Analyzing DSA Auto Target Performance data from Microsoft Ads in Excel helps marketers understand how their Dynamic Search Ads are performing across different website targets, enabling more effective optimization of DSA campaigns.
Instead of manually downloading reports that quickly become outdated, you can create a live connection for always-current DSA performance insights.
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 DSA Auto Target Performance data with relevant metrics
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Step 4:
Set up auto-refresh to keep your DSA 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 DSA Auto Target Performance Data
After connecting your Microsoft Ads account, you can import your DSA Auto Target Performance data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “DSA Auto Target Performance” from the list of available objects
- Choose which metrics you want to include (impressions, clicks, CTR, conversions, etc.)
- Apply any filters to focus on specific DSA 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 DSA 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 DSA Auto Target Performance
With your DSA Auto Target Performance data now in Excel, you can identify which website content and URL patterns are driving the best performance for your Dynamic Search Ads. Create pivot tables to compare metrics like CTR, conversion rate, and cost-per-conversion across different auto targets.
Use Excel’s sorting and filtering capabilities to quickly identify high-performing targets that deserve more budget and underperforming targets that need optimization or exclusion. Develop insights about which parts of your website generate the most valuable ad traffic through DSA campaigns.
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
Frequently Asked Questions
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