data range
- Open the Coefficient sidebar and click “Refresh”
- Click “Schedule Refresh” to set up automated updates
- Choose your preferred refresh frequency (hourly, daily, or weekly)
- Confirm your settings to activate the auto-refresh schedule
Analyze Your Call Performance
With your Call Detail data now in Excel, you can analyze patterns in phone leads generated by your Microsoft Ads campaigns. Create pivot tables to identify which campaigns, ad groups, or keywords drive the most calls, and calculate metrics like average call duration to assess call quality.
Use Excel’s time-based functions to analyze call volume by day of week or time of day, helping you optimize your ad scheduling for when potential customers are most likely to call. Create visualizations that make call patterns immediately visible, improving your ability to drive more high-quality phone leads.
Microsoft Ads Data Available in Coefficient
Available Objects
- Campaign Performance
- Conversion Performance
- Keyword Performance
- Search Query Performance
- Account Performance
- Ad Dynamic Text Performance
- Ad Extension By Ad
- Ad Extension By Keyword
- Ad Extension Detail
- Ad Performance
- Age Gender Audience
- Audience Performance
How to Import Campaign Performance Data from Microsoft Ads into Excel
Analyzing your Microsoft Ads campaign performance in Excel enables marketers to spot trends, identify underperforming campaigns, and allocate budget more effectively for maximum ROI.
Rather than repeatedly downloading reports that quickly become outdated, you can establish a live connection for always-current data.
TLDR
-
Step 1:
Install Coefficient from the Office Add-ins store in Excel
-
Step 2:
Connect your Microsoft Ads account through Coefficient
-
Step 3:
Import Campaign Performance data with a few clicks
-
Step 4:
Set up auto-refresh to keep your campaign data current
Step 1: Install Coefficient and Connect Your Microsoft Ads Account
Begin by installing the Coefficient add-in in your Excel workbook and connecting to your Microsoft Ads account.
- Open Excel and navigate to the Insert tab
- Click Get Add-ins and search for “Coefficient”
- Install the Coefficient add-in from the Office Add-ins store
- Once installed, open the Coefficient sidebar and click “Import”
- Select “Microsoft Ads” from the list of available connectors
- Follow the authentication prompts to connect your Microsoft Ads account
Step 2: Import Campaign Performance Data
After connecting your Microsoft Ads account, you can import your Campaign Performance data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “Campaign Performance” from the list of available objects
- Choose which metrics and dimensions you want to import (impressions, clicks, CTR, cost, etc.)
- Apply any filters to limit the data (e.g., specific date ranges, campaign status)
- Click “Import” to bring the data into your Excel spreadsheet
Step 3: Set Up Auto-Refresh for Your Data
Keep your Microsoft Ads campaign data fresh by setting up automatic refreshes:
- Select any cell in your imported data range
- Open the Coefficient sidebar and click “Refresh”
- Click “Schedule Refresh” to set up automated updates
- Choose your preferred refresh frequency (hourly, daily, or weekly)
- Confirm your settings to activate the auto-refresh schedule
Create Custom Campaign Analysis in Excel
With your Campaign Performance data in Excel, you can build dynamic dashboards, create trend analysis charts, or calculate custom metrics like ROAS and CPA. Leverage Excel’s powerful features to identify which campaigns deliver the best results and deserve additional investment.
Compare performance across different time periods or measure campaigns against your KPI targets to ensure your Microsoft Ads strategy remains on track.
Microsoft Ads Data Available in Coefficient
Available Objects
- Campaign Performance
- Conversion Performance
- Keyword Performance
- Search Query Performance
- Account Performance
- Ad Dynamic Text Performance
- Ad Extension By Ad
- Ad Extension By Keyword
- Ad Extension Detail
- Ad Performance
- Age Gender Audience
- Audience Performance